Everything you need to know about Google Ads before investing
How it works, what it costs, when it's worth it and how to avoid wasting money on campaigns that don't work.
What Google Ads is and how it really works
Google Ads is Google's advertising system. When someone searches for "dental clinic near me" or "emergency plumber London", the first results marked as "Sponsored" are Google Ads.
The mechanics are simple: you decide which keywords should trigger your ad, how much you are willing to pay per click and which page the user sees when they click. Google shows your ad when someone searches for those keywords, and you only pay when someone clicks.
The key difference from SEO: With Google Ads you appear in the top result from day 1, but you pay per click. With SEO it takes months to rank, but the traffic is free. Ideally you use both.
How much does Google Ads cost?
There are two costs you must clearly distinguish:
1. The media budget (what you pay Google)
This is the money you invest directly in ads. You decide how much. The recommended minimum to see real results is £150–200/month. With less than that, the data is insufficient to optimise.
Cost per click varies enormously by sector. A click on "divorce lawyer London" can cost £8–15. A click on "pizza restaurant Bristol" might cost £0.20. The more competitive the sector, the more expensive the click.
2. Professional management
If you hire someone to manage your campaigns, you pay an additional monthly fee. Typically £100–400/month depending on volume and complexity.
When is it worth investing in Google Ads?
Google Ads works very well when:
- People are actively searching for what you sell. If someone searches for "emergency dentist Manchester", they have a specific need. Your ad can capture exactly that demand.
- Your margin per customer is sufficient. If you charge £50 per service and each customer costs you £30 in ads, it doesn't make sense. If you charge £500, it does.
- Your landing page converts well. Paying for clicks is pointless if the page they land on has no form, no visible phone number or no clear call to action.
- You need results quickly. SEO takes months. Google Ads delivers results from day 1.
The most expensive mistakes beginners make
1. Not defining negative keywords properly. If you sell "wooden tables" and don't exclude "free DIY wooden tables", you will pay for clicks from people looking for free tutorials, not your product.
2. Sending traffic to the homepage. The user searching for "dental clinic whitening" should land on your whitening page, not your homepage.
3. Not tracking conversions. If you don't know which clicks generate calls or form submissions, you are flying blind.
4. Setting too low a budget. With £30/month you don't have enough data to optimise. A short campaign with an adequate budget is better than a never-ending one with a tiny budget.
5. Not reviewing and optimising regularly. Google Ads requires ongoing attention. An abandoned campaign can consume the budget on irrelevant keywords.
Before launching your first campaign
- Your website has a visible call button or contact form
- You have clearly defined what you want to achieve (calls, forms, sales)
- You have Google Analytics and the conversion pixel installed
- You have calculated how much it costs to acquire a customer and how much they are worth
- You have a minimum budget of £150/month to start
- You have researched the cost per click for your keywords
- You have created specific landing pages for each campaign
Google Ads vs Meta Ads: which to choose?
Google Ads captures existing demand. The person is already searching for what you sell. It is more effective for services with high purchase intent.
Meta Ads (Instagram and Facebook) generates demand. You reach people who were not looking for your product but match your ideal customer profile. It is more effective for visual products, promotions or very defined audiences.
For most small local service businesses, Google Ads first. Then, when you have more budget, add Meta Ads to extend your reach.
Can I manage it myself?
Technically yes. Google has tutorials and the interface is accessible. The problem is that you will learn through costly mistakes. An experienced professional in your sector can save months of optimisation and hundreds in misdirected clicks.
If you decide to manage it yourself, start with very simple campaigns, a low budget and a single campaign. Once you understand how it works, expand.