GOOGLE ADS

Does Google Ads really work?

Yes, it does: it is the largest advertising platform in the world and it lets you reach people who are actively searching for what you offer, at that very moment. Unlike social media, where the ad interrupts browsing, on Google you answer a question that has already been asked: this makes the traffic extremely qualified.

One caveat though: Google Ads works when it is managed properly. Campaigns left to their own devices burn budget on irrelevant clicks, overly generic keywords and unconvincing landing pages. That is why many business owners try Google Ads on their own, get frustrated and conclude that "it doesn't work": the problem is not the channel, it's the management.

What makes a campaign effective is continuous work: negative keyword selection, ad testing, quality score improvement, tracking real conversions (not just clicks) and reallocating budget towards what converts.

That is exactly the job AImpeto does. The initial consultation is meant to understand whether Google Ads is the right channel for your business and with which realistically measurable goals; the management included in the cost ensures your budget is spent where it pays off, with clear and periodic reports.

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When Google Ads is the right choice

Google Ads works particularly well in three situations: when search demand already exists (people are searching for your product or service), when customer value can sustain the acquisition cost, and when immediate visibility is needed (for a launch, an opening or a time-limited offer) while SEO builds results over time.

It works less well for products nobody searches for yet (a market that needs educating, where social or brand awareness are more effective) or with margins too low to sustain the industry's cost per click.

The mistakes that make campaigns fail

The most common ones: starting without conversion tracking (spending without knowing what converts); using only generic keywords, where competition is high and intent is vague; not using negative keywords, letting irrelevant searches through; sending traffic to the homepage instead of a dedicated page; stopping the campaign too early, before the algorithm has the data to optimize.

These are mistakes a one-day consultation can fix, but they are costly if left standing for months: they are the most frequent cause of the belief that "Google Ads doesn't work".

Which numbers measure success

Clicks are the beginning, not the result. The numbers that matter are: the cost per lead or per conversion (how much you spend to get a contact or a sale), the landing page conversion rate, the value generated versus spend (ROAS) and, at steady state, the customer acquisition cost compared to customer value.

With tracking active these numbers are visible in real time: that is the difference between doing advertising and knowing what your advertising earns.

Want a Google Ads campaign managed by pros?

The AImpeto team plans, manages and optimizes your campaigns: consultation and management are included in the cost.

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Does Google Ads really work?