The Complete Guide to Google Ads for Small Businesses (2023)

Managing a small business is challenging, especially initially. There is much to learn, absorb, and unpack.
You must also make the most of every dollar allocated for marketing.

Many marketers and small business owners believe that because of their modest spending, they cannot compete with major spenders in Google Ads. This isn't always the case, though.
You'll need a significant budget and the desire to spend a lot of money to compete for the most expensive keywords. But if you choose your keywords carefully, you might be able to compete with the big spenders.
Google Ads can be a less expensive alternative to costly print advertising for creating compelling ads that are catered to specific audiences.




Google Ads helps you to:

  • Expand the audience you have.
  • Increased website traffic.
  • Increase leads.
  • Convert consumers from website visitors.

In this article, we'll examine Google Ads in more detail and discuss how you may compete on a tight budget to produce leads, boost ROI, and grow your business more quickly.


Google Ads: The Complete Guide for Small Businesses.

  • What is Google Ads?
  • How do Google Ads work?

  • How to use and setup Google Ads?

  • Google Ads best practices?

  • Google Ads bidding strategies?


What is Google Ads?

Google Ads is the name of their pay-per-click programme (formerly known as AdWords). By publishing concise advertisements, service descriptions, product listings, or videos, you may use the platform to promote your business, help with product sales, and increase website traffic. You must only pay for pay-per-click (PPC) advertising when users click on your advertisements. The ads may show up on videos, non-search webpages, mobile apps, and the first page of Google search results, among other places.


How does Google Ads work?

Businesses can bid to rank higher at the top of search engine results by targeting a certain term.


How do you set up and use Google Ads?

Starting your first Google Ads campaign is simple. To get started, you must follow to following steps:

  • Open a Google Ads account. To get started, go to the Google Ads homepage and click "Start Now" at the top right. Make sure you already have a Google account to make the process easier.
  • Include the company name and URL. Next, mention the name of your business and its website.
  • Choose an advertising goal. Google will ask you to select your main advertising purpose. Choices include:
  1. Get more calls
  2. Get more website sales or sign-ups
  3. Get more visitors to your physical location
  4. Get more views and engagement on YouTube

Choose the advertising goal that best satisfies your company's needs. Also, keep in mind that your goals could change over time and from campaign to campaign.

  • Put together your ads. Your ad copy determines how successful your campaign will be. Google provides writing guidance, however, it's best to produce an advertisement that is:
  1. simple and uncomplicated
  2. And a strong call to action

Reread and edit your advertisement as often as required to make it engaging and powerful. To find the most effective ad copy, you can also do A/B tests on your advertisements.

  • Choose your keywords. Choose the terms that are most suited for your brand. However, don't only go for the cheapest terms. You'll need a combination of more expensive, higher-reward, and lower-cost keywords for Google Ads success.

    If your business solely caters to a specific region, Google your competitors' local SEO strategies to find out more. Looking into local organic search results will help you understand how people search for companies like yours and the best keywords and phrases to use for Google Ads.

  • Select the position of advertising. At this stage, you can decide where you want your advertisement to appear. Anywhere you choose, including near your home address, could be the location.

  • Create a budget. For your advertising campaign, Google will offer you many budget options. You can, however, also choose a spending limit. As the budget changes, so do the expected reach. When you first start out, experiment with little amounts (say, $10 per day, depending on how much your advertisements cost), and only increase your daily budget after you start seeing conversions.

  • Check the transaction. After choosing a payment option, click "Submit." Your Google Ads campaign can now be launched. Expect to reach the predicted number of ad clicks in line with your budget, but remember that this is just a prediction and can occasionally be incorrect.

  • Connect your Google Analytics account to Google Ads. You need to monitor how your advertising campaigns are doing. A nice way to do so is to link your Google Ads and Google Analytics accounts. Be certain that Google Analytics is set up on your website. Then, combine Google Ads with your Google Analytics account to simplify tracking, reporting, and analysis of advertising campaigns.

  • For the Urchin Tracking Module discount codes (UTM). UTM codes track the effectiveness of your advertising campaigns. You can view campaigns with UTM codes in Google Analytics. These codes can be used to determine the conversion rates of different adverts. Utilize Google's UTM builder to make the process faster.

  • Allow conversion tracking. You can precisely calculate the number of customers or leads your advertising campaign created by using Google Ads conversion monitoring. You can also keep track of purchases or other important activities on your website, mobile app, or calls that originate from your advertisements.

  • Manage all data in one location. Connect your customer relationship management (CRM) software to your Google Ads account. In order to save time, it is preferable to have all of your data in one location rather than switching between channels.


The best practices for Google Ads!

Understanding how to set up and run a Google Ads campaign is insufficient. You must also become an authority on best practices in order to help you achieve your campaign's objectives. You should be helped by the following seven Google Ads best practices:

  • Establish goals. Don't just launch a Google Ads campaign and cross your fingers. You must start with a plan and decide what you want your advertisement to accomplish. Several objectives include:
  1. Generating leads
  2. Boosting email sign-ups
  3. Increasing sales
  4. Grow account registrations

Only if you have a targeted ad that has been skillfully created to reach your target demographic can you accomplish these aims.

And if a Google Ad doesn't immediately convert site visitors into paying customers, don't worry. Finally, taking into account your market's impression share can be quite important. For instance, an advertisement might not immediately convince a visitor to buy from you, but it might increase their awareness, which might eventually result in a transaction. It's okay if the ROI for your advertisements isn't favorable right away, but you should still carefully analyze it because it can take some time for advertising to increase awareness.

  • Avoid using generic phrases. Make careful to select only the keywords that are pertinent to your company's goals. Your time and money could be wasted if Google displays your advertising to the wrong audience as a result of using long and broad keywords.

Make testing a crucial part of your strategy to figure out what will work best for you. To get a head start on identifying the keywords and search terms that may cause your advertisement to appear in relevant searches, you can also try out the Google Ads Keyword Planner Tool.

  • Take use of dynamic keyword insertion. In order to match the search query, Google's DKI (dynamic keyword insertion) automatically and in real-time adds terms to the headlines or descriptions of your ads.

  • Set up a budget. Decide how much you are willing to spend overall on your Google Ads campaign. Keep in mind that the pricing of Google Ads plans increases with the ad reach. Planning a budget is crucial for small businesses. Consider the following when creating your budget:

  1. Campaign conversion rates
  2. Search term popularity
  3. Conversion rates per campaign

Additionally, remember to frequently review the budget report in your Google Ads account. The budget report details campaign expenditures as well as a projected monthly total. Additionally, the report can demonstrate how altering your campaign's daily budget might affect results if you decide to do so.

  • Look into your opponents. The best way to learn how to run a successful Google Ads campaign is to watch your competitors. Visit Google's keyword tool to learn how other businesses use keywords and bidding to their advantage. Seek material online and on well-known websites to learn how to use Google Ads to accomplish company goals. Conduct a SWOT analysis to identify your strengths and weaknesses in comparison to your competitors.
  • Make your website better. Your landing page is the first thing customers see after clicking on your advertisement. To prevent visitors from leaving and raise your bounce rate, make it better.


Some ways you can optimize your website include:

  1. A specific landing page related to the ad
  2. Testing constantly to ensure a great user experience
  3. Make the website user-friendly
  4. Providing consistent quality content
  5. Increasing page load speed

Instead of driving new website users away because of a slow or malfunctioning website, the goal is to keep them on your site who came from your advertisement. A strong website should keep people there and persuade them to convert in addition to acting as your advertisement's hook.

  • Give the neighborhood's name. Your chances as a small business are better if you focus your advertising on surrounding zip codes. People will be more interested in your business because you are nearby and easily reachable. Make sure to identify the neighborhood where you are advertising in your marketing to attract local customers.
  • Run only relevant advertisements. Recognize when to run adverts and when not to. If you think the advertisement you're running doesn't address any client pain points, it's preferable to save your money and effort. Make sure to only run advertisements that your target audience will find relevant, advantageous, and valuable. Make sure the language in your ad and the headline are proper and relevant to promptly satisfy a searcher's needs.
  • Make a thorough Google strategy. PPC ads can help with lead generation, but mixing paid and free promotion is the best way to grow your business. For instance, organic search results may help your advertising.


Google Ads bidding strategies:

To raise your Google Ads ranking, you must grasp fundamental bidding strategies after learning how to set up and manage your Google Ads campaign. Here are a few popular bid strategies to get you started:

  • Cost per acquisition objective (CPA). Conversion optimization is the aim of this strategy. You can set up a CPA so that you're only billed when a user converts to a customer.
  • Automatic and manual bidding Google Ads will adjust your bid using automated bidding based on your budget, your competitors, and other variables. To maximize your budget, manually configure the bid values for certain keywords and ad groups.
  • Making a trademark bid. You can use this strategy to place a bid on a unique offering from your company or your brand name as a search term. Many businesses choose to do this in order to quickly disseminate their brand.

Google Ads could make you feel afraid. However, with time, affordable experiments, and best practices, you will find a tactic that works best for your business.