How do you use Google ads effectively? Running an effective Google ad campaign takes more than just clicking a few buttons. It requires focus, trial and error, and a willingness to lean heavily into your brand. Maris Sonnabend, owner of House of Paws Pet Care, shares her experience of embracing a branding that isn’t for her but has enabled her to target a specific avatar. She walks through the importance of focusing on one guiding principle to keep everything you do focused and intentional. Maris also discusses her philosophy of testing to determine what will and will not work in her business.