If you run a small business, you know how hard it can be to get new customers. Flyers, word-of-mouth, and social media can help, but they often take time to work. Google Ads is a faster way to reach the right people at the right time. But many business owners avoid it because they think it’s too expensive or complicated.
The truth is, a well-run Google Ads campaign can bring in leads and sales without wasting money. This guide will show you how to set up and run a profitable Google Ads campaign in three simple steps.
Step 1: Choose the Right Keywords
Why Keywords Matter
Google Ads work by showing your business to people searching for what you offer. The words they type into Google are called keywords. Choosing the right keywords can mean the difference between attracting the right customers and wasting money on random clicks.
How to Find the Best Keywords
Use Google’s Keyword Planner – This free tool shows you what people search for and how competitive different keywords are.
Think Like a Customer – Instead of broad terms like “bakery,” use phrases like “custom birthday cakes in [your city].”
Avoid Wasting Money with Negative Keywords – If you don’t sell wedding cakes, add “wedding” to your negative keywords list so your ads don’t show up for those searches.
Common Keyword Mistakes
Choosing broad terms that are too competitive
Ignoring negative keywords
Failing to update keywords based on performance
By focusing on long-tail keywords (specific phrases), you can attract customers who are ready to buy and avoid wasting money.
Step 2: Write Ads That Get Clicks
Why Your Ad Copy Matters
Even with the right keywords, your ad needs to convince people to click. A weak or vague ad won’t stand out.
Elements of a High-Performing Ad
Headline – The first thing people see. Make it specific and relevant.
Example: “Fresh Custom Cakes – Order Now”
Description – Highlight your unique selling points.
Example: “Locally made, fresh daily. Order online for pickup or delivery.”
Call to Action (CTA) – Tell people what to do next.
Example: “Order Now” or “Get a Free Quote Today”
Common Ad Copy Mistakes
Using generic headlines that don’t stand out
Not including a clear CTA
Forgetting to mention unique selling points (fast service, discounts, special offers)
Step 3: Optimize Your Landing Page
Why Your Landing Page Matters
Getting clicks is only half the battle. If your landing page (the page people see after clicking your ad) is confusing, slow, or unhelpful, visitors will leave without buying.
How to Make Your Landing Page Work
Make It Simple – Remove distractions and focus on one clear message.
Highlight Your CTA – The button people need to click (like “Buy Now” or “Get a Free Estimate”) should stand out.
Build Trust – Show testimonials, guarantees, or certifications to increase credibility.
Common Landing Page Mistakes
Cluttered design with too much information
No clear CTA or too many competing CTAs
Slow loading speed (use Google’s PageSpeed Insights to check your site speed)
A well-optimized landing page makes it easier for visitors to become customers, increasing your return on investment (ROI).
Tracking and Adjusting Your Ads
Once your campaign is running, monitor it regularly to ensure you’re getting results.
Key Metrics to Watch
Click-Through Rate (CTR) – How many people click your ad after seeing it. A low CTR means your ad isn’t compelling enough.
Conversion Rate – How many visitors take action (buy, sign up, call). If it’s low, your landing page may need improvement.
Cost Per Click (CPC) – The amount you pay for each click. Lowering your CPC while keeping conversions high improves profitability.
How to Improve Your Campaign Over Time
Test different ad copies and headlines
Adjust bids based on performance
Refine keywords to focus on the most profitable ones
