Why it matters: Many small businesses waste ad spend because their campaigns are too broad, poorly structured, or untargeted.
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Campaign Type
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Best Use Case
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Search Ads
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Show text ads on Google search results
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Display Ads
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Show banner ads on websites in Google Display Network
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Local Ads
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Drive store visits with Maps & Search placement
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Automate ads across all Google channels
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AI Max (experimental)
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Next-gen PMax powered by AI content generation
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Discovery Ads
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Reach users on Gmail, YouTube, Discover feed
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For most SMBs, start with Search + PMax and move to AI Max.
Use the right match types to control which searches trigger your ads:
shows for related terms (very wide reach, lower intent)
Example: “plumber” shows for “pipes leaking”
shows for queries that include your phrase
Example: “plumber near me” matches “24/7 plumber near me”
shows only for your exact keywords
Example: [emergency plumber] only shows for “emergency plumber”
Use phrase and exact match to target local intent, not just traffic. A board match may bring irrelevant traffic to your ads
Google’s AI adjusts bids based on the likelihood of conversion
You set the max cost-per-click for each keyword
Start with Maximize Clicks, then move after a week to maximize conversions and try different types of bidding like Target CPA, target ROAS, or maximize conversion value if they apply to your case, but monitor closely.
“free”
“DIY”
“jobs” or “career”
“wholesale”
Use Google Search Terms Report and Keyword Planner weekly to find and add new negatives.
Combining Local SEO and Google Ads is one of the most powerful strategies for small business growth in 2025. SEO builds long-term visibility. Paid ads give you immediate traffic and leads.
Results from Google Ads can vary, but usually, Google Ads can bring leads within days.
Yes. Ads bring traffic now; SEO compounds over time, rewarding your patience with long-term benefits and strategic growth.
$500–$3,000/month is a starting point, depending on industry and competition.
ETOS Consulting LLC is a digital marketing agency specialized in websites, SEO, advertising and cold outreach. We offer result-focused digital marketing services that cater to established businesses and startups eager to carve out their niche, scale their operations, and dominate their markets.
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