If you’re wondering how businesses use search engine marketing (SEM) to grow, you’re not alone. I’m Frasat Ali, and over the past 10 years, I’ve launched and tested dozens of SEM campaigns for local businesses, ecommerce brands, and service providers. In this article, I’ll break down real examples of SEM campaigns that delivered solid results—and how you can apply the same strategies.
Let’s keep it simple and practical. Whether you’re just starting or want to improve your current campaigns, these search engine marketing examples will help you understand what works in 2025.
What Is Search Engine Marketing (SEM)?
Search Engine Marketing (SEM) is a way to promote your website through paid ads that show on search engine results pages. You’ve probably seen these ads on Google—they usually show at the top with a small “Ad” label. These ads are created through platforms like Google Ads or Bing Ads.
An SEM campaign usually involves:
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Choosing the right keywords
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Writing compelling ad copy
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Setting a daily budget
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Targeting the right audience
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Tracking results and optimizing
Now, let’s dive into some real SEM campaign examples that brought results.
SEM Campaign Example #1: Local Cleaning Business in Toronto
Business Name: Maid In To
Goal: Increase service bookings in the Toronto area
Budget: $500/month
What We Did:
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Ran Google Ads targeting keywords like “maid service Toronto” and “cleaning services near me”
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Used location targeting to show ads only in Greater Toronto
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Added click-to-call extensions for mobile users
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Created a landing page with a simple booking form
Results:
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Booking requests increased by 60% in 30 days
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Cost per lead was $9.35
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Ad CTR (click-through rate) reached 7.2%
Why it worked: The campaign focused on high-intent local keywords and matched them with a fast-loading, mobile-friendly landing page.
SEM Campaign Example #2: Ecommerce Store Selling Hair Wigs
Business Type: Hair Wigs Ecommerce
Goal: Boost online orders for “blonde wig,” “human hair wigs,” and “lace front wigs”
Budget: $1,000/month
Strategy:
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Created Google Shopping Ads with product images and prices
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Targeted long-tail keywords to reduce competition
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Ran split tests on ad copy like “Free Shipping on Blonde Wigs” vs. “Shop 100% Human Hair Wigs”
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Added remarketing to show ads again to people who visited but didn’t buy
Results:
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Over 200 sales in 60 days
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Return on Ad Spend (ROAS): 4.7x
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Average cost-per-click (CPC): $0.45
Why it worked: Shopping ads with visuals and pricing gave instant value, and remarketing brought people back who didn’t purchase the first time.
SEM Campaign Example #3: Law Firm in London, Ontario
Goal: Get leads for criminal and family law consultations
Budget: $700/month
What We Did:
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Targeted “criminal lawyer London Ontario” and “family lawyer near me”
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Created separate ad groups for each legal service
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Used call-only ads for faster lead generation
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Wrote ad copy with trust elements like “30+ Years Experience”
Results:
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75+ phone calls in 45 days
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CTR: 6.8%
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Cost per call: $12.40
Why it worked: The campaign used very specific, service-focused keywords, and call-only ads made it easy for clients to take action.
SEM Campaign Example #4: Digital Marketing Services for Small Business
Service Offered: SEO & PPC
Goal: Generate leads for monthly marketing plans
Budget: $1,200/month
Strategy:
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Used broad match modified and exact match keywords
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A/B tested different landing page headlines and CTAs
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Added lead magnet (free SEO audit)
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Used negative keywords to block irrelevant traffic
Results:
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180 leads in 90 days
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Cost per lead: $6.66
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Bounce rate dropped by 35%
Why it worked: Laser-focused landing pages and smart keyword filtering avoided wasted ad spend.
Key Takeaways from These Search Engine Marketing Examples
Let’s simplify what we’ve learned from these campaigns:
1. Use Specific Keywords
Don’t waste money on broad terms. Focus on search phrases with buyer intent. For example, use “buy blonde wig Canada” instead of just “wig.”
2. Optimize Landing Pages
If your ad sends traffic to a cluttered or slow page, your money goes to waste. Every campaign above had a clean, goal-focused landing page.
3. Track Everything
Always track clicks, conversions, bounce rate, and CPC. Tools like Google Ads dashboard and Google Analytics are a must.
4. Test and Improve
Split test your ad headlines, descriptions, and CTA buttons. Even small changes can improve results by 20% or more.
5. Retarget Lost Visitors
Remarketing is one of the best features of SEM. It gives you a second chance to win back lost traffic.
FAQs About Search Engine Marketing
What is an SEM campaign?
An SEM campaign is a paid search marketing strategy to show your ads on Google or Bing. You set a budget, choose keywords, and create ads to bring traffic to your site.
How much should I spend on SEM?
It depends on your industry. Local service businesses may start with $300–$500/month. E-commerce brands may need more due to higher competition.
What’s the difference between SEO and SEM?
SEO is about getting organic traffic without paying for clicks. SEM is about paying for traffic through ads. Both work best together.
Can SEM work for small businesses?
Yes. When done right, SEM gives fast results and measurable ROI, even on a small budget.
What’s the best platform for SEM?
Google Ads is the most used, but Bing Ads can be cheaper and more effective in some industries.
Final Thoughts
Search engine marketing is not just for big brands with massive budgets. These search engine marketing examples show how small and medium businesses can drive real results through well-planned SEM campaigns.
Focus on the basics—right keywords, good ad copy, and smart landing pages. Track what works, adjust what doesn’t. Whether you’re running a local service, selling online, or promoting content, SEM campaigns give you direct control over your visibility.
Start small. Stay consistent. Measure everything. That’s how you master search engine marketing in 2025.
Frasat Ali is a seasoned SEO Manager with over a decade of experience helping websites improve visibility through ethical, data-backed strategies. He shares actionable SEO insights grounded in real-world success. Read More
