Why is the conversion rate higher when leads come from paid ads vs. organic?

The paid campaigns are always going to bring in higher quality website traffic than organic search results for a few different reasons.

How can we make use of my existing customer base? / What is "customer match" used for?

If you have a large customer list, and if your Google account is eligible for "customer match," then you can implement some cross-selling and retargeting campaigns. Because the audience size is limited and much smaller than an audience found on Google, we won't need a large budget for this strategy. After about a month or two of gathering conversion data, we can also create a "similar audience" based on the customer list. Similar audiences are often effective, and we will incorporate it into our proactive targeting campaigns.

What do you recommend for a new product launch?

If you are launching a new product, there are a few ideas to get it out there.