The use of search engines as an advertising tool is almost indispensable nowadays. A key aspect for the success of search engine advertising is the use of buyer personas. By using buyer personas, ads and keywords can be targeted to the needs and interests of potential customers. Measuring success is also crucial in this context. This chapter provides you with a comprehensive guide to optimizing your search engine advertising. It emphasizes the importance of buyer personas as a key component for success and shows how they can be applied efficiently on the most used search engines advertising platforms. Proper use of data and continuous monitoring of advertising success are crucial to succeed in the competitive world of search advertising.