💬 Recap of our Inspiration Talk: Google Ads, how does it work?

Last Thursday we organized another Inspiration Talk at Websters: a time to share our knowledge and experience with other entrepreneurs. It is an opportunity to gain marketing insights, ask questions, exchange experiences and make valuable connections within the entrepreneurial network. This time the focus was on Google Ads, a powerful tool for those who want to grow online.

Our in-house expert Sam Verhaegen took us into the world of search advertising and explained in an accessible and clear way how companies can use Google Ads to increase their online visibility, reach the right audience at the right time, and most importantly, get more results from their marketing efforts.

🔍 How does Google Ads actually work?

Google Ads basically revolves around an auction model: every time someone enters a search query, Google decides in a split second whether your ads will be shown, and in what position they appear.

Sam explained that in doing so, you need to have three things in particular under control as an advertiser:

1. The ad itself: write clear, relevant and engaging copy that connects to what people are looking for.

2. The landing page: make sure the page where people click to logically connects to your ad, loads quickly and prompts action.

3. The keywords: choose carefully which keywords you target, because they determine when your ad will or will not be shown.

   
   

It quickly became clear: Paying more does not automatically mean a better position. Smart optimization and relevance weigh at least as heavily.

📈 From clicks to converts: the role of the landing page

A key point that came up several times was the importance of a strong landing page. It is not enough just to be visible or bring in clicks, the page where visitors eventually end up must also be convincing.

A good landing page:

• Connects seamlessly with the advertisement

• Provides valuable and clear information

• Encourages the visitor to take action (such as contacting, buying or filling out a form)

A well thought-out landing page not only increases the conversion rate, but also improves your quality score, which leads to lower costs per click as well as better ad positions. Win-win!

✨ Special guest: Irene Zaragoza (Bedtime)

What made this session extra special was the contribution of Irene Zaragoza, case manager of Bedtime. We have been working together since 2019, and over the years a strong bond of trust has developed. Irene and her husband Jan know our way of working through and through, and vice versa, which makes for a smooth, close collaboration.

During the talk, Irene shared how their business has grown thanks in part to thoughtful campaigns, smart marketing actions and continuous adjustments where needed.

🗓️ What's next on the agenda?

This Inspiration Talk reminded us that Google Ads is not a “set and forget” system. It requires strategic thinking, data analysis, creativity, AND a strong technical foundation. With the right approach, companies can not only collect clicks, but get real results.

We are already excited about the next session, which will take place on June 17. Then we will dive into a totally different but at least equally engaging Inspiration Talk:

“PR, how does it work?”

Prepare yourself for new insights on press relations, reputation, media coverage and how you can come out stronger as a company. You can register in advance via this link!

📣 Stay tuned, we look forward to re-learning together!