Google Marketing Pays Off

Google Ads puts your business in front of potential customers exactly when they are searching for your products or services.

(Updated 19 September 2026)

Google Ads serves both you and your customers. Your business gets the right kind of traffic to its website, while customers find the products and services they need on Google exactly when the need arises.

At its best, a Google ad does not even feel like an ad. It is an answer to the customer’s search.

Google Ads can be an effective way to increase website and online store traffic, enquiries and sales. Clicks alone are not enough, however – your website, offer and purchase journey also need to do their part.

The Right Ads at the Right Time

The idea behind search advertising is simple: an ad is shown to someone who is already looking for a product, service or solution your business offers.

A well-built campaign, relevant keywords and a matching landing page help customers find what they are looking for as quickly as possible.

Google Ads now also makes extensive use of AI and automation for ad targeting, text optimization and finding relevant searches. Not everything needs to be adjusted manually anymore – but AI still does not replace good content or a sensible advertising strategy.

Google Shopping

An essential tool for online retailers on Google.

With Google Shopping ads, customers can see the product image, price, store name and other product information before even visiting the online store.

A picture is famously worth a thousand words, and in e-commerce a good product image can say even more.

In Shopping advertising, the goal is not to generate as many clicks as possible, but to reach customers who are interested in buying and generate profitable sales.

Demand Gen Ads

Google Discovery ads are now a thing of the past. They have been replaced by Demand Gen.

Demand Gen campaigns can be used to show eye-catching image and video ads on platforms such as YouTube, Discover, Gmail, Google Maps and the Google Display Network.

While search advertising responds to an existing need, Demand Gen can help spark interest before the customer has typed a single keyword into Google.

This makes it a useful tool for increasing brand awareness, showcasing products and reaching new customers.

And as everyone knows: a picture says more. A moving picture says even more.

YouTube Ads

Finns are active YouTube users, and there is content on just about every imaginable topic.

With YouTube advertising, businesses can reach potential customers through videos, Shorts and other ad formats.

Video advertising works particularly well when a product or service is easier to show than to explain.

A good YouTube ad does not need to be a television commercial. A clear idea, an engaging first second and a message that matters to the customer will often get you further than an expensive production.

Performance Max

Performance Max, or PMax for short, brings several Google advertising channels together under a single campaign.

Ads can be shown across Google Search, YouTube, Gmail, Discover, Maps and the Display Network.

Google uses AI to decide where and to whom ads should be shown in order to achieve the campaign goal.

Performance Max does not mean simply pouring your advertising budget into the machine and waiting for money to rain down. Good images, videos, copy, product data, conversion tracking and well-functioning websites still make a big difference.

Google Marketing – and Sometimes the Old Ways Still Work

Google marketing is an excellent opportunity for businesses that want to increase awareness, generate more enquiries and reach customers who are ready to buy.

Google Ads now offers so many different advertising formats that you do not need – and should not try – to use all of them at once.

The important thing is to choose the right channels for your business, set up proper measurement and spend your advertising budget where it actually delivers value.