Google Ads is a tool that helps put your business in front of customers who might be searching for what you offer. By far the world’s leading Pay-Per-Click (PPC) advertising platform, it gives you control to run campaigns, track their progress, and switch things up as needed.

And it’s easier than you might think, even for the non-technically-minded small business owner! With a well-aimed campaign and the right keywords, you can get your brand out there — no need to call that advertising agency.

What is Google Ads?

Since its launch in 2000 (as Google AdWords), Google Ads has grown into the internet’s biggest Search Engine Marketing (SEM) tool. More than a million businesses worldwide are using it today. 

‘Ads operates on a Pay-Per-Click (PPC) model. That means you only pay when someone clicks on your ad. No clicks, no charge. So while it isn’t free, it can be a very cost-effective way to put your business out there in front of potential customers.

The beauty is that it lets you reach people who are already searching for what it is you do or offer — be that a baker in Bristol, a hairdresser in Harrogate, a florist in… you get the picture.

One advantage of online ads is that they’re much more targeted and measurable than traditional ones: unlike with billboards or magazines, where you pay regardless of whether anyone notices, Google Ads lets you set your own budget and track performance, so you know exactly where the money’s going. 

Google claims that for every $1 spent on Google Ads there’s a return of $8. While that’s based on an average across all industries, it can certainly do a lot for smaller businesses, too.

More than half of small-to-medium-sized businesses (SMBs) run PPC campaigns today. For reference, the average conversion rate for Google Ads on the search network is about 4.4%. 

Interestingly, paid ads like these perform up to five times better on mobile devices by some estimates. This just goes to show the importance of having a site that works well on mobile.   

SERP – Author: Seobility – License: CC BY-SA 4.0

What’s the difference between SEO and SEM?

Search Engine Optimisation (SEO) is about improving your website’s position in search results “organically”, without paid ads. The focus is on things like keywords and quality links to help your site rank higher. It’s a slow process, but it works.

Search Engine Marketing (SEM) is about paid ads that put your business in front of customers right away. The online ads you see on Google belong to the SEM category. While SEO builds long-term, SEM helps you get noticed right now.

As we’ll get into, Google Ads don’t just show up in search results — they can also appear on websites, and on apps like YouTube. This can put your business in front of customers, wherever they are.

For more: Local SEO in 10 – How Do I Get My Business Found Online? 

How to get started with Google Ads

Let’s walk through the steps to help you set up your campaign and start seeing results.

Before we get into it, we’ll assume you’ve already built a great website with Website Builder or Managed WordPress. Be sure to create a Google Business Profile so you can get found on maps, also.

Throw Google Ads to the mix and you’ll have all the right tools in place to get found exactly where your potential customers are searching. 

1. Sign up and set up your Google Ads account

First, head to the Google Ads home and sign up.

You’ll need to enter your business name and website URL. If you already have Google accounts like Analytics, linking them will speed up the setup process.

You’ll be taken to the main dashboard, which is easy to navigate and will look like the above. This is where you’ll be able to create and monitor your campaigns. Exciting!

2. Choose your campaign goal

Once you’re all set up, it’s time to pick your campaign goal. This is the big picture – what do you want your Google Ads to achieve? Choosing the right goal helps Google fine-tune your ads and target the perfect audience for the best results.

Google Ads offers several options depending on what you want to achieve. Here’s a look at your options:

☐  Drive website clicks – More clicks, more eyes on your business.
☐  Generate leads – If you’re after sign-ups, form submissions, or customer inquiries, this is the one.
☐  Boost sales – Set this goal to focus on increasing purchases or conversions on your site.

3. Set your budget and bidding

When you’re running Google Ads, bidding is how you decide how much you’re willing to pay for each click on your ads.

You’ll want to decide whether a daily or monthly budget works best for your business and goals. If you’re new to this, it’s a good idea to start small, then gradually increase your budget as you begin to see what’s working. 

When it comes to bidding, there are two main ways of going about it:

☐   Manual bidding – Setting the maximum amount you’re willing to pay per click for full control.
☐   Automated bidding – This lets Google optimise your bids to get the best results within your budget.

4. Start creating your ads

Google Ads gives you lots of ways to get seen. You can choose different ad formats depending on how you want to reach potential customers.

Choose your ad format

Search Ads appear as the “Sponsored” ads on top of Google when people search for something related to your business. These are great for reaching customers who are ready to buy.

Search Ads are great for reaching customers who are ready to buy and usually feature only headlines and descriptions, so no image is needed.

Display-based Ads, which do include images, appear across various platforms and target users based on their interests, even when they aren’t actively searching.

☐  Display Ads: Show across websites, apps, and YouTube, and are aimed more topically at potential customers.

☐  Shopping Ads: Show product images, prices, and details directly in search results, making them perfect for eCommerce.

☐  Native Ads: Blend into the content of Google’s partner websites, earning revenue from clicks when users engage with the ads.

Don’t worry – ‘Ads will recommend the best ad type based on your campaign goal.

Performance Max: Do it with AI

Last but not least, there’s Performance Max. This isn’t really a different type of ad, but rather an AI system that can select the best format for you. Pmax campaigns can appear anywhere across the huge Google network, optimising for conversions on the go. So sit back and let the AI work its magic.

5. Create your headlines and descriptions

Now, it’s time to get creative. This means writing headlines that grab attention, plus descriptions that explain what you offer.

For example, “Fast Plumbing Services in London” or “Free Delivery on All Orders.”

In the description, you can offer more detail and include a clear call-to-action (CTA), like “Book Now” or “Find Out More.” 

The exact number of headlines and descriptions, as well as their character count, will depend on the type of campaign you’ve gone for. Keep it short and focus on what makes your product or service special.

Choose the right keywords for your campaign

Good keywords are key to creating campaigns that work. Google Keyword Planner is a free tool that helps you discover keywords related to your business. This step is optional, but it’s a good idea to take the time to choose your keywords carefully for better ad performance.

Enter a few terms and Google will suggest others. Focus on long-tail keywords (more specific phrases like “dog-friendly hotel in Devon”). They’re less competitive and more likely to convert for smaller businesses, as searchers will be closer to making a decision. You can then use these to improve your headlines and descriptions.

6. Set your match type

Match types decide how closely a search term needs to match your keyword for your ad to show.

When you’ve chosen your keywords, you’ll need to pick a match type:

☐  Broad match reaches more people but with less control. Your ad could show for searches like “florist in Bristol” or “flower shop in Bristol.”

☐  Phrase match is more specific. Your ad will show for searches that include your exact phrase, like “best florist in Bristol” or “florist in Bristol open now.”

☐  Exact match is the most restrictive but gives you the most control. Your ad will show only for exact phrases, like “florist in Bristol.”

☐  Negative keywords stop your ad from showing for certain searches. For example, if you sell high-end flowers, you might exclude “cheap florist in Bristol.”

Picking the right mix helps your ads reach the best audience.

7. Choose your target

Target specific locations to be sure you’re reaching the right audience. If you run a local business, focus on your city, region, or even specific postcodes. This way, you’re only showing your ads to those who are most likely to need your services.

☐  Location targeting: If you run a local business, focus on specific areas like your city, region, or even postcodes. This ensures you’re only showing your ads to people who are most likely to need your services.

☐  Demographic targeting: You can also narrow down your audience by age, gender, or even interests. Personalised ads can make a big impact, perhaps increasing sales by as much as 30%. 

☐  Retargeting: Show ads to people who’ve already visited your website but didn’t take action. By reminding them of your offer, you can increase the chances of converting them into customers.

8. Review and launch

Nearly there. Give everything a final check — budget, audience, headlines, descriptions. Once everything looks good, add your payment details and hit Launch.

Your ad is now out there, working its magic, and hopefully reaching the right people at the right time. Keep an eye on performance and wait for the results to roll in.

Author: Seobility – License: CC BY-SA 4.0

Remember: You can still change things like your budget, bids, keywords, and targeting, even after launch. If something’s not working, that means you can tweak the copy or try new headlines. You can also pause or adjust specific ads. The only thing you can’t change is the campaign type, once it’s live, or your final bidding strategy.

Tips to make Google Ads work for your business

✓  Start small with your budget: Test your campaigns with a small budget, and as you identify what’s working, gradually increase your spend. This helps minimise risk and allows for optimisation as you go.

✓  Use location-based targeting: If you run a local business, target customers within a specific region. For example, instead of just targeting “personal trainer,” try “HIIT personal trainer in Oxford”. This will help you attract the relevant audience.

✓  Make use of ad extensions: Add extra details directly in your ad, such as your address, phone number, or opening hours. This makes it easier for customers to contact you directly.

Also, don’t forget abut Google Trends. It can help you spot new opportunities and track what people are searching for. This can give you a competitive edge.

See also: How to Use Google Trends for Your Online Business 

How to measure your success

Once your ads are live, you’ll want to track their performance to understand what’s working and what needs tweaking. Focus on metrics like:

☐   Click-through rate (CTR) — How many people click your ad after seeing it. A high CTR should mean your ad is relevant and engaging.

☐   Conversions — How many clicks turn into actions, like purchases or sign-ups. The higher the conversion rate, the more effective your ad and landing page are.

☐   Return on ad spend (ROAS) — Checks if your ads are making money. For example, if you spend £50 on ads and make 200 quid in sales… that’s a strong ROAS!

Small changes can make a big difference. Keep an eye on the numbers, test what works best, and fine-tune things over time.

More tips for success

Make sure your landing page works for your ads

A well-matched landing page is the key to turning clicks into customers. So, if your ad promises a specific product or discount, for example, the landing page should deliver exactly that.

On the other hand, pages that are cluttered or slow will drive visitors away, and even more so on mobile. A fast, easy-to-navigate page keeps customers engaged and ready to buy.

Need a landing page without the hassle? 123 Reg Website Builder makes it simple to create professional, mobile-friendly pages that load fast and fit your Google Ads perfectly — no tech skills needed!

Find that winning formula: PPC + Content Marketing

Running a blog, sharing posts, or sending newsletters helps customers get to know your business. This is good for your brand and gets you found on search engines, but it takes time to see results. 

The best approach? Use both. Run Google Ads to attract immediate traffic while growing your audience through blogs, social media, and other organic marketing. It’s the best way to show up wherever customers are looking.

See also: Top 8 Social Media Management Tools and How to Find Fantastic Content for Your Social Media Feeds 

Wrap Up 

Google Ads can work wonders for your business by helping you reach more customers — putting your ads in front of people actively searching for what you offer. With the right keywords and a well-targeted campaign, you can see real results for your online business.

For some great official resources, check out:

Google Ads Help Center – With step-by-step guides and answers.
Google Skillshop – For free courses to get Google Ads savvy.