Search is the most underrated campaign type on Google.
Everyone runs Search campaigns.
But rarely anyone runs them to their full potential.
What makes Search so powerful for prospecting is that it can reach a customer at every stage of the customer journey.
Say you sell magnesium supplements.
You can target TOF traffic with searches like "how to sleep better"
You can target MOF traffic with searches like "best magnesium supplements"
You can target BOF traffic with searches like "buy magnesium supplements"
Now, there are 4 main keyword types you can profit from:
I've seen all of these keyword types work at scale, scaling to 7 figures in spend for our clients.
Now, alignment is key on this channel.
It only works when your keywords, ads, and landing pages line up.
There are so many profitable search terms that look like they'd never work for your products. Then you build the right funnels and they become some of the best performers in the account.
What you need instead is what we call Google Ads-specific landing pages.
These are pages built specifically around the keyword, traffic source, and intent behind the search.
They’ve helped us: