Beginner’s Guide to Google Ads for Small Businesses: 5 Steps of Strategy

Google Ads for Small Businesses

In this blog, we are going to learn about Google ads for small businesses.

What is PPC?

In simple words, PPC is pay-per-click advertising. It is that form of digital marketing where you will be required to pay for an advertisement that you have sent out only when someone clicks on it.

8 Types of PPC Campaigns

Speaking out of the personal experience, and I am sure many would agree, PPC for business owners in New York City is not just limited paid search advertising. It is a vast arena, and being in a competitive space you will have to explore it all. Be it New York or anywhere else.

  • Display Ads
  • Social Media ads (Facebook Ads, Instagram Ads, Youtube Ads, LinkedIn Ads, Twitter Ads, etc.)
  • Remarketing ads
  • Local search ads
  • Google shopping ads
  • Inbox ads
  • Native ads
  • Amazon ads
  • and many more.

What are the Three Steps of Running Google Ads for Small Businesses?

The three steps that form the part of Google ads for small businesses are:

  • Setting Up Google Ad Account
  • Google Ads Management

Google Ads Strategy For Small Businesses

As the name suggests, it includes forming an initial strategy on how to run the online ad campaigns, where to show ads, who to target, how to achieve the goals, and what to show to a user to gain their attention and interest.

What comes under Google Ads Strategy?

  1. Market Research is an integral part of PPC Strategy.
  2. Company research
  3. Competitors research
  4. Audience researching
  5. Keywords research and analysis
  6. Target message research
  7. Developing a customized target strategy

Google Ads Account Setup for Small Businesses

As per this, then the account is set up, and the first campaign is ready to work its magic. And then, we let the campaign collect enough data as users start interacting with the ad.

What comes under setting up Google ads accounts?

  1. Comprehensive keywords targeting (Selecting keywords that lead to clicks)
  2. Ad copywriting
  3. Audience segmenting and targeting (If you are a restaurant in New York, you don’t want people in Louisville to see and click on your ads)
  4. Budget allocation and bid adjustment
  5. Ad scheduling — Showing the ad when it makes the most impact (Showing ads for your service company after your business hours)

Google Ads Management for Small Businesses

The biggest thing that differentiates online advertising from other types of advertising is the availability of lots of data.

What does Google ads management for small businesses include?

  1. Data analysis and insights mining
  2. Monitoring & analyzing Search Terms that trigger the ad
  3. Optimizing the campaign for Higher Clicks and Performance
  4. Honing bid and budget strategy for Better ROI
  5. Improving ad copy
  6. Testing new ad extensions
  7. Optimizing keywords
  8. Ad copy testing- A/B split testing or multivariate testing (To find the most effective ad assets)
  9. Building a negative keywords list (weeding out all those keywords that aren’t useful for a business. If you’re a high-end fashion clothing company, you don’t want to show your ads to all those users who are searching for cheap dresses)
  10. Identifying new areas to target within the account (new location, new device, new demographic)
  11. Revising campaign strategy based on the ad performance, data, and goals
  12. Exploring new keywords for targeting
  13. Experimenting within the current audiences to reach the most useful converters

Why Google ads for Small Businesses are So Popular?

Fast Results:

When can small businesses start seeing results from their Google ads?

Even the most perfectly designed campaign needs time to gather data. The longer the campaign runs more data we get, which leads to refined optimization.

9 Factors That Determine the Performance of Your Google Ads

1. Demand for the targeted keywords, your product/service

Many times the market needs to be created to increase sales; other times, the brand image needs to be corrected to start selling. For example, you may want to target the word online kitchen advisor, but if nobody is searching for that word, it will take more effort and time to send traffic volume there and collect data for the analysis.

2. Landing page or website experience

It is one of the most critical factors to have good UI (User Interface) and UX (User Experience). You can have a high budget, amazing ads, but if the users have a bad experience on your website (like it’s not safe, the call to action button is hiding among many other switches, etc.), the results will suffer.

3. Your competition

If the product you are selling has a lot of competition, then it will take longer to get enough traffic or divert traffic from others to your products.

4. Ad visibility or ad budget

Let’s say your budget is $40 per day, and the keywords you are targeting are around $5, then the maximum number of clicks you can get in a day will be 8. Google needs a certain amount of clicks on an ad to analyze its performance and provide us with that data.

5. Quality score

The quality score depends on CTR, relevance, and landing page experience.

6. Ad relevance

If there are not many searches happening for the main keywords, then we have to target some indirect keywords. Or if you are showing the ad for beauty products to all those people who don’t have any interest in cosmetics, then it won’t get enough clicks and won’t produce enough results

7. Campaign goals

Getting web traffic is relatively easier for a news business than to get people to buy a $1000 reclining chair. The more robust the goal is, the longer it will take for the results to show.

8. Type of Business

Do you have a business with a very fluctuating selling cycle like snow boots? If yes, then the data is going to be very fluctuating and won’t prove very helpful when we start the ad optimization process

9. Ad ranking

Your quality score and your bid determine your ranking.

6 Steps Small Businesses Should Use to Create Google Ads Strategy

Google Ads for small businesses go through various stages and based on every step, the Google strategy is revised to meet the goals. Google ads strategy is generally customized according to a product/ service as there is no one size fits all.

Step 1: Gaining visibility and data

It takes Google a minimum of 7 days to start collecting data, but it takes almost a month for the full data to become available. Before that period, the data can be misleading and can harm the campaign’s long-term results.

Step 2: Ad Campaign Optimization

Once we have data, we are at a stage where we can analyze what is working and what can be improved.

Step 3: Expanding the PPC campaign For Microsoft & Google Advertising

Armoured with data, we can now expand the small business PPC for small businesses in the New York City advertising campaign and target more keywords.

Step 4: Increasing the Budget

This stage is optional as well, but now as we have figured out all the keywords that are working and generating revenues, we can increase the budget and give more visibility to those.

Step 5: Landing Page Optimization

The Art of Creating Effective Google Ads

What Google ads aren’t:

It is not throwing some keywords, ad copy, and bidding.

What Google ads are:

Research, Keywords, Bidding, Strategy, Data Analysis, Creatives



Experienced marketer and a published book author, Pooja Agnihotri, is on a mission to save businesses from themselves.

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Pooja Agnihotri

Experienced marketer and a published book author, Pooja Agnihotri, is on a mission to save businesses from themselves.