If your product or service is problem-focused, then you probably require people to have a problem before they would count as a qualified lead. That means your ad and copy need to be problem-solution focused. Call out the problem, then show how you are going to solve it.

But you also don't want to miss out on people that are already problem aware and are already searching for a solution. And that's where Google search ads are your best friend, capturing those hot leads - people with intent that need your solution right now. Get specific with your keywords; target high intent search terms where possible (though it often makes sense to test out keywords at earlier stages of the buyer journey as well, especially if your niche is competitive).

Frequency - how often people see your ads - is your friend. It's okay if your ads are seen more often as long as your targeting works and your ads get seen by the right people. It often takes multiple touches on multiple channels for someone to convert. Which is why you'll need to retarget, retarget, and retarget some more. Stay on top of your audience's mind until they are ready for your solution, until they have an urgent problem that needs to be solved. That's when your ads need to pop up again.

Now, because people will see your ads often, you'll need to have an expert craft persuasive and professional ad content. Your ad copy isn't just words - it's your first sales pitch. Focus on the benefits (not the features, nobody cares about the features but only about how the features will benefit them), stir that curiosity, and make them yearn to click 'Book a Demo.' The results? They'll take action, eventually.