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Google: AdWords Launch
The challenge
In 1998, Google had a better search algorithm but no business model. Banner ads were the norm for websites but Google's founders hated cluttering their clean interface. They needed to generate revenue without compromising the user experience.
The strategy
Google invented a new form of advertising — search-based intent ads. Instead of interrupting users, ads appeared only when users searched for relevant terms. Advertisers paid per click, not per impression, aligning costs with actual results.
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Try the full case free →Key lessons (preview)
- Aligning your revenue model with user intent creates sustainable value.
- Self-serve platforms that scale without proportional headcount are incredibly powerful.
- Quality scores that reward relevance over raw spending create better outcomes for everyone.