Google is the biggest and most widely-used search engine globally, with YouTube (a Google-owned company) being second. Thus, the tech giant has a firm grip on the search market.

With such an expansive presence in where and how people search for information, Google also provides a highly competitive landscape for online advertising. The crucial part is how businesses set themselves apart from the competition.

As a PPC (pay-per-click), video and digital marketing agency, we wanted to use this space to share tips on making the most of PPC advertising, specifically Google Ads (formerly known as Google AdWords).

How Does Google Ads Work?

Google Ads operates under a PPC advertising model. This means that marketers target – and bid on – specific keywords, competing with other advertisers that have chosen them.

Businesses running PPC campaigns essentially make ‘maximum bids’, the largest sum of money they’re willing to pay for an ad. For more information about Google Ad campaigns and how we, at Ginger Digital, can help you with Google Ads, please refer to our Google PPC service page.

Why Use Google Ads?

There are plenty of benefits of using Google Ad campaigns to drive conversions for your business. 

1. Ad Targeting Options

Using Google Ads, your business can target prospects at every customer journey stage, regardless of your industry or sector. Using practical, high-quality post-click landing pages, you can capture your customer information with broad keywords and search terms and run Google Ads retargeting campaigns to draw them back in.

2. Google Ads Campaign Control

Running Google paid ad campaigns used to require a lot of time and effort to be done correctly, but that’s now been alleviated. Working with an outsourced PPC agency like Ginger Digital will give you complete control of all campaigns you run, with the ability to start and end each one whenever you choose. 

3. Cost-Effective Campaigns

Clicks can be expensive, depending on the keywords you choose. However, if you find the right long-tail keywords and search terms with the right intent, your budget can be used more efficiently and over a longer period of time. Ginger Digital are experienced in this field and can help you set the right daily budget, maximum bids and maximise your spend.

4. Precise Ad Results

If you don’t know what’s going wrong, how will you know what to improve? Luckily, with Google Ads, your results are very clear and easy to understand. You can even take this further and integrate them seamlessly with Google Analytics to dive deeper into your clicks, impressions, budget, etc.

5. PPC is Faster than SEO

It’s no secret that successful SEO strategies are meticulously planned and effective, but they take time to manifest. When you start with Google PPC ads, you’ll always retain the positions above the organic SERP results. Your ads appear far more quickly than waiting for Google to organically index all your site pages.

6. Google Ads Bidding Strategies

To help you reach specific marketing goals while maximising your budget, you can adopt different bidding strategies for Google Ads.


  • CPC (cost per click)
  • CPM (cost per thousand viewable impressions)
  • CPA (cost per acquisition)

This allows for more granular PPC ad targeting, which should, in turn, influence how you write and structure your landing pages.

7. Potential Audience Reach

Google is the go-to search engine for billions of people worldwide, who are all searching for unique, individual solutions to problems and answers to questions. With the right targeted ads that address their pain points, they’re likely to choose you over a competitor.

8. Understanding Search Intent

Unlike social media advertising campaigns like Facebook ads, Google Ads cater to people expecting advertisements in SERPs. People aren’t always looking to be advertised to on social media, whereas your Google Ads can be customised to help them find an immediate solution to what they’re searching for.

9. Build Brand Awareness

Google Ads are incredibly versatile, often considered valuable brand awareness tools for businesses. Brand recognition is crucial to building trust with customers, which begins by reinforcing the brand name, reputation, personality, tagline, etc. Even if potential customers aren’t clicking the ads in SERPs, they will likely remember specifics in your ad copy, which can prove valuable down the line.

10. Conversion Quality and Quantity

The Google Display Network is immensely competitive, and to stand any chance of succeeding there, you’ll need an excellent post-click landing page. Visitors don’t want to trawl through endless pages to find what you promised them in your PPC ad, so make your landing page count. Luckily, Ginger Digital can ensure each landing page is perfectly optimised for your audience and chosen keywords.

This testimonial kindly provided by James Bryan, Golf Escapes shows how Ginger generated hundreds of new leads with their PPC campaign.

Help from a Professional Google Ads Agency

Ginger Digital specialise in creating cutting-edge digital marketing campaigns and targeted PPC campaigns for businesses across all sectors. 

Get a free consultation with our friendly team today if you want that competitive advantage.

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  • Objective setting
  • Keyword research
  • Campaign creation
  • Ad copy
  • Set campaign live
  • Optimisation
  • Reporting

Success strategy

We have developed a 7-Step digital success strategy to ensure we are providing the best service possible. We also pride ourselves on being transparent in our process throughout, ensuring our clients are fully informed with regular reporting.

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What our clients say

  • Ginger have generated really good quality leads, we are excited by these early results and look forward to even greater gains in the following months.

    Iain Gray, Business Growth & Partnership Manager, MSC R&D
  • We’ve been really pleased with the results. Over the 3 week campaign our website views increased by 400%, the video had over 80,000 views, and we sold £300K of our product.

    Stuart Devoil, Group Head of Marketing, James Latham Ltd
  • The best news was that the video, which was for a specific event was responsible for an increase in attendees signing up for the event. After the video went live we had to increase the event room capacity.

    Victoria Hormigo, Managing Director, Libreea
  • We visited Ginger's studio to film content for our company's website. The team were extremely helpful and clearly experts in the services they offered.

    Wesley Dowe, Capture Consultant, Kefron
  • What really impressed us about working with Ginger is that they are so much more than just a video production company; they took our marketing strategy and built around that in order to give us the right product.

    Chris Jones, Chief Operating Officer, Nymad
  • We want to add real value to our clients and in Ginger we found a partner that understands what we are trying to get across and are also able to deliver that in a really effective way.