Search Ads

Table of Contents

What are Search Ads?

Imagine you’re a Full Service Digital Marketing agency. At any given moment, someone somewhere is using Google to search ads for what your business offers. They start by typing a search query into the Google search box. “Digital Marketing Agency”. Google in return displays a SERP page showing your business as one of the possible solutions. 

The platform through which the business owner’s ads are managed and delivered is called Google Ads

Google Ads is Google’s product you can use to promote your business online, increase traffic to your website, help sell products or services and raise awareness.

Google Ads accounts are managed online, so you can create and change your ad campaign at any time, including keywords, bids, ad text, settings, and budget.

Google SERP or Search Engine Results page has both organic and paid ads.

Organic results (see screenshot position below highlight in blue) are driven by optimizing your website for SEO or Search engines including following a web design, content, images, and more…best practices, User experience, and bounce rate (User leaving the website without taking any action or spending time, simply leaving website due to being irrelevant)

Paid Ads as indicated in Red highlight screenshot below are driven by Bids, Keywords and campaigns managed through Google Ads. 


Match Input with the Right Output - Right Ad to the Right Customer

How does Google match the two up and make sure “Digital Marketing Services” are delivered on time? 

Let’s look at the search results. First, there are what we call organic search results. These match their search but aren’t paid ads. Then, there are search ads. These usually show above the organic results and provide helpful info that matches the search. You’ve probably seen these before. They have a small tag that says “ad” on them.

What's the point of search ads?

They help businesses just like yours stand out within the search results and get noticed by the people who are searching. So if your business can get them out of trouble by providing digital marketing services, this is where you want to pop up.

Search Ad

  1. Matches your keywords with user inputs, with meticulous precision
  2. Offers multiple Ad formats for text and images, Small, Trio and Large. 
  3. Provides different matching modes – Broad, Phrase and Exact. 
  4. Generates Keyword-based recommendations
  5. Charges per valid click

When was the last time you searched for something on Google?

In the past month, week, or maybe even earlier today? Google Search lets people search for what they want and find what they need. But how is this relevant to your business? Imagine that you sell children’s clothing. When a potential customer searches for “clothes for babies”, you probably want your business to show up there.

Google Search includes both organic search results and paid search ads. Organic results are free listings that appear when they’re relevant and valuable to what someone is searching for. Search ads usually show above the organic results. They contain a small ad box and provide helpful info that also matches the search term. They also allow you to control and customize the message.

In this blog, you’ll learn about Search ads and understand the metrics that matter most to your Search campaigns. Search campaigns help businesses like yours stand out to potential customers who search for what you offer. Since these campaigns show ads to people with high intent, it’s more likely that they’ll find your ad helpful, and click it, which helps you meet your business goals. When running a Search campaign, it’s important to familiarize yourself with a few basic metrics:

Search Ad KPI Metric's

Click on “Metrics” to see the description on the right.

is how much you are paying for a specific campaign, a specific ad group, or even a specific keyword.

 are the number of times people have seen your ad.


Every time your SEM ads appear across the search engine and did not receive clicks but the customer viewed the ad is counted as an impression. 


Clicks are How many times people clicked your ad.


Clicks represent the number of times users clicked on your

PPC ad.

Clickthrough rate or CTR is how many people clicked your ad, out of the number of people who saw it. A higher clickthrough rate usually means that your ad is more relevant or attractive.

Cost Per Click or CPC is the amount you have to pay to Google every time a click is made on your Ad. 

Average cost-per-click or average CPC is your cost divided by the number of clicks on your ad. A higher average CPC for a specific keyword often means that the keyword is relatively competitive and has a high number of advertisers bidding on it.

Remember that Search campaigns are focused on getting people to take action. These actions are called “Conversions”.

A conversion is a specific customer activity that’s valuable to your business, such as an online purchase or a phone call.

Conversion rate is the number of conversions divided by the number of clicks. In other words, how many people completed the goals that are important to your business, out of the number of people who clicked your ad?

Testing different landing pages and comparing their conversion rates, can help you understand which user experience is easier or more attractive to your customers. You can then take these learnings and replicate them on other landing pages.

Cost-per-conversion is the cost divided by the number of conversions. Knowing the average cost-per-conversion will allow you to understand your return on investment from Google Ads.

Don’t forget that your main metrics depend on your marketing and media objectives. If you wanna drive engagement with your website, clicks, CTR and average CPC are important metrics you should focus on.

If you wanna drive conversions, your top metrics should be conversions, cost-per-conversion, and conversion rate. It’s important to remember that conversions are usually harder to obtain than clicks.]

Conversion rates vary based on the product or service that you’re selling, and on the type of action defined as a conversion. Understanding these metrics is essential to measuring the performance of your Google Ads account.

Cost per Acquisition CPA is a metric that measures aggregate cost to be paid for every acquisition.

A quality score is a number between 1 and 10 that Google assigns to your ad on its performance.


Google Ads Keyword Quality score measures the effectiveness of Google Ads Keywords, Ads, and Landing pages. Higher quality score leads to lower cost per click (CPC) and higher ad position. 

The below graph shows How Google prioritizes User Experience and Quality over higher CPC bids.

Some of the frequently asked questions. If there is a question missing, please email me at Z@”” for immediate response. ​

Ad position is the position of your ad on Google, Bing, AOL, or Yahoo Search Results page.

Google paid ads likely appear in the first 3-4 ads.  The Ads are marked with the tag “ad”. Ad position identifies the position your Ad display on

About the Author

Zabi Niazi - Director of Search Marketing SEM and SEO

Hands-on execution & Revenue-focused digital marketer with expertise in Design & Operations centered around people, processes & technology engineering a Demand-Gen Engine capable of delivering innovative experiences that tell the brand story and map to the buyer's journey generating awareness, acquisition, retention, and advocacy.