As of today, paid search is one of the most popular online advertising instruments. As such, paid search has received a high degree of scholarly interest especially in the fields of Information Systems and Marketing. However, despite this high level of scholarly attention, the current body of literature primarily analyses the impact of paid search on purchases made via the online channel. Surprisingly, the current literature lacks any research on bricks-and-mortar retailers who sell their products solely via their local stores and invest in paid search to reach consumers during their search phase. Considering that bricks-and-mortar retailers still represent one third of all retailers, this represents a blatant gap in the literature. Accordingly, the main goal of this dissertation is to enhance understanding of how bricks-and-mortar retailers should approach paid search.This dissertation comprises six research papers. First, I assess the current state of the literature in a systematic literature review in regard to paid search, from which I derive empirical generalizations to outline a future research agenda (Schlangenotto et al. 2018a). Based on this review, the subsequent five empirical papers focus on the main decisions that every bricks-and-mortar retailer faces when approaching paid search. Each paper explores one of the core questions, respectively, whether bricks-and-mortar retailers should invest in paid search (Schlangenotto et al. 2018b; Schlangenotto 2018), which search requests they should buy (Schlangenotto and Kundisch 2017), where they should place their ads on a SERP (Schlangenotto et al. 2017) and how they should phrase their ads (Schlangenotto and Kundisch 2016).