How Google Ads (are supposed to) work in 2025

“Okay, so you’re spending $90k per month on Facebook, right?”

“Yes”

“And how much on Google?”

“Around $10k”

This is a conversation I had with a brand owner not long ago.

It’s a pattern I see all the time…

Where brands pour nearly all their budget into Facebook or TikTok.

And Google is just an afterthought.

It pains me to see that because they massively underestimate what this platform can do.

You see, there’s a big misconception about Google Ads…

Many brands see it as an “intent-based” platform.

A place to capture demand, convert warm traffic, and clean up at the bottom of the funnel.

And yes, Google can do a phenomenal job at that.

But that’s just a fraction of its potential.

There’s a big shift that happened a few years ago, where Google expanded beyond intent.

They started offering advertisers more ways to reach colder audiences and drive demand from the top down.

Look at YouTube Ads and Demand Gen.

At first, brands weren’t sure these channels would work. Could Google really be an upper-funnel platform?

But now, they are proving to be more and more reliable at reaching and converting new customers.

What this means is…

You don’t have to wait for people to search for your products.

You can create demand.

You can educate, engage, and convert customers at every stage.

And when you take a full-funnel approach, you tap into Google’s true power.

For many brands we've worked with, it has outperformed other platforms in ways they never expected.

Take this brand, for example.

When they came to us, Google Ads brought in just $35K a month—a tiny part of their total revenue.

Fast forward a year...

Last Q4 alone, they generated over $1.39 million from Google.

That’s 35% of their total revenue—all from a channel they barely tapped before.

A huge part of that growth came from YouTube Ads.

By expanding reach and introducing new customers to the brand, we turned Google into an acquisition machine.

And as we continue scaling, its impact will only grow.

I’ve seen this play out over and over, especially for brands doing 7 or 8 figures a year.

Many come to us just looking to get profitable with Google.

Now it’s become their biggest revenue driver.

With a full-funnel strategy, you can get the most out of Google and unlock a flood of low-cost customers.

And that’s where your hidden revenue is waiting.

If you want our direct help to manage your Google Ads and turn it into a reliable revenue stream for your brand…

Book a call with us here.

We’ll diagnose exactly what’s holding your account back and give you a personalized game plan to scale.

I’ll see you there.

Jackson

Founder and CEO of Echelonn.

How we can help:

• Get a free Google ads audit: For brands spending more than $20k/mo. or making over 1 million annually, we’ll identify the key bottlenecks in your account, and turn it into a free 90-day scaling plan. Click here.

• Get our E-commerce Growth Toolkit: Get access to our free resources and tools including the Product Feed & GMC Optimization Checklist, YouTube Shorts Ads Playbook, and 12 Plug-and-Play Dashboards. Click here.

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