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Google Ad Agency or DIY: A Beginners Guide to Google Ads

In the digital era, small businesses have access to a vast array of marketing tools to reach their target audience. Among the most powerful platforms is Google Ads, a pay-per-click (PPC) advertising solution that enables businesses to promote their products and services on the world's largest search engine. In this comprehensive guide, we will explore the benefits and drawbacks of Google Ads, discuss the different types of ads available, provide insights on estimating a budget, delve into the bidding system, and offer tips to develop a successful advertising strategy.

Google search home page

Benefits of Google Ads

  1. Increased visibility and reach: Google Ads places your business at the top of search engine results pages (SERPs), exposing your brand to a wide audience actively searching for products or services similar to what you offer. This unparalleled visibility helps drive targeted traffic to your website, boosting the chances of conversions.

  2. Precise targeting options: With Google Ads, you can precisely target your ads based on various criteria such as location, demographics, interests, and keywords. This level of granular targeting allows you to reach potential customers who are most likely to be interested in what you offer, maximising your return on investment (ROI).

  3. Measurable results: One of the significant advantages of Google Ads is its robust tracking and reporting capabilities. You can measure the performance of your ads, including the number of impressions, clicks, and conversions. This data empowers you to make informed decisions and optimise your campaigns for better results.

  4. Cost-effective advertising: Unlike traditional advertising methods, Google Ads follows a pay-per-click model, where you only pay when someone clicks on your ad. This makes it a cost-effective option for small businesses with limited marketing budgets, as you can set your own daily spending limits and adjust them as needed.

Drawbacks of Google Ads

  1. Competitive bidding: Google Ads operates on a bidding system, where advertisers compete for ad placements. This can result in higher costs, especially for popular keywords or industries with intense competition. Small businesses with limited budgets need to strategise and focus on niche keywords or long-tail variations to avoid overspending. It may also be worthwhile considering a Google ads agency to help focus your spend.

  2. Learning curve: While Google Ads offers a user-friendly interface, mastering the platform requires time and effort. Understanding concepts such as keyword research, ad quality, bidding strategies, and campaign optimisation may seem overwhelming initially. Consider investing in training resources or partnering with a digital marketing agency to maximise your chances of success.

Types of Google Ads

  1. Search ads: These text-based ads appear above or below the organic search results when users search for relevant keywords. Search ads allow you to target specific keywords, write compelling ad copy, and drive traffic directly to your website.

  2. Display ads: Display ads are visual banners that appear on websites within Google's Display Network. This network consists of millions of partner websites, allowing you to reach a broader audience through eye-catching graphics, text, and interactive elements.

  3. Video ads: Google's video-sharing platform, YouTube, offers various video ad formats, including in-stream ads that play before, during, or after a video. Video ads can be an effective way to engage and captivate your audience, telling your brand's story through dynamic visuals.

  4. Shopping ads: Designed for e-commerce businesses, shopping ads showcase product images, prices, and other relevant information directly within search results. These ads help potential customers compare products and make purchase decisions quickly.

Looking at results for digital campaign including google ads

Understanding the Bidding System

Google Ads operates on a bidding system, where advertisers compete for ad placements based on their bids and ad quality. Here's how it works:

  1. Cost-per-click (CPC) bidding: In CPC bidding, you set the maximum amount you're willing to pay for a click on your ad. The actual amount you pay per click is determined by the Ad Rank of the ad below yours divided by your Quality Score. Ad Rank is a combination of your bid and the quality of your ad and landing page.

  2. Quality Score: Quality Score is a metric that Google uses to measure the quality and relevance of your ads, keywords, and landing pages. It considers factors such as click-through rate (CTR), ad relevance, and landing page experience. Higher Quality Scores can lead to better ad positions and lower costs.

  3. Automated bidding: Google Ads offers automated bidding strategies that use machine learning to optimise your bids for specific goals, such as maximising clicks, conversions, or conversion value. Automated bidding can help streamline the bidding process and improve your campaign performance.

  4. Ad scheduling: You can adjust your bids based on the time and day of the week. If certain times or days generate better results for your business, you can increase your bids during those periods to maximise visibility.

Estimating Your Google Ads Budget

Estimating your Google Ads budget requires careful consideration of your business goals, industry, competition, and expected return on investment. Here's a step-by-step approach to get started:

  1. Set clear objectives: Define your advertising goals, whether it's increasing website traffic, generating leads, or boosting sales. Having specific goals will help you allocate your budget effectively.

  2. Calculate customer lifetime value (CLV): Understanding the lifetime value of a customer is crucial for estimating your budget. Determine the average revenue you can expect from a customer throughout their relationship with your business.

  3. Consider conversion rates: Estimate your conversion rates by analysing historical data or using industry benchmarks. This will help you calculate how many clicks or impressions you need to achieve your desired results.

  4. Research average costs: Research and analyse the average costs per click (CPC) for your industry and target keywords. Google Ads provides tools like the Keyword Planner that can give you estimated CPCs for different keywords.

  5. Calculate your budget: Multiply your estimated clicks or impressions by the average CPC to get an idea of your potential budget. However, keep in mind that this is just an estimate, and you may need to adjust it based on the actual performance of your campaigns.

Developing an Effective Strategy

To develop a successful Google Ads strategy, consider the following tips:

  1. Conduct keyword research: Thoroughly research relevant keywords that align with your products or services. Utilise tools like Google Keyword Planner to identify high-intent keywords and incorporate them into your campaigns.

  2. Create compelling ad copy: Craft persuasive ad copy that highlights the unique selling points of your business. Use strong calls-to-action (CTAs) to encourage users to click on your ads.

  3. Optimise landing pages: Ensure that your landing pages align with your ads and provide a seamless user experience. Make sure they load quickly, are mobile-friendly, and have clear, relevant information.

  4. Monitor and refine: Regularly review your campaign performance metrics and make data-driven adjustments. Eliminate underperforming ads or keywords and reallocate your budget to the best-performing ones.


Google Ads presents an incredible opportunity for small businesses to reach their target audience, increase visibility, and drive conversions. By understanding the benefits and drawbacks, leveraging different ad types, estimating a budget, and comprehending the bidding system, you can unlock the full potential of Google Ads for your business. Remember, consistency, data analysis, and continuous optimisation are key to achieving long-term success with Google Ads.

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