Google Ads is the most direct way to capture existing demand: people already searching for your service see your ad at that exact moment. Set up right, it brings enquiries predictably; set up wrong, it burns budget on clicks that never become customers. This guide explains the basics, the main campaign types, when advertising pays, and how to set up budget and tracking properly.
In brief
- Google Ads captures demand, it does not create it – ideal when people actively search for your service.
- The key metric is cost per enquiry/sale, not the click price.
- Without conversion tracking, Google Ads is flying blind – set it up first.
- Start focused with search campaigns on purchase-ready terms before going broader.
- A matching landing page often decides more than the bid.
What Google Ads is and how it works
Google Ads auctions ad placements – in search, on YouTube, across the display network and in shopping. You usually pay per click. Placement is decided not only by the bid but by the quality of ad and landing page (the “quality score”). Good, relevant ads with a matching page therefore pay less per click than poor ones.
The decisive advantage: you appear exactly when someone searches – with clear intent. That makes search advertising the strongest channel for direct enquiries.
The main campaign types
| Type | For | When it fits |
|---|---|---|
| Search | text ads on active searches | almost always the starting point |
| Performance Max | cross-channel, heavily automated | when tracking and demand are stable |
| Shopping | product ads for online shops | e-commerce with a product feed |
| Demand Gen / Display | image/video, create demand | awareness, remarketing |
| Video (YouTube) | reach and branding | larger budgets, brand building |
For most businesses the search campaign is the right start: clearly measurable, high intent, manageable to steer.
When Google Ads pays – and when it doesn’t
Advertising pays when there is active search demand for your service, your offer meets a clear willingness to pay, and the value of a customer supports the acquisition cost. For emergencies, easy-to-grasp services with clear searches, and high-value projects, it is ideal.
Google Ads fits less well when nobody searches for your offer (then Meta or content is better), when the margin is too small for the click prices, or when neither website nor availability is in order. In those cases, fix the basics before spending budget.
Budget and bidding strategy
Start not with “how much budget?” but “what can an enquiry cost?”. Customer value and close rate give you a maximum price per enquiry – and from that, a sensible budget. Begin with manual or conservative automatic bidding, gather conversion data, and only switch to goal-based strategies (target CPA/ROAS) once there is enough data.
No success without measurement
The most common and costly mistake is missing or wrong conversion tracking. Without measurement, Google optimises toward clicks instead of customers. Before the first euro, set up: form completions, calls (from ad and website) and – in e-commerce – purchases with revenue. Only then do you know which search terms and campaigns pay.
Common mistakes
- All ads to the homepage instead of matching landing pages.
- Missing or wrong conversion tracking.
- No negative keywords – budget flows into irrelevant clicks.
- Jumping to full automation (Performance Max) too early without a clean data base.
- Measuring success by click price instead of cost per customer.
Frequently asked questions
What does Google Ads cost?
You usually pay per click, with the price depending on sector and competition. More important than the click price is the cost per won customer – that is how you measure success.
How much budget do I need to start?
Enough to gather sufficient conversions per week to learn. Derive the budget from the allowed price per enquiry, not the other way around.
Google Ads or SEO?
Google Ads works instantly and is controllable but costs per click. SEO works long-term and compounds. The combination is usually strongest.
How quickly do I see results?
First enquiries often within days. For stable, optimised results, allow a few weeks until there is enough conversion data.
Do I need Performance Max?
Not to start. Begin with search campaigns and clean tracking. Performance Max pays once demand and the data base are stable.
Can I run Google Ads myself?
The basics, yes. The difference lies in structure, measurement and ongoing optimisation – that is where budget becomes customers.
Related services
Free review of your Google Ads account
Whether starting out or running an existing account – we check structure, search terms and tracking and show where budget leaks.