Google Ads is typically used as a sales capture channel rather than a demand generation channel

Don’t make the mistake of thinking that Google Search and Shopping Ads should be your only marketing channel. Google Ads is perfect for capturing a sale from an audience who know what to search for. If they don’t know that your product exists then they will type in vague terms and these will be expensive to bid for. Get them searching for your products with more specific terms by using social media or Display to demo the products and generate interest. Search channels are keyword focused and so you’ll capture more people typing the correct terms.

And here’s the pinnable version…