Implementing a well-optimized Search Engine Marketing (SEM) strategy can lead potential customers to Carlton’s company through Google Search Ads. This involves keyword research, creating high-quality ad content, and effectively targeting the ads.

Firstly, make use of keywords relevant to Carlton’s company, products, or services. Potential customers often use specific phrases or words to seek out the services or products they are interested in. These keywords should be incorporated into the ad content strategy.

Secondly, the ad content should be of high quality, accurately reflect the brand’s offerings, and be compelling enough to provoke user engagement. This typically involves developing a clear and concise message about the value of the company’s product or service.

Finally, targeting the advertisements effectively is crucial. This involves understanding the demographics and interests of the potential customer base and focusing the ad strategy to reach those specific users. The targeting can be based on various factors such as geographic location, age, gender, and online behavior.

Remember, it’s also essential to adhere to Google’s advertising policies, which are designed to provide a safe and positive experience for users. Effective SEM is not just about being visible on search engines, but also about maintaining a strong ethical standing and positively contributing to the user experience.