What targeting options does Google Ads provide?
Google Ads lets you target by keyword, location, device, time of day, audience and demographics, and show ads again to people who've visited your site. For lead generation we build around keywords on phrase and exact match, with shared negative lists, because they tie the ad to what someone has just searched for.
The main options
- Keywords: the searches you want to appear for, with match types that control how closely a search must fit.
- Negative keywords: searches you don't want. Campaigns with none attached are a common leak.
- Location, language and device: where and how your customers search.
- Audiences: groups Google builds or you build, such as past visitors, for remarketing.
- Demographics: age, gender and household details where Google offers them.
What we do with them
For lead generation we use phrase and exact match, with shared negative lists. Broad-match keywords can pull in searches nobody would buy from, and search-term spend on terms that never convert is something our audits look for. Tighter matching and negatives are the first fix.
Sensitive categories
We write health and therapy ads inside Google's policies, and the audit checks for disapprovals.
See how this fits into our paid marketing service.
Also worth asking
Other answers about the same tools.
What is paid marketing and how does it work?
Paid marketing means paying to put your business in front of people, usually through ads on Google, Meta or LinkedIn. You set a budget and an audience, and you pay per click or per thousand views. The hard part is knowing which ads bring customers.
What platforms do you use for paid marketing campaigns?
Google Ads and Meta (Facebook and Instagram), plus LinkedIn for B2B work. We use Microsoft Ads where a campaign needs it. Which ones we use depends on whether people search for what you sell.
How much should I budget for paid marketing?
Start from what a customer is worth to you and what a lead costs in your market. The budget then needs to be big enough to get meaningful conversions in a month, and small enough that you can afford to find out it isn't working.
Want a quick starting figure from your revenue and a growth goal? Try the budget planner.
What is ad platform integration and why does it matter?
Ad platform integration means joining your website, tracking and CRM to the ad platforms, so they receive the leads and sales that came from their ads. Without it, bidding learns from clicks and form fills instead of customers.
What’s the difference between paid search and paid social campaigns?
Paid search (Google Ads) shows your ad to people typing a query. Paid social (Meta, LinkedIn) shows it to people browsing. Search catches demand that's already there, and social creates interest in something new.
Still have questions?Talk to us
Bring your numbers.
We'll tell you if the spend makes sense.
- A 15-minute callYour goals, your challenges, and whether we're the right fit.
- A 1-hour discovery callWe dig into your numbers. Worth a hundred emails.
- A concrete planAds, a custom build or both, as a one-off project or ongoing.