In Life Science Marketing, when a company was to win quick visibility, Google Ads are one of the best ways to get instant results.
Many companies use them as a fast tool to promote an event, announce a product launch. Also to gain attention right after receiving a big round of funding.
And yes, they work perfectly for that.
But can they be used for long-term purposes?
In fact, if you can afford to spend 500–1,000 USD per month on ads, the short answer is yes.
If your company is ready for running Google Ads, these are some cases where ads can be used year-round:
1. Go Beyond Your Network
Organic reach on LinkedIn and email lists will only take you so far. But ads can help you reach people outside your existing audience.
By targeting industry-specific searches you can connect with prospects who would never find you through social media or referrals.
This is especially valuable for companies expanding into new markets or trying to attract different clients.
2. Ads as a Data Engine
Tools like Ahrefs and SEMrush are great for market research: they show you what keywords people search and if other companies are using them in their ads.
But Google Ads gives you something different: market response. It tells you how your audience reacts to your headlines, offers, and keywords in real time.
You can see which queries trigger your ads, which headlines get clicks, and which messages drive conversions.
This information can later be used to optimize your social media posts, case studies or website pages.
3. Staying Visible with Retargeting
Google Ads can help you stay in front of people who already know you.
Thanks to the (in)famous cookies, you can see who visits your site and set up Google Ads to appear again for that visitor.
Retargeting lets you reappear on their next Google search, on YouTube, or on industry websites.
It’s a quiet reminder that keeps your company visible until they’re ready to act.
4. Creating a Steady Flow of Leads
Life science sales cycles are long. Sometimes months pass from the first contact to the final decision.
Running ongoing ads on key services helps maintain a steady flow of leads.
This is especially useful when one converted lead can cover the cost of several that didn’t.
For CROs for example, a single client can often justify the entire campaign budget.
This is a great example in which consistency matters more than volume.
What Experts Actually Recommend for Life Science Marketing
A healthy strategy combines:
- Short-term ads for events and launches
- Long-term “always-on” campaigns for high-intent searches and retargeting (if affordable and worth it)
- Ads to test SEO and marketing strategy
Together, they balance immediacy with sustainability.
