Selling products on Amazon is one of the fastest ways to grab the attention of Internet users in Dubai. 99% of the population in this city spends significant time online, browsing through thousands of e-commerce brands across the UAE. If you are a seller operating in this region, Google Ads can put your business on the map. With these two tools working together, you can effectively sell anything to individuals who are ready to make a purchase.
A potential customer or buyer often starts searching for specific products on Google. Acquiring adequate information about the search item is what influences these people to check out the product reviews on YouTube. The final conversion often occurs on Amazon after the user gets adequate confidence to convert.
Businesses that want to increase website traffic and generate higher revenue often establish separate teams and budgets for implementing different strategies using Google Ads and Amazon. Overall, it is a very complex procedure for a seller, which is why they need a common approach to implement dual-platform.
This blog provides in-depth insights into Amazon Pay-Per-Click (PPC) and Google Ads, exploring how they form a dual platform strategy. Whether you are a startup looking to boost online visibility with Google or an established company seeking an Amazon PPC ads agency for targeting high-converting customers, keep reading. Explore how to leverage this cross-platform alignment to optimize funnels and boost (return on Ad spend) ROAS.
Why do businesses merge Google Ads and Amazon PPC services?
Ranking higher with the help of Google's digital tools ads around AED 10.2 billion to the economy of the UAE each year. Moreover, Amazon's dominance in sponsored product listings in the region provides the perfect combination for a performance marketing strategy.
According to reports, promoting products using Google Ads can reach 2+ million websites, boosting brand awareness by around 80%. Combined with Amazon advertising campaigns, it can improve product visibility, increase conversion rate, and help businesses maximize sales.
The best thing about this cross-channel marketing strategy is to engage and convert customers everywhere. Let's discuss how these platforms capture the attention of online visitors and prepare them to become buyers.
- Google Ads and how it works
Google Ads, or Google AdWords, is a powerful tool to attract online traffic to businesses of all sizes. This marketing strategy uses the PPC model, where company owners only pay for the advertisements when people click on them.
When a product or service is promoted through an ad campaign, it immediately appears on Google's search results. Potential customers who actively search for similar products or services see these ads for being relevant audience. They then click on the links to convert and maximize the business's return on investment (ROI).
- Amazon PPC and its impact on the campaign
Amazon PPC model allows startups and enterprises to have total control of their ads. The main purpose behind these ad campaigns is to help sellers find potential buyers.
This advertising strategy is responsible to making products visible on Amazon, drive targeted audience, and successfully generate revenue. Running campaigns or hiring a PPC ads agency helps businesses improve their organic rankings and impact sales figures.
Amazon pay-per-click campaigns allows sellers to acquire high-intent shoppers. Only when someone clicks on the ad or view the details, the businesses pay for this implementation.
- Visibility and Revenue with Amazon and Google Ads Services
Wondering why often both these platforms are merged when you approach a PPC advertising agency? Below are ways integrating Google and Amazon ads help businesses:
- Supercharge Amazon listings with Google Ads traffic
To capture high-intent customers even before they appear on Amazon, businesses often use Google AdWords. They are also popular as product listing ads (PLAs), which allow e-commerce brands and retailers to promote their products through paid advertisements.
Use Amazon Attribution to track clicks and conversions, helping you refine campaigns based on real data. This strategy not only brings new traffic into Amazon’s ecosystem but also boosts your product’s sales velocity and organic ranking. For businesses to have a competitive edge in the marketplace, experts often recommend Google and Amazon PPC services in Dubai.
- Nurturing Product Interest with Amazon Ad Strategies
Keep your products top-of-mind by running Sponsored Products for direct search, Sponsored Brands to build recognition, and Sponsored Display to target competitors’ pages. These ad formats help you dominate Amazon’s search results and increase visibility where it matters most. By engaging shoppers already in the consideration phase, you can convert external traffic from Google into sales while strengthening your brand’s presence on Amazon.
- Full-Funnel Growth with Amazon DSP Retargeting
Amazon DSP lets you retarget shoppers who viewed your products but didn’t buy across the web and Amazon-owned platforms. You can also cross-sell related products or reach new audiences using lookalike targeting. This helps maximize conversions, increase repeat purchases, and drive customer lifetime value. It’s a powerful tool to scale your business while keeping your brand in front of purchase-ready audiences.
Features of various Ad platforms
| Feature | Google Ads | Amazon Ads | Amazon DSP |
| Traffic Source | Google Search, YouTube, Display Network | Amazon shoppers on-site | Amazon-owned platforms + partner sites |
| Audience Targeting | By keywords, interests, and demographics | Targeting by keywords, categories, and rival ASINs | Behavioral targeting using Amazon's internal data |
| Ad Formats | Text, display, video, shopping ads | Sponsored Product, Brand, and Display Ads | Audio, video, and display formats |
| Cost Model | CPC (Pay-per-click), CPM (Per 1,000 Impressions), CPV (Per view) | vCPM and CPC bid models | Fee + CPM bidding structure |
| Best Use Cases | Attracting external traffic, building brand presence, improving ranking | Driving conversions from high-intent buyers | Audience growth, retargeting, and brand outreach |
| Amazon Integration | Needs Amazon Attribution for tracking | Seamlessly built into Amazon's ecosystem | Deeply integrated with Amazon's audience data |
| Conversion Funnel | Best for top and middle funnel (awareness, interest) | Ideal for mid to bottom funnel (consideration, conversion) | Covers the entire funnel from awareness to purchase |
High-converting funnel with Google and Amazon Ads
Running ads on both Google and Amazon can supercharge your customer acquisition strategy. While Amazon captures shoppers with strong buying intent, brand awareness can be ignited with our Google Ads agency in Dubai.
Cross-platform ad campaigns can generate more traffic, improve conversions, and increase your overall revenue. Here's how to create a smart, synchronized funnel that leverages the strengths of Google and Amazon PPC advertising.
1. Implement Google Ads to attract & educate users
Start by setting up Google Ads to target both broad and high-intent users at the top and middle stages of the funnel.
- Top of funnel (ToF): Capture attention early
Use platforms like YouTube, Google Display Network, and broad-match Search campaigns to build awareness among users who may not yet be familiar with your brand.
- Run video ads on YouTube showcasing your product category, lifestyle relevance, or problem-solving benefits.
- Display ads across relevant content websites to introduce your brand visually.
- Use broad-match search keywords related to your product category or even competitor terms to get discovered.
This phase is all about sparking curiosity and getting on the shopper's radar. Your message should focus on storytelling, benefits, and emotional appeal rather than hard selling.
- Mid funnel (MF): Reconnect with interested shoppers
Now that you’ve generated some traffic, it’s time to re-engage the visitors who didn’t convert. Here’s what you can do:
- Target branded search terms using exact-match campaigns, as users might already be looking for you.
- Launch retargeting campaigns via Google Display ads to stay top-of-mind for site visitors.
- Use in-market and custom intent audiences to find users actively researching similar products.
Don’t forget to leverage customer match by uploading your CRM lists (newsletter subscribers, lapsed customers, loyalty program users). This allows you to deliver highly relevant messages across Search, YouTube, and Gmail ads. The goal here is to build trust, educate, and ignite consideration.
2. Turn Amazon storefront into a conversion machine
Once awareness is in place, guide mid- and bottom-funnel users to a storefront that converts.
- Design a High-Converting Amazon Storefront
Treat your Amazon Storefront like a branded landing page. It should be visually clean, load quickly, and guide shoppers toward purchase decisions. Focus on high-quality images, compelling copy, and a clear layout that highlights your product value and brand story to drive conversions.
- Optimize for mobile, as most shoppers browse products from their phones.
- Organize content into clear sections: top sellers, use cases, bundles, reviews.
- Highlight benefits-first messaging, unique selling points, and competitive comparisons.
- Answer FAQs up front to reduce hesitation and build trust.
- Enable Amazon Attribution for smarter tracking
Set up Amazon Attribution to track how your external Google traffic impacts your Amazon sales. This helps you identify which Google campaigns can accelerate purchases and adjust your strategy accordingly.
- Drive traffic strategically with Sponsored Brand ads
Instead of only using Sponsored Product ads, build Sponsored Brand campaigns that point to your Amazon Storefront. This is especially useful when users search for your brand name or competitor names, helping you stand out in a crowded space.
3. Route traffic based on intent for maximum ROI
Not all traffic should go to the same destination. It’s best to tailor your user journey to match buyer intent and maximize conversions.
- Send ToF traffic to your brand website
For early-stage users, like broad search and YouTube viewers, route them to your brand’s website or landing page. This gives you more control over education, storytelling, and lead capture.
- Offer a lead magnet, such as discounts, product quiz, or user guide, to collect emails.
- Educate shoppers with content that builds trust and primes them to purchase.
- Send MF and BoF traffic to the Amazon storefront
As users move down the funnel, clicking on branded search or retargeting ads, direct them to your Amazon Storefront to drive conversions.
- Amazon’s one-click checkout and familiar UX reduce friction.
- Reviews and social proof help nudge hesitant buyers.
- Avoid direct linking to bare product pages
Businesses shouldn’t push high-intent users to their individual product listings without context. If they land on a cold page without storytelling or differentiation, they’re more likely to bounce. Always offer a complete brand experience, even on Amazon.
4. Bring back visitors who didn’t buy
Once you manage to ignite the interest of some users to your products or services, half of your job is done. Next, you need to retarget and re-engage these people with different strategies to ensure they convert.
- Google Ads retargeting
Set up retargeting ads through Google Display Network and YouTube to reach users who visited your site but didn’t purchase.
- Remind them of your product benefits, offers, or testimonials.
- Run sequential messaging to guide them from awareness to consideration.
- Amazon Sponsored Display retargeting
Use Amazon’s Sponsored Display ads to reach people who viewed your product or added it to their cart but didn’t buy.
- These ads appear across Amazon and third-party sites.
- Focus messaging on urgency, social proof, or offers like coupons or bundles.
- Use customer lists for personalized follow-ups
Upload customer segments into Google Ads via customer match:
- Past purchasers: Offer new products or accessories to engage these individuals.
- Newsletter subscribers: Share limited-time offers with users through exclusive newsletters.
- High-lifetime value (LTV) customers: Offer loyalty rewards or exclusive bundles to loyal and satisfied users.
This type of personalization across platforms makes your ads feel more relevant and timely, increasing conversion potential.
Utilize the power of a synchronized ad funnel
Running Google and Amazon Ads together isn’t just smart, but can help your business reach more customers. Google PPC advertising helps you build awareness and guide shoppers through early research, while Amazon excels at closing the deal. However, to get the most out of both platforms and marketing strategies, use them strategically.
- Start wide with Google, targeting broad and intent-driven audiences.
- Optimize your Amazon Storefront to seal the deal.
- Route users smartly based on their position in the funnel.
- Retarget across both platforms to stay visible and relevant.
How to launch Google & Amazon Ads for better conversions?
When implementing dual-platform strategies to boost traffic and improve conversions for businesses, follow these points to maximize ROI.
1. Avoid audience overlap and Ad waste
Google Ads campaigns and Amazon PPC platforms are both reliable ways for businesses to reach target customers. However, there’s a chance you might attract the same users through both marketing strategies.
Cross-channel audience duplication is a major setback for brands. This is one of the reasons why business owners usually seek our agency for customized PPC services in Dubai. Moreover, if a customer converts on Amazon, it’s difficult to attribute the sale to either the Google ad or the Amazon campaign with certainty.
The proper way to address this is by refining targeting, which helps optimize ad sets and exclude duplicate audiences. To maximize results, PPC experts may use frequency capping and various tools to detect audience overlap.
Another best practice to avoid confusion between target users is to use appropriate audience labels or exclusions. This helps each campaign deliver the right message to the right people while ensuring the ad budget is spent wisely.
2. Remove conversion blockers on your landing page
In the case of high-intent search, users expect to land on a page that provides all the necessary details after clicking on ads. Having a high-quality landing page makes it easier to ignite website traffic and convert a large portion of visitors.
On the other hand, poorly designed landing pages can create doubt and increase the bounce rate. Some common conversion blockers include pages with no reviews, limited product details, or unclear communication about key benefits. Many entrepreneurs and Amazon store owners choose PPC service providers to avoid wasting valuable clicks and protect their return on ad spend (ROAS).
Several ways are there to ensure landing pages bring more revenue for businesses. One of the many approaches includes providing high-quality images and information about the product, adding customer reviews, discussing FAQs, and focusing on benefits while designing the Amazon and Google PPC ads.
3. Get a campaign-ready team for cross-platform campaigns
For the success of any ad campaign, the backend system needs to run properly. The teams responsible for creating the ads on Amazon and Google must be willing to go the extra mile to attract sales-qualified customers. Remember, gaps in internal readiness or a lack of enthusiasm in campaign directors can create a poor user experience.
To ensure more user acquisition and receive positive feedback, pay attention to your Amazon inventory. Campaign coordinators often advise avoiding products that will soon become out-of-stock when running ads. If there is an increase in the demand for a particular product, ensure the internal team is equipped to offer adequate support to customers and handle shipping-related tasks.
Launching Google and Amazon PPC ads alone doesn’t guarantee that your target audience will convert. You need to monitor and analyze the performance of these ad campaigns to see what’s working across the funnel.
Measure what converts through ads on Amazon and Google
Once you successfully launch PPC ad campaigns using a dual platform, the next step is analytics measurement. If you run an e-commerce business in Dubai, checking the performance of your marketing strategies is essential to assist conversions.
- Amazon Attribution
It is a free, advertising solution that offers insights into marketing strategies implemented across non-Amazon channels. The main objective of Amazon attribution is to measure the effectiveness of campaigns across email, social media, video, search, and display advertisement. It works by tracking conversions and clicks on various platforms, leading to final conversions on Amazon.
With the integration of Google Ads, around 25% visitors who clicked on the links buy products on Amazon.
- Google Analytics
Over 30 million websites worldwide rely on Google Analytics (GA) to power their business intelligence and data-driven decisions. Most importantly, Noon.com, the e-commerce portal of the UAE, also relies on GA to monitor and optimize its performance.
The collective insights from Amazon Attribution and Google Analytics can provide a clear picture of the journey of the user before conversion. If your product information or relevant content is behind motivating a visitor to make a purchase, all these details can be analyzed using this tool.
- Amazon’s New-to-Brand metrics
New-to-Brand (NTB) metrics enable store owners and businesses to measure orders and sales initiated by new customers on Amazon through paid campaigns. This tool tracks user engagement and sales from visitors who haven’t purchased from the brand in the past 12 months.
Brands use Amazon’s NTB metrics to develop a better understanding of their campaign performance. These insights help campaign managers explore new ways to optimize ads and build brand loyalty among first-time customers.
Final Thoughts
With Google Ads and Amazon PPC, you can reach more potential buyers, nurture them effectively, and drive measurable growth for your business. However, you can always hire our PPC ads agency to optimize campaigns that can generate results.
Do you need a performance-driven ad strategy for your e-commerce success? At Proquantic, we take the time to discuss your business goals and launch paid media marketing campaigns to maximize the returns. To promote your brand and generate organic traffic and revenue, trust our Google Ads & PPC advertising agency in Dubai.
