Our team at MPS has been getting a lot of questions about search advertising, so we wanted to start with the basics. While this is just scratching the surface, stay tuned for a series of Paid Search blogs that take a deeper dive into more advanced features of Search.
In today’s always-connected world, your potential customers are searching online constantly looking for answers, comparing options, & making decisions. If your brand isn’t visible when those searches happen, you’re missing out on valuable opportunities to connect & convert. Because Search Engine Optimization takes time and effort, with an ever-changing end goal, is where paid search advertising comes in.
Search Basics
Search advertising—also known as paid search, pay-per-click (PPC) or search engine marketing (SEM)—is a form of digital advertising that places your ads in prominent positions on search engine results pages (SERPs), typically through platforms like Google Ads or Microsoft Advertising.
These are the ads you see at the top or bottom of Google when you search for something like “best yoga classes near me” or “running shoes.” Unlike organic search rankings, which take time and effort to build through SEO, search ads offer immediate visibility for the keywords that matter most to your business.
It is important to consider the buying phase the search engine user may be in and curate ad groups full of keywords towards those phases.
For example, if someone is looking to buy a new pair of running shoes, they are going to start by searching broad terms – “best running shoes,” “running shoes with arch support.” Once they have an idea of what they are looking for, they are going to start shopping – “Running shoes near me,” nearest shoe store,” etc. After browsing looking at options and price, they are ready to buy, and they are going to search – “Your Brand running shoes near me.” Your search ad appears, making it simple and easy for the user to buy.
Advancements in Search
While implementing this basic Search strategy will yield results, it is essential to stay connected to a user-focused search strategy and the search atmosphere is rapidly changing.
AI-Powered Search & Generative Overviews: As you have probably noticed, Google’s Search Generative Experience (SGE) is being rolled out more broadly, offering AI-generated answers at the top of search results. These overviews pull in and summarize content instead of directing users to specific websites immediately.
Implication: This reduces traditional click-through rates (CTR) for organic results. Brands must adapt content to be “AI-snippet friendly” (concise, high-authority, semantically rich). You’ll need to optimize for top-of-funnel discovery & brand visibility, not just direct clicks. Compelling copy, strong ad extensions, & relevant landing pages are more critical than ever in this new, answer-focused layout.
Rise of Vertical Search Engines: Consumers are increasingly using specialized platforms (e.g., Amazon for product search, TikTok for lifestyle content, Reddit for reviews). Because of this, users are using more long-tail phrases and questions over keywords or terms.
Implication: Brands must treat these platforms as separate search engines with their own optimization strategies. It is essential to integrate media strategies across many platforms to reach users where they are searching, otherwise your brand is missing your audience.
Staying focused on answering the questions through paid search and content marketing will help build brand trust and authority for your product or service.
Why Brands Should Be Using Search Advertising
Whether you’re a small local business or a national brand, search advertising should be part of your digital strategy. Here’s why:
It’s measurable & accountable: With robust analytics, you can see exactly how much you’re spending and what you’re getting in return.
It scales with your goals: Start small & scale up as you learn what works. Adjust budgets, test new keywords, or expand to new regions anytime.
It complements other marketing efforts: Search ads work well alongside SEO, social media, & other marketing/advertising efforts, helping you fill in the gaps & accelerate results.
It boosts brand visibility: Even if users don’t click your ad, repeated exposure at the top of search results reinforces your brand name & builds credibility.
It levels the playing field: Smaller businesses can compete with larger players by targeting niche keywords or focusing on hyper-local audiences.
At MPS we also see search advertising being the highest converting digital media placement and works well in addition to upper-funnel tactics.
Be Strategic, Not Just Present
Searchers today care about tone, trust, & relevance. Search ads don’t just drive action—they communicate brand credibility in seconds. Make sure your ads speak your voice & your landing pages deliver a seamless experience. Because in a world where users are overwhelmed with AI-generated answers, human relevance stands out.
The brands that win in 2025 will treat search like the dynamic, evolving ecosystem it is—with a mix of automation, intent-driven strategy, & first-party insights. Our media team is actively navigating these changes with clients every day—helping them stay visible, efficient, & ready for what’s next.
Search ads don’t just bring traffic—they bring the right traffic. Let our team of digital media experts do the heavy lifting of keyword research & search buildouts to ensure your ad reaches the right audience. Learn more about our services.
