The Reality of Organic Search
If you’ve been in business long enough, you’ve probably heard that SEO is the holy grail of digital marketing—“free” traffic that brings customers straight to your site. But here’s the reality: ranking high in organic search results is more challenging than ever. Organic results are now being pushed further down the page by ads, AI-generated overviews, local map packs, and directory carousels.
Take a moment to Google something like “best cafes near me.” Before you even get to the first organic result, you’ll see ads, map listings, and maybe even a video pack. If you’re hoping that SEO alone will deliver traffic and growth, you’re fighting an uphill battle.
How Google Search Ads Tap into Buyer Interest
This is where Google Search Ads shine. Unlike disruptive forms of advertising—like Facebook or YouTube ads that pop up while someone is scrolling through unrelated content—Google Search Ads are intent-based. Users are already searching for something relevant to your product or service.
For example, if you run a local plumbing business and someone searches for an “emergency plumber near me,” your Google ad can be the first thing they see. You’re tapping into real-time interest and offering a solution to their immediate problem. This is why paid search is one of the most effective forms of advertising for almost any business.
Speed and Scalability Benefits of Google Search Ads Over SEO
When Time Is Money
SEO is a long-term game. While it’s still important for building authority and driving organic traffic, it can take weeks or even months to rank high for competitive keywords—if you ever rank at all. Paid search ads, on the other hand, allow you to get in front of potential customers immediately.
Think about it this way: If you’re a new business, waiting for SEO efforts to pay off might mean months of missed revenue. With Google Search Ads, you can start driving traffic and conversions today.
Leveraging Google Search Console Data for Keyword Opportunities
One of the most underutilised tools in performance marketing is Google Search Console. This tool provides valuable insights into which keywords already bring organic traffic to your website. By reviewing this data, you can identify keyword opportunities that are worth targeting with Google search ads.
Let’s say you notice that your site ranks on page two for a high-intent keyword like “physical trainer in Edinburgh.” Instead of waiting for your SEO efforts to push you to page one, you can run a paid search ad for that keyword and capture traffic immediately.
Start by Running Small Tests for “Signs of Life”
Testing Keywords, Messaging, and Creatives
The beauty of paid search ads is that you don’t have to dive in with a massive budget from day one. In fact, small tests are the best way to find out what works. Start by selecting a few high-intent keywords related to your business and create multiple versions of your ad with different headlines, descriptions, and calls to action.
For example, if you’re an online retailer selling eco-friendly products, you could test ads that focus on different selling points: one ad could highlight “sustainability,” another could emphasise “affordable eco-friendly products,” and yet another could target “plastic-free packaging.”
The goal here is to see which keywords and messaging resonate with your target audience. Do people click? Do they convert?
Measuring Clicks, Conversions, and Desired Actions
Once your ads are running, you’ll want to track key metrics like click-through rates (CTR) and conversion rates. More importantly, though, is whether those clicks result in the actions that will drive growth for your business. Are people signing up for your newsletter, purchasing a product, or scheduling a consultation?
If you’re seeing positive results, you’ve found “signs of life.” At this point, it’s time to optimise your ads further, fine-tune your targeting, and scale up what’s working.
Start Small, Scale What Works
Google Search Ads are a must-have for most businesses. With organic search results being pushed down by ads, AI overviews, and other SERP features, relying solely on SEO isn’t enough. Paid search allows you to tap into high-intent traffic immediately and drive conversions without waiting for SEO to (maybe) pay off months down the line.
Remember to start small with test campaigns, look for “signs of life,” and scale what works. When done right, paid search can be one of the most powerful channels in your marketing toolkit.