The sixth in a series of blogs based on our awesome Geospatial Marketing Trading Cards.
Maximise your digital presence with Paid Ad Campaigns
Paid ads put your proposition in front of exactly the right people, at just the right moment.
For geospatial pros, every impression needs to count – whether it’s Google Ads targeting city planners, or LinkedIn posts catching the eye of drone deployment managers.
Welcome to Trading Card #6 (of 20): Paid Ad Ace!
Learn the steps to kickstart your pipeline, get found by serious buyers and own your corner of the geospatial universe.
Why Paid Ads Pack a Punch for Geospatial Sellers
So you’re a geospatialer, maybe a surveyor, mapping maven or GIS tech hero. Perhaps organic reach alone isn’t cutting it. But you keep seeing the big players showing up at the top of Google and LinkedIn feeds, time and time again.
The only difference is that they know where their audience is hanging out, and how to target them. It’s not because they’re better at marketing. It’s because they’re paying to be there.
Ready to go from hidden gem to high-visibility ace?
Here’s what to do.
How To Launch Your First (or Next!) Paid Campaign
If you’ve dipped a toe into paid ads before, this is your blueprint to even better paid marketing campaigns for the geospatial industry. If not, perfect! Here’s your cheat sheet:
Pick Your Platform
Google Ads for broad reach, LinkedIn Ads for B2B laser-targeting
Target Like a Pro
Use job titles, interests and niche keywords (think “geospatial analyst,” “land survey tender”)
Write to WOW
Headlines that demand attention (“Cut Survey Time by 80%!”), clear call-to-actions and crisp visuals
Track & Refine
The magic’s in the metrics. Monitor clicks, conversions and cost-per-lead to guide your tweaks
SPECIAL POWER-UP: A brief note on Retargeting
Ever had a dream lead visit your site, poke around, then disappear forever? Retargeting brings them back. Set up display campaigns to pop up in front of those almost-buyers, whether they’re reading industry news or scrolling LinkedIn.
Practical Plays for Geospatial Aces
Real, on-the-ground ideas to get you started with running your first campaign right now.
- Set a daily limit. Use your data! Ads should pay for themselves (and then some)
- Launch a LinkedIn campaign aimed at decision makers in engineering, surveying, or local government
- Google Ads? Target those searching right now for “GIS consultant near me” or “land survey quote”
- Use eye-catching imagery, think drones, maps, real project photos. Ditch the stock pics!
Paid Campaign Wisdom Straight from Elaine Ball
If you remember one thing from this blog, let it be Elaine’s rally cry…
“Being visible is about SHOWING UP wherever your prospects search, scroll or ask… especially as AI and algorithms decide who gets seen (and who stays invisible).
Paid ads don’t just buy you clicks; they buy you attention. That’s gold in the age of AI-driven search, where being on page 7 equals being on no page at all.“
For more hot takes on AI and geospatial sales, take a look at Elaine’s killer blog on how AI is changing the sales-generating game for surveying companies.
Who can I follow for more expert ad advice?
Richard van der Blom is a top pick for actionable LinkedIn ad tips tailored for B2B and geospatial audiences. Follow and learn something new each week, he’s a legend in the field.
Ready to collect your Paid Ad Ace badge?
Paid ad campaigns are for action-takers ready to speed up lead gen, drive brand awareness and get those juicy, sales-ready clicks without burning cash in the bonfire of bad advertising.
Paid ad success in geospatial isn’t about huge spends. It’s about smart targeting, relentless testing and (yes!) believing every click is a step closer to a new mapping contract or software license.
Here are the main takeaways and steps to remember:
Geospatial Paid Ad Action Checklist
- Brainstorm your “quick win” offer (free guide, toolkit, discovery call)
- Tune your targeting. Who do you actually want? Be ruthless
- Let retargeting do its magic. Systematise your follow-ups, don’t rely on luck
- Track everything. Test. Tweak. Trim the fat, boost the winners
- Never stop learning. Check out at least one tip from LinkedIn pros every week. No excuses!
Go forth and campaign with confidence. The next geo-legend could be you.
Stay tuned for Trading Card #7… and remember, there are 20 to collect!
Inspired by the Geospatial Marketing Academy’s Trading Card Series.
For more marketing magic, check out our guides on social media, content calendars, and testimonials!
📚 Frequently Asked Questions (FAQs)
Q: Why should geospatial businesses use paid ads?
A: Paid ads get your brand in front of exactly the right buyers – surveyors, city planners, land managers, at the precise moment they’re searching for solutions. It’s faster than waiting for organic reach and ideal for those ready to accelerate lead generation.
Q: Should I choose Google Ads or LinkedIn Ads for my campaign?
A: Google Ads is best for broad visibility and capturing active searchers (think “GIS consultant near me”). LinkedIn Ads is laser-targeted for B2B connections, letting you reach very specific decision makers by job title, industry or company size.
Q: How do I avoid wasting money on paid ads?
A: Start with a small, controlled budget. Monitor everything – clicks, conversions and cost-per-lead. Trim what doesn’t work, double down on what does and refine your targeting as you learn.
Q: What’s the single most important thing to remember about paid ads?
A: Never “set and forget.” Smart geospatial marketers continually track, test, tweak, and improve their campaigns, because every click counts on your way to becoming a Paid Ad Ace!
Q: How do I know my paid ads are working?
A: Check campaign dashboards for metrics like click-through rate (CTR), conversion rate, and actual leads or sales. A successful campaign brings qualified inquiries, not just clicks.