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It does work for “most” businesses, although your strategy may need to be different than another business, depending upon your budget, your goals, the price of your products and services and how competitive your industry is.
Using Google Ads you can create brand awareness, sales, leads and traffic. Ecommerce businesses can use Google Ads to sell directly to consumers or businesses can use Google Ads to find highly qualified leads.
To assess if Google Ads would work for your business you should consider your budget and then research to see how much a click costs and how many people are searching. Expect to spend based on the average cost per click for your industry.
If you sell lower priced products or services you need to make sure that you can at least break even on your ads. Does your product or service easily sell online? Do you need to achieve a certain Return on Ad Spend, or sales volume to be profitable?
For example, food and beverage ads for offline venues do not typically do well through the search network because the cost per click may be too high compared to the value of the sale. However, these same venues can use the Display network to generate awareness and remind customers to return again.