Why paid search is important for most businesses


Paid search on search engines like Google is an essential part of any online marketing strategy. It can help you drive immediate revenue and learn valuable information that will help you optimise your campaigns (such as Facebook ads). The best part is that it’s not just helpful for businesses who are trying to make sales right now—it’s also useful for gaining insights into how people are searching for your products or services so that you can use that information to improve your business over time.

Get in front of people in the consideration phase

Paid search is an excellent way to get in front of potential customers when they are looking for products and services. People are researching online before they make purchases, so by using paid search, you can interject your business in the consideration phase of the buyer journey. Sajad from Republic Marketing, a Birmingham Based marketing agency, says:

“Large enterprises with good brand recognition in their vertical may not need to rely on paid search as much as SMEs. PPC & paid search, in general, is the best way for small firms to acquire customers at an affordable. Small business PPC management isn’t easy, as most SMEs, don’t have quality websites or struggle with implementing a proper tracking solution. However, they’re the foundation for success in this industry.”

Attract Customers at the right time and the right place

Paid search allows you to get in front of potential customers when they are definitely looking for the products and services that you offer. This is different from paid social, where you pay to display ads for audiences that aren’t actively searching for your product necessarily. This enables you to reach them at just the right moment with exactly what they want. For example, if someone is searching for “urgent business loans” you could target them with your ad and a compelling offer to drive clicks and, subsequently, sales.

It’s important to note that paid search is not a replacement for organic SEO (search engine optimisation) or social media marketing. People sometimes overestimate the extent to which they rely on paid search to bring customers, so having a balance is key. Other channels do matter as well.

In addition, you can easily optimise your campaigns based on performance data from Google Analytics and other tools within Google Ads; this means making small changes such as adjusting bid prices based on CTRs (clickthrough rates), adding additional targeting criteria (such as location/device type), or decreasing bids during certain times of day or days of week when traffic isn’t high enough for profitable clicks.

Compete with larger competitors!

Paid search is an excellent way to compete with larger companies. If you have the budget to spend on advertising, you can compete with a large brand that has been around for years because it takes much less time and effort for you to build a paid search campaign than it would take for them to build their own links from scratch.

Learn more about your potential customers

Paid search is a great way to learn about who your audience is and how they interact with your website. Their browsing habits and behavioural data allow you to know which part of the website is working and which part isn’t. Use tools such as HotJar to learn more about website visitors.


The bottom line is that paid search is a great way to drive immediate revenue and learn valuable information about your audience. It’s also important to continue with other types of advertising, like Facebook Ads and SEO optimisation efforts, to get the best results possible from your marketing budget. Republic Marketing advises their clients to use the revenue from Google ads to invest in other channels to build. Sustainable revenue stream with minimal risk.

You may be interested in: Beginner’s Guide to Project Management