Google Ads can feel intimidating if you’ve never used it before. Terms like “cost per click”, “quality score”, “ad extensions”, and “conversion tracking” can make it seem like you need a degree in digital marketing just to get started. You don’t. Here’s a straightforward guide to the basics.
How Google Ads Works
Google Ads is an auction-based advertising system. When someone searches for a term related to your business, Google runs a split-second auction to decide which ads to show and in what order. You bid on keywords relevant to your services, and when someone clicks your ad, you pay the bid amount. You only pay when someone actually clicks – that’s why it’s called “pay-per-click” or PPC advertising.
Targeting: The Real Power of Google Ads
What makes Google Ads so effective for small businesses is the precision of targeting. You can target by location (showing ads only to people within a specific radius of your business), by time of day, by device, and by specific search terms. This means you’re not paying to show ads to people who will never be your customers.
How Much Does It Cost?
There’s no minimum spend requirement for Google Ads. You can start with as little as £5 per day. The cost per click varies hugely by industry – competitive sectors like legal, financial, and medical can have CPCs of £5 to £20+, while less competitive local service businesses might pay £0.50 to £3 per click. The key is knowing your customer value so you can calculate what a lead is worth to you.
The Most Common Mistakes
The biggest mistakes beginners make are targeting too broadly, not using negative keywords (terms you specifically don’t want to trigger your ads), failing to track conversions, and sending ad traffic to a homepage rather than a dedicated landing page. These mistakes waste budget fast.
Getting Professional Help
A well-managed Google Ads campaign can deliver exceptional ROI. A poorly managed one can burn through your budget with very little to show for it. If you’re considering Google Ads for your business, find out about my digital marketing services or book a free chat.
