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Will Google Ads Work for My Business?

Business pay Google over $600 million PER DAY to advertise with Google Ads, so they’re probably making some money with it. But will it work for you?

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Research

The first thing to check is if your competition advertises on Google. You can just start Googling your product or service and see if search results with “Sponsored”

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Team analyzing data

You can also check Google’s Transparency Center to see what ads they’re running. Just put their website in and they’ll show you what types of ads they’re running (YouTube ads, Search ads, etc)

Next you can use a tool like Spyfu or Google Keyword Planner to see how many searches there are each month related to their business. You want to make sure that there are enough people looking for what you’re selling if you’re going to invest time into running Google ads. You can also use both of these tools to get ideas of what keywords are worth bidding on to get customers to contact you.

Metrics

You want to know your sales and marketing metrics so that you don’t end up wasting money on Google Ads. You’ll want to know things like

  1. Your cost per lead (someone who gives you their contact info)
  2. What percent of leads turn into paying customers
  3. How long it takes from first click to cash collected (so you can project how long it will take for you to get your money back after giving Google your hard-earned money). Especially if you sell something with monthly payments.

Lead Costs

Google will actually reduce your ad costs if you have a good offer and good ads because they need their search engine to return relevant results - otherwise people would stop using Google.

You can cut your lead costs by:

  1. Honing in on high intent keywords (meaning someone wants to buy very soon)
  2. Having a compelling offer for your product or service
  3. Having good ads that are relevant to the Google search people use to find you
  4. Having a good landing page (the site people see when they click your ad)
  5. Making sure that there is a logical flow between the search term people enter to find you, your ad, and your landing page
  6. Using negative keywords to filter out bad traffic (like people looking for “free” services)

Successful Google ads campaigns boil down to making sure that expected profits exceed expected advertising costs (duh) and that your profits from Google sales come in faster than you pay money out to Google. So this is really just a math equation where you tweak components of your marketing system to make the numbers work.

Tech

You’re going to need to track what people do after they click your ad - whether they call you, submit a form on your website, book a time on your calendar, etc. This is crucial or you won’t be able to tell if you made or lost money with Google ads, and it’s easy to mess up. I’ve seen businesses track the wrong events (treating page views as conversions (!!!), not track conversions at all by not setting up their Google tags properly, track the conversions in Google Analytics but not Google ads). You cannot make Google ads work if you do not track user activity properly.

Remarketing

Someone might click your ad and not buy immediately, but they might come back later and buy then. Good tracking lets you remarket your ads to people who have already visited your website or your YouTube channel.

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