Planning your strategy
People often use a paid search campaign model amongst other digital marketing
channels as a reliable way to generate quality traffic, although it can be an expensive way too. The best way to approach Google Ads or any paid advertising campaign is to have in your mind an ideal cost per lead metric, that means if achieved whatever you're selling whether a product or service, if the lead converts on your website at a high rate, the process is still profitable.
People often forget this fact and throw good money after bad wondering why they are not making any money through there paid search campaigns and advertising platforms.
If you approach a paid search campaign in this manner it ultimately becomes scalable as long as you can maintain the cost per lead threshold. If it's maintained then no matter how much money you put into the Ad spend then you will be able to reliably grow the volume of leads, enquiries or online exposure of your business. These ad platforms work very well for high margin products and services, where there is room to manoeuvre and optimise campaigns over time to be as profitable as possible.