Choosing the Right Paid Ads to Drive Your Business Forward

Paid advertisement on iPad

Paid advertisements allow businesses the chance to expand their reach beyond their organic audience and target users across a variety of digital platforms. This acts to get a business' messages and campaigns in front of more potential customers, driving more web traffic and leads. 

Paid advertising is broad and encompasses many options for you to choose from. Investing in the wrong sort of paid advertising results in spinning your wheels without gaining much traction, whereas picking the right choice for your business is a great way to drive your business forward. 

Targeted, effective paid advertising yields many benefits, including: 

  • Increasing brand awareness and recognition 
  • Expanding audience size 
  • Improving brand loyalty with existing clients 
  • Increasing inbound web traffic 
  • Increasing conversions 

Let's take a look at some of the types of paid advertisements to choose from, and get you started on the road to success. 

Search Ads 

Search ads are one of the most popular forms of paid advertising. They're used to place advertisements both above and below organic search engine results when users search using particular keywords.  

Comprised of three main components, a headline, the displayed URL and description text, search ads are designed to entice users to click through to a website or landing page designed to convert them into business leads. They're an excellent tool for driving conversions, as the search network connects your advertisement to people actively looking for related products or services. 

Search advertisement on laptop

Display Ads 

Whereas search ads are a form of "pull" advertising in that they only appear to those already searching, display ads are considered "push" advertising because they appear based on various targeting parameters used to predict customer interest. 

Display ads benefit from not being limited in where they appear – they can show up across the entire Google Display Network - a network of over 2 million websites, videos and applications, or in various spots on social media, for example. These ads are best used for building brand awareness and are usually static images or GIFs. 

Display ad on computer

Social Ads 

Social advertising involves creating and deploying ads within social platforms to reach target audiences. Whether it's through messaging applications, news feeds, or social media profiles, social advertising works to build brand awareness, generate leads, and drive engagement.  

Social ads have the advantage of reaching highly specific audiences with different ad formats, including videos. They can target demographics with ease, building brand engagement and developing a relationship with the consumer. 

Are you looking to implement paid advertisements and generate more qualified leads in Guelph, Kitchener, and Cambridge or other areas in Ontario? At WEB ROI, that's what we do! Contact our team today. 

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Social media advertisement on iPhone

Remarketing Ads 

Remarketing ads are a type of ad shown to users who have previously visited your website or app without completing the desired action. The goal is to reconnect with these users and increase their likelihood of converting on a subsequent visit.  

Remarketing advertisements are a great tool for converting leads and driving sales, accelerating your business's success. 

Local Services Ads 

Google's Local Services ads are a great way to supplement local Search Engine Optimization (SEO) strategy, particularly for service industries such as plumbers, electricians, HVAC, and the like. 

Local services ads display local professionals in response to a local search query, positioned above the traditional paid search ads. In addition to building local clientele and driving leads, local search ads also show users your business number, hours, rating, and reviews.  

Google Ads Bidding Strategies 

Pay-Per-Click (PPC) Ads 

Paid advertisements vary by type, but they also vary by bidding model. One very common bidding model is the PPC model. 

PPC ads are cost-effective since you only pay when a user interacts with your ad and clicks through to your website. They're great for measuring effectiveness and calculating return on investment while also providing an option where you can see the impact of your efforts immediately. PPC campaigns are customizable, allowing you to make adjustments to change course and stay on the path to success. The PPC bidding model can be used for most of the ad types described above. Learn more about PPC in our eBook.

Download your FREE copy of 10 PPC Landing Page Tips to Accelerate Your Revenue.


Pay-per-lead advertisements are beneficial because you only pay for leads generated. Unlike the PPC model, you only pay for leads generated rather than a click, even if it doesn't result in a lead. 

Pay-per-lead ads are a great way to make sure that you see a return on your investment and continue to drive your business forward. A lead involves a user signing up for something, filling out a contact form or calling your business. Google Local Services Ads are a great example of pay-per-lead ads. 

Cost-Per-Mille (CPM) 

CPM advertisements (aka cost-per-thousand) follow a pricing method based on impressions. An impression is a metric that counts the number of digital views for a particular ad. 

A CPM ad campaign is funded according to a set cost per every thousand impressions received. CPM ads are ideal for any business looking to build brand awareness amongst their consumers and clientele. 

If you're having trouble navigating the world of paid advertisements, don't worry. Contact us today to discuss how paid ads can benefit your business, and together we can drive off into the road to success! WEB ROI is equipped with a knowledgeable team of digital marketing experts here to provide the expertise needed to drive your business forward. 
















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