Google Ads for small businesses: where to start
Google Ads can bring you customers who are already looking for what you sell. That is its big advantage over social ads: the person searching "plumber near me" already has a problem. Here is a simple way to start without wasting your first budget.
Start with Search campaigns only
Google offers many campaign types. For a small business, begin with Search. Your ad appears when someone types a phrase you chose. Add Display, YouTube or Performance Max later, once Search is working.
Pick keywords that show buying intent
- Good: "wedding photographer Bengaluru price", "CA for startups near me".
- Weak: single broad words like "photography" or "marketing".
Use phrase match and exact match first. Broad match can spend your budget on searches you never wanted.
Add negative keywords on day one
Negative keywords stop your ads from showing for the wrong searches. Words like "free", "jobs", "course" and "DIY" are common ones to block, depending on your business. Check your search terms report every week and add new negatives.
Send people to a page that matches the ad
If your ad says "Same-day AC repair", the page should say it in the first line, show a phone or WhatsApp button, and have one clear action. Most wasted Google Ads money is lost on pages that do not match the promise of the ad.
Set up conversion tracking before you spend
Track the action you care about: a form submit, a call or a WhatsApp click. Without it you only see clicks, and clicks do not pay your bills.
What to check every week
- Cost per lead and number of leads
- Search terms report: remove irrelevant searches
- Which ads and keywords bring leads, not just clicks
- How fast you reply to each lead
Want us to look at your Google Ads account or plan a first campaign? Send us your goal and we will tell you what to set up first.
