The Complete Guide to Google Ads for Small Businesses

For small businesses, the calculated selection of keywords is important. Opting for highly relevant yet less competitive keywords can enhance your ad's visibility without exhausting your budget. Tools like Google's Keyword Planner can aid in uncovering these hidden gems. It's about finding the balance between relevance, competition, and search volume to ensure your ads reach the right audience without breaking the bank.

At Murray Marketing Services, we implement what we call a "best" and "near me" strategy. This strategy involves using solely phrase match keywords that include "best" and/or "near me". In general, if a consumer is using these words in a Google search, they have their wallet in hand and are ready to buy. For Tillotson Enterprsies, these keywords include "commercial roofers near me", "best epoxy flooring company", "best interior insulation company near me". This strategy lead to a 70% lower cost per lead versus average roofing companies running Google Ads.

A holistic approach to Google Ads involves more than just ad campaigns. It encompasses your entire online presence on Google, from your Google Business Profile listing to organic search rankings.

Ensuring consistency across these platforms enhances your credibility and the effectiveness of your ads. For instance, a well-optimized Google Business Profile listing can complement your ad efforts, especially for local searches.

Including a call to action in your ad can increase click-through rates by 90%. (WordStream) A clear, urgent CTA such as "Call Now" or "Book Today" guides potential customers on what to do next, significantly improving the chances of converting ad views into actionable leads.

Ads with extensions receive up to a 15% increase in click-through rate. (Google) By utilizing ad extensions, you're providing additional paths for potential customers to interact with your business, whether it's through quick links to your website, your contact number, or your physical location.

Businesses that regularly audit their Google Ads accounts can see up to a 10% increase in their ROI. (SEMrush) Regular audits help identify underperforming aspects of your campaigns, allowing for timely adjustments to keywords, ad copy, and bidding strategies.

Did you know that adjusting your bidding strategy can lead to a 50% increase in ad efficiency? (Google) By understanding and selecting the bidding strategy that aligns with your campaign goals, you're more likely to maximize the impact of your ad spend. Options include Maximize Conversions, Maximize Clicks, Maximize Impression Share, and more. The right strategy for your will depend on your budget and campaign goals.

At Murray Marketing Services, we start our clients with a Maximize Clicks strategy to control the Average CPC, before switching to a Maximize Conversions strategy once we have enough data to feed the algorithm.

Sometimes, it's more important to get potential customers' contact info than to make an immediate sale. This way, you can keep in touch, maybe send them special offers, and hopefully turn them into loyal customers over time. It's like planting seeds and nurturing them until they grow into plants.

Studies show that businesses focusing on lead generation see a 50% increase in sales-ready leads at a 33% lower cost. (HubSpot) This underscores the importance of prioritizing lead capture in your Google Ads campaigns, setting the stage for nurturing these leads into future sales.

To find the sweet spot with your Google Ads, you need to be willing to spend some money. It's a bit like investing in a good set of tools to do a job right. You don't want to overspend, but investing wisely in your ads can pay off by bringing in more customers.

An effective Google Ads campaign can yield an average ROI of 200%. (Neil Patel) This impressive return on investment highlights the necessity of balancing your ad spend with the potential returns, taking into account the lifetime value of a customer to your business.

A successful Google Ads campaign can be an always on year round strategy for your business. Here's how to ensure it stays sustainable:

A CRM, or Customer Relationship Management system, helps you keep track of everyone you talk to about your business. It's like having a smart assistant who remembers all the details about your customers and potential customers, making it easier to keep in touch and build relationships.

Murray Marketing Services offers a tool perfect for Google Ads, also including email and SMS marketing automations. Integrating Google Ads with a CRM system can increase conversion rates by up to 10% by providing better lead attribution and management. (Salesforce) This demonstrates the value of using a CRM to track the source and behavior of leads generated through your Google Ads, allowing for more targeted follow-ups and increased conversions.

Businesses that leverage Google Analytics for campaign tracking are 57% more successful in achieving their marketing goals. (Google’s Analytics Academy) Regularly analyzing your campaign data empowers you to make informed decisions, optimize your strategies, and achieve better results over time.

This guide has walked you through key strategies for making Google Ads work for your small business. From choosing the right geographic targets and crafting ads that compel action to conducting regular audits and leveraging data, these steps are designed to help you navigate Google Ads effectively. Remember, the journey to Google Ads mastery involves continuous learning, testing, and adapting.

Navigating the world of Google Ads can be complex, especially when you're focused on growing your small business. Partnering with a specialized Google Ads agency can be a game-changer, offering expertise and insights that can transform your advertising efforts into tangible results.

A dedicated Google Ads agency brings a wealth of experience in crafting effective campaigns, optimizing bidding strategies, and maximizing return on investment. They stay at the forefront of Google's ever-evolving advertising platform, ensuring your campaigns leverage the latest features and best practices. More importantly, an agency can tailor your Google Ads strategy to align with your unique business goals, from increasing local visibility to driving targeted leads and sales.

By working with an agency, you also gain access to advanced analytics and reporting, providing clarity on your campaigns' performance and insights into how you can further enhance your online presence. This partnership not only saves you valuable time but also allows you to focus on what you do best — running your business.

If you're ready to take your Google Ads to the next level and drive meaningful growth for your business, consider partnering with a specialized agency. Their expertise can be the catalyst you need to achieve your digital marketing goals and thrive in a competitive online landscape.

For businesses looking to make a significant impact with Google Ads, working with a specialized agency like Murray Marketing Services can provide the expertise and support needed to navigate the complexities of digital advertising successfully.