Google Ads

We build and manage your Google Ads to drive potential customers to your site when they’re actively searching for your services

How does Google Ads work?

Google offers businesses the opportunity to place adverts on their search results pages, and partner and third-party websites, as text, image and video adverts.

All these ad types are sometimes referred to as pay-per-click (PPC), which, as you may have guessed, means you only pay when someone clicks on your ads.

The most popular of these ads with small- to medium-sized businesses is Google Search adverts. These Ads are text-based adverts that appear on the top and bottom of search results pages.

They resemble organic website listings, which are positioned underneath and ranked by Google based on their relevance and quality.

What makes Google Search Ads so effective is that the advertiser controls what is contained in the adverts, who sees the ads, and when they’re shown.

Who sees your Google Search Ads and when?

Who sees your ads are determined by many factors. One of the most important is your choice of keywords.

Keywords are the most relevant and used words and phrases that your target market uses when searching for your products or services.

So, if you’re a Portuguese tutor in Bristol, one of your keywords might be ‘Portuguese lessons in Bristol’.

Search Ads are great as they allow you to control who sees your adverts based on the search intent of Googles users.

These ads also allow you to choose the demographic profile of the searcher.

Characteristics like age, sex, location, income bracket and the device they’re using are all available, but you can also target people based on what their interests are, what other products and services they’ve been shopping for, and more.

You can even schedule your ads to only be shown to your targeted audience during the days and hours that are most lucrative for your business.

How much do you pay per click on Google Ads?

The average cost per click (CPC) on the Google Ads search network in the UK is between £1.50 and £2.50. However, your CPC and ad position on search engine results pages (SERPs) is based on a number of factors.

When you enable a Google Ads campaign, your adverts are competing against others to appear at the top of the search results page. Where your ad is positioned depends Quality Score, your bid and your competitors.

Quality Score is a gauge of your ad’s quality compared to those competing over the same keywords. This is measured by considering the likely click-through rate (CTR) of your advert, the relevance of your ad and your landing page experience.

That’s right. Having impressive Google Ads is not enough. You need to have a landing page that has incredible on-page content, SEO-friendly copy, and relevance and value to the user.

Even when Google likes the look and relevance of your ads, keywords and landing page, your position still depends on how much you’re willing to bid.

When a user searched for a product or service, all the competing ads go into an auction where their Quality Score and bid are multiplied. This will give you the cost-per-click.

The ads are then positioned on the search results page based on their score, with the greatest sitting on top.

You can set the bids for each search keyword you’re competing for. What you will need to bid to be on top depends on the competitiveness of the keywords, your Quality Score and that of your rivals, and what others are willing to pay to get top spot.

Google Ads Management

Google Search can be a cheap and effective way of generating more sales from your target audience when managed correctly.

Business owners new to Google Ads often have a very different experience.

Without knowledge and understanding of conversion tracking, match types, big strategies, exclusion lists, search ad types, and more, many spend a lot with little return on investment.

Building campaigns and targeting audiences effectively comes from years of experience. It is always recommended to speak to a Google Ads expert before you start advertising.