In one sentence: Google Ads puts you in front of someone the exact moment they're already searching for what you do.
Google Ads
Showing up when someone's already looking for you — not just interrupting their scroll.
Search campaigns built around actual buying intent, not broad keywords quietly burning budget.
Paired with
Meta Adsemergency plumber ottawa
Ad · Your business
In plain English
Google Ads means paying to be the first thing someone sees the moment they search for exactly what you do. Where Meta Ads reaches people who weren't thinking about you yet, this reaches someone at the exact moment they're already looking.
How this actually helps you
When someone is actively searching for what you offer right now, ready to book or call, you're the answer sitting at the top instead of buried under three competitors. That's usually the fastest path from a stranger to an actual phone call.
The problem
What's actually going wrong.
Most wasted Google Ads spend traces back to broad-match keywords pulling in searches that were never going to convert, no negative keyword list filtering junk clicks, and a landing page that doesn't match what the ad promised — so even a well-targeted click bounces immediately.
What's actually included
The scope, in plain terms.
- 01
Keyword strategy built around real buying intent, not broad guesses
- 02
Negative keyword management, actively maintained (filtering out searches that were never going to become a real customer — like someone reading a DIY blog instead of hiring someone)
- 03
Landing page alignment — often the Novax-built site itself
- 04
Ongoing optimization based on cost-per-lead, not click volume
A simple visual
The mechanism, at a glance.
how to fix a leaky faucet
emergency plumber ottawa
Lands on
Works vs. doesn't
The difference, side by side.
Broad-match “renovation” pulling in someone reading a DIY blog
Exact/phrase-match tied to real buying intent (“emergency plumber Ottawa”)
Ad promises “free quote,” lands on the generic homepage
Landing page with a quote form above the fold, matching the ad's promise
Negative keywords never set or maintained
Actively filtered out searches that waste budget
A worked example
What this looks like in practice.
Capital Plumbing (example)
A plumber wants calls for emergency jobs specifically. The campaign targets “emergency plumber [city]” and similar exact-intent phrases, filters out “how to fix a leaky faucet” with negatives, and sends clicks to a page with the phone number and a “call now” button above the fold — not a general services page.
An illustrative business, used only to make the mechanic concrete. Client outcomes live in the case studies.
Where this fits
You are here.
Attention
Systems
Google Ads is the other half of Attention — it captures existing demand instead of creating new demand the way Meta Ads does. A business with high buying-intent searches gets faster return here; a business trying to build awareness for something people don't yet know they need leans harder on Meta Ads and Content.
Why Novax's version
The most common Google Ads failure point is the landing page, not the ad account — and a separate ad team and web team creates a gap nobody's accountable for. Because Novax builds the website too, the ad and its landing page come from the same brief, closing that gap by default.
How it's delivered
Keyword and intent research → campaign structure around real search behaviour → landing page alignment → ongoing negative-keyword refinement and bid optimization.
Proof
Clients and outcomes.
Google Ads work leans on process here rather than a published client result — the case studies on this site cover the website, Meta Ads, SEO, and automation engagements we can show numbers for.
See the case studiesQuestions
Before you ask
This is not the same as your Google Business Profile. Your Business Profile is free, organic, and part of SEO — Google Ads is paid placement, a separate mechanism entirely.
If people already search for what you do by name, Google Ads usually returns faster. If they don't know your service exists yet, Meta Ads creates that demand. The growth plan says which one your market actually supports.
Yes — and it's the part most accounts get wrong. Ads and the page they land on come from the same brief.
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