Advertising that places sponsored listings within search engine results based on keywords, audiences, bids, and campaign settings.
A channel for reaching people who are actively expressing intent through search.
Short and sweet:
Advertising that places sponsored listings within search engine results based on keywords, audiences, bids, and campaign settings.
A channel for reaching people who are actively expressing intent through search.
See also: PPC, SEM, Quality Score
Paid search places ads directly within search engine results pages, usually triggered by specific keywords someone types in, so a brand shows up right when a person is actively looking for something related to what it offers. Unlike paid social, which reaches people based on interests or behavior, paid search captures active intent, meaning someone is often already close to a decision. Because advertisers bid against each other for the same keywords, cost and competitiveness can vary enormously across industries and terms.
Paid search is why a Google Ads listing for a plumbing company appears at the very top of results the instant someone searches “emergency plumber near me,” ahead of any organic listing.
Law firms are famous for aggressive bidding in this channel, sometimes paying upwards of $100 per click on competitive terms like “car accident lawyer” because a single new client can be worth thousands.
E-commerce brands like Warby Parker run these ads on branded and competitor terms alike, making sure their own listing shows up even when someone searches a rival’s name.
