Here’s why Google Ads Stand Out
✅ Search Intent-Based Targeting
Unlike social media ads that target passive users, Google Ads serves ads to users actively searching for solutions, leading to higher conversion rates.
✅ Multi-Format Options
From text-based search ads to visually appealing display, shopping, and video ads, Google Ads offers a variety of ad formats to meet different business objectives.
✅ AI & Automation in Campaign Optimization
Google’s AI-powered Smart Bidding and Performance Max campaigns automate bid strategies, audience targeting, and ad placements for better results with minimal manual intervention.
✅ Comprehensive Tracking & Analytics
With Google Ads' robust analytics, businesses can track conversions, measure ROI, and optimize campaigns based on data-driven insights.
Who Should Use Google Ads?
Google Ads is a great fit for businesses that:
- Have a clear demand for their products or services
If people are already searching for your offering, Google Ads can drive high-intent traffic to your website.
Example:
Zoho benefits from Google Ads as users frequently search for terms like “accounting software”.
- Operate in high-value niches
Industries like legal, finance, SaaS, and healthcare benefit from Google Ads' ability to capture leads quickly.
Example:
Open Money uses Google Ads to capture search demand for keywords like “small business accounting software” or “best invoicing software”, which often have high CPCs due to strong commercial intent.
- B2B SaaS companies
Google Ads help B2B SaaS companies intercept decision-makers during high-intent research moments by driving instant, targeted traffic through high-intent keywords. Leading SaaS companies like Adobe and Grammarly spend hundreds of millions annually on Google Ads. For example, Adobe spent $392.2 million and Grammarly $260.9 million on Google Ads in 2023.
Example: Factors uses Google Ads to target search terms like “linkedin ads management” and “improve linkedin ads”.
- Sell products and tools
Shopping Ads enable direct product listings on Google search results, driving conversions with high purchase intent.
Example:
Zoho runs Google Search Ads targeting terms like ‘workflow automation tool’.
- Offer local services
Businesses like plumbers, dentists, and law firms can use Local Search Ads to attract customers in their service areas.
Example:
Practo, a healthcare marketplace, uses geo-targeted Google Ads to appear in searches like ‘Book dental appointment near me’, ‘top-rated gynecologist near me’ blending software and local service access.
- Want to drive scalable, measurable growth
Google Ads allows businesses to scale ad spend based on real-time performance metrics.
Example:
HubSpot, a SaaS CRM platform, scales its Google Ads campaigns based on conversions tracked via Google Analytics and Tag Manager.
Who Should NOT Use Google Ads?
1. Businesses Without a Defined Audience or Product-Market Fit
Investing in Google Ads may not yield a substantial ROI if you're still validating your business idea. According to, Ishaan Manchanda, co-founder of GrowthSpree, businesses can “consider launching Google search ads only when you’ve achieved PMF and acquired at least 10-15 customers. If you’re still in the very early stages, paying for ads won’t make sense when you’re still making changes to your product.” Get more tips on running Google Search Ads, here.
Example: A new startup selling a niche product like “wearable air purifiers” without clear market demand may struggle with ad performance.
2. Extremely Low-Budget Advertisers
While Google Ads can be cost-effective, competitive industries often require higher ad spend to see meaningful results.
Example: A solo financial advisor trying to rank for ‘wealth management’ may find costs upwards of $50 per click unsustainable on a $100/month budget.
3. B2C Impulse-Driven Brands
Platforms like Facebook, Instagram, and TikTok may be more effective for discovery-based purchases such as low-value fashion, accessories, or trend-based products)
Example: A brand selling novelty socks under $10 (like Sock It to Me) often sees better ROI from social platforms due to their visual and impulsive appeal.
4. Businesses with Very Low Search Volume
If no one is searching for your product or service, paid search may not be the best option for generating demand.
Example: A person who teaches guitarists specific types of vintage guitars and tunes may not get any meaningful traffic through search ads.
5. Companies Targeting a Very Specific Niche with a Small Market Size
If your audience is too narrow, Google Ads may not provide enough reach or scalability.
Example: A B2B company offering software with limited options or geography might find the audience too limited for cost-effective paid search campaigns.
6. Low-Priced Products/ Services
If your product is priced too low, the cost of running ads might outweigh the returns, making it hard to break even or see a positive ROI.
Example: A company selling phone cases for ₹150 each. Running Google Ads for high-intent keywords like ‘buy phone case online’ could cost ₹30–₹50 per click. If your conversion rate is 2%, you’re spending ₹1,500 to get one sale worth only ₹150.
Wrapping Up
Google Ads is one of the most effective platforms for intent-driven advertising, making it ideal for businesses looking to capture high-intent leads and drive measurable growth. By leveraging search-based targeting, multi-format ads, and AI-powered optimizations, businesses can achieve a strong return on investment and outcompete in their industry.
In the next chapter, we’ll break down the core components of Google Ads campaigns, including campaign types, bidding strategies, and ad placements.
