If you’ve ever searched for a service on Google, you’ve seen ads. They often appear before the map results and before the regular website listings. What many business owners don’t realize is that Google offers several different types of advertising, and not all of them are right for every business.
Before spending money on ads, it’s important to understand what each type of campaign is designed to do and where your budget is likely to produce the best results.
Google Search Ads
Google Search Ads are the most common type of Google advertising. These are the text based ads that appear at the top of search results when someone is actively looking for a service.
For local businesses, Search Ads are often the most effective starting point because they place your business in front of people who already have intent to buy. Someone searching for “custom closets in Raleigh” or “house cleaning in Cary” isn’t casually browsing. They’re looking for help.
Search Ads work best when your goal is generating phone calls, contact form submissions, and qualified leads.
Service based businesses, contractors, professional services, and home service companies typically see the greatest benefit from Search Ads because they connect directly with customers who are already searching for a solution.
Local Services Ads
Local Services Ads are different from traditional Google Ads. These are the listings that appear at the very top of search results and often include the Google Guaranteed badge.
Unlike Search Ads, Local Services Ads are built around generating calls and direct inquiries. In many cases, potential customers can contact your business without ever visiting your website.
For industries that qualify, Local Services Ads can be incredibly effective. Plumbers, electricians, cleaning companies, HVAC contractors, roofers, and similar service providers often see strong results from this advertising format.
Display Ads
Display Ads are the image based advertisements you see while browsing websites, reading articles, or using mobile apps.
While they can be useful, they’re often misunderstood. Display Ads are generally less effective for immediate lead generation because they target people while they’re consuming content rather than actively searching for a service.
That doesn’t mean they’re ineffective. They simply serve a different purpose.
Display campaigns are often used to increase brand awareness and keep your business visible over time.
Remarketing Ads
Have you ever visited a website and then started seeing ads for that business everywhere afterward?
That’s remarketing.
Remarketing campaigns specifically target people who have already visited your website. Maybe they viewed your services page, looked at pricing, or started filling out a contact form but never completed it.
Because these visitors have already shown interest, remarketing often produces some of the highest quality traffic available.
Most customers don’t make a decision during their first visit. Remarketing helps bring them back when they’re ready.
For businesses with longer sales cycles or higher ticket services, remarketing can be an excellent addition to a marketing strategy.
Video Ads
Video Ads appear primarily on YouTube and Google’s video network.
These campaigns are often used to build familiarity and trust before someone ever visits your website. They can be particularly effective for businesses that have strong educational content, demonstrations, or customer success stories.
For local service businesses, Video Ads are usually best viewed as a supplement rather than a replacement for Search Ads.
Shopping Ads
Shopping Ads are designed specifically for ecommerce businesses selling physical products.
Instead of displaying text, these ads showcase product photos, pricing, reviews, and store information directly within search results.
For online stores, Shopping Ads can be extremely effective because potential customers can see exactly what they’re purchasing before they click.
For most service based businesses, however, Shopping Ads won’t be relevant.
Where Barefoot Build Fits In
At Barefoot Build, we help businesses get started with Google Ads the right way.
Our role is to create the foundation. We assist with account setup, campaign creation, keyword research, ad copy, conversion tracking, and overall strategy. We help you understand how Google Ads work and make sure everything is configured correctly from the beginning.
What we don’t offer is ongoing ad management.
Successful advertising campaigns require regular monitoring, testing, budget adjustments, and optimization. Businesses that need ongoing management are often better served by a dedicated advertising specialist.
Our goal is to launch your campaigns properly and give you the information you need to move forward confidently.
The Foundation Matters More Than Most People Realize
One of the biggest misconceptions about Google Ads is that they automatically generate customers.
The reality is that ads only get people to your door. What happens next determines whether your investment pays off.
If your website loads slowly, lacks clear calls to action, contains outdated information, or doesn’t establish credibility, visitors may leave before ever contacting you. The same is true if your Google Business Profile is incomplete, missing reviews, or doesn’t accurately represent your business.
We’ve seen businesses spend hundreds or even thousands of dollars driving traffic to websites that simply weren’t prepared to convert visitors into customers.
Advertising can increase visibility, but a strong website and a well maintained Google Business Profile are what turn visibility into revenue.
Before increasing your advertising budget, make sure the foundation is solid. A professional website, an optimized Google Business Profile, and a clear customer journey often have a greater impact on results than increasing ad spend alone.
That’s why we focus on helping businesses build the pieces that support long term growth. Once those pieces are in place, advertising becomes significantly more effective and every marketing dollar has a better chance of producing a return.
If you’ve ever searched for a service on Google, you’ve seen ads. They often appear before the map results and before the regular website listings. What many business owners don’t realize is that Google offers several different types of advertising, and not all of them are right for every business.
Before spending money on ads, it’s important to understand what each type of campaign is designed to do and where your budget is likely to produce the best results.
Google Search Ads
Google Search Ads are the most common type of Google advertising. These are the text based ads that appear at the top of search results when someone is actively looking for a service.
For local businesses, Search Ads are often the most effective starting point because they place your business in front of people who already have intent to buy. Someone searching for “custom closets in Raleigh” or “house cleaning in Cary” isn’t casually browsing. They’re looking for help.
Search Ads work best when your goal is generating phone calls, contact form submissions, and qualified leads.
Service based businesses, contractors, professional services, and home service companies typically see the greatest benefit from Search Ads because they connect directly with customers who are already searching for a solution.
Local Services Ads
Local Services Ads are different from traditional Google Ads. These are the listings that appear at the very top of search results and often include the Google Guaranteed badge.
Unlike Search Ads, Local Services Ads are built around generating calls and direct inquiries. In many cases, potential customers can contact your business without ever visiting your website.
For industries that qualify, Local Services Ads can be incredibly effective. Plumbers, electricians, cleaning companies, HVAC contractors, roofers, and similar service providers often see strong results from this advertising format.
Display Ads
Display Ads are the image based advertisements you see while browsing websites, reading articles, or using mobile apps.
While they can be useful, they’re often misunderstood. Display Ads are generally less effective for immediate lead generation because they target people while they’re consuming content rather than actively searching for a service.
That doesn’t mean they’re ineffective. They simply serve a different purpose.
Display campaigns are often used to increase brand awareness and keep your business visible over time.
Remarketing Ads
Have you ever visited a website and then started seeing ads for that business everywhere afterward?
That’s remarketing.
Remarketing campaigns specifically target people who have already visited your website. Maybe they viewed your services page, looked at pricing, or started filling out a contact form but never completed it.
Because these visitors have already shown interest, remarketing often produces some of the highest quality traffic available.
Most customers don’t make a decision during their first visit. Remarketing helps bring them back when they’re ready.
For businesses with longer sales cycles or higher ticket services, remarketing can be an excellent addition to a marketing strategy.
Video Ads
Video Ads appear primarily on YouTube and Google’s video network.
These campaigns are often used to build familiarity and trust before someone ever visits your website. They can be particularly effective for businesses that have strong educational content, demonstrations, or customer success stories.
For local service businesses, Video Ads are usually best viewed as a supplement rather than a replacement for Search Ads.
Shopping Ads
Shopping Ads are designed specifically for ecommerce businesses selling physical products.
Instead of displaying text, these ads showcase product photos, pricing, reviews, and store information directly within search results.
For online stores, Shopping Ads can be extremely effective because potential customers can see exactly what they’re purchasing before they click.
For most service based businesses, however, Shopping Ads won’t be relevant.
Where Barefoot Build Fits In
At Barefoot Build, we help businesses get started with Google Ads the right way.
Our role is to create the foundation. We assist with account setup, campaign creation, keyword research, ad copy, conversion tracking, and overall strategy. We help you understand how Google Ads work and make sure everything is configured correctly from the beginning.
What we don’t offer is ongoing ad management.
Successful advertising campaigns require regular monitoring, testing, budget adjustments, and optimization. Businesses that need ongoing management are often better served by a dedicated advertising specialist.
Our goal is to launch your campaigns properly and give you the information you need to move forward confidently.
The Foundation Matters More Than Most People Realize
One of the biggest misconceptions about Google Ads is that they automatically generate customers.
The reality is that ads only get people to your door. What happens next determines whether your investment pays off.
If your website loads slowly, lacks clear calls to action, contains outdated information, or doesn’t establish credibility, visitors may leave before ever contacting you. The same is true if your Google Business Profile is incomplete, missing reviews, or doesn’t accurately represent your business.
We’ve seen businesses spend hundreds or even thousands of dollars driving traffic to websites that simply weren’t prepared to convert visitors into customers.
Advertising can increase visibility, but a strong website and a well maintained Google Business Profile are what turn visibility into revenue.
Before increasing your advertising budget, make sure the foundation is solid. A professional website, an optimized Google Business Profile, and a clear customer journey often have a greater impact on results than increasing ad spend alone.
That’s why we focus on helping businesses build the pieces that support long term growth. Once those pieces are in place, advertising becomes significantly more effective and every marketing dollar has a better chance of producing a return.
