How Google Ads Can Achieve Your Business Goals: Strategic Insights

JTN Article

How Google Ads Can Achieve Your Business Goals: Strategic Insights

If you haven't included Google Ads in your B2B marketing arsenal, we have got to ask you: why haven’t you? When done correctly, Google Ads can bring in some exciting results and help your organization crush all those numbers you thought were out of your reach. That's peachy and all, but how can Google Ads help you advance your business goals?

Let's find out.

Types of Google Ads - A Brief Primer

It would be remiss of us not to touch upon the different flavors of Google Ads and dive headfirst into the meat of the matter. To make Google Ads work like a beast, you've got to know how many types of Google Ads there are. This will make the strategies that we will be discussing later on clearer.

  • Search ads: These are the text ads that appear whenever someone looks something up on Google. Search ads are awesome at capturing high-intent prospects.
  • Display ads: All those image ads you see on websites? These are called display ads. They are a part of the Google Display Network.
  • Video ads: These appear on YouTube and video platforms that are part of the Google Video Network.
  • Local ads: This is one of the most important types of ads for a B2B organization. Local ads appear on Google Maps and in Google Search and help local businesses find your organization.
  • Discovery ads: Discovery ads run across Google's feeds. You typically see them on YouTube Home and Gmail promotions.
  • Shopping ads: Product listings that you see on Google Shopping or on the Google search results page.
  • Responsive ads: Exactly what the name suggests. These are automated Google Ads that tweak and run themselves as per your instructions.

We probably should warn you here that indiscriminately using Google Ads may get them to work against you. You don't want that. There is a method to the madness, and each type of Google ad serves a specific purpose. You are going to need to talk to your digital marketing agency to understand which type of Google ad is best for doing what.

With that out of the way, let's get to the reason you are on this page.

How Can Google Ads Help You Advance Your Business Goals?

The effectiveness of Google Ads in scaling B2B organizations is, for lack of a better word, phenomenal. We've seen B2B organizations that started small and turned into behemoths simply because they used Google Ads the right way and put their sales growth into overdrive. This is what Google Ads can do for your business:

It increases online visibility.

Yellow pages are a thing of the past. Search engines are the new Yellow Pages today. So for your organization to grow and grow fast, the knowledge that your organization exists needs to reach the right audience. Google-powered Search Ads make this possible.

Pair that up with Image Ads splashing across target websites, and you get one heck of a way to increase online visibility.

The good folks at Gitnux conducted a market study wherein they found that a whopping 80% of internet users see ads through Google's Display Network daily. And here is where it gets better: Around 65% of small B2B organizations pocket new customers through Google Ads.

So if you want to increase your online visibility and expand your brand reach, which is crucial for growth, Google Ads is the wingman that makes this possible.

It drives targeted traffic.

Driving targeted traffic is another way how Google Ads can help you advance your business goals. Instead of displaying ads to every living, breathing person walking this earth, Google shows ads only to relevant people.

But for this magic to happen, you're going to need to feed keywords that match the searcher's query. You also have to be very specific and target specific phrases.

For instance, if you are a quartz and marble stone wholesaler operating in the US, you may use "quartz stone wholesaler", and "marble stone wholesaler". But that's quite general.

A business operating in, say, Australia, is not going to order stones from you. Adding the specific location to your keywords will drive the right traffic to your website.

Also remember that Google recommends having at least 5 keywords in an ad group. Work with your marketing agency to come up with a whole bunch of keywords that your targeted buyer persona would use to look up information. The more keywords you include, the better your quality score and relevance will be. You can go up to as many as 20, but not more than that, as your ROI on digital marketing spending will start to take a beating.

You get more qualified leads.

A direct benefit of getting targeted traffic is getting more relevant queries and more qualified leads. Not only are you pulling the right individuals towards your organization, but you are also making sure that you are offering something that they are looking for. This means you have a better shot at sealing the proverbial deal if you play your cards right.

You can tweak your campaigns on-the-fly.

Setting up your Google Ads campaign is merely the beginning. It's not going to bring you more leads and help your organization bag more customers if you don't monitor it continuously and track its performance.

You also don't have to stare endlessly at your dashboard. The key here is to check in regularly, and if you find that your ads are not performing to your expectations, then make changes to them.

We are not talking major overhauls or starting over from scratch. We are talking minor adjustments. Maybe add a keyword here, remove a keyword there. Test different ad variations.

An experienced digital marketing agency with experience in keyword optimization will constantly stay on top of your campaigns and help you tweak them as and when necessary. They will also set Responsive Search Ads in Google Ads. These are smart ads that let you enter up to 4 descriptions and 15 headlines, which Google's algorithm mixes and matches and creates new ads for each query.

You improve customer engagement.

If one were to believe HubSpot (and why would anybody not?), 6 out of every 10 people click on a Google ad. That's a testament to the kind of beast Google Ads can be if you know how to flex it. It's loaded with extra features to help you capture your target's attention and improve customer engagement. For instance:

  • Google Ads extensions like call extensions, sitelink extensions, and location extensions give a customer better information and more options to engage with your ads.
  • Then there are those awesome lightbox ads that expand when users hover their pointers over them.
  • App engagement ads will direct a customer to a specific part and encourage them to perform a specific action.

These Google ads and extensions will work wonders for your customer engagement. Instead of forcing them to take action and engage with you, you are gently nudging them towards performing an action.

You get more sales.

How about this? A staggering 90% of consumers decide what to buy based on the Google Ads they see. That's how effective Google Ads are at setting your cash registers ringing. It's not just the search engine results page or Google Maps results where these ads appear. These ads appear across the entire suite of Google services: Gmail, YouTube, and over 2 million websites and apps that are part of the Google Display Network.

More exposure translates to more qualified leads. More qualified leads give you more chances at netting sales.

It helps you run successful, budget-friendly campaigns.

You get complete control over your Google Ads budget. You can set a daily spending limit that suits you the best and then keep tabs on how your ads are performing daily. You pay only for the ads that potential customers click. This comes in handy for organizations with limited marketing budgets.

You get more bang for your "marketing spending" buck.

Google ad campaigns perform differently across different sectors and categories. So, there’s no common yardstick for measuring return on investment in Google Ads spending. However, most experts believe that businesses earn $8 in profit for every $1 they spend on Google Ads. That's an 8:1 ROI on Google Ads spending.

If your ads are still not reaching the right customers and generating enough click-throughs, your organization will see lower returns on investment compared to other businesses. This could point toward Google Ads campaigns not being optimized properly.

But when you work with a digital marketing agency that knows Google Ads from the inside out, they will optimize your Google Ads campaign so that you achieve your goals quicker and with minimum spending.

Final word

If you were wondering how can Google Ads help you advance your business goals, we hope you found your answer on this page. Google Ads can put your organization on the fast track to growth and success, but only if you know how to use it well.

If you have been using Google Ads already but aren't seeing results, your Ads campaign may need some tweaking or even a major overhaul.

Let us step in and help you.

JTN has a proven track record of helping B2B organizations around the globe ace their marketing game, increase their sales, and scale their organization. Get in touch with for more information.

How Google Ads Can Achieve Your Business Goals: Strategic Insights
Ashley Jenkins

Ashley is a senior digital marketing specialist at JTN Group in London where she plans and executes high-ROI digital media and PR campaigns for B2B clients in high-growth industries including Fintech, Commercial Property, and Manufacturing. Read more about JTN Group.


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