Google Ads
&
Social Ads
Multi-Channel Performance Marketing
Integrated advertising strategy for SMEs: Google Ads for buyers ready to purchase, social ads for target group targeting
Why combining channels is more effective than using them individually
Channel complementarity
Google Ads (Pull Marketing): Captures users with high purchase intent at the exact moment of active demand
Social Ads (Push Marketing): Generates awareness and interest among passive or not-yet-searching audiences
Remarketing Synergies: Retarget Google visitors via social platforms to increase conversion rates
Audience Insights: Leverages social media data to refine Google targeting and keyword strategies
Typical customer journey
Awareness: Social ads highlight the problem and introduce the solution
Consideration: Users actively search on Google for alternatives and comparisons
Decision: Google Ads capture high-intent searchers at the moment of purchase intent
Retention: Remarketing across both channels strengthens recall and repeat conversions
Google Ads campaign types
Search campaigns
Buyers ready to purchase are captured through strategic keyword selection and match type optimization. Negative keywords prevent budget waste on irrelevant search queries. Geographic and demographic targeting focuses on the most profitable target group segments.
Shopping campaigns
Product feeds are optimized for optimal visibility with detailed titles, high-quality images, and competitive pricing. Campaign structure by product category and profitability enables granular bid control.
Display & Video campaigns
Target group targeting combines demographics, interests, and in-market audiences for precise targeting. Remarketing segments based on website behavior and engagement levels maximize relevance.
Social Media Kanäle
LinkedIn Ads
B2B precision targeting by job title, company size, and industry reaches decision-makers directly. Content strategy focuses on thought leadership and case studies for authority building.
TikTok Ads
Native video content in authentic TikTok style maximizes engagement among Gen Z and millennials.
Youtube Ads
Video ad formats ranging from skippable to bumper ads are optimized according to campaign goals. YouTube SEO through title and description optimization increases organic visibility.
Facebook & Instagram Ads
Audience mix of custom audiences, lookalikes, and interest targeting reaches both warm and cold target groups. Creative formats ranging from single images to video stories are optimized for maximum engagement rates. Instagram Shopping integration enables direct product purchases from the social feed.
Multi-Channel Campaign Management
Funnel-Based Campaign Architecture
Top Funnel (Awareness)
Social Ads: Video content and carousel ads to introduce the problem and solution
YouTube: Skippable video ads to maximize reach and cost efficiency
Display: Interest- and demographic-based targeting to build broad awareness
Mid Funnel (Consideration)
Social Ads: Lead magnets and webinar promotions to capture qualified interest
Google Ads: Informational and research-driven keywords
Remarketing: Engagement-based retargeting (content interactions, video views, site visits)
Bottom Funnel (Conversion)
Google Ads: Transactional and high-intent keywords
Social Ads: Conversion-optimized catalog and offer-driven ads
Shopping: Product-specific campaigns focused on direct sales
Retention
Email Integration: CRM-based custom audiences for remarketing and reactivation
Cross-Sell / Up-Sell: Targeting existing customers with relevant offers
Loyalty Programs: App installs, repeat engagement, and long-term customer value campaigns
Process
- Phase 1: Channel evaluation & selection – Systematic assessment of the optimal channel combination
- Phase 2: Technical integration & setup – Unified tracking and campaign infrastructure
- Phase 3: Campaign orchestration – Coordinated campaign execution across all channels
- Phase 4: Continuous optimization – Data-driven improvement of overall performance
FAQ
More
qestions?
How do I best allocate my budget between Google and social media?
It varies from case to case. As a rule of thumb, start with 60% Google (high intent) and 40% social media (awareness). Adjust after three months based on performance.
Can different platforms cannibalize each other?
When orchestrated correctly, they complement each other. Important: unified tracking and coordinated messaging strategy.
How long does it take for multi-channel synergies to become apparent?
Initial synergies after 4-6 weeks. Full integration and optimization after 3-6 months.
What is more important: more channels or a higher budget per channel?
Quality over quantity. Better to have two channels well managed than five half-heartedly.
Can small budgets justify multi-channel marketing?
Recommended for total budgets of €1,500 or more. For budgets below this amount, it is better to focus on 1-2 channels.
Are we tied to specific tools/providers?
No, we work vendor-neutral and choose the best solution for your requirements.