If a customer is already searching for your product or service, Google Ads is one way to connect with them. However, more visits to your site does not necessarily mean more sales. Before starting your first campaign, you need to determine who you are targeting, what you have to offer, and what action will be the result for you: an order, an application, or a consultation booking.
What is Google Ads?
Google Ads is Google's advertising platform. You can create different types of campaigns with it. A search campaign shows your ad in search results when someone searches for a product or service related to your offering.
For example, an air conditioning repairman can advertise to someone looking for repair services in Tbilisi. This already shows a specific need. The customer should be clear about what service they will receive and how to contact you.
For your first campaign, choose one clear offer and the area where you actually work. Consolidating all services into one campaign will make it difficult to evaluate the results. Plan different services separately and link each to the appropriate page.
How to choose search terms
First, write down what your potential customer might be looking for. “Air conditioner” is a broad topic, while “air conditioner repair in Tbilisi” describes a more specific need. These are examples and their search volume or price are not pre-determined.
Separate the information seeker from the service customer. “How to clean my air conditioner” and “Call an air conditioner repairman” create different expectations. The same ad may not be useful to both people.
Negative keywords help you limit unwanted searches. For example, if you're not looking for an employee, "job" might be excluded. Only exclude a word if removing it won't cost you a valuable client. Check for forms and synonyms, as negative keywords don't automatically cover all close variants. Google's definition of negative keywords .
After launching, look at the actual search queries and update the list with that data. Don't take the initial guess as the final answer.
How to choose an ad position
An ad participates in an auction on Google. The system uses Ad Rank to decide whether it can be shown and where it will appear relative to other ads.
The amount offered, the quality of the ad and page, competition, search context, and the expected impact of additional advertising elements are important. Therefore, the largest budget does not automatically mean first place. Position can change from search to search. How Google determines Ad Rank .
Before increasing your budget, check whether the ad's promise matches the user's search and the page they're landing on.
What does the price of Google advertising depend on?
There is no one-size-fits-all price for every business. When planning, consider your goal, region, competition, estimated cost per click (CPC), and the amount you are willing to spend. The agency's service fee and the advertising budget to be spent on Google should be determined separately.
The average daily budget doesn't mean the same spend every day. For most campaigns, the daily spending limit is double the average daily budget, and the monthly limit is 30.4 times that. Changes to your budget can also affect your monthly limit. Google's average daily budget policy .
Hypothetical example: If you decide to allocate $304 per month to a single campaign, your average daily budget would be $10: 304 ÷ 30.4. This is an example of budget allocation. It is neither a recommended minimum nor a requirement for a specific number of clients.
Measurement and advertising page
Before you launch a Google Ads campaign, you need to link it to a valuable action for your business. This could be a completed purchase, a submitted application, or another specific result. Measurement will show you which ads and search terms are associated with these actions. Google's guide to measuring conversions .
Pressing a button on a phone doesn't equal a completed conversation. Submitting a form doesn't equal a sale. Separate these actions in your report and check the quality of the incoming inquiries. For a small business, a few relevant applications can be more important than many random visits.
Clearly display the service, terms and conditions, and how to contact you on the ad page. People shouldn't have to scroll through the entire site to find the offer mentioned in the ad. Open the page on your phone, test the buttons, and send a test request.
Google Ads and SEO: What's the difference?
Google Ads is used for paid advertising. SEO is used to improve a site's ranking in organic search. Buying ads does not improve your position in organic results. Google explicitly states that it does not charge money to include or promote a site in organic search. Google Search Central explains .
Choosing a channel depends on your goals and resources. You can work on both, but evaluate their costs and results separately. To improve organic search, check out our SEO services .
First campaign launch list
- Choose one offer and the main result.
- Determine the service region, language, and relevant page.
- Select search and exclusion keywords.
- Write an ad with realistic terms and a clear call to action.
- Agree on a budget and check the measurements.
- After launch, evaluate the cost, requirements, and their quality.
Frequently Asked Questions
How much money should I start with?
Plan your budget individually. Consider your goal, possible costs, and what data you need to get from your first attempt. Money is not a guarantee of clicks or sales.
Will the ad definitely appear in the first place?
No. Display and location depend on the auction and Ad Rank. You can't rely on a specific position to be maintained permanently.
Do many clicks mean a successful campaign?
Clicks are just an indicator of interest in your site. Compare your spend to the measured results and see how relevant your requirements are. The main question for evaluation should be your business goal.
Are you interested in other marketing channels? Check out our marketing services .
Do you want to advertise on Google?
Tell us about your business and goals. Let's discuss together what kind of advertising campaign you need.
