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) platform. 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 get your business 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 — which also goes to show the importance of having a website 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. Online ads belong to the SEM category. While SEO builds long-term, SEM helps you get noticed right now.
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 various ways to be seen. You can choose different types of ad formats, depending on how you want to reach potential customers. Some focus on search results, while others appear across websites and apps.
Based on your campaign goal, it will also recommend the best campaign types for your goal.
Choose your ad format
☐ Search Ads: Appear at the top of search results when someone searches for terms related to your business.
☐ Display Ads: Show across websites, on apps, and YouTube, targeting people based on their interests.
☐ Shopping Ads: Great for eCommerce, these ads show product images, prices, and information directly in search results.
☐ Performance Max (PMax): An automated campaign type that runs across Google’s channels (Search, Display, YouTube, Gmail) and uses AI to optimise ads for conversions.
☐ Native Ads: Blend into the content of Google’s partner websites.
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.
5. Choose the right keywords for your campaign
Choosing the best keywords is key to creating Google Ads campaigns that work. This step is optional, but it’s a good idea to take the time to choose your keywords carefully for better ad performance.
Google Keyword Planner is a free tool that helps you discover keywords related to your business. It’s integrated into the Google Ads platform.
Enter a few terms (like “florist in Bristol”) and Google will suggest others. You can then use these to improve your headlines and descriptions.
Focus on long-tail keywords—these are specific phrases like “bakery near me” or “dog-friendly hotel in Devon.” They’re less competitive and more likely to convert as searchers are closer to making a decision.
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.
Display ads vs search ads
Search Ads: These ads appear when someone types a search term into Google, such as “plumber in Manchester.” Your ad appears at the top of search results when customers are actively searching for a service like yours.
Display Ads: These ads appear across websites—on blogs, videos, apps, and more. Display ads target people based on their interests, even if they aren’t actively searching for your product. For instance, if you sell gym equipment, your ad might show up on a fitness blog, reaching people who may be interested but aren’t actively looking for your product yet.
8. Review and launch
Before launching, review all the campaign details—settings, budget, ads, and audience. Once everything looks good, add your payment details and hit “Launch.”
Author: Seobility – License: CC BY-SA 4.0
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 “plumber,” try “plumber in Oxford” or “personal trainer in Oxford.” This helps you attract the most 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.
