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Google Ads & Microsoft Ads

Maximise visibility, generate demand and capture high-intent users with Google Ads & Microsoft Ads. Use AI-powered targeting in strategic, high-impact campaigns to drive awareness, traffic, leads, and ROI.

Drive demand with Google & Microsoft Ads

Be seen by the right audience, at the right time.

Your audience is out there – searching, browsing, and engaging across digital channels. But if they’re not seeing your brand, they’re seeing your competitors. Google Ads & Microsoft Ads put you in front of high-intent users, ensuring your brand captures attention at the moments that matter.

At equNorth, a Google Ads Partner, we take a data-driven, audience-first approach to digital advertising. We don’t just run ads, we build strategic, high-impact campaigns integrated with your customer journey strategy that are designed to drive measurable business outcomes.

Why Google Ads & Microsoft Ads matter in the awareness phase

Awareness is the customer journey’s first (and often most critical) stage. Before people can consider your brand, they need to know it exists. But awareness alone isn’t enough; it must be targeted, relevant, and timed perfectly.

Without a strong paid ads strategy, you risk:

Lack of visibility
Losing visibility at the top of the funnel means competitors dominate search results and display space, leaving your brand unseen during the discovery stage.
Weaker brand recall
Without repeated exposure in search, display, video and shopping ads, you will have weaker brand recall and authority so prospects will fail to recognise or trust your brand later
Missed opportunities
Organic reach alone isn’t enough to break through. Without a paid strategy you will have fewer insights into early-stage audience behaviour, keyword trends, and messaging resonance, limiting optimisation for other channels (SEO, content, nurture).
Higher costs later
Competitors reach high-intent users first and without nurturing awareness early, you may need to spend more aggressively in consideration and decision phases to catch up. Further, as less people come to your website and interact, it may take longer for SEO activites to work, increasing costs.

When people use a search engine, they have intent. We make sure your brand is front and centre. Google search still dominates, but Microsoft Ads delivers ads in Bing, Yahoo, AOL, DuckDuckGo, and Ecosia search engines. As your Google Ads Partner & Microsoft Ads agency, we can ensure your brand is seen at the right moment, building brand,  service or product awareness, driving early engagement and building interest from the first interaction.

How we use Google Ads &
Microsoft Ads to drive high-impact awareness

First, we ensure that meaningful conversion events are firing on your website. Then, we work with you to determine each conversion’s value and help determine the budgets required to meet business objectives. We write ad copy, design ad assets, help you get first-party data into the platform, and create a campaign structure that suits your goals. Finally, we ensure you have enough of the correctly grouped ad assets required to optimise the campaign algorithms.

Audience segmentation and intent-based targetingToggle

Every audience is different. We segment users based on intent and engagement level to maximise impact.

  • Leverage first-party data to create audience signals
  • Capturing high-intent users actively searching for solutions.
  • Contextual targeting places ads in relevant content environments
  • Identify potential customers based on interests, demographics, and behaviours.
  • Predictive Audience Expansion identifies users likely to be interested in the brand
  • Excluding irrelevant traffic based on geographic or demographic insights to optimise budget and efficiency.
Search advertising: reaching high-intent usersToggle
Display advertising: scaling reach with precisionToggle
AI-driven ad formats: growing consideration from awareness automaticallyToggle
Shopping ads: powering e-commerce storesToggle

Every audience is different. We segment users based on intent and engagement level to maximise impact.

  • Leverage first-party data to create audience signals
  • Capturing high-intent users actively searching for solutions.
  • Contextual targeting places ads in relevant content environments
  • Identify potential customers based on interests, demographics, and behaviours.
  • Predictive Audience Expansion identifies users likely to be interested in the brand
  • Excluding irrelevant traffic based on geographic or demographic insights to optimise budget and efficiency.

FAQs

Get seen. Get remembered. Get results

Your audience is searching. Let’s make sure they find you first. Request a paid media strategy session today.
Start your journey