An Introduction to Google Ads

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Have you seen Google Ads appear in your searches and wonder how you can advertise your business on there too? Google Ads is a great way to reach new customers and grow businesses of all sizes. Even though SEO is the most profitable way to scale a website over the long-term, you need patience as it can take a few months before you start seeing results, especially if you’re in a highly competitive market. On the other hand, Google Ads can produce results straight away and it’s performance-based, you also don’t have to spend months optimising your website to be in the top positions.

The Google Ads marketplace works in a similar way to an auction, people bid on keywords to appear at the top of the rankings. However unfortunately it’s not quite that simple, there are several factors that have an impact on the ad placement such as quality. If you don’t know what you’re doing there are a lot of guides online which are helpful, however you want to be careful as you could end up wasting your budget. It’s a complex interface so if you want to try doing it on your own, we would recommend keeping it simple and don’t start creating lots of variations of ads.

First you want to conduct keyword research which can be done with the Google Ads Keyword Planner which is free to use, you just need to make an account. You can find out how many searches keywords receive on average each month, how competitive those keywords are and the average cost per click.

When you create the ads you want to start with one campaign containing three different ads on the same topic. Google will then rotate these depending on what wording and keywords are most relevant to the user. The most important point is to keep it simple if you’ve never used it before, and this amount of ads for a campaign is what's recommended.

You don’t need to spend a lot of money to start and we would recommend around £150 a month. Even if you have a budget higher than this still start lower to begin with as you will want to make changes to your ads once they’re live, depending on how they are performing to optimise them as much as possible.

It can seem quite daunting at first, so if would like more information or help with starting a Google Ads campaign you can email us at This email address is being protected from spambots. You need JavaScript enabled to view it. or contact us at 01865 989899.

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