How to get new customers on Google

Not old customers

Jackson Blackledge
January 16, 2025 • Estimated Reading Time: 4 minutes

In partnership with

A few days ago, a brand asked me about scaling their Google Ads.

This is something I see a lot of brands overcomplicate.

When in reality, the principle behind it is actually simple:

“Turn Google from a demand capture machine into a demand generation machine”

In the beginning, you need to focus on capturing the demand your product already has.

Get some sales in. Collect conversion data. Train the algorithm. Find a proof of concept for your messaging.

This is necessary at the start.

But what takes you from 0 to 1 won’t take you from 1 to 10.

There's only so much existing demand to capture.

When you hit that ceiling, you hit your scaling limit.

This is a pattern our team sees a lot in our audits.

Brands try to increase their budget but their performance tank…

Until their margins can't take it anymore.

That’s a shame because the solution is actually super straightforward:

Change the focus to generating demand.

Build a system that brings in fresh customers directly on Google.

And turn it into an acquisition channel of its own.

This is the best way to scale because you’ll never run out of Google's cold audience pool.

And you constantly feed in new demand to your funnel.

It's just logic:

If you run out of something, create more of it.

Google is one of the most misunderstood ad platforms.

Many brands see it as just a tool for converting ready-to-buy customers.

While Google excels at that, it's capable of so much more.

With their big push into YouTube Shorts a few years ago and Demand Gen in 2024…

Google’s making a clear play to help brands grow their reach to cold, unaware audiences.

And the profits that you’re looking for?

It’s hiding in the audience you’re not tapping into.

Jackson

Founder and CEO of Echelonn.

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 a 1-time Google ads buildout: For brands that are new to Google or looking to add another revenue model WITHOUT a retainer. We’ll do a one-time buildout over 30 days for you to profit from day 1. Click here for more info.

Choose below

P.S. Got a friend interested in Google ads? Share the love and send them our way.

If you’re that awesome friend, you can subscribe here.