Improve Website Traffic with Affordable Google Ad Strategies: How Prospecting and Retargeting Drive Results

Rising click costs have become a significant challenge for businesses relying on digital advertising. If you’re concerned about your advertising budget, you’re not alone - recently, search click costs have surged across industries, making it harder to maintain profitability. But there’s a cost-effective solution to help improve web traffic: prospecting and retargeting.

This strategy, while not for everyone, is designed to deliver affordable, high-volume traffic while building a pipeline of engaged website visitors who are more likely to convert over time. Let’s break it down.

When someone searches for your brand or services on Google, those clicks are highly valuable - they’re coming from users with a clear intent to buy or inquire. But the competition for these clicks has driven costs sky-high. For example, if you’re not running ads on your own brand name, competitors might dominate those searches, pushing your website lower in the results.

The cost of maintaining search visibility can be steep, but it’s essential for your brand’s credibility and capturing high-intent traffic. However, there’s a complementary approach to get more eyes on your site without breaking the bank: prospecting.

Prospecting involves reaching out to potential audiences who might be interested in your product or service but aren’t actively searching for it yet. Think of it as casting a wide net. Using platforms like Google’s Display Network, we show targeted ads to people based on their:

• Browsing habits (e.g., visiting industry-specific sites).
• Search history (relevant past searches).
• Interest categories (e.g., “in-market” for your industry).

This is like standing at a business event and shouting into the crowd, "Who here needs what I offer?" While the conversion rate is lower than search, the cost per click is significantly reduced - sometimes under 5% of search click costs.

With Google Responsive Display Ads, you can create dynamic campaigns using:

• 5 headlines.
• 5 descriptions.
• Logos, images, and even videos.

These ads are shown in various formats across websites, apps, and YouTube, ensuring your brand appears where your audience is spending time online.

For a more holistic approach, we use Performance Max campaigns, which combine search and prospecting. These campaigns leverage Google’s AI to optimise for conversions but are a "black box" system, meaning you won’t always see the data you need to see about what’s working and whats not. That’s why we carefully monitor these campaigns to ensure they align with your goals.

Not everyone who clicks on your prospecting ads will convert, but they leave behind valuable data. Using retargeting, we focus on:

• Engaged Visitors: Those who spent more than 2 minutes on your site or visited multiple pages.
• Specific Pages: Visitors who viewed high-intent areas like product pages or case studies.

These audience segments allow us to create tailored remarketing campaigns with ads that are more relevant and engaging. While we don’t know who these individuals are (unless they’ve completed a form), cookies or cohort-based targeting ensure we stay front-of-mind with interested users.

Poorly crafted ads can waste your budget. For example, a misleading "Download" button in an ad might attract clicks from users who mistake it for a functional site button, leading to irrelevant traffic. At WebStudio, we avoid these pitfalls by creating honest, engaging ads that align with user intent.

The Power of Image Ads
At WebStudio, we love using image ads because they give us complete control over how your brand is presented. Unlike responsive display ads that adapt dynamically, image ads allow us to design every detail - brand colours, fonts, logos, and messaging - to ensure a consistent and professional appearance. This level of precision ensures your ads are not only visually appealing but also convey exactly the right message to your target audience. By showcasing your brand in a way that aligns with your overall marketing strategy, image ads help build recognition and trust while delivering your message effectively.

Understanding Click-Through Rates (CTR)
A key metric we monitor to gauge the relevance of your ads is the click-through rate (CTR). For Google’s Display Network, a CTR of 1% or higher is generally considered a sign of good ad relevance. This means your ad is engaging enough to encourage users to take action. A low CTR might indicate that the ad needs adjustments, such as more compelling imagery, a clearer call-to-action, or better targeting. By keeping a close eye on CTR, we can continuously refine your campaigns to ensure they’re resonating with the right audience and driving the traffic your business needs.

Creating ads that resonate isn’t just about aesthetics - it’s about using data to understand what works, adjusting as needed, and delivering a message that compels your audience to engage. With a focus on both design and performance, we create campaigns that not only look great but also deliver measurable results.

The ultimate goal of prospecting is to generate affordable traffic and then filter out unqualified visitors. By combining:

• Display ads for prospecting.
• Retargeting ads for engaged visitors.
• Email marketing for users who’ve provided their details.

We create a multi-channel strategy that nurtures users at different stages of interest. This approach allows us to deliver low-cost traffic while improving the quality of leads over time.

To improve website traffic affordably:

1. Use Google Search Ads to capture high-intent traffic, particularly for your brand name.
2. Implement prospecting campaigns with Google Display Ads to reach new audiences at a fraction of search click costs.
3. Build retargeting lists to re-engage users who show interest but don’t convert immediately.
4. Create engaging, honest ads that align with user intent.
5. Continuously analyse and optimise campaigns to balance traffic volume and lead quality.

At WebStudio, we’ve navigated rising ad costs for years, developing holistic PPC strategies tailored to our clients' goals. Whether you’re looking for cost-effective traffic, better conversions, or a mix of both, we’re here to help.

What is prospecting, and how does it help traffic growth?
Prospecting involves targeting potential customers who aren’t actively searching for your product but might be interested. This strategy uses tools like Google’s Display Network to show ads to audiences based on their interests, browsing behaviour, or past searches.

How does retargeting improve conversion rates?
Retargeting focuses on users who’ve already engaged with your website, such as spending time on key pages or watching videos. These campaigns are more likely to convert because the audience has already shown interest.

Is Performance Max worth it for small businesses?
Performance Max can be effective because it combines search and prospecting campaigns, but it’s a closed system. We recommend using it alongside traditional campaigns for a balanced approach.

How do I know if prospecting is right for my business?
If your search ad costs are too high or you want to expand your reach, prospecting is a great option. It’s especially useful for building awareness and retargeting engaged users.

How does WebStudio approach rising ad costs?
We develop tailored strategies, balancing high-intent traffic from search with affordable prospecting campaigns. Our goal is to deliver results without breaking your budget.

Let WebStudio help you grow your website traffic with proven strategies designed to work in a competitive digital landscape.