Google Ads
Google’s advertising platformGoogle Ads is Google’s advertising platform for buying visibility in search results, on YouTube, in Gmail, on Maps and across the display network of millions of sites. Its core is search advertising: the ad shows at the moment someone searches for a solution.
Good to know
Google Ads’ strength is demand capture: the searcher states their need themselves, so ads hit buying intent more precisely than in any other channel. In Finland a search click typically costs 0.5–4 €, and competition in small niches is still mild.
The platform pushes hard towards automation: Performance Max and smart bidding work, but only on top of reliable conversion tracking. Without correct conversion data, automation optimises the wrong things at full speed.
IN PRACTICE
The key campaign types
Search
Text ads at the top of the results. The most precise capturer of buying intent and the right starting point for most companies.
Performance Max
Automation spreads the budget across all Google channels. Effective when conversion tracking and feeds are in shape.
YouTube and display
Video and banner advertising for awareness and remarketing. The cheapest broad reach, demands strong creative.
PITFALLS
Two ways to burn the budget
Broad keywords without negatives
Broad match brings clicks from searches unrelated to your service. The negative keyword list is as important as the keyword list.
Automation without conversion data
Smart bidding without real conversions optimises clicks or wrong events. Tracking first, euros second.
FREQUENTLY ASKED
Frequently asked questions
How much does Google Ads cost?+
Media is paid per click, in Finland typically 0.5–4 €. A working starter budget is 800–1,500 €/month of media plus the work, around 1,500–3,000 €/month in total.
How fast does Google Ads produce?+
Ads show immediately and data flows from day one. Optimising to profitability typically takes 4–8 weeks including learning periods.
Which first, Google or Meta?+
If your service is already searched for, Google captures the demand most efficiently. If the product is new and nobody searches for it, Meta creates demand better.
Whose account should the ads run on?+
Always yours: the data, history and learnings stay with you even if the partner changes. The agency gets access, not ownership.
Why do quality scores matter?+
Quality scores measure how well the ad, keyword and landing page match. High scores lower the click price, so relevance is a direct saving.
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Maintained by the VSCY editorial team · Updated 6 Aug 2026 · Part of the marketing glossary (99 terms)
