Paid ads: Google Ads and Meta Ads

Google Ads (search intent)

People are actively searching, so search ads capture existing demand.

• Structure: account → campaigns (budget, goal, location) → ad groups (themed keywords) → ads and keywords.
• Match types: broad (widest reach, relies on Google's understanding), phrase (contains the meaning of the phrase), exact (same meaning as the keyword). Add negative keywords to block irrelevant searches ("free", "jobs" for a product brand).
• Ad auction: position depends on bid and ad quality (Quality Score: expected CTR, ad relevance, landing page experience). Better quality can mean better positions at lower cost.
• Responsive search ads: multiple headlines and descriptions that Google combines; include keywords, benefits, proof and a call to action.
• Bidding: manual CPC, maximise clicks, maximise conversions, target CPA, target ROAS. Smart bidding needs conversion tracking and enough conversion data.
• Other campaign types: Performance Max, display, YouTube video, shopping, app campaigns.

Meta Ads (Facebook and Instagram: interruption)

People aren't searching, so creatives must create demand and stop the scroll.

• Structure: campaign (objective: awareness, traffic, engagement, leads, app promotion, sales) → ad set (audience, placements, budget, schedule) → ads (creatives).
• Audiences: core (demographics, interests), custom (website visitors via the Meta Pixel/Conversions API, customer lists, engagers) and lookalike (people similar to your best customers). Broad targeting with strong creatives often works well now.
• Creatives matter most: hook in the first 2 seconds, vertical video for Reels/Stories, clear offer, social proof, captions (most watch without sound).
• Test systematically: one variable at a time (creative, audience or copy), give each enough budget and time, and scale winners gradually.

Landing pages

The ad's promise must match the landing page. Fast loading, one goal, a clear headline, benefits, proof (reviews, logos), a simple form and a visible call to action. Improving conversion rate lowers CPA as much as better targeting does.

Retargeting

Show ads to people who visited, added to cart or watched videos but didn't convert, often with reassurance or an offer. Use frequency caps so you don't annoy them.

Check yourself

• Why does Quality Score matter to costs?
• When would you choose Google search ads over Meta ads?
• Your Meta campaign has a 0.4% CTR. What would you test first?