If you’ve ever found yourself wondering, are Google Ads worth it for your small business, you’re not alone. You’ve probably heard mixed reviews. Maybe you’ve even tried running a campaign on your own and weren’t sure if it worked. Or you felt like it totally flopped and just wasted your hard earned money. It’s one of the most common marketing tools that a lot of people wonder about. While it can be a powerful tool for generating new customers, there are many nuances to the platform that should be understood first. Google Ads also comes with a learning curve that can lead to higher costs without the right strategy. And that could end up wasting money for many local businesses. So let’s break down what business owners really need to know before diving into this online advertising platform. Afterall, if you’re going to increase your advertising budget, it’s best to make sure you get the most out of every penny.
First: What is Google Ads?
Google Ads (formerly Google AdWords) is an online advertising platform that lets you show up at the top of Google search results for specific keywords. These ads can appear across Google Search, Google Maps, the Google Display Network (which includes millions of websites and apps), and even on platforms like YouTube and Google Play.
It works on a variety of models, the most favored and popular is the pay-per-click model. This means you only pay when someone clicks on your ad. You can set a daily budget, control your ad spend, and track detailed performance data. That means complete control and valuable insights if you know what to look for.
You can review the keywords you’ve ranked for as well as gotten clicks on. This helps you to compare, make sure your ads only rank for the best most relevant keywords. And the best part of that, it helps to make sure you maximize your ad spend and don’t blow it on expensive clicks you didn’t need. And for many small business owners, this level of control is a game-changer. But it’s only effective when backed by a clear strategy, and a couple of key factors.
Biggest Advantages of Google Ads
There’s a reason this tool is still widely used by businesses of all sizes. Some of the biggest advantages of Google Ads include:
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Speed: Unlike organic search results that take time to build, Google Ads lets you show up almost instantly once your ad is approved.
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Targeting: You can use keyword research, location targeting, ad copy testing, and even device type (like mobile devices) to reach specific audiences at the right time.
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Flexibility: Whether you’re a local business or running a service-based business across the country, you can tailor your Google Ads campaigns to meet your specific goals and different areas.
With the right setup, you can level the playing field, even in competitive industries. This is especially useful if you’re trying to reach a very specific market segment or test new offerings quickly. It’s also handy to bring new clients into your business, especially if your ad cost per click is super low. Making Google Ads a gold mine of options for you.
What Types of Google Ads Are There?
Google Ads offers a variety of campaign types. The two most common are:
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Google Search Ads: These appear in Google’s search results when someone types in a relevant search term. This is the sponsored ads you see at the top of some search results.
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Display Ads: These are visual ads shown across the Google Display Network, ideal for retargeting or building brand awareness.
Depending on your business model, you might also benefit from:
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Video Campaigns (YouTube Ads)
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Performance Max Campaigns
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Shopping Ads (great for eCommerce)
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App Promotion Campaigns
Choosing the right campaign type is key to reaching the right people, at the right time, with the right message.
What’s the Average Cost?
One of the biggest concerns I hear from business owners is the cost of running Google Ads. And the truth is: it varies. It depends upon many factors like your industry, local competition, and even the time of year can affect cost-per-click. Even one industry to another in different areas may vary, depending on the amount of competition and how many others are advertising for the same thing in the same area.
For example, legal and security industries tend to pay significantly more per click than home services or local retailers. But here’s the good news: you can still run effective campaigns on a small budget if you’re smart with your targeting, messaging, and bidding strategies.
Costs can range from a few cents to $20+ per click. But if that click brings you a high-paying customer, the return is often worth it. It’s all about balancing your budget with real, measurable results.
The Value of Google Ads (and Its Limitations)
Google Ads can be incredibly effective. But that’s only when it’s used with intention. It works best when it’s part of a broader marketing strategy. And, it works incredibly well for local businesses with a defined service area where they can target their ads. With this approach, you can limit your competition and get a better ROI with your ad spend.
It’s one of the most powerful tools for:
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Generating qualified leads
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Increasing visibility for time-sensitive promotions
But it’s not magic. And it’s not passive.
Some common limitations include:
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Steep learning curve: From keyword selection to campaign structure to ad copywriting, there’s a lot to learn.
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Ongoing maintenance: You can’t “set it and forget it.” You need to review and optimize consistently.
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Budget management: It’s easy to overspend without clearly defined goals and tracking systems in place.
Google Ads isn’t a silver bullet, but it can absolutely work if you use it strategically. But, just running ads isn’t going to work for you, if you’re not paying attention to where you’re sending them.
Where Do Your Ads Lead?
When it comes to Google Ads, you need make sure you’re sending them somewhere valuable, that will help convert for you. Sure, some ads are a simple phone call. But not ever ad is this way. For the ads where you send them to a service page, a contact page, etc… that page needs to be on point. If you’re a local general contractor, you can’t have a website that doesn’t look polished & professional. You’re website needs to showcase the quality of your work. Otherwise, your ad spend may be a waste. If people land on your page from an add and find a dated page that doesn’t make sense, it’s not going to convert… they’re not going to want to sign up.
This is why it’s essential to evaluate your website and where you send everyone you advertise to. Remember this, most of your ad clients are going to be cold leads, they may have never heard of you. Or only seen your business name around time by chance. But to hire you, that’s another level of commitment from them. So make sure you’re website has it’s A game going, or else you may end up wasting your money, no matter how good your ads are going.
Website Page Considerations
When you’re running Google Ads, it’s easy to think that any old web page, service page, or contact page will work. But they’re not all created equal. The most ideal version of this is a landing page.
What makes up a landing page?
- No header on the page linking to the rest of your website
- No footer / very minimal only necessary links
- The page only offers them one action to take
This is the most ideal scenario, but I understand that at times, it’s hard to achieve this on your own. If a landing page isn’t do able, then it’s best to have a page for that location and keyword you’re targeting. For example, if you provide general contractor services and you’re running an ad to the Dallas area, then it’s ideal to make a variation of your general contractor service page, that’s optimized for the keyword “Dallas general contract”.
At the very least though, don’t send them to a general contact page. Most people coming to your site want to know more about your service and your work before they just blindly reach out. This is more so true in industries like security or home renovation services, and less so on lower cost things like cleaning services or small plumbing repairs. In general, the greater the risk, the more they want to learn about you and your services. So, at the bare minimum, send them to a service page for that specific service. Don’t send them to your all electrical services page if the ad you’re running is for a 24 hour emergency electrician.
Are Google Ads Worth It for You & Your Small Business?
If you’ve been wondering are Google ads worth it, are they the best way to get in front of potential customers, start by zooming out. What are your business goals when it comes to running ads? Who are you trying to reach? What’s the state of your current website? Do you have someone on your team who you can trust to monitor your ads? Are you willing to outsource the setup and monitoring of your ads?
Running Google Ads “just to try it out” usually leads to disappointing results. But running them as part of a thoughtful plan is important. Especially if you’re expanding your market, launching a new offer, or looking to fill specific service gaps, can be a smart, measurable move. Even small campaigns can drive big results with the right structure in place. That means clear goals, quality landing pages, strong calls to action, and targeted keywords that match your audience’s intent. It also includes careful monitoring of your ad results. Without monitoring your ad results, you may end up wasting money that need not be spent. Like paying when someone searches your competitor for $10 per click, when you’re general search term for your service may only cost $1 per click. In the end, 10 clicks for $1 is better than 1 click at $10, especially when the service price is the same in the end.
Ready to See if Google Ads Are Right for Your Business?
If you’ve been curious, wondering are Google Ads worth it…but you aren’t sure how to start, if it’s worth it for you, or even if it’s the right next move for your business, let’s talk. I offer free discovery calls to help small business owners like you get clear on the best next steps. We’ll talk about your business goals, audience, and how Google Ads could fit into your marketing strategy, without the guesswork. Let’s make your marketing dollars work smarter, not harder. If you’d like to talk about Google Ads, grab a free discovery call now.