Jimmie Q.

Got it, so you mean don't skip the problem and go straight to the solution. We're on the same wavelength here.

Interesting! Can you give an example? I always use both in conjunction -- identify problem, agitate the pain, and then provide the solution.

I'm in the camp that says don't bid on brand name queries. That is, don't pay for an ad with your brand name. As far as general keyword phrases, if you're already getting a lot of organic traffic, you might be able to supercharge that with Google Ads. You'd just have to test to see what kind of increases you get. It could just cost you more for the exact same results. Definitely don't neglect answer engine optimization (mentions in the big LLMs). That's where I'd focus my attention instead of paid Google ads.