Google Ads Small Business

Pay per Click for Small Budgets.

How your small business can compete with a small budget in Google Ads.

Your small businesses need their advertising spending to stretch further. Contrary to popular belief, small budgets can compete with big spenders in Google Ads; you have to know where to look:

Most of our clients spend well under £500 a month; for some, we have seen a spend of £200 pull in over 50 quality leads a month!

Read ahead to see how we run our campaigns for local small businesses.

Choose the right keywords.

To save wasting money, we constantly research the most viable keywords for your business and the services you offer.

The next decision is to utilise phrase match or exact match keywords or even a mix of both. We prefer to start a new campaign slowly and focus on a narrow selection of possible search terms.

After the campaign has been running for a few weeks, we can see what potential customers are typing into Google to find your business. From here, we will expand our choice of keywords.

Negative Keyword List.

Once we have sorted out a list of keywords you want to show for we then compile a list of negative keywords that you don’t want to show for.

For example, would you want your advert to be clicked on for the following words: “free”, “cheap”, or “DIY” etc. the answer is obviously no, so we make sure to set up a long list of negative keywords that Google won’t show your ads for.

Google Search Campaign only.

There are several types of ad-style campaigns ranging from video ads, shopping ads, and performance max; however, for small budgets, the only type of campaign worth considering is search campaign ads.

Search campaign ads only show when a potential customer searches on Google for your particular business or service. You only get charged if they click on your advert.

Show your ads in your market area.

We can set your ads to show in certain postcodes, towns or cities, and certain parts of the UK; however, we always use the radius option as this tends to work better for small local businesses.

What we mean by this is if you are a plumber based in Wrexham, then you don’t want your adverts showing for searches from the Manchester area, so we prefer to use a radius of, say, 10 miles of Wrexham for the plumber from Wrexham example.

I have taken over the management of clients’ AdWord accounts and realised very quickly why their spending has been going through the roof, as their ads have been set for the entire UK!

The actual advert itself.

Once upon a time, we could run several ads simultaneously and utilise split testing to find the best ad that converted the best. Unfortunately, Google changed the ad formats in about 2020, so they now have much more control over the ads they present to potential customers.

We ensure you have great headlines and great descriptions for Google to choose from. We have found a way to a certain extent that we can still do split testing, which means your budget goes further and more clicks are converted to leads.

Drive traffic to your website.

You could have the strongest ads in the world, but if your website is rubbish, potential customers may very well click in and then click off if they don’t see what they are looking for.

We can advise you on the best strategy after seeing your website. Hopefully, your website will be perfect for Google ads; however, we can help by updating your website or creating a tailor-made landing page solely for your Google ads.

Weekly review and monthly updates.

We like to take a look at your stats at least once a week to make sure everything is on track and going to plan – at the start of a new campaign we may check the stats daily.

Once a month, we will send you a video report of your campaign stats with a 10-minute phone call to review the video once you have viewed it.