How To Capture New Customers With Google Search Ads

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Are you a small or medium-sized business that wants to grow and connect with more customers? If so, you have clicked on the right blog.

We talk to companies all over the world that rely too much on the old ways of doing things. They pay too much for old school advertising without any way of tracking performance because they are nervous about getting into the digital space.

What if we told you about a strategy that is perfect for small or medium-sized businesses with limited budgets who want to get the biggest shot for their money?

Keep reading this blog to find out what you can do to effectively reach new customers while saving a few dollars.

Finding new customers the old fashioned way

How does your business connect with new customers? The old tried and tested techniques are TV commercials, billboards, word-of-mouth, direct mail marketing and personal events. Companies of all sizes have been relying on these techniques for decades.

Do not get us wrong, there is still a place in your comprehensive marketing strategy to use traditional advertising techniques. But the problem is that you are missing out on a great opportunity to laser target your audience and ensure that you only communicate with people who are interested in your products or services.

A picture of someone putting a direct mail piece in a mailbox.

Here are the two biggest challenges with traditional advertising: higher costs and limited tracking features.

TV commercials and billboards are two of the most expensive advertising media, but how can you really tell if the thousands of dollars you spent were effective in gaining new customers? The truth is, you can not or at least not as effectively as digital campaigns that track clicks, view times, or conversions.

Buying a TV commercial or billboard is like throwing your ad in the wind and seeing what’s stuck. It is possible to choose specific channels or locations based on demographics, but at the end of the day, much of your advertising will reach people who are not ideal customers.

Another problem with traditional advertising is that they have to run for a long time to determine if they are working. This can be costly and once again it is difficult to find out if the ad was really responsible for an increase in foot traffic or sales.

Now let’s discuss how you can break into digital advertising.

Find new customers the new way

How do you want to buy advertising that is:

  • Cost effective?
  • Gets you in front of users TODAY?
  • Reach out to online users who are actively searching for your products or services?
  • And is it easily scalable based on your budget or goals?

This sounds too good to be true, but we’re describing Google Ads. You can get all these things at once!

Google Ads is affordable digital advertising tailored to your business based on specific marketing goals. Once enabled, they will appear to potential customers searching for what you have to offer.

As a first timer for Google Ads, we recommend that you start with Google search ads. These are the easiest to configure, appear in search results and are effective for businesses of all sizes.

You’ve probably seen these ads without even realizing it. When you search for something on Google, the search engine results page (SERP) shows both organic and paid results. Google search ads appear at the top of the page marked as an “ad”.

So why take more Google Ads and less traditional advertising? Here are the top five reasons:

  1. You have more control over your campaign through Google Ads Manager
  2. You can easily set a budget and make sure your costs keep up
  3. Google Ads allows you to focus on your local community and the people who want to do business with your business
  4. These ads are the best way to get ahead of users who are actively searching for your product or service
  5. Google Ads Manager allows you to track everything and see exactly what is generating new customers for your business

Does this sound interesting to you? In that case, let’s go over how it works, using some real-life examples.

How Google Ads works for all businesses

Suppose for a moment that you own a car that describes the business. You may have doubled in some digital advertising by creating remarketing campaigns through your site or social media accounts. This is a good start.

The great thing about Google Ads Remarketing campaigns is that your content is passed on to people who have visited your site. This means they are already interested in what you have to offer. The job of convincing them to buy is therefore easier.

A detail grows next to a car using a microfiber.

In addition to finding interested online users through remarketing, you can also expand your user base ten times faster than organic search by creating paid ads. Specifically Google search ads.

How exactly do these work? You offer specific keywords or phrases that people search for online. To be effective at this requires a certain amount of research and testing.

The goal is for an online user to see your ad when searching for keywords such as “auto detail”, “car details”, “car detailing company” or “auto retail costs.”

An example of a Google ad for an image detailing business.

There are many keywords or phrases that you can bid on to ensure that your ad is delivered to the right people. Most importantly, these people should search for your service RIGHT NOW! That way, they intend to buy.

New people who have never heard of your brand before, search online for your service and see paid ads. Then you have a “catch-all” system that markets them for the next 30 days if they have not made a decision.

It’s that simple to grow your business!

What types of companies it works best for

We know your next question: do I need paid ads for my business? These ads can be used for any type of business, but are especially effective for these:

  • Service-based companies such as dentists or car parts
  • E-commerce companies with a wide range of products
  • Seasonal businesses such as florists or special event services
  • Emergency repair services as plumbers

Even more important than your type of business is why you want to run advertising in the first place.

Below is a list of benefits that paid advertising can bring you. How many of these benefits are you looking for?

  • You need more leads or conversions fast
  • Your business uses data to make important decisions and you track visitors
  • You want the ability to quickly or easily start or stop advertising campaigns
  • You prefer to have control over your keywords, budget and ad copy
  • Your business is mostly online and you use other digital marketing tools like social media to bring online visitors

Does that sound like you? If you found yourself agreeing with most of what we mentioned above, you are the type of business that should start using Google Ads.

Results and previous examples

We’ve discussed a lot about setting up Google Ads, but if you’re anything like us, you’ll see real results as well.

In this section you will find some screenshots that show how a number of real companies gathered multiple leads thanks to paid advertising. Each of these companies also partnered with us to set up their campaigns.

HOTH helped bring more than 100 leads to a window staining company that began working with us in 2019.

A growth in leads for a window staining company.

Later, we helped a dental office connect with new patients.

An example of how we brought new patients to a dental office.

The chart below shows the growth in leads for a local retail business.

An example of how we brought new leads to a local retailer.

Our digital marketing team works with companies to determine what type of conversion they are looking for. Whether it’s site visits, phone calls, filling out forms, registrations or purchases, we can help get them all.

Look at how we helped a car dealer get 752 new leads in just 90 days.

We brought 752 new leads to a car dealer.

And finally, you can see how we drove over 1,400 leads to a local dealer in six months.

HOTH helped a local retailer gain over 1,400 leads.The success we had in each of these campaigns all had to do with the paid advertising we helped create for the customer.

Do you want to see more? See all our HOTH case studies to read about how we helped many different companies with PPC and SEO.


We covered a lot of information about paid advertising, and hopefully you came out with an interest in using Google Ads for your business. Or if you are currently using them, you need to find a way to improve them to continue to grow your business.

These ads work not only for local businesses but also nationally and internationally. There are no boundaries.

HOTH PPC is our department responsible for helping clients create and optimize paid advertising campaigns. In addition to setting up Google Ads, our team can also help you create custom landing pages to increase conversions. Our client reporting system also provides a wealth of data and information.

Call us if you still have questions about paid advertising. We would very much like to discuss your business goals and how we can help you grow.

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