The hidden trap of Google Ads

The biggest myth about Google Ads is that it’s mainly a bottom-of-funnel channel.

Many brands believe Google’s role is only to capture demand that’s already been generated through Facebook or TikTok

They rely on those platforms to move their audience from cold to warm

And Google Ads simply steps in to close the deal.

We see this pattern a lot in the accounts we’ve audited.

Many brands allocate 70-90% of their budget to branded traffic and remarketing.

While BOF is important, it’s far from the full picture of what Google Ads can do.

And in our agency, that’s not what we prioritize.

Why?

Because it’s hard to scale when your success depends on other channels feeding the funnel.

We use Google Ads as an acquisition tool in its own right.

We don’t just capture existing demand

We create it.

We aim to capture every segment of the audience, at every stage of the buying journey.

While this means that ROAS won’t be as high…

The sales cycle would be longer…

This is the long-term play.

Because when you can consistently generate and convert cold traffic directly through Google?

Scaling becomes much easier and more reliable.

Many brands came to us just to get some extra sales from Google…

When we took charge of their accounts, most started with a heavy reliance on BOF traffic.

So we built a full-funnel strategy for them.

The goal is to gradually shift the focus to prospecting campaigns as the main revenue driver

And Google quickly becomes their biggest source of revenue.

The takeaway here?

Tap into every potential customer on Google.

That’s how you exploit the full power of it.

Jackson

CEO and Founder of Echelonn

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