You’ve probably heard of a little something called Google. If you have a business, looking to spend money on ads, you might want to try posting those ads on Google, specifically Google Ads.

This platform was created exactly 2 years after the world’s largest search engine aka And why wouldn’t you want to post your ads on Google? Chances are, you’ve probably clicked on something without even knowing it!

Why Google Ads?

Let’s first start with what Google Ads is. Google Ads is a paid advertising platform that uses a specific type of marketing, pay-per-click advertising, or PPC. This means you as the advertiser pays by the click or by each impression on an ad. 

Google Ads allows you to create and share ads via desktop and mobile devices that are well-timed to your target audience. Through these ads, your business will then land on the search engine results page, and your audience will understand why they came in the first place.

With Google Ads, you can drive real, qualified and specific traffic to your website while they are already searching for products or services similar to yours. You can also get more in-store visits and more phone calls.

So, is Google Ads effective? Just have a look!

  • The click-through rate of Google Ads is around 8%.
  • Display ads generate 180 million impressions every month.
  • For users who are ready to buy, paid ads on Google get 65% of clicks.
  • 43% of customers buy something they’ve seen on a YouTube ad

Best practices on Google Ads

If you’ve already tried advertising on Google Ads and it’s not working so well, don’t give up! Many others have tried and failed, but for simple reasons. Try some of our best practices below.

  1. Use the PPC Plan Template

Using a planner keeps your PPC projects organized. We recommend HubSpot and the one by Google. With them, you can see how your ads will appear online, see your number of characters, and be able to manage all of your campaigns.

  1. Don’t Use Broad Keyword Terms

If your keywords are too broad, Google will put your ad in front of the wrong audience, which means fewer clicks and more spending on ads. See what’s working, aka the keywords that are generating the most clicks, and then adjust them to match your ads with those of your target audience. It’s not common to get the mix right on the first try, and some keywords will need to be readjusted, added, and removed until you do.

  1. Make Sure Your Ads Are Relevant

If your ads aren’t matching what potential customers are looking for, (searcher intent) then spoiler alert, they’re not going to click on it! You also won’t get enough clicks to match the ad spend, so you won’t get your money’s worth. Make sure your title and copy match the keywords you’re bidding on and make sure the ad itself is solving the problem the customer was looking for help in the first place.

  1. Improve Your Quality Score (QS)

Your Quality Score, or QS, is how Google determines whether or not your ad should rank. The higher the ranking, the better your placement on the search engine results in page. Google will tell you your score, but it’s up to you to improve it.

  1. Optimize Your Ad Landing Page

User experience is one of the most important aspects of web design, SEO and yes, Google Ads. Think like a customer: What are they seeing when they click on your ad? What does your website look like? Does your landing page use the same keywords as your ads?

How Does Google Ads Work?

Google Ads displays your ad to potential leads or customers interested in your product or service. Advertisers place bids on search terms or keywords, and the winners of that bid are placed at the top of search result pages, on YouTube videos, or on relevant websites, depending on the type of ad campaign selected. Other factors can also affect your ads, such as Quality Score, AdRank, your location, keywords, and if so your headline and your ad copy.

How to Use and Create Google Ads

It’s a very quick and easy process to set up your paid campaigns on Google Ads. Once you get to the Google Ads landing page, click “Get started now” and you’ll be redirected to a series of steps to help you along the way.Make sure you have created your own images and ad copy, as this will speed up the process.

There are a few extra steps you’ll need to take once you’ve got the basics down:

  1. Link Your Google Analytics

Google Analytics is a must have if you don’t already have it. It measures traffic, conversions, goals and unique metrics about your website. Linking this to Google Ads will make tracking and analysis much easier and more accurate, plus you can see them all in one place.

  1. Add UTM Codes

It sounds complicated, but UTM codes (Urchin Tracking Module) are used to track any activity with a link provided by Google. These are usually seen in a URL followed by (?) UTM codes to tell you which ad led to the conversion, making it easier to customize your ads.

  1. Set Up Conversion Tracking 

It tells you how many customers or leads you have got from your advertising campaigns. Without it, you would be underestimating the ROI from your ads.

Google Ads is nothing to be afraid of. It just takes a little research and some trial and error. Google Ads is essential to your paid marketing strategy, and without it, you miss out on hundreds, if not thousands, of new opportunities or customers.