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You’re Doing Everything Right… So Why the Inconsistency?
You’re running Google Ads.
You’ve invested in SEO.
On paper… everything looks right.
And yet, the calls?
They come in… but not consistently.
Some weeks feel promising.
Others feel quiet.
If that sounds familiar, you’re not alone.
And more importantly—
it’s probably not your ads.
The Part Nobody Talks About
Most marketing strategies are built around one simple idea:
“Show up when people search.”
And yes—that matters.
But here’s what I see over and over again with clients:
People don’t search right away.
They sit with the problem.
They notice it.
They ignore it.
They come back to it later.
And during that entire time…
your business isn’t part of the picture.
What Happens Before the Search
This is the part that most strategies completely miss.
Before someone types anything into Google, they are:
Scrolling
Watching TV
Reading articles
Living their life
And forming impressions—without even realizing it.
The businesses that win?
They show up there.
Not aggressively.
Not everywhere.
But consistently enough to feel familiar.
The Shift I’m Seeing Right Now
The businesses getting steady calls aren’t just “running ads.”
They’re doing something different:
They’re creating demand before capturing it.
That’s where things like:
CTV (Connected TV)
IP targeting (household-level visibility)
start to make a real difference.
Not because they replace Google Ads.
But because they prepare the ground for it.
How It All Comes Together
The way I think about it is simple:
First, you’re seen
Then, you’re searched
Then, you’re chosen
Most businesses only focus on step two.
The ones growing?
They’re present in all three.
A Simple Example
Let’s say you’re a dentist, a plumber, or an HVAC company.
A homeowner sees your name a few times during the week:
On their TV
On their phone
On a site they visit
They don’t call.
That’s normal.
But a few days later, something happens—they need help.
They search.
And your name feels… familiar.
That’s the difference.
If Your Calls Aren’t Consistent
It doesn’t automatically mean something is broken.
It may just mean something is missing.
Not after the click.
Before the search.
Final Thought
Visibility today isn’t just about showing up in Google.
It’s about being present early enough
that when the search happens…
The decision is already halfway made.
Let’s Talk
If you’re running ads and wondering why results feel inconsistent,
it might be worth looking at what’s happening before the search.
Happy to take a look with you:
https://app.eckcreativemedia.com/BookingCalendar/1124/jean-louis-eck-45min
Frequently Asked Questions
Why am I not getting consistent calls from Google Ads?
Because Google Ads captures demand—it doesn’t create it. If people aren’t already searching, results will fluctuate.
What do you mean by “before the search”?
It’s everything that happens before someone types into Google—what they see, recognize, and remember.
Does this replace SEO or Google Ads?
No. It strengthens them. It makes them work better.
What is IP targeting in simple terms?
It allows you to reach specific households or areas across devices, so your brand becomes familiar before someone searches.
