Getting Started with Google Ads

Google Ads is the fastest way to test whether people want what you sell. It is also the fastest way to waste money. The difference is structure.

1. Define one goal per campaign

Calls, form fills or bookings — pick one. A campaign that tries to do everything optimises for nothing.

2. Keep keyword groups tight

• Group 5-15 closely related keywords per ad group
• Start with phrase and exact match before broad
• Build a negative keyword list from day one
• Review the search terms report weekly for the first month

3. Send traffic to a matching page

If your ad promises emergency plumbing, the landing page must lead with emergency plumbing, a phone number and proof. Sending paid clicks to your homepage is the most common and most expensive mistake we see.

4. Watch the right numbers

• Cost per conversion, not cost per click
• Conversion rate by device and location
• Impression share lost to budget vs. rank
• Quality of enquiries, tracked in your CRM or notebook

Give a new campaign two to four weeks before judging it, then cut what does not convert and reinvest in what does.