Google Ads for small businesses in the UK: when it pays and how not to waste money
How Google Ads works for a UK small business, the break-even maths to do before you spend a penny, the default settings that waste budget, and when to stop.
Read →Glossary
What is PPC (Google Ads)?
Also called: pay-per-click, Google Ads, paid search, SEM, sponsored results, AdWords.
With pay-per-click advertising you choose search phrases you want to appear for, write short adverts and set a budget. Your ad can appear at the top of Google marked ‘Sponsored’, and you pay when someone clicks.
The price of a click is set by an auction between advertisers, influenced by how relevant and useful Google judges your ad and landing page. High-value services in busy areas can have expensive clicks.
Ads work instantly and stop instantly. They are good for filling gaps, testing demand or promoting seasonal work, but the moment the budget stops, so do the clicks.
Why it matters for your business
Badly set-up Google Ads can burn through money on clicks from the wrong areas or the wrong searches, such as people looking for jobs or DIY advice. Well managed, it brings enquiries straight away. Either way, you should be able to see exactly what each enquiry costs you.
Example. A drainage company runs ads only for ‘blocked drain’ searches within 15 miles, during working hours, leading to a matching landing page, and checks the cost per call every month.
Related terms
Local Services Ads · Landing page · Click-through rate (CTR) · Organic traffic
Facebook ads vs Google ads: which is better for a small business?
Facebook ads vs Google ads for a UK small business: how each one works, which kinds of business suit which, how they charge, and how to test both on a small budget.
Read →Google Local Services Ads UK: how they work and are they worth it
How Google Local Services Ads work in the UK: pay per lead, the Google Verified badge, which businesses are eligible, how to sign up and when they make sense.
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