Reach customers who are actively searching for your services
Search Ads are paid online advertisements that appear on search engine results pages (SERPs) when users search for keywords related to a business’s products or services. We run these for you on two Search engines for maximum results: Google and Microsoft Bing.
After years of not being able to track exactly where their leads were coming from, we have assisted the client in setting up tracking. Here is a breakdown of their lead sources since tracking was setup (16 October 2025).
Leads generated by Google search ads
Leads generated by Microsoft search ads
Although we cannot track the exact leads that came from the Search ads, we at least can see how the campaigns are performing, and can make informed decisions going forward.
How we achieved our results
We ran our ads the same way we always have. However, in 2025 we had the pleasure of being assigned a Google consultant. With their advise, we intergarted AI into our ads. The AI’s purpose is to monitor our ads and learn when, how and why our ads perform. Once it has done it’s learning it will adjust the ads accordingly to maximise performance. This was recently implemented so we have not seen much of a difference yet … it’s probably still gathering data and learning.
Together with the Communications team, we will be reviewing our ads and rewrite those that need improvement. Benefits have also changed and we need to ensure none of the ads speak to outdated information.
What’s New?
Demand Gen ads
In 2026 we will be introducing Demand Gen ads as part of our strategy. Google’s Demand Gen ads are AI-powered, visually-focused ads that generate demand by reaching potential customers across YouTube (including Shorts), Discover, and Gmail, using high-quality images and videos to build brand awareness and drive action.
Sounds like all other Google ad formats, right? Wrong. With other Google ads formats you dont get to choose where your ads appear, but Demand Gen allows you to manually select the channels where you want your ads to show. This means that you have more control over where your ads appear, but you may also reach a narrower audience.
Performance Max (Pmax) ads
We’ll also be placing a stronger focus on Performance Max (PMax) as part of our paid advertising approach. PMax is an AI-driven campaign type within Google Ads that helps drive results across all of Google’s channels including Search, YouTube, Display, Discover, Gmail, and Maps from a single campaign.
PMax uses automation to find and convert high-intent users wherever they are across Google’s network without relying heavily on keywords. This allows us to scale campaigns more efficiently.
What are we discontinuing?
There is nothing we are going to stop doing on Search because everything we have been doing so far has provided positive results.