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What are Search Ads?

Search Ads are one of the most popular types of advertising.

Have you ever looked something up on Google and saw the top search results labeled “ad”? Those are precisely what Search Ads are.

Brands invest in Paid Search Ads to ensure they show up in the results for high purchase intent audiences.

When a consumer is actively searching for a specific product or service, their conversion intent is a lot higher, so it’s crucial to be in front of that audience segment.

Search Ads are typically on search engines. This can be:

What are Search Ads?

Search ads typically contain all text and no visuals, so it is a skill to craft compelling ad copy and entice people to click on your link. Keywords are crucial in paid search ad strategy.

To capture the audience you want, you need first to select relevant keywords for your business.

Search ads require attention to detail. It’s not just your keywords and creative ad copy that are needed. Other details include a list of negative keywords and appropriate extensions for specific ads.

This consists of a Call-To-Action (CTA) for calling your business or directing them to click through to a landing page and fill out a form…whichever is your goal.

Search campaigns can work for many different business objectives, taking detailed optimizations to create truly effective ads.

Bonus: Learn more about Keyword Match Types in our blog:

A Guide to Keyword Match Types

What is Pay-Per-Click (PPC)?

The next step in the search ad process is the entrance into an online auction with your competitors to bid for ad placement. As a business, you will set your ad budget, specifying the maximum amount you’re willing to pay when people click on your ad. That’s why it’s called Pay-Per-Click (PPC).

Once your ads are created, it is assigned a Quality Score. The relevancy of your ad and keywords determine your Quality Score. The Quality Score determines your Cost-Per-Click (CPC). It is multiplied by your preset maximum bid budget, which ultimately determines your ad ranking in the auction. Quality Score is determined by many factors such as:

  • Click-Through-Rate (CTR)
  • Quality and relevancy of the keyword, ad group, landing page, and ad copy
  • Your Google Ads account’s historical performance, etc

So, the higher your Quality Score, the higher your ad ranks for, and the lower it costs.

At War Room, we specialize in programmatic advertising. Programmatic Search Ads are the automated process of buying and selling ad space on Search Advertising platforms. Instead of requiring someone to adjust your ad budget and bids manually, it leverages artificial intelligence and machine learning to optimize your ad campaigns automatically!

Bonus: Check out these two resources to enhance your Quality Score!

Blueprint For Building a High-Converting Landing Page

170+ Power Words for Writing Emotional Ads

Why You Should
Be Running Search Ads

If people are looking up a specific product or service in the search engine, they already have high purchase intent and are either doing research, price comparison or ready to convert.

Search Ads are great for:
  • Increasing website traffic
  • Driving conversions (leads, sales etc) and more

Perhaps these statistics below will convince you that Search Ads are worth the investment:


of brands say PPC ads are a
huge driver for their business


of consumers use the internet
to search for local business


million dollars were spent on Search Ads
by companies around the world in 2019


PPC visitors are 50% more likely
to make a purchase compared to organic visitors

Why Choose War Room as Your Search Ad Partner

Running PPC ad campaigns is an intricate process, so having an agency partner help you navigate and deliver results is invaluable.

We are the experts in programmatic advertising, and Search Ads are quintessential of what we do for our clients. We combine our technology with our team’s expertise to deliver performance-driven ad campaigns.

Here are some additional benefits of running PPC ads with us:

Certified Partner

We are experts in Paid Search. As a Premier Certified Google Partner, we deliver strong PPC campaigns that make the most of your ad budget. Our repertoire extends to Bing Ads, Yahoo, Quora, and more. This means more eyes on you!

Cross-Channel Advertising

We know that digital marketing strategies are multi-pronged and that you are most likely to have ads running on various channels. You will get to see exactly how your campaign performs, not just on the platform itself, but how it compares to the industry and how it is attributed cross-channel.

Say for example, you have Instagram ads running at the same time as your Google Search Ads; we have the function to exclude those who saw your ad on Instagram and already converted, so you don’t have to waste more ad spend targeting them on Google.

PS. Not a lot of agencies can offer this, but we can!

Expert Management & Reporting

You’re in good hands with our team of advertising experts. From strategy to the execution of your Search Ads, we got you covered. You can rely on our team and proprietary programmatic technology to proactively monitor your ad performance and make optimizations on the go.

The War Room team will provide feedback if the opportunity arises on your ad creatives to ensure maximum potential and performance. After the completion of your campaign, our Data Analyst, Campaign Experts, and Account Manager will provide insight and recommendations for your future ads (how to continue and outpace your goals) and stand out from the crowd!

As for reporting, we don’t send out automated reports from Google Ads. We consolidate all the measured data (sometimes cross channel) and input it into our beautifully branded reports that we’re famous for. Imagine data being told visually as a story. Our Account Manager will then walk you through it on an in-depth call, making the numbers easy to understand.

Client Testimonial

in inquiries

War Room really show you directly what ads and where those ads are being placed and where the returns are coming from… They not only explain this to you but they make very strong recommendations and help you to point your campaign to a direction that’s going to positively benefit your company in the long run!

— Rob Hill, Kasba Lake Lodge

Get in touch with one of our Search Ads expert today!