Google Ads put your business at the top of the search results when somebody types in what you sell. That is the whole idea, and it is why Google Ads feel different from every other kind of advertising. Nobody has to be convinced they want the thing. They already want it. Your job is simply to be the option they click. This guide covers how Google Ads management works, what it costs, and when it is worth doing.
Why search ads are different
With Meta ads you interrupt someone who was scrolling. With Google Ads you answer someone who is already looking. That single difference changes everything about how the campaign is built.
Somebody typing emergency dentist near me at nine in the evening is not browsing. They have a problem right now. Your advert does not need to be clever or beautiful. It needs to be clear, trustworthy, and easy to act on.
This is why most businesses eventually want both. Google Ads catch the demand that already exists. Meta ads create demand that did not exist yet.
What Google Ads management includes
Keyword research
We find the words your customers actually type, not the words your industry uses internally. There is often a big gap between the two.
Negative keywords
This is where most money leaks. If you fit kitchens and you are paying for clicks on kitchen recipes, you are funding somebody else’s dinner. We block the searches that will never buy, and we keep adding to that list every week.
Ad copy and extensions
Headlines, descriptions, call buttons, location details and the extra links that make your listing take up more space than your competitors.
Landing page advice
Sending paid traffic to a slow or confusing page wastes the click you just paid for. We tell you what to change, and if the page needs rebuilding we can build it.
Weekly optimisation
Bids, budgets, search terms and pausing what does not convert. Google Ads is not a set and forget system.
What should I spend on Google Ads?
Google Ads works on an auction. You pay per click, and the price per click depends on how many other businesses want that same search. Legal and insurance searches are expensive. Local trades and small service businesses are usually far cheaper.
The honest guidance is this: do not start Google Ads with a budget so small that you only get a handful of clicks a week. You will not gather enough information to learn anything, and you will conclude that it does not work when really it never got a fair test. It is better to run one tight campaign on your best few keywords than to spread a small budget across everything you offer.
Who this is for
Google Ads suit businesses where people actively search for the solution. Dentists, plumbers, lawyers, clinics, repair services, B2B software, courses and anything urgent or local. If your product is a want rather than a need, and nobody is searching for it by name yet, social ads usually come first.
Common questions
Is Google Ads better than Meta ads?
Neither is better. They do different jobs. Google catches people already searching, Meta puts you in front of people who have not thought about you yet. If you can only do one, pick the one that matches how your customers actually find businesses like yours, and we can help you work that out for free.
Do I pay when somebody sees the ad or clicks it?
On search campaigns you normally pay only when somebody clicks. An advert that appears a thousand times and is never clicked costs you nothing.
How soon will I get leads?
Faster than social ads, usually. Because you are catching existing demand, enquiries can arrive in the first few days. The first two to four weeks are mostly about cutting wasted spend and finding which keywords convert.
Can you manage an account somebody else set up?
Yes. We often take over accounts and the first job is an audit: what is being wasted, what is working, and what to switch off immediately.
Want to know if it is worth it?
We will look at your market, tell you roughly what clicks cost in your industry, and say honestly whether Google Ads or Meta ads would suit you better. See the full list of services or get in touch.