Of course, it’s not all about generating traffic. One of the biggest benefits of search ads is the ability to bring in the right traffic. You can’t always control who sees your organic search results, but with SEM, you can create a custom audience that will be far more likely to see and engage with your ads than the average searcher. PPC search ads allow you to target specific demographics as well as visitors at any point in the sales funnel, meaning that the traffic you receive from paid ads is more likely to be qualified than traffic generated from organic SEO.