How to Get Started with Google Ads

There is no doubt that small business owners need every tool available to stand out from the competition that is present on every social platform and online search engine. However, very few use one of the most powerful resources available – Google Ads. This pay-per-click (PPC) advertising platform can drive traffic, increase sales, and build brand awareness—all by targeting customers who are already searching for what you offer. But if you’re new to Google Ads, it can feel overwhelming. That’s why we’ve put together this beginner’s guide to help you confidently take the first steps.

Define Your Goals 

Before you dive into the technical side of Google Ads, take a moment to define your marketing goals. Are you looking to drive more traffic to your website, generate leads, or boost sales? Defining clear objectives will help guide your ad campaigns and make it easier to measure success. 

Using S.M.A.R.T. goals for marketing strategies is an effective way to ensure your efforts are clear, measurable, and result-driven. S.M.A.R.T. stands for Specific, Measurable, Achievable, Relevant, and Time-bound. By defining clear, specific objectives, you can focus on precise marketing outcomes, such as increasing website traffic by 20% in the next three months. Making your goals measurable allows you to track progress and adjust tactics if necessary. Ensuring they are achievable keeps your team motivated, while relevance ensures your marketing aligns with broader business goals. Lastly, setting a time frame encourages accountability and timely execution, driving consistent progress and growth.

Research Your Keywords

A successful ad campaign begins with solid keyword research. Keywords are phrases or terms people type into search engines. You want to bid on the keywords your potential customers use.

Start with a list of relevant terms, and then tools like Google Keyword Planner can be used to identify keyword volume (how often a keyword is searched) and competition (how many other businesses are bidding on that term).

How to use Google Keyword Planner:

• Log in to your Google Ads account.
• Navigate to “Tools & Settings” and select “Keyword Planner.”
• Enter a few keywords related to your business.
• Review the suggestions and choose terms that match your goals and budget.

Focus on long-tail keywords—these are more specific phrases that often lead to higher conversion rates. For example, instead of targeting “shoes,” try “best women’s running shoes.”

Create Compelling Ads

Once you’ve got your keywords, it’s time to craft ads that catch your audience’s attention. Google Ads operates on a text-based ad format, so you have limited space to make an impact.

Here’s how to create a winning ad:

• Headline: Make it catchy and relevant to your keywords (you get up to three).
• Description: Explain what sets your business apart in 90 characters or less. Focus on benefits to the customer first and foremost.
• Call to Action (CTA): Include a strong CTA like “Shop Now” or “Get a Free Quote.”

Use A/B testing strategies to compare different versions of your ad to see what works best. You’re able to run multiple ads on Google, and the system will automatically prioritize higher-performing ones.

Set Your Budget

Google Ads operates on a PPC model, which means you only pay when someone clicks on your ad. You can control how much you spend daily, making it budget-friendly for small businesses. Start with a modest budget while you familiarize yourself with the platform. Google recommends a budget based on your keywords and industry, but you can set limits to ensure you stay within your comfort zone.

Types of bidding:

• Manual CPC (Cost-per-click): You choose how much to bid on each keyword.
• Automatic Bidding: Google adjusts your bids based on what it thinks will get the best results.

Tip: Focus your budget on a few high-performing keywords instead of spreading it too thin across many.

Monitor and Optimize Your Campaigns 

Once your ads are live, your work isn’t done! One key advantage of Google Ads is the ability to track your performance in real-time. Google provides detailed insights into your ads’ performance—clicks, impressions, conversions, and more.

Here’s what to look for:

• Click-Through Rate (CTR): The rate or percentage of people who saw your ad and clicked on it.
• Conversion Rate: How many clicks led to a meaningful action (a sale, sign-up, etc.).
• Cost-per-click (CPC): The average amount you’re paying per click.

If a keyword isn’t performing as expected, you can pause it or adjust your bid. If an ad is doing well, consider increasing your budget for that campaign.

Utilize Google’s Features for Small Businesses 

Google Ads offers several tools specifically designed to help small businesses succeed:

• Google Smart Campaigns: Perfect for beginners, this feature automates much of the ad setup and optimization for you.
• Ad Extensions: Allows you to insert additional information to your ad, such as phone numbers, addresses, or links to certain pages on your site.

Both tools can increase your visibility and make your ads more appealing to potential customers.

Don’t Be Afraid to Ask for Help! 

Google Ads can help small businesses significantly increase reach, but it does take time and experience to get it right. If you’re feeling overwhelmed or unsure where to start, we’re here to help! At Fuhrman Creative, we specialize in digital marketing strategies, including Google Ads, that can help your business grow and thrive. Whether you need assistance with setup or ongoing ads management, we’ve got you covered.

Let’s work together to create a Google Ads strategy that delivers impactful results. Contact us today!