Running a small business is a constant balancing act. One minute, you’re handling customer enquiries; the next, you’re figuring out how to bring in more sales. And in today’s digital world, if you’re not showing up online, you’re missing out on a huge chunk of potential customers.
That’s where Google Ads comes in.
If you’ve ever searched for something on Google and seen those ads at the top of the page, you’ve witnessed it in action. But while Google Ads can be an absolute game-changer for small businesses, it can also feel like a money pit if you don’t know what you’re doing.
This guide will walk you through everything you need to know—from setting up your first campaign to making sure every pound you spend actually delivers results.
Why Google Ads? Is It Really Worth It?
Before we get into the details, let’s answer the big question: is Google Ads actually worth the investment for small businesses?
The short answer? Yes. If done right, Google Ads can drive targeted, high-intent traffic straight to your website.
Here’s why it works so well:
- Instant Visibility – Unlike SEO, which takes months (or even years) to build up, Google Ads puts your business at the top of search results instantly.
- Targeted Reach – You control exactly who sees your ads—right down to location, search intent, and even past website visits.
- Budget Flexibility – Whether you’ve got £5 or £500 a day to spend, you can set your budget and adjust as you go.
- Data-Driven Decisions – Unlike old-school advertising (think newspaper ads or flyers), Google Ads lets you track every click, every conversion, and every pound spent.
Now, let’s break down how to actually set up and run a campaign that works.
Step 1: Setting Up Your First Google Ads Campaign
Choosing the Right Campaign Type
Google Ads gives you a few different campaign types, but if you’re just starting out, here’s what you need to focus on:
- Search Campaigns – These are the text ads that appear at the top of Google search results. Perfect if you offer services people actively search for (e.g., “emergency plumber near me”).
- Display Campaigns – These are image-based ads that appear on websites across Google’s display network. Good for brand awareness, but not always the best for direct sales.
- Shopping Campaigns – If you sell physical products, Google Shopping ads showcase your items with images and prices right in the search results—a great option for eCommerce.
For most local service businesses, a Search Campaign is the way to go.
Finding the Right Keywords
Google Ads works on keywords—the words and phrases people type into Google. Choose the right ones, and you’ll attract potential customers who are ready to buy. Pick the wrong ones, and you could waste your budget on clicks that don’t convert.
How to Find the Best Keywords
- Use Google’s Keyword Planner – This free tool suggests keywords based on your industry and shows how many people search for them each month.
- Think Like Your Customers – If you were looking for your service, what would you type into Google? Get specific. Instead of “landscaping,” go for “affordable garden landscaping in Bristol.”
- Focus on Intent-Based Keywords – Some searches show strong buying intent (“best price for gas boiler installation”), while others don’t (“how does a boiler work?”). You want the first group.
- Look at Your Competitors – Type your main keywords into Google and see what kind of ads are showing up. This can give you ideas on what works in your industry.
Step 2: Creating Ads That Actually Get Clicks
You only have a tiny amount of space to convince someone to click, so every word matters. Here’s a simple but effective formula:
Headline (Up to 30 characters each, three per ad)
This is the first thing people see. Make it attention-grabbing and relevant.
✔️ “Fast & Affordable Web Design”
✔️ “Emergency Plumbing – 24/7 Service”
✔️ “Best Coffee in Manchester – Try Today”
Description (Up to 90 characters each, two per ad)
This is where you highlight your unique selling points and include a strong call to action.
✔️ “Custom-built websites from £299. Free consultation—call now!”
✔️ “Rated #1 Plumber in Bristol. No call-out fees. Book online today!”
Display URL
This isn’t your actual website URL, but a cleaner version that reassures users they’re landing in the right place.
✔️ www.yourbusiness.com/web-design
✔️ www.bestplumber.com/emergency-services
Pro Tip: Test multiple versions of your ad copy to see what performs best. Sometimes small tweaks—like changing “Call Now” to “Get a Free Quote”—can make a big difference.
Step 3: Avoiding Costly Mistakes
Google Ads can eat up your budget fast if you’re not careful. Here’s how to avoid the biggest money-wasting mistakes:
1. Set a Realistic Budget
Start small—£5-£10 per day is enough to test what works. Once you see results, increase your budget gradually.
2. Use Negative Keywords
Negative keywords prevent your ads from showing up for irrelevant searches. For example:
- If you’re a high-end interior designer, you might exclude searches like “DIY home decor” or “cheap decorating tips.”
- If you sell premium coffee, exclude searches like “instant coffee” or “supermarket coffee.”
3. Optimise Your Landing Pages
Clicks don’t mean much if your website doesn’t convert visitors into customers. Your landing page should:
✔️ Load fast (under 3 seconds)
✔️ Be mobile-friendly
✔️ Match your ad message
✔️ Have a clear call to action (e.g., “Get a Quote” or “Shop Now”)
4. Track and Adjust Your Campaigns
Google Ads isn’t a “set it and forget it” tool. Check your performance weekly, tweak your keywords, and adjust your ad copy to improve results.
Step 4: Scaling Up and Growing Your Results
Once you’ve got a campaign that’s working, it’s time to scale up. Here’s how:
- Increase Your Budget on Winning Campaigns – If an ad is generating leads profitably, boost your budget gradually.
- Expand Your Keyword List – Once you know which keywords convert well, test variations to capture even more searches.
- Use Retargeting Ads – These ads target people who visited your site but didn’t convert—bringing them back when they’re ready to buy.
Final Thoughts: Is Google Ads Right for Your Business?
Google Ads isn’t magic, it won’t instantly flood your business with customers unless you put in the effort to set it up properly. But if you follow the steps in this guide, it can be one of the most profitable marketing channels for your small business.
If you’re still feeling lost, that’s where we come in. At HOC-Digital, we help small businesses create high-performing Google Ads campaigns that actually deliver results.
Want to see how we can help your business grow? Get in touch today.
Now, over to you. Ready to give Google Ads a go?
