Google Ads and Remarketing
Grow Your Business With Search Ads
Google Ads, Bing Ads and other CPC (cost per click) marketing channels can be a very effective way to drive traffic to your website or landing page. These CPC platforms work by displaying ads to people who have used a particular search term or phrase that is related to your business or organization. We then show ads relevant to those searches and this in turn drives traffic to your site. This form of marketing is typically very effective for larger businesses, B2B channels and organizations with multiple services. Also, if you are a non-profit organization you may be eligible for Google Grants which would give your organization up to $10K / month of free Google Ads.
Display Ads and Remarketing
Display ads are the ads you see around the web on all of your favorite websites, promoting everything from car insurance to vacation rentals. There are a couple ways your company can display your ads around the web. The first is by targeting pages with content related to your targeted marketing message. The second is remarketing (or retargeting) which shows your ad around the web to people who have visited your site.
Google Ads management built around your business
Choosing a Google Ads agency should begin with the business outcome. We review your customers, competition, geography, margins, sales process, and budget before selecting a campaign structure. PPC management is an ongoing partnership: we connect campaign decisions to qualified leads, purchases, and customer acquisition rather than presenting traffic alone as success.
- Understand: define the audience, offer, business economics, and growth goals.
- Build: develop relevant Google Search Ads, creative, and destination pages.
- Measure: validate calls, inquiries, purchases, forms, and qualified opportunities.
- Optimize: review search intent, messaging, bids, landing pages, and budget allocation.
- Scale: expand only when performance and business capacity support the decision.
B2B and B2C campaigns, built around different decisions
B2B campaigns often support longer decisions, multiple stakeholders, and high-value qualified opportunities. B2C campaigns may focus on local services, purchase intent, bookings, promotions, or ecommerce. Audience fit and the right conversion definition matter more than applying the same campaign structure to every business.
From keyword research to ongoing optimization
We connect search intent, ad messaging, destination pages, and reporting. Campaign decisions consider budget, audience, geography, service availability, and sales feedback. Optimization continues after launch rather than ending at account setup.
- Google Search Ads and high-intent keyword research.
- Display advertising and suitable audience discovery.
- Remarketing with relevant messaging and exclusions.
- Conversion-focused campaign strategy and landing-page optimization.
- Conversion tracking and analytics validation.
- Ongoing review of search terms, relevance, and meaningful outcomes.
The landing experience is part of the campaign
A good ad cannot compensate for a confusing page or an untested form. We review the next step visitors are expected to take and the measurement used to judge it. Reports distinguish traffic, engagement, and conversions, and state the limits of platform attribution.
AI-powered Google Ads, with strategy and control
Google AI Max for Search can support search-term matching, text customization, and Final URL expansion. Smart Bidding uses campaign signals to optimize bids toward selected conversion goals. Google Performance Max is a separate campaign type that can reach audiences across Google inventory. These are different capabilities, not interchangeable names for a guaranteed result.
We assess suitability, conversion data, brand controls, creative quality, budget, and landing-page relevance before adopting automation. Human review remains part of search-intent analysis, campaign performance analysis, and Google Ads optimization. Availability varies by account, and outcomes are never guaranteed.
- AI-assisted targeting and creative where appropriate.
- Validated conversion measurement before automated bidding decisions.
- Review of search relevance, exclusions, destination pages, and brand messaging.
- Optimization for qualified leads and meaningful business actions.
Measurement before expansion
Google Ads for lead generation needs a clear definition of a useful lead. We review lead quality, cost per lead, conversion rate, qualified opportunities, revenue where measurable, return on ad spend, and customer acquisition cost. No single platform report explains the full customer journey, so attribution limits and sales feedback belong in the conversation.
Google is often the starting point. Microsoft Search, Performance Max, the Microsoft Audience Network, and relevant Copilot advertising opportunities can be evaluated as secondary options when audience fit, account availability, and performance data support expansion. Start with Google; expand when the data says it makes sense.
Google Ad Grants remains a nonprofit specialization
Eligible nonprofit organizations can discuss a mission-aligned Ad Grants plan separately from paid Google Ads. The program has its own requirements; it should not define the entire Google Ads offering for general businesses.
Frequently asked questions
Is Google Ads only for YMCA or nonprofit organizations?
No. Paid Google Ads is a major general business service for B2B and B2C audiences. Google Ad Grants is a separate program with specific nonprofit eligibility and requirements.
What determines a useful campaign result?
The conversion needs to match the business goal. Qualified inquiries, sales, bookings, and program participation are different outcomes; campaign reporting should not treat every click as a result.
Can you improve the landing page as well as the ads?
Yes. Campaign messaging, page content, calls to action, forms, and conversion tracking are reviewed together so the destination supports the promise made by the ad.
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