We often hear that scientists don't use Google in their buying decisions, but that is not the case. What if someone has already decided to buy a mass spec from company A, and is researching the price and papers/applications featuring that mass spec? Their first stop will likely be a Google search. Wouldn't it be great if you could hijack their search for that specific mass spec and make them consider yours instead? This is where Google Ads can play a role.
Google Ads can also help you find out which keywords are most likely to convert into customers, while also giving you the information on what type of ad copy converts best with each keyword. You can then use this data to optimize your campaigns so you're always showing the right message on the right platform for the right audience—and get more leads who actually want to learn about your product or service.
In addition to optimizing your ads for better results, there are other ways to use Google Ads for lead generation. One way is through remarketing: creating ads based on people who've visited your website or downloaded content from it before. For example, if someone downloads your whitepaper about using mass spectrometers for pesticides analysis in food safety, they are not likely to convert into a customer immediately (we often face buying cycles of 18 months or more). You can therefore use Google ads to stay visible to the prospect while they process through the huying journey.
But what if you don't have a large budget for Google Ads?
Google Ads can help you with that. Even if you only have $20 per month to spend on ads, they'll still pay off in the long run—especially when combined with other marketing efforts like webinars, events, and whitepapers.
Talk to us if you are considering whether Google Ads is right for you.