A Beginner’s Guide to Google Ads

Why Google Ads?

With over 90% of search market share, Google is the most powerful platform for online advertising. Whether you want to drive website traffic, generate leads, or increase sales, Google Ads – formerly Google AdWords – offers various formats to reach your audience.

But how does it work, and is it worth the cost? Let’s break it down.

What is Google Ads?

Google Ads is a pay-per-click (PPC) platform where businesses bid on keywords to have their ads displayed on Google Search, Google Display Network, YouTube, and partner websites.

When advertising using Search Engine Marketing (SEM), you only pay when someone clicks on your ad. This cost varies depending on competition, targeting, and bidding strategy.

Google Ad Types

1. Search Ads – Text-based ads appearing on Google Search results.
2. Display Ads – Banner-style Google Display Adverts on websites and apps.
3. Shopping Ads – Product listings on Google Shopping.
4. Video Ads – Ads appearing on YouTube and Google video partners.
5. App Ads – Promotional ads on Google Play and other app platforms.
6. Google Maps Ads – Localized ads displayed on Google Maps for businesses seeking to attract nearby customers.
7. Performance Max Ads – AI-driven campaigns that leverage multiple Google networks for broader reach.
8. Discovery Ads – Ads appearing in Google’s Discover feed, YouTube, and Gmail.

How to Set Up a Google Ads Campaign

Step 1: Choose the Right Google Ads Format

Not all ad formats fit every business. If you’re running an e-commerce store, Google Shopping Ads will be ideal. If you’re a local service provider, Google Maps Ads may be more beneficial. Service-based businesses may also benefit from Search Ads, while content-heavy industries could see strong engagement from Display Ads and YouTube Video Ads. If you want a comprehensive campaign that utilizes Google’s AI to optimize performance across networks, Performance Max Ads might be the best fit.

Step 2: Select Your Keywords Strategically

Google Ads relies on keywords to target relevant users. Use the Google Ads Keyword Planner to find the best keywords for your campaign.

Tips for Keyword Optimization:

• Use long-tail keywords to reduce competition.
• Utilize negative keywords to avoid irrelevant clicks.
• Analyze competitor keywords for insights.
• Ensure keyword relevance with ad copy and landing pages.
• Leverage broad match modified keywords for a balance of reach and precision.

Step 3: Set Your Budget & Bidding Strategy

Google Ads operates on a bidding system. You can set a daily budget and choose between different bidding strategies, such as:

• Cost-per-click (CPC) – You pay when someone clicks your ad.
• Cost-per-thousand-impressions (CPM) – You pay per 1,000 views.
• Cost-per-acquisition (CPA) – You pay for each conversion.
• Enhanced CPC – Google automatically adjusts your bid for better conversion opportunities.
• Target ROAS (Return on Ad Spend) – Bidding optimized for your expected return.

Use the Adsense Calculator to estimate your Google Ads cost and return on investment.

Step 4: Write a High-Performing Ad Copy

Effective ads require compelling text and visuals. Google Responsive Search Ads generate dynamic combinations of headlines and descriptions, testing what works best. However, the success of your ad is also influenced by Google’s Ad Quality Score, which evaluates the relevance and effectiveness of your ad based on multiple factors.

Understanding Google’s Ad Quality Score

Google’s algorithm ranks ads using an Ad Quality Score, which considers:

• Expected Click-Through Rate (CTR) – How likely users are to click your ad.
• Ad Relevance – How well your ad matches user search intent.
• Landing Page Experience – The relevance, speed, and usability of your landing page.

Higher quality scores can lead to lower costs per click (CPC) and better ad placements. Advertisers should focus on improving ad copy, refining keyword selection, and optimizing landing pages to achieve higher scores.

Best Practices for Google Ad Copy:

✔ Use clear and concise messaging.
✔ Highlight unique selling points.
✔ Include a call-to-action (CTA) (e.g., “Get Your Free Quote”).
✔ A/B test different versions of ad copy.
✔ Ensure ad copy matches user search intent.
✔ Use emotional triggers to drive engagement.
✔ Align ad copy with landing page content for better conversion rates.
Effective ads require compelling text and visuals. Google Responsive Search Ads generate dynamic combinations of headlines and descriptions, testing what works best.

Best Practices for Google Ad Copy:

✔ Use clear and concise messaging.
✔ Highlight unique selling points.
✔ Include a call-to-action (CTA) (e.g., “Get Your Free Quote”).
✔ A/B test different versions of ad copy.
✔ Ensure ad copy matches user search intent.
✔ Use emotional triggers to drive engagement.
✔ Align ad copy with landing page content for better conversion rates.

Step 5: Leverage Google Ad Extensions

Enhance your ads with extensions like:

• Sitelinks – Additional links to other pages on your site.
• Call Extensions – Click-to-call options.
• Location Extensions – Display your business address via Google Maps Ads.
• Structured Snippets – Highlight key aspects of your business.
• Price Extensions – Showcase product pricing directly in search ads.
• Lead Form Extensions – Collect potential customer information directly from ads.
• Promotion Extensions – Highlight sales or special offers.

Step 6: Optimize for Better Performance

Use Google Ad Optimization tactics like:

• A/B testing different ad versions.
• Adjusting Google Ad Targeting (demographics, locations, devices).
• Using the Google Ad Preview Tool to test ads before they go live.
• Refining landing pages for better conversion rates.
• Monitoring ad quality score to lower CPC costs.
• Adjusting ad scheduling to optimize ad performance at peak times.
• Implementing remarketing campaigns to re-engage past visitors.

Cost of Ads on Google: What to Expect

The Google Ad Cost varies based on industry, competition, and bid strategy. On average, CPC Google Ads rates range between $1–$10 per click, but industries like law and finance can see CPCs above $50 per click.

How to Keep Costs Low:

• Use automated bidding to optimize spending.
• Focus on high-intent keywords.
• Implement remarketing ads to target past visitors.
• Test different ad formats to determine the most cost-effective.
• Use geotargeting to reach only relevant local customers.

For businesses in British Columbia, local search trends can impact pricing. For instance, real estate ads have a higher CPC than retail ads.

Google Ads Management: DIY vs. Hiring an Agency

Many businesses struggle with Google Ads Management. If you’re short on time, hiring a Google Ads Agency, like Rose Agency, could be worth considering.

However, a hybrid approach is also an option. Some businesses prefer to manage certain aspects of their campaigns in-house, such as keyword selection and performance tracking, while outsourcing more complex tasks like ad optimization, bidding strategy, and creative development to an expert agency. This allows businesses to maintain control over their marketing efforts while leveraging professional expertise where it matters most.

Pros of Hiring a Google Ads Agency:

• Expert keyword research.
• Better Google Ad Optimization.
• Detailed performance analytics.
• Campaign management and ongoing adjustments.
• Access to advanced Google Ads tools and insights.

However, Google Ads for Beginners can still be self-managed using Google AdExpress or the Google Ads App.

Need expert help? Rose Agency specializes in online advertising and Google Ads management. Contact us today to maximize your ad performance.

Pros of Hiring a Google Ads Agency:

• Expert keyword research.
• Better Google Ad Optimization.
• Detailed performance analytics.
• Campaign management and ongoing adjustments.
• Access to advanced Google Ads tools and insights.

However, Google Ads for Beginners can still be self-managed using Google AdExpress or the Google Ads App.