What Google Ads is and why it matters so much
Google Ads (formerly Google AdWords) is Google’s paid advertising platform, and today it is one of the most important acquisition channels for companies of any size. With it, you can show ads across multiple touchpoints: search results, partner sites on the Display Network, YouTube, Gmail, Google Maps and price comparison sites. Google Ads’ key advantage over other media is that it works with search intent — the user is actively looking for the product or service at the exact moment they see your ad.
When someone types “employment lawyer in Porto Alegre” or “online makeup course”, that person isn’t just curious — they are ready to buy. Showing up at that moment, with the right message and an offer that matches what they are looking for, is what makes Google Ads one of the channels with the best ROI (return on investment) in digital marketing. Companies that master this platform can forecast revenue accurately, scale investment safely and win customers who would never arrive through referrals or social media.
The 5 types of Google Ads campaigns
Search Network
The most traditional campaign and, for most businesses, the most profitable. Your ads appear at the top of the results when someone searches for keywords related to your business. The key to an efficient Search campaign is the match between keyword, ad and landing page: the more coherent what the user typed, the ad headline and the landing page content are, the lower the cost per click and the higher the conversion rate. We work with in-depth keyword research (including negative terms to avoid waste), ad groups segmented by intent and constant A/B tests of headlines and descriptions.
Display Network
Visual ads (image, HTML5 or responsive banners) shown on more than 2 million Google partner sites. Ideal to build your brand, reach broad audiences and run remarketing. A visitor who came to your site and left without buying can keep seeing your banner on news portals, blogs, apps and YouTube — reminding them of the offer until they come back and convert. The challenge with Display is targeting: without strategic planning, the budget quickly drains into low-quality sites. Our approach uses affinity targeting, custom intent and remarketing lists to maximize return.
Google Shopping
Essential for e-commerce. It shows a product photo, price, store name and reviews right in the search results — all before the user even clicks. Shopping campaigns usually have a 3x higher CTR than traditional Search campaigns, because the ad already delivers the information the user wants. To work, it requires a properly structured product feed in Google Merchant Center, with optimized titles, correct categories, quality images and real-time pricing data. We handle the full feed setup, integration with platforms (Shopify, VTEX, WooCommerce, Nuvemshop) and ongoing optimization.
YouTube Ads
Video ads on YouTube (the second-largest search engine in the world). Formats include TrueView In-Stream (skippable ads before, during or after videos), Bumper Ads (6-second non-skippable ads, great for awareness) and Discovery Ads (shown in search results and next to suggested videos). YouTube is especially powerful for selling products that need a demonstration, courses, SaaS or more complex services. Billing is per impression or per actual view (after 30 seconds or an interaction), which protects your budget from people who simply skip the ad.
Discovery Ads
Native ads that appear in Google’s Discover feed (mobile), in Gmail’s Promotions and Social tabs and in YouTube results. A more recent format, it works very well for businesses focused on lead generation and brand awareness. Its advantage is that, being native, users perceive the ad as organic content — increasing engagement and reducing ad fatigue. It requires high-quality creatives (photo + short text) and works best when you already have audience data to feed the algorithm.
How we work with Google Ads at Adventury
Our methodology is divided into four phases, each with clear deliverables and objective indicators:
01Diagnosis and planning
Before a single cent is invested, we run a complete diagnosis of your business: sales history, average ticket, contribution margin, customer buying cycle, competition and service capacity. In parallel, we carry out a keyword audit (with tools such as Keyword Planner, SEMrush and Ahrefs) to map search volume, estimated cost and competition level for each relevant term. With this data, we build a media plan with a realistic projection of CPA (cost per acquisition) and ROAS (return on ad spend).
02Campaign structure
We build the structure of accounts, campaigns, ad groups and keywords following Google best practices: hierarchy by intent (top, middle and bottom of the funnel), separation by campaign type (Search, Display, Shopping), geographic organization when applicable and robust negative keyword lists. The whole structure is designed to allow granular optimization later — a common mistake is grouping everything into a single campaign, which prevents accurate analysis. We also set up full tracking: Google Tag Manager, conversion events, call tracking, CRM integration and Google Analytics 4.
03Ongoing optimization
After launch, the real work begins. We review each campaign’s indicators daily (yes, every day) and adjust bids, targeting, creatives and landing pages. We run constant A/B tests — two headlines, two descriptions, two offers — to identify what converts best. We pause keywords that spend without converting, raise bids on those performing below their potential and keep adding negative terms to refine traffic. We also monitor each keyword’s Quality Score, a crucial indicator that directly affects cost per click.
04Reporting and strategy
We send weekly or biweekly reports (depending on the contract) with an analysis of the main KPIs, a comparison with the previous period and strategic recommendations. More important than the number itself is the learning it generates: which audiences convert best, which times have the best CPA, which creatives work, which devices deserve more investment. These insights feed not only the campaigns but your marketing strategy as a whole — including your website, email marketing and organic content.
KPIs we track closely
- CTR (Click-Through Rate): measures how attractive the ad is to those who see it
- CPC (Cost per Click): how much you pay on average for each click
- CPA (Cost per Acquisition): the cost of winning a customer or qualified lead
- ROAS (Return on Ad Spend): how much revenue you make for every R$ 1 invested
- Conversion Rate: % of visitors who actually convert
- Quality Score: a 1-to-10 score Google gives each keyword
- Impression Share: how much of the total available impressions you captured
Who is Google Ads right for?
In practice, any business with people actively searching for products or services similar to theirs can benefit from Google Ads. It works especially well for: e-commerce (with Shopping), local service providers (lawyers, dentists, consultants, clinics), SaaS and B2B (with Search and Discovery), courses and digital products (with Search and YouTube), and established brands (with Display and remarketing). If your product or service has active demand — that is, people searching for it — Google Ads should be in your media mix.
If you want to find out whether Google Ads makes sense for your specific business, we offer a free diagnosis. We analyze your website, your competition and the search volume in your niche, and estimate a realistic initial plan. No commitment and no jargon — straight to the point. Get in touch on WhatsApp and start converting today.