is google ads worth it for small business


Are you a small business owner wondering if investing in Google Ads is worth it for your company? Well, let’s dive in and find out! In this article, we’ll explore the benefits and drawbacks of using Google Ads as a small business owner. We’ll analyze factors like cost, competition, and return on investment to help you make an informed decision. By the end, you’ll have a clear understanding of whether Google Ads is a viable option for your business. So, let’s get started and discover if Google Ads is worth it for your small business!


The Benefits of Google Ads for Small Businesses

You can reap numerous benefits from using Google Ads for your small business. With Google Ads, you have the ability to create targeted ad campaigns that reach your specific audience. Through conversion tracking, you can measure the success of your ads by monitoring the actions your customers take after clicking on them. This valuable data can help you optimize your ad campaigns and make informed decisions for your business.


small business-google ads


One of the advantages of using Google Ads is its flexibility in terms of your ad budget. You have control over how much you want to spend, allowing you to set a budget that aligns with your financial goals. Additionally, Google Ads provides advanced ad targeting options, which means you can reach the right people at the right time. Whether you want to target users based on location, interests, or demographics, Google Ads has tools to help you reach your desired audience.


Another benefit of using Google Ads is the ability to optimize your ads for better performance. With features like ad scheduling, you can choose the days and times when your ads appear, maximizing their impact. Additionally, you can test different ad variations to see which ones resonate best with your audience. By continuously optimizing your ads, you can improve their effectiveness and drive more conversions for your business.


Understanding the costs of Google Ads for small business owners is essential to make informed decisions about your advertising strategy.


Understanding the Costs of Google Ads for Small Business Owners

To fully understand the costs of Google Ads for small business owners, it’s essential to consider the potential expenses and the potential return on investment. A comprehensive guide on optimizing your ad spend can provide deep insights into effective budget management strategies. Conducting a cost-effectiveness analysis can help determine if investing in Google Ads is worth it for your business. This involves comparing the cost of running ads on Google to the benefits you expect to receive, such as increased website traffic or conversions. For those looking to delve deeper into understanding and optimizing Google Ads spending, exploring additional resources to manage your Google Ads budget can be incredibly beneficial.


Google’s Keyword Planner can help you identify keywords to target and their average click costs to appear on page 1 of Google.


keyword click costs


ROI analysis is another key aspect to consider. It involves calculating the return on investment you can expect from your Google Ads campaign. By tracking your ad spend and measuring the revenue generated from those ads, you can determine if the campaign is profitable and if the costs are justified.


Budget allocation is a crucial step in managing your Google Ads costs. By setting a budget and allocating it strategically across different ad campaigns and keywords, you can maximize your ad spend and target the right audience.


Ad targeting strategies also play a significant role in controlling costs. By carefully selecting your target audience and using relevant keywords, you can increase the chances of your ads reaching the right people, thus improving your conversion rates and minimizing wasted ad spend.


Finally, conversion tracking is vital to understanding the effectiveness of your Google Ads. By implementing conversion tracking tools, you can monitor users’ actions after clicking on your ad, such as making a purchase or filling out a contact form. This data will help you evaluate the success of your ads and make informed decisions about your ad spend.


Targeting the Right Audience With Google Ads for Small Business Success

For small businesses, targeting the right audience with Google Ads can be a game-changer in achieving success. Effective targeting allows you to reach the right customers, maximizing your return on investment (ROI) and refining audience segmentation. With Google Ads, you have the power to reach niche markets that are most likely to be interested in your products or services. Here are four reasons why targeting the right audience is crucial for small business success:


  • Increased Relevance: By targeting the right audience, you can ensure that your ads are shown to people actively searching for your offer. This increases the relevance of your ads and improves the chances of converting those viewers into customers.
  • Higher Conversion Rates: When your ads are shown to the right audience, you are more likely to attract qualified leads genuinely interested in your offerings. This leads to higher conversion rates and a better return on your advertising investment.
  • Cost Efficiency: By targeting a specific audience, you can optimize your budget by only showing your ads to those most likely to engage with them. This helps you avoid wasting resources on irrelevant clicks and maximizes the efficiency of your ad spend.
  • Improved Customer Insights: Targeting the right audience allows you to gather valuable customer data and insights. By analyzing their behavior and preferences, you can refine your marketing strategies and tailor your offerings to meet their needs better.


Targeting the right audience with Google Ads is a strategic approach that can greatly benefit small businesses. By focusing on reaching the most relevant customers, you can increase conversions, maximize ROI, and ultimately achieve success in your advertising campaigns.


Key Metrics to Measure the Success of Google Ads for Small Businesses

How can you accurately measure the success of Google Ads for your small business? Measuring the effectiveness of your Google Ads campaign is crucial to understanding whether it is worth the investment. There are several key metrics you can use to evaluate the performance of your ads and determine their impact on your business.


To effectively measure the success of your Google Ads campaigns, you should track various key metrics. Here is a list of some essential metrics to monitor:


  1. Click-Through Rate (CTR): CTR measures the percentage of users who click on your ad after seeing it. A higher CTR typically indicates that your ad is relevant to your target audience.
  2. Conversion Rate: The conversion rate tracks the percentage of clicks that result in a desired action, such as a purchase, form submission, or phone call. It’s a crucial metric for measuring the effectiveness of your ad campaigns.
  3. Cost Per Click (CPC): CPC represents the average amount you pay each time someone clicks on your ad. Managing CPC helps control your advertising budget.
  4. Quality Score: Google assigns a quality score to your ads, landing pages, and keywords. A higher quality score can result in lower CPC and better ad positioning.
  5. Ad Position: This metric indicates where your ads appear on the search engine results page (SERP). A higher ad position generally means better visibility but can come at a higher cost.
  6. Impressions: Impressions measure how often your ads are displayed. It’s important to understand how many times your ads are being viewed.
  7. Ad Clicks: The total number of clicks your ads receive. It helps assess the overall performance of your ad campaigns.
  8. Ad Spend: This is the total amount spent on your Google Ads campaigns. It’s important to track to stay within your budget.
  9. Return on Investment (ROI): ROI measures the profitability of your ad campaigns by comparing the revenue generated against the advertising costs.
  10. Ad Extension Performance: Monitor the performance of ad extensions like call extensions, location extensions, and site link extensions. These can improve ad visibility and user engagement.
  11. Keyword Performance: Analyze how specific keywords perform regarding CTR, conversion rate, and cost. Adjust bids or add negative keywords as needed.
  12. Search Query Performance: Review the actual search terms that triggered your ads. This helps refine your keyword targeting and negative keyword list.
  13. Ad Schedule Performance: Assess how your ads perform at different times and days of the week. Adjust your bidding strategy based on peak performance times.
  14. Geographic Performance: Analyze which locations drive the most clicks, conversions, and ROI. Use this data to target or exclude specific geographic areas.
  15. Device Performance: Understand how your ads perform on different devices (desktop, mobile, tablet). Optimize your campaigns for each device type.
  16. Ad Copy and Creative Performance: Evaluate the effectiveness of different ad copies and creative elements. A/B testing can help you identify what resonates best with your audience.
  17. Landing Page Performance: Track metrics related to your landing pages, such as bounce rate, time on page, and conversion rate. Ensure that landing pages are optimized for conversions.
  18. Ad Placement (Display Network): If you’re using the Google Display Network, monitor where your ads are displayed and assess the performance on various websites.
  19. Customer Lifetime Value (CLV): Consider the long-term value of customers acquired through your ads, especially if you have a recurring revenue model.
  20. Ad Budget Allocation: Determine how your budget is allocated among campaigns and ad groups, and adjust it based on performance.


Regularly monitoring and analyzing these key metrics will help you optimize your Google Ads campaigns for better results and a higher return on investment. You can also connect Google Ads to Tableau or other BI tools to vizualize your ads data with dynamic dashboards


Lastly, conducting a thorough ROI analysis is essential. By analyzing the revenue generated from your ads compared to the cost of running them, you can determine if Google Ads is truly worth it for your small business.


Tips and Strategies for Optimizing Your Google Ads for Small Business Growth

If you want to maximize the growth of your small business through Google Ads, try implementing these tips and strategies:


  • Ad budgeting: Carefully allocate your budget to ensure you invest in the right keywords and targeting options. Monitor your spending and adjust as needed to achieve the best results.
  • Ad targeting: Use Google’s robust targeting capabilities to reach your target audience. Use demographic, location, and audience targeting to ensure that your ads are shown to the right people at the right time.
  • Ad copywriting: Craft compelling and persuasive ad copy that grabs your audience’s attention and entices them to click. Use strong headlines, clear calls to action, and relevant keywords to make your ads stand out.
  • Ad tracking: Track the performance of your ads using Google Ads’ tracking tools. Monitor key metrics such as click-through rates, conversion rates, and cost per conversion to identify areas for improvement and optimize your campaigns.
  • Ad optimization: Continuously optimize your ads based on the data and insights you gather. Test different ad variations, experiment with different targeting options, and adjust your budget and bidding strategy to improve the performance of your campaigns.


Common Pitfalls to Avoid When Using Google Ads for Small Business

Don’t fall into these three common pitfalls when using Google Ads for your small business. Avoiding mistakes is crucial to optimizing your budget and getting the most out of your ad campaign.


Google Ads can be a powerful tool for small businesses to reach their target audience and drive results. However, there are several common pitfalls that you should avoid to ensure a successful Google Ads campaign:


  1. Not Defining Clear Goals: One of the biggest mistakes is not setting clear objectives for your Google Ads campaigns. Please determine what you want to achieve, whether it’s increasing website traffic, generating leads, or driving sales.
  2. Ignoring Keyword Research: Neglecting proper keyword research can lead to wasted ad spend. Research and select relevant keywords that align with your business goals and have a reasonable search volume.
  3. Poorly Written Ad Copy: Your ad copy should be compelling, concise, and relevant to the user’s query. Avoid generic or misleading ad text that doesn’t accurately represent your products or services.
  4. Ignoring Negative Keywords: Failing to use negative keywords can result in your ads being displayed for irrelevant search queries. Regularly review search term reports and add negative keywords to refine your targeting.
  5. Not Utilizing Ad Extensions: Ad extensions provide additional information to users and can improve click-through rates and ad quality. Ignoring ad extensions can hinder your ad’s performance.
  6. Neglecting Mobile Optimization: With a significant portion of searches happening on mobile devices, ensuring that your ads and landing pages are mobile-friendly is crucial. Failing to do so can lead to a poor user experience.
  7. Ignoring Quality Score: Quality Score directly impacts your ad’s performance and cost. Neglecting to improve your ad’s relevance, landing page quality, and click-through rate can result in higher CPCs and lower ad positions.
  8. Setting and Forgetting: Google Ads campaigns require ongoing monitoring and optimization. Setting them up and forgetting about them can result in wasted ad spend and missed opportunities for improvement.
  9. Not Testing Ad Variations: A/B testing different ad variations is essential to understand what resonates with your audience. Failing to test ad headlines, descriptions, and visuals can limit your campaign’s success.
  10. Overlooking Conversion Tracking: Without proper conversion tracking, you won’t be able to measure your campaigns’ effectiveness accurately. Set up conversion tracking to monitor actions that matter to your business.
  11. Ignoring Competitor Activity: Stay informed about your competitors’ actions in the Google Ads space. Competitors can bid on your branded keywords, and their strategies may impact your campaign performance.
  12. Not Setting a Budget: You risk overspending on your Google Ads campaigns without a well-defined budget. Determine your budget based on your business goals and stick to it.
  13. Landing Page Issues: Sending users to irrelevant or poorly designed landing pages can lead to high bounce and low conversion rates. Ensure your landing pages are optimized for conversions and match the ad’s intent.
  14. Impatient Optimization: Gathering enough data to make informed optimizations takes time. Avoid making changes frequently without giving your campaigns a chance to stabilize and perform.
  15. Neglecting Analytics and Reporting: Regularly review your campaign performance using Google Analytics and Google Ads reports. Use this data to make data-driven decisions and refine your strategy.


By avoiding these common pitfalls and continuously optimizing your Google Ads campaigns, you can maximize their effectiveness and achieve your small business objectives.


Is Google Ads the Right Advertising Platform for Your Small Business?

When considering advertising platforms for your small business, you may wonder if Google Ads is the right choice. While alternative platforms are available, Google Ads offers unique advantages that significantly benefit your business. Here are a few factors to consider when deciding if Google Ads is the right advertising platform for your small business:


  • Budget considerations: Google Ads allows you to set a daily budget and only pay when someone clicks on your ad. This flexibility ensures that you can control your advertising expenses and allocate your budget effectively.
  • Competitor analysis: With Google Ads, you can gain insights into your competitors’ strategies and adjust your advertising approach accordingly. This competitive analysis can help you stay ahead and reach your target audience more effectively.
  • Conversion tracking: Google Ads provides detailed conversion tracking, allowing you to measure the success of your advertising campaigns. This data-driven approach enables you to make informed decisions and optimize your ads for better results.
  • Ad copy optimization: Google Ads allows you to test different versions of your ad copy to see which performs better. You can continuously optimize your ad copy to improve your click-through rate and drive more qualified traffic to your website.


Considering these factors, Google Ads can be a powerful advertising platform for your small business. It offers a range of features and tools that can help you reach your target audience, increase conversions, and maximize your advertising budget.



In conclusion, investing in Google Ads can benefit small businesses. According to recent statistics, businesses make an average of $2 in revenue for every $1 spent on Google Ads. This demonstrates the potential for a high return on investment. With its targeting capabilities and wide reach, Google Ads can help small businesses attract potential customers and drive growth. However, it is essential to carefully manage costs, optimize campaigns, and measure key metrics to maximize the effectiveness of Google Ads.


Disapproved Ads in AdWords

You’ve decided to finally set up a Google AdWords account and you’re all excited! You’re in, writing ad copy, picking keywords, setting your budgets and ready to go. Then the dreaded happens — Google disapproves your ad (s). What happened? How do you fix it? Don’t worry. Almost always it’s an easy fix.


Here’s a great little video from Google that shows how to fix disapproved ads in AdWords.


How to Fix Disapproved Ads in AdWords


Google AdWords Help


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Google AdWords

Advertising has always been a way to build awareness and drive sales. The ad industry was once dominated by TV, print, and radio. Now Google is one of the largest ad sellers that can put your business in front of thousands of highly qualified prospects. Many brands have leveraged SEO as a way to gain “free” exposure. But with algorithm updates and organic results now showing below the fold, it’s becoming more difficult to earn top positions on search engine result pages (SERPs).


Is buying ads the solution? Some advertisers have been surprised to eat through budgets quickly, spending between $6 to $10 per click. Sometimes even more for highly competitive keywords. All this effort just to show up on page two or three on Google. Why is this happening?


Organizations that better understand online advertising will pay a fraction of the cost most advertisers pay. The same keywords that are killing your budget are working wonders for your competitors. Why is this? What can you do to make Adwords cheaper for you?


Adwords and SEO

You should first be concerned with search engine optimization. SEO isn’t for organic ranking only, it’s also essential to ad placement, ad cost, and how your web pages convert.


If you have a quality site with good SEO, Google will give you a higher ad rank. This will make your ads cheaper and give you better placement. The video below explains how the system works. At around 4:02 it goes into detail about the role quality plays in your advertisements.



Audience Targeting

To spend less with Google AdWords, you also want to make sure you’re targeting the right audience. Having the wrong people click your ads will drive up cost and lower conversions. If you’re looking for impressions (for brand exposure and not conversions), it’s best to advertise using CPM (cost per thousand impressions) rather than cost per click.


Use Googles Keyword Planner to help you identify the right keywords for your campaign. If your target audience is located in Florida, be sure you target that location. If most of your customers speak only English or Spanish, use language settings to include certain languages.


Making these selections doesn’t mean you’ll find the perfect audience, that’s why testing is essential.


A/G Testing

You’ve probably heard of A/B testing, in order to test one campaign against another. However, I suggest A/G testing, where you compare multiple campaigns using different keyword groups to see which keywords and phrases perform the best.


After a few weeks of testing, compare click-through rates (CTR’s) and conversions to see which campaigns are most profitable. You can even compare data such as times of day, device, and demographic information to better tailor your ad copy.


Avoid Bidding Against Yourself

When testing or running multiple keyword groups, be sure not to bid against yourself. When choosing keyword and phrases for a campaign, make sure the keywords you are targeting aren’t similar to any other groups. If so, you will be competing against yourself and drive up cost.


Avoid this by grouping only closely related keywords in each campaign and segmenting your audience.


Audience Segmentation

You may be targeting multiple groups of people with different interest that match your varying offers. Say for example you are a car dealership, with customers in the market for vans, trucks, and sports cars. Don’t target too broad of an audience, these people have different interest and triggers that motivate them. The woman in the market for a sports car may be single, with no kids, so words like “fast” and “red” in your ad copy may cause her to click on your ad. The dad in the market for a truck may be looking for a work vehicle and something large enough to pack tents and coolers for family camping trips.


To save money on ads, know your audience and segment them accordingly.


Landing Page

Finally, to save money on your Google Adwords campaign, it is essential to have a good landing page. When driving traffic to your site, you want to avoid high bounce rates. A bounce is what happens when visitors come to your site and leave without engaging with your content (e.g. click a button, sign up for email). If your bounce rate is above 50% you either need to change your ad copy to make sure you are targeting the right audience, or make changes to your landing page.


I suggest making multiple landing pages to test different images, buttons, colors, and keywords.


Don’t just send users to your homepage. Create pages specifically for your ads and eliminate distractions on that page. For example, don’t feature too many links that may cause your site visitors to explore and navigate away from your sales or email sign up page.


Google also gives precedence to well-optimized landing pages. So make sure your landing page gives you the best possible chance to convert your site visitors.



Larry C Lewis is an Internet behavior scientist best known for his work in social media and video marketing. He is the head of marketing at Digital Exponents and the founder of For more information, Larry can be reached on Twitter @larryclewis.

Google AdWords Help

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GrubHub AdWords


GrubHub is no stranger when it comes to digital marketing. In this recent YouTube video Google breaks down how GrubHub is using AdWords for growth.


Ideal Shield
Now don’t get us wrong, we understand that Google AdWords is not for everyone. For some businesses it does work better than for others it just depends on your profit margins and business model. In this recent Google video one company by the name of Ideal Shield is using AdWords to work for them in an amazing way. Creating a profit flow of about $22 per each $1 dollar spent on the Google AdWords platform. Nice gains right there if you ask me. The point we are making is that they wouldn’t know that was possible if they didn’t give it a chance.
Google AdWords is worth a shot for every business to try out. You should at least give it a chance before you write it off.


Google AdWords Organic Relationship

This has been a question for many years from small businesses to high profile advertisers. The answer is simply, no. Google does not give any special treatment for those who spend a lot of money on AdWords advertising because that would really be an unfair practice. Everyone is on the same level playing field and just because you have deep pockets does not mean you are going to get any special treatment on the organic side of the equation.

In this video Matt Cutts discusses the relationship between organic search and Google AdWords.

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We Love It

Paid advertising using the search engine space can really make a difference for some businesses. The important thing any business needs to remember is that it takes more than just setting up some ads and publishing them live. Like everything in life there is strategy that is required and below is a collection of adCenter testimonial videos that showcase other successful advertisers.