But now the maturation of digital and growth in online ad spend combined with the economic downturn means marketers are facing more competition than ever and these programmes may not be able to deliver the same level of growth.
Year on year search volumes are stagnating, while the markets get ever more competitive.
The advent of online brought with it the emergence of a new breed of marketers that have worked with specialist agencies using search purely as an acquisition tool and who don't always understand the role of search in a broader marketing programme that actively markets to the target audience.
Past experience tells us brands that stop marketing during a downturn suffer in the long term, finding it harder to compete when the environment improves.
As with all previous recessions, consumers will continue to spend, but because they've got less money they will be more considered and focused in their purchasing.
To prosper brands are going to have to work even harder to survive, telling the customer exactly why they should buy from them, making themselves compelling and relevant and showing the value in their brand, product and offering over and above the competition.
Search's massive growth has been driven by its cost-effectiveness in terms of acquisition, but type "loans" into Google and you'll be presented by millions of options.
Marketers now need to integrate their search campaigns with other mediums -- such as display, which allow them to communicate the brand's proposition in a less crowded environment, so that when the consumer performs their search it's their brand that becomes the default.
The smart marketers have been doing this all along and will now be well placed to take advantage of opportunities being missed by their competitors.
Matt O Brien, managing director, .