The buyer who is
16.6 %* of Finns, around 658 000 people, have visited a website or a store because of search advertising in the past three months. 93 %* of Finns use a search engine every week and 53 % use an AI service.
01
When search advertising works
Search advertising works when the demand already exists and only needs to be pointed in the right direction. It runs alongside campaigns and also as a constant base that keeps the brand visible between them. Searching is changing too, as part of the answers now come from AI services. We plan, build and optimise the mix that fits the objective at hand, and we do it precisely.
02
A few lessons from the channel
In local search there is less competition than people assume. Most of the searches still go unserved, so the bottleneck is visibility rather than demand. The tighter the area is defined, the better the advertising lands. Neighbourhood level clearly beats city level. A national brand budget does not cover local searches. Local campaigns do not eat each other, they add visibility to the whole account. Refreshing the ad copy and the assets can lift results without raising the budget. Consumer response varies considerably between media, and the content of the message matters a great deal in relation to the objective. The mix that usually works divides the assets into three blocks: hero messages, consideration messages and tactical messages.
03
How we work
People do the work: a strategist, a planner, a specialist and an analyst. We build the account structure around the searches that actually happen and cut what does not deliver. Where it helps, the Marketing Engine handles the part that repeats hundreds of times: screening search terms, maintaining negative keywords and versioning the ad copy. We give every client the most modern tools in the field for gathering insight, running the advertising and following the results.
04
Sources
* NØRR3 Media Insights, Norstat panel, August 2026, n = 2 022, aged 18 to 74.
Examples of what we do
- Keyword research and account structure
- Search and Shopping campaigns
- Local and regional targeting
- Ad copy and extensions
- Landing page development
- Conversion tracking and reporting
- Marketing Engine
Related Cases
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