MARKETINGBLATT

Some ads work. Others flop. Why? Often, nobody really knows. Gut feeling, creative flashes, past experience? Nice to have—but not reliable.

Visibility is easy. Relevance is where the real work begins.

In search marketing, showing up is just the starting line. What matters is when and why. Google Search Ads give you a direct line to intent — but that doesn’t mean results are automatic.

At W4, we’ve seen too many brands treat search like...