Google Ads is a tool that helps put your business in front of customers who might be searching for what you offer. <\/span>By far the world\u2019s leading Pay-Per-Click (PPC) advertising platform, it gives you control to run campaigns, track their progress, and switch things up as needed.<\/span><\/p>\n And it\u2019s easier than you might think, even for the non-technically-minded small business owner!<\/span> With a well-aimed campaign and the right keywords, you can get your brand out there \u2014 no need to call that advertising agency.<\/span><\/p>\n Since its launch in 2000 (as Google AdWords), Google Ads has grown into the internet\u2019s biggest Search Engine Marketing (SEM) platform. More than a million businesses worldwide are using it today.\u00a0<\/span><\/p>\n \u2018Ads 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 <\/span>it isn\u2019t free, it can be a very cost-effective way to get your business in front of potential customers.<\/span><\/p>\n The beauty is that it lets you reach people who are already searching for what it is you do or offer \u2014 be that a baker in Bristol, a hairdresser in Harrogate, a florist in\u2026 you get the picture.<\/span><\/p>\n One advantage of online ads is that they\u2019re much more targeted and measurable than traditional ones: u<\/span>nlike 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\u2019s going.\u00a0<\/span><\/p>\n Google claims that for every $1 spent on Google Ads there\u2019s a return of $8<\/a>. While that\u2019s <\/span><\/span>based on an average across all industries, it can certainly do a lot for smaller businesses, too.<\/span><\/p>\n More than half of small-to-medium-sized businesses (SMBs) run PPC campaigns today. For reference, t<\/span>he average conversion rate for Google Ads<\/a> on the search network is about 4.4%.\u00a0<\/span><\/p>\n Interestingly, paid ads like these perform up to five times better on mobile devices by some estimates \u2014 which also goes to show the importance of having a website that works well on mobile.\u00a0\u00a0\u00a0<\/span><\/p>\n SERP \u2013 Author: Seobility \u2013 License: CC BY-SA 4.0<\/a><\/em><\/p>\n Search Engine Optimisation (SEO) is about improving your website\u2019s position in search results \u201corganically\u201d, without paid ads. The focus is on things like keywords and quality links to help your site rank higher. It\u2019s a slow process, but it works.<\/span><\/p>\n Search Engine Marketing (SEM) is about paid ads that put your business in front of customers right away. Online ads belong to <\/span>the SEM category. While SEO builds long-term, SEM helps you get noticed right now.<\/span><\/p>\n For more: <\/i><\/span>Local SEO in 10 \u2013 How Do I Get My Business Found Online?<\/span><\/i><\/a>\u00a0<\/span><\/p>\n Let\u2019s walk through the steps to help you set up your campaign and start seeing results.<\/span><\/p>\n Before we get into it, we\u2019ll assume you\u2019ve already built a great website with Website Builder<\/a> or Managed WordPress<\/a>. <\/span>Be sure to create a Google Business Profile so you can get found on maps, also. <\/span><\/p>\n Throw Google Ads to the mix and you\u2019ll have all the right tools in place to get found exactly where your potential customers are searching.\u00a0<\/span><\/p>\n First, head to the Google Ads home<\/a> and sign up. <\/span><\/p>\n You\u2019ll 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.<\/span><\/p>\n You\u2019ll be taken to the main dashboard, which is easy to navigate and will look like the above. This is where you\u2019ll be able to create and monitor your campaigns. Exciting!<\/span><\/p>\n Once you\u2019re all set up, it\u2019s time to pick your campaign goal. This is the big picture \u2013 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.<\/span><\/p>\n Google Ads offers several options depending on what you want to achieve. Here\u2019s a look at your options:<\/span><\/p>\n \u2610\u00a0 Drive website clicks<\/strong> \u2013 More clicks, more eyes on your business.<\/strong><\/span> When you\u2019re running Google Ads, bidding is how you decide how much you\u2019re willing to pay for each click on your ads. <\/span><\/p>\n You\u2019ll want to decide whether a daily or monthly budget works best for your business and goals. <\/span>If you\u2019re new to this, it\u2019s a good idea to start small, then gradually increase your budget as you begin to see what\u2019s working.\u00a0<\/span><\/p>\n When it comes to bidding, there are two main ways of going about it:<\/span><\/p>\n \u2610\u00a0 \u00a0Manual bidding<\/strong> \u2013 Setting the maximum amount you\u2019re willing to pay per click for full control.<\/span> Google ads gives you various ways to be seen.\u00a0<\/span>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. <\/span><\/p>\n Based on your campaign goal, it will also recommend the best campaign types for your goal.<\/span><\/p>\n \u2610\u00a0 Search Ads:<\/strong> Appear at the top of search results when someone searches for terms related to your business.<\/span> Now, it\u2019s time to get creative. This means writing headlines that grab attention, plus descriptions that explain what you offer.<\/span><\/p>\n For example, \u201cFast Plumbing Services in London\u201d or \u201cFree Delivery on All Orders.\u201d<\/span><\/p>\n In the description, you can offer more detail and include a clear call-to-action (CTA), like \u201cBook Now\u201d or \u201cFind Out More.\u201d\u00a0<\/span><\/p>\n The exact number of headlines and descriptions, as well as their character count, will depend on the type of campaign you\u2019ve gone for. Keep it short and focus on what makes your product or service special.<\/span><\/p>\n Choosing the best keywords is key to creating Google Ads campaigns that work. This step is optional, but it\u2019s a good idea to take the time to choose your keywords carefully for better ad performance.<\/span><\/p>\n Google Keyword Planner<\/a> is a free tool that helps you discover keywords related to your business. It\u2019s integrated into the Google Ads platform.<\/span><\/p>\n Enter a few terms (like \u201cflorist in Bristol\u201d) and Google will suggest others. You can then use these to improve your headlines and descriptions.<\/span><\/p>\n Focus on long-tail keywords\u2014these are specific phrases like \u201cbakery near me\u201d or \u201cdog-friendly hotel in Devon.\u201d They\u2019re less competitive and more likely to convert as searchers are closer to making a decision.<\/span><\/p>\n Match types decide how closely a search term needs to match your keyword for your ad to show.<\/span><\/p>\n When you\u2019ve chosen your keywords, you\u2019ll need to pick a match type:<\/span><\/p>\n \u2610\u00a0 Broad match<\/b> reaches more people but with less control. Your ad could show for searches like \u201cflorist in Bristol\u201d or \u201cflower shop in Bristol.\u201d<\/span><\/p>\n \u2610\u00a0 Phrase match<\/b> is more specific. Your ad will show for searches that include your exact phrase, like \u201cbest florist in Bristol\u201d or \u201cflorist in Bristol open now.\u201d<\/span><\/p>\n \u2610\u00a0 Exact match<\/b> is the most restrictive but gives you the most control. Your ad will show only for exact phrases, like \u201cflorist in Bristol.\u201d<\/span><\/p>\n \u2610\u00a0 Negative keywords<\/b> stop your ad from showing for certain searches. For example, if you sell high-end flowers, you might exclude \u201ccheap florist in Bristol.\u201d<\/span><\/p>\n Picking the right mix helps your ads reach the best audience.<\/span><\/p>\n Target specific locations to be sure you\u2019re reaching the right audience. If you run a local business, focus on your city, region, or even specific postcodes. This way, you\u2019re only showing your ads to those who are most likely to need your services.<\/span><\/p>\n \u2610\u00a0 Location targeting<\/strong>: If you run a local business, focus on specific areas like your city, region, or even postcodes. This ensures you\u2019re only showing your ads to people who are most likely to need your services.<\/span><\/p>\n \u2610\u00a0 Demographic targeting<\/strong>: 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%<\/span><\/a>.<\/span>\u00a0<\/span><\/span><\/p>\n \u2610\u00a0 Retargeting<\/strong>: Show ads to people who\u2019ve already visited your website but didn\u2019t take action. By reminding them of your offer, you can increase the chances of converting them into customers.<\/span><\/p>\n Search Ads: These ads appear when someone types a search term into Google, such as \u201cplumber in Manchester.\u201d Your ad appears at the top of search results when customers are actively searching for a service like yours.<\/span><\/p>\n Display Ads: These ads appear across websites\u2014on blogs, videos, apps, and more. Display ads target people based on their interests, even if they aren\u2019t 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\u2019t actively looking for your product yet.<\/span><\/p>\n Before launching, review all the campaign details\u2014settings, budget, ads, and audience. Once everything looks good, add your payment details and hit \u201cLaunch.\u201d<\/span><\/p>\n Author: Seobility \u2013 License: CC BY-SA 4.0<\/a><\/em><\/p>\n \u2713\u00a0 Start small with your budget<\/strong>: Test your campaigns with a small budget, and as you identify what\u2019s working, gradually increase your spend. This helps minimise risk and allows for optimisation as you go.<\/span><\/p>\n \u2713\u00a0 Use location-based targeting<\/strong>: If you run a local business, target customers within a specific region. For example, instead of just targeting \u201cplumber,\u201d try \u201cplumber in Oxford\u201d or \u201cpersonal trainer in Oxford.\u201d This helps you attract the most relevant audience.<\/span><\/p>\n \u2713\u00a0 Make use of ad extensions<\/strong>: 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.<\/span><\/p>\n Also, don\u2019t forget abut Google Trends<\/b>. It can help you spot new opportunities and track what people are searching for. This can give you a competitive edge.<\/span><\/p>\n See also: <\/i><\/span>How to Use Google Trends for Your Online Business<\/span><\/i><\/a>\u00a0<\/span><\/p>\n Once your ads are live, you\u2019ll want to track their performance to understand what\u2019s working and what needs tweaking. F<\/span>ocus on metrics like:<\/span><\/p>\n \u2610\u00a0 \u00a0Click-through rate (CTR) \u2014<\/b> How many people click your ad after seeing it. A high CTR should mean your ad is relevant and engaging.<\/span><\/p>\n \u2610\u00a0 \u00a0Conversions \u2014<\/b> 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.<\/span><\/p>\n \u2610\u00a0 \u00a0Return on ad spend (ROAS) \u2014 <\/b>Checks if your ads are making money. For example, if you spend \u00a350 on ads and make 200 quid in sales\u2026 that\u2019s a strong ROAS!<\/span><\/p>\n Small changes can make a big difference. Keep an eye on the numbers, test what works best, and fine-tune things over time.<\/span><\/p>\n 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.<\/span><\/p>\n 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.<\/span><\/p>\n 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.\u00a0<\/span><\/p>\n 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\u2019s the best way to show up wherever customers are looking.<\/span><\/p>\n See also:<\/span> <\/i>Top 8 Social Media Management Tools<\/span><\/i><\/a> and<\/span> <\/span><\/i>How to Find Fantastic Content for Your Social Media Feeds<\/span><\/i><\/a>\u00a0<\/span><\/p>\n Google Ads can work wonders for your business by helping you reach more customers \u2014 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.<\/b><\/span><\/p>\n For some great official resources, check out:<\/span><\/p>\n Google Ads Help Center<\/span><\/a> \u2013 With step-by-step guides and answers. \n <\/div>\n\n","protected":false},"excerpt":{"rendered":" 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\u2019s 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\u2019s easier than you might think, even […]<\/p>\n","protected":false},"author":1,"featured_media":42903,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[95],"tags":[14239,907,1531],"dealstore":[],"offerexpiration":[],"class_list":["post-80837","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-internet-business","tag-ads","tag-business","tag-google"],"yoast_head":"\nWhat is Google Ads?<\/h3>\n
![\"\"](\"https:\/\/www.123-reg.co.uk\/blog\/wp-content\/uploads\/2025\/02\/GoogleAds.jpg\")
<\/p>\n![\"Figure:](\"https:\/\/www.123-reg.co.uk\/blog\/wp-content\/uploads\/2025\/02\/paid_ads_serp.png\")
<\/p>\nWhat\u2019s the difference between SEO and SEM?<\/h3>\n
How to get started with Google Ads
<\/span><\/b><\/h2>\n1. Sign up and set up your Google Ads account<\/h3>\n
![\"\"](\"https:\/\/www.123-reg.co.uk\/blog\/wp-content\/uploads\/2025\/02\/GoogleAdsHome-1024x440.jpg\")
<\/p>\n2. Choose your campaign goal<\/span><\/h3>\n
\u2610\u00a0 Generate leads<\/strong> \u2013 If you\u2019re after sign-ups, form submissions, or customer inquiries, this is the one.<\/span>
\u2610\u00a0 Boost sales<\/strong> \u2013 Set this goal to focus on increasing purchases or conversions on your site.<\/span><\/p>\n3. Set your budget and bidding<\/h3>\n
\u2610\u00a0 \u00a0Automated bidding<\/strong> \u2013 This lets Google optimise your bids to get the best results within your budget.<\/span><\/p>\n4. Start creating your ads<\/h3>\n
Choose your ad format<\/h4>\n
\u2610\u00a0 Display Ads:<\/strong> Show across websites, on apps, and YouTube, targeting people based on their interests.<\/span>
\u2610\u00a0 Shopping Ads:<\/strong> Great for eCommerce, these ads show product images, prices, and information directly in search results.<\/span>
\u2610\u00a0 Performance Max (PMax):<\/strong> An automated campaign type that runs across Google\u2019s channels (Search, Display, YouTube, Gmail) and uses AI to optimise ads for conversions.<\/span>
\u2610\u00a0 Native Ads:<\/strong> Blend into the content of Google\u2019s partner websites.<\/span><\/p>\n![\"\"](\"https:\/\/www.123-reg.co.uk\/blog\/wp-content\/uploads\/2025\/02\/waystobeseen.jpg\")
<\/p>\nCreate your headlines and descriptions<\/h4>\n
5. Choose the right keywords for your campaign<\/h3>\n
![\"\"](\"https:\/\/www.123-reg.co.uk\/blog\/wp-content\/uploads\/2025\/02\/keywordplanner.jpg\")
<\/a><\/span><\/p>\n6. Set your match type<\/h3>\n
7. Choose your target<\/h3>\n
Display ads vs search ads<\/h4>\n
8. Review and launch<\/h3>\n
![\"Pay-per-Click](\"https:\/\/www.123-reg.co.uk\/blog\/wp-content\/uploads\/2025\/02\/Pay-per-Click.png\")
<\/p>\nTips to make Google Ads work for your business<\/h3>\n
How to measure your success<\/h2>\n
More tips for success<\/h2>\n
Make sure your landing page works for your ads<\/h3>\n
![\"\"](\"https:\/\/www.123-reg.co.uk\/blog\/wp-content\/uploads\/2025\/01\/websitebuilderbanner-1.jpg\")
<\/a>Need a landing page without the hassle? 123 Reg Website Builder<\/a> makes it simple to create professional, mobile-friendly pages that load fast and fit your Google Ads perfectly \u2014 no tech skills needed!<\/em><\/span><\/p>\nFind that winning formula: PPC + Content Marketing<\/h3>\n
Wrap Up<\/span><\/b>\u00a0<\/span><\/h3>\n
<\/span>Google Skillshop<\/span><\/a> \u2013 For free courses to get Google Ads savvy.\u00a0<\/span><\/p>\n