There are a few things to consider when deciding whether or not to use Google Ads in order to target your in-market audience. First and foremost, it’s important that you have clear goals for each campaign. If you only want to reach existing customers, then using an out-of-home advertising platform might be a better fit. On the other hand, if you want to attract new customers who have never heard of you before, an online display campaign is the best option.
Secondly, it’s important to understand how much data you need in order to create effective campaigns. Although you can create ad targeting profiles based on demographic information (such as age group, gender, etc.), this approach will often result in wasted ad spend. Instead, it’s typically best to use generalized areas (such as interests) in order to improve overall clickthrough rates and ROI.
Finally, keep in mind that your Google Ads campaigns should support your overall branding