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Why Your Business Should Invest in Google Ads

Posted on February 22, 2024 by Megan Hamlin

In today’s digital era, competition is fierce and attention spans are fleeting. Businesses need to adopt innovative strategies to stand out amongst their competitors. With so many marketing tools available, Google Ads should be in your arsenal. With its unparalleled reach, targeting capabilities, and measurable results, running Google Ads has become not just advantageous but imperative for businesses that want to thrive in the digital landscape.

The Difference Between Pay-Per-Click Advertising and Search Engine Optimization

Search engine marketing is a method of advertising to help companies’ content rank higher on search engines. Search engine marketing is typically comprised of two different strategies: 

  1. Search engine optimization (SEO)
  2. Pay-per-click advertising (PPC) 

PPC and SEO are both strategies for increasing online visibility, but they operate in fundamentally different ways. Google Ads, aka PPC advertising, is where businesses bid on keywords to display their ads at the top of search engine results pages and other relevant websites. With Google Ads, businesses pay for each click or impression their ad receives, allowing them to instantly appear at the top of search results and target specific audiences based on demographics, interests, and behavior. 

In contrast, SEO focuses on optimizing a website’s content, structure, and backlink profile to improve its organic (non-paid) ranking in search engine results. SEO efforts aim to increase a website’s visibility and authority over time, making it more likely to appear prominently in search engines for relevant search queries without directly paying for placement. 

Google Ads offers immediate visibility and control over ad placement. SEO provides sustainable, long-term results by enhancing a website’s organic ranking and driving consistent, unpaid traffic.

More often than not, we recommend using a combination of both of these options to give your business as many opportunities as possible to be found by your customers when they perform searches on Google.

For this blog, we are going to focus on Google Ads, an online marketing platform where people pay to display brief advertisements, service offerings, product listings, or videos to web users.

The Importance of Google Ads

Unmatched Reach

Google processes more than 3.5 billion daily searches, making it the most popular search engine globally. By running Google Ads, businesses can tap into this massive pool of potential customers actively searching for products or services like theirs. Unlike traditional advertising mediums, Google Ads enables businesses to reach a highly targeted audience at the moment they express intent, maximizing the chances of conversion.

Precision Targeting

One of the most compelling features of Google Ads is its ability to target specific demographics, locations, devices, and even interests. This level of precision targeting ensures that your ads show to the most relevant audience, significantly increasing the likelihood of engagement and conversion. Whether your target audience is local or global, Google Ads provides the tools to tailor your campaigns accordingly, ensuring every advertising dollar is well-spent.


Contrary to popular belief, Google Ads can be incredibly cost-effective, especially when compared to traditional advertising channels like television or print media. Advertisers have full control over their budgets, allowing them to set daily caps and adjust bids based on performance. Additionally, Google’s PPC model ensures that advertisers only pay when someone clicks on their ad, eliminating the risk of wasted ad spend on impressions that don’t result in engagement.

Measurable Results

When it comes to marketing, measurement is the key to success. Google Ads provides robust analytics tools that enable advertisers to track and measure the performance of their campaigns in real time. From click-through rates to conversion metrics, advertisers gain valuable insights into the effectiveness of their ads, allowing them to refine and optimize their campaigns for maximum ROI. This level of transparency and accountability sets it apart from traditional advertising methods, where measuring ROI can be challenging.

Flexibility and Scalability

Google Ads offers unmatched flexibility and scalability to accommodate your business needs. With options to run text ads, display ads, video ads, and more, advertisers can tailor their campaigns to align with their goals and objectives. Moreover, it allows advertisers to scale their campaigns effortlessly, whether expanding into new markets or increasing budget allocations during peak seasons. 

Enhanced Brand Visibility

Maintaining a strong, active online presence is crucial. By running Google Ads, businesses can increase their brand visibility and awareness across the web. Even if users don’t click on your ads immediately, the mere exposure to your brand can leave a lasting impression, influencing their purchasing decisions down the line. Furthermore, Google Ads offers remarketing capabilities, allowing advertisers to re-engage with users who have interacted with their brand in the past, reinforcing brand recall and loyalty.

Benefits for Nonprofits

The Google Grant Program for nonprofits is a philanthropic initiative aimed at supporting organizations dedicated to making a positive impact on communities. Through this program, eligible nonprofits receive free advertising credits – up to $10,000 a month – to use on Google Ads. These credits empower nonprofits to raise awareness about their missions, attract volunteers, drive donations, and ultimately amplify their impact. By providing access to Google’s vast digital advertising network, the program enables nonprofits to reach a broader audience, increase their online visibility, and further their cause without the financial burden of advertising costs. Additionally, the program offers resources and support to help nonprofits maximize the effectiveness of their advertising campaigns.

Let Torx Help You with Your Google Ads Campaigns

The importance of running Google Ads for your business cannot be overstated. With Google Ads, businesses can unlock a world of opportunities to connect with their target audience, drive traffic, generate leads, and ultimately, achieve their business objectives. So, what are you waiting for? Get in touch with us today so we can help you grow your business! 

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About the author:

Megan Hamlin

Senior Digital Marketing Specialist

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Megan is the Senior Digital Marketing Specialist at Torx. She is responsible for social media marketing, search engine marketing, content marketing, and email marketing. Getting clients qualified leads is her biggest goal. When she isn’t on Facebook or writing a blog, she can be found analyzing data to see how she can improve her digital marketing efforts.