Google Ads Secrets: What Works for Small Businesses


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Google Ads plays an important role when implementing your online strategy. It can be one of the most productive and quickest methods to bring good levels of traffic to your website.

Using Google Ads, small business owners can show their ads by utilising a search campaign with relevant keywords. Business owners will only pay when a user clicks the ad, making the benefits outweigh the costs if the campaign is well managed. Impressions generated are free – win, win.

Below are a few tips to help your business create a competitive advantage.

1) Landing Pages.

The first step is to make sure your landing page(s) are optimised for the campaign – not directing users to a homepage. All your efforts could be wasted if you do not have high-quality landing pages.

A/B testing will allow you to test what works, and what doesn’t. Using different landing pages may have a significant impact turning users into customers for your campaign. One specific landing page may work, whereas another might not.

Make sure your landing page(s) are in sync with your Google Adverts. This will impact your quality score: If your landing page is promoting coffee, but your ad references sweets, this will have a negative impact.

Lastly, have a clear call-to-action (CTA), in both advert and landing page.

2) Location Targeting.

Most small businesses do not operate worldwide. It wouldn’t make sense to spend your hard-earned cash advertising to someone 1,000-miles away. You can be very specific in the location you wish to target in the settings.

One of the best tips is to use is radius targeting. Here you can target cities, but look to expand the targeting by adding a radius. For example: If you’re a restaurant in London, you may only want to target users within a 20-mile radius of your location.


Location is one of the most overlooked strategies in Google Ads.

3) Ad Scheduling.

Ad scheduling is often overlooked when advertising on Google. For example: Money could be wasted if ads are running at night when your business operates between 9am-6pm.

There are a lot of strategies to focus on for ad scheduling. Here are two simple, yet effective adjustments:-

- Time of day – Try increasing the bids when you are the busiest, or would like to be the busiest.

- Day of week – If you are looking to take advantage of the weekend, try running ads on Saturday and Sunday and do not run during the week.


If you optimise your ad schedule, you could create a little competitive advantage and achieve a great ROI

4) BONUS TIP: Find the Right Keywords.

Keywords are very important. To choose the relevant keywords for your business, you need to consider the match types that are available – view my blog post on understanding keyword match types (URL HyperLink)

Strong keywords are crucial in driving traffic, increasing conversions and improving ROI. Try thinking on keywords from a user’s point of view and build out you campaign(s) and ad group(s). I recommend using 10-20 keywords per ad group. Using more could run the risk of overspending and generating wasted clicks.

Conclusion: Test, Adapt and Learn.

Using Google Ads can help you with your business goals. Regardless of size, it can help every business. Make sure you keep an eye on your campaign budget, ad copy, keywords and look to optimise to achieve the best results.

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