This research paper aims to examine the influence of personalized search engine (SE) advertising on consumers' trust and purchase intentions in the context of Hong Kong. With the growing emphasis on personalized advertising strategies, understanding their impact on consumer behavior is crucial for marketers and advertisers. The study will adopt a quantitative research approach, using an online survey to collect data from a sample of Hong Kong consumers. The survey will measure participants' exposure to personalized SE advertising, their levels of trust in the advertisements, and their purchase intentions. Data analysis will involve statistical techniques, such as regression analysis, to identify the relationship between personalized SE advertising, trust, and purchase intentions. The findings of this study will contribute to the existing literature on personalized advertising and consumer behavior, providing insights into the effectiveness of personalized SE advertising in influencing trust and purchase intentions among Hong Kong consumers.