Customer journeys nowadays are complex and messy-in-the-middle and it can be different for each customer. To simplify that, let me walk you through a thinking frame called “a marketing funnel”. From very broad to buying and after care, Google Ads provides a variety of ad formats and targeting options to ensure businesses connect with the right audience. Here’s how Google Ads supports a full-funnel marketing strategy.

1. Top of the Funnel (Awareness) – Reaching New Audiences

At the awareness stage, businesses need to introduce their brand and create visibility – and you want to do that to a big group of people – which is called “building Reach”. Google Ads offers several options to reach broad audiences on multiple Google networks:

• Display Ads: These visually engaging banner ads appear on news websites, blogs, and apps, increasing brand recognition.
• YouTube Ads: With over 14 million Dutch YouTube users, businesses can use skippable and non-skippable video ads to engage potential customers.
• Discovery Ads: These ads appear in Google Discover, Gmail, and YouTube’s home feed, helping businesses capture attention early.

Example: A new Dutch travel agency can use YouTube ads to showcase stunning travel destinations and generate interest among Dutch travelers planning their next vacation.

2. Middle of the Funnel (Consideration) – Engaging Interested Customers

Once people are aware of your brand, Google Ads helps keep them engaged and nurtures interest in your offerings.

• Search Ads: Be there, be relevant. These ads appear when users search for products or services, ensuring your brand is visible when interest is forming to when intent is high.
• Remarketing Ads: Target users who have viewed your video ads and/or previously visited your website but haven’t yet converted (taken an action), reminding them of your brand.
• Google Shopping Ads: Display product images, prices, and store names directly in search results, making it easier for customers to compare and consider options.

Example: When summer is just around the corner, a Dutch online furniture store can use Google Shopping Ads to showcase their best-selling chairs and loungesets when users search for “tuinmeubelen” (garden furniture). This store can also benefit YouTube ads among potential customers at this stage of the funnel by targeting people who have searched for keywords in this category in Google search page and/or YouTube.

3. Bottom of the Funnel (Conversion) – Driving Sales and Leads

At this stage, businesses need to encourage users to take action. Google Ads provides tools to drive conversions efficiently:

• Performance Max Campaigns: These AI-driven campaigns optimize ad placements across Google’s network to maximize conversions (such as purchases).
• Search Ads with Extensions: To search ads, add phone numbers to make it easier for users to call and inquire directly, add your business location to bring people to your store (Learn more about Google My Business), and add Callouts (a type of extension in the Google Ads) to highlight benefits for customers to help you close deals. Use Promotion extension to highlight limited-time discounts or special offers to push potential buyers toward a decision.
• Remarketing Ads: Pick the low-hanging fruits. Engage users who have shown strong purchase intent in your specific product/business. Convince them to make a final decision.

Example: A Dutch electronics retailer can use dynamic Remarketing Display campaigns to target users who have shown interest to buy specific products, offering them a special discount to complete their purchase.

4. Post-Conversion (Loyalty & Retention) – Encouraging Repeat Business

Google Ads isn’t just for acquiring new customers; it also helps retain existing ones and encourage repeat purchases.

• Customer Match: Uses first-party data to target past customers with personalized offers or loyalty rewards.
• YouTube Retention Campaigns: Engage customers with tutorials, product updates, or exclusive content.
• Smart Shopping Campaigns: Show related product recommendations to customers who have already purchased from your store.

Example: A Dutch SaaS company can use Customer Match to target past subscribers with renewal discounts or upsell new features.

Final Thoughts

Google Ads is an essential tool for executing a full-funnel marketing strategy. Whether you’re using Display and YouTube ads to build awareness, Search and Shopping ads to drive consideration, or remarketing and Performance Max campaigns to close sales, Google Ads enables businesses to guide customers through every stage of the funnel.

For best results, businesses should continuously analyze campaign performance, test different strategies, and optimize based on real data. Looking for someone to help you with Google Ads strategy? Contact us!