Google Ads captures demand that already exists: someone searches, you appear. It cannot create the demand in the first place. For that the alternatives are Connected TV, billboards, digital screens, metro and cinema, which reach people before they ever search. Publicit sells those self-service, at the prices publishers set themselves, from one dashboard.
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Search advertising answers a question someone is already asking. That is a category of its own, and no billboard competes with it.
If people search for what you sell, keep buying it. The rest of this page is about the case where they do not.
Search volume is a ceiling you do not control. Three situations where more Google budget stops producing more customers:
That "somewhere else" is the actual alternative: channels that reach people before there is a search at all.
| Channel | What it does that search cannot | How publishers price it |
|---|---|---|
| Connected TV | Puts you on a television, which is where brands become credible | Usually CPM |
| Digital screens (DOOH) | Repeated exposure on a route someone walks every day | CPM or fixed period |
| Billboards and street furniture | Owns a place, not a keyword | Usually fixed, per week or month |
| Metro and transit | Minutes of captive attention with nothing to scroll | Usually fixed period |
| Cinema | Full attention on a big screen, no skip | Fixed period |
| Press, radio and podcast | Borrowed editorial credibility, and host-read spots | Fixed, or per insertion |
These are bookable in a single Publicit campaign with a single budget, so a television spot and a metro panel are not two separate purchases.
| Google Ads | Publicit | |
|---|---|---|
| What you buy | Intent: keywords, placements, audiences | Specific physical and CTV spaces |
| Demand | Captures demand that exists | Creates familiarity before the search |
| How you get a placement | A continuous auction | You pick each space and request it at the listed price |
| Who approves it | Automated policy review | The publisher who owns the space, individually |
| Price you see | An auction result | The publisher's own price, before you book |
| What you pay on top | Nothing separate, margin sits inside the auction | A stated 10% platform fee, plus VAT |
| Attribution | Click and conversion tracking | Impressions and delivery evidence per space |
| Ceiling | Search volume for your category | Inventory listed in your market |
Worked example on the pricing page.
For brand awareness, the alternatives are the channels that build recognition before a search happens: Connected TV, billboards, digital screens, metro and cinema, which Publicit sells self-service. For capturing a search that already exists, search is still the place, so the useful question is what to buy once you already hold that intent.
For the awareness half, yes: it sells the specific physical and CTV spaces that make people recognise a brand before they search for it, at publisher prices. It does not sell search placements or keyword targeting, which is a different job and stays with Google.
On Publicit you see impressions and spend per space while the campaign runs, and the publisher submits evidence of delivery afterwards, which is reviewed before they are paid. Attribution to a purchase is not something these placements provide, which is why they are usually run alongside search rather than instead of it.
A campaign needs a total budget of at least 500 and a daily budget of at least 50, in the campaign's currency. Above that you pay per space rather than per period, so the practical floor is the price of the spaces you book, and there is no monthly minimum or spend commitment. You can filter the marketplace by price and by minimum impressions.
The build is one sitting in the dashboard. Publishers then usually respond to a requested space within 48 hours, which is a normal response time rather than an enforced deadline, and a publisher may ask for a revision first. The campaign goes live on your start date with the spaces that were accepted.
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Publicit Global S.L., Barcelona. Fees stated as of September 2026.