Managing Google Ads as a small business is like driving a Ferrari on a provisional license. The potential is massive, but if you’re not careful, your budget disappears faster than a round of drinks on a night out in Ibiza. The good news? You don’t need deep pockets to succeed – just a sharper, smarter plan.
Here’s how to make Google Ads work for your business without feeling like you’re making a donation to Google with nothing to show for it.
Why SMBs Need Their Own Rulebook
Big brands can afford to throw ideas at the wall and see what sticks – they’ve got the budget to absorb mistakes. Small businesses don’t have that luxury. Every pound you spend needs to pull its weight.
It’s like running a construction project with limited materials. Big companies can afford to waste a few bricks, but you’ve got to measure twice and cut once—every piece has to fit perfectly into the bigger picture.
Should You Bid on Your Own Brand?
It’s one of the first things small businesses ask me: “Why should I pay for brand ads when I’m already ranking organically?”
Simple. Brand bidding protects your turf and keeps competitors out. If your competitor bids on your name and flashes a discount or clever offer, they could pinch the customer you’ve worked hard to attract.
It’s also about controlling the message. Organic results can take people anywhere on your site, but a branded ad lets you direct them exactly where you want—whether it’s your latest offer, top-rated reviews, or a quick contact form.
Think of it like having a stall at a market. If you don’t put up clear signs with your best offerings, customers might wander to the next one thinking it’s yours.
When it works best:
- Your competitors are actively bidding on your name.
- You want to highlight new services, offers, or features.
- You want a clean, clear presence at the top of the search page.
Pro Tip: Use manual bidding to keep costs under control. Monitor branded campaigns regularly and adjust as needed.
Broad Match Keywords Are a Budget Drain
Broad match keywords might sound good—they promise reach, but they often deliver irrelevant clicks. They’re like handing out business cards to everyone at the train station: you might get a customer, but most will throw it in the nearest bin.
For example, a solicitor targeting “employment lawyer Tunbridge Wells” doesn’t want to show up for searches like “free legal advice” or “how to fire someone without paying severance.” Broad match might pull in these clicks, but they’ll never convert.
Stick to exact match and phrase match keywords to make sure your ads reach people ready to take action.
Pro Tip: Check your search terms report weekly. There’s always a rogue term or ten to weed out.
Negative Keywords: Your Budget’s Gatekeeper
Negative keywords are like a bouncer for your ad spend. They stop irrelevant searches from sneaking in and wasting your budget.
We once worked with a luxury building company targeting residential luxury builds in Central London. They were bidding on “Candy London” (formerly Candy & Candy), one of the world’s top interior design and development firms. To them, it seemed like a smart idea, but 25% of their budget was being burnt on people looking for £0.50p sweets—not £1M+ high-end basement conversions.
By adding “sweets” and “confectionery” to the negative keyword list, their budget immediately shifted back to targeting serious prospects.
Pro Tip: Regularly review your search terms report and add negatives to keep your campaigns focused.
Performance Max: Use With Caution
Google loves to push Performance Max campaigns, but without enough conversion data, it’s like sending a builder to a job with no plans. They’ll be busy doing something, but it’s anyone’s guess if the result will match what you need.
PMax works best if you’re already getting 30+ conversions per campaign per month. Without that, it can waste budget on irrelevant traffic or bots.
What to do instead:
- Start with traditional search campaigns. Focus on exact and phrase match keywords to build reliable conversion data.
- Once you’ve got the data, test PMax with a small, tightly controlled budget. Monitor closely and adjust if it’s not performing.
Conversion Tracking: Don’t Skip It
If you’re not tracking conversions, stop now. You’re throwing money at Google with no way of knowing if it’s working.
- Use Google Analytics 4 (GA4) to track calls, form submissions, and purchases.
- Regularly check your cost-per-conversion to see what’s delivering results.
It’s like running a business with no receipts—you’ll never know what’s making you money.
Budget Smart
Set a daily budget you’re comfortable with and monitor it closely. Adjust bids and pause anything underperforming to avoid waste.
Think of it like filling up your car before a long drive. You need enough to get to your destination but don’t want to keep the engine running while parked. Every penny counts, so use it wisely.
Test, Tweak, Repeat
Google Ads isn’t “set it and forget it.” Every week:
- Pause underperforming keywords.
- Boost the ones that are working.
- Experiment with new headlines, descriptions, or offers.
It’s like fine-tuning a guitar. A few tweaks here and there keep everything sounding sharp.
Landing Pages: Your Secret Weapon
Your ads are only as good as the pages they lead to. A slow or confusing landing page will kill conversions before they even start.
Make sure your pages are:
- Fast (Google loves speed).
- Clear (tell visitors what to do next).
- Mobile-friendly (most clicks come from phones).
If your landing page doesn’t deliver on your ad’s promise, you’re paying for people to leave.
Why It Matters
For SMBs, Google Ads can be a game-changer—but only if they’re set up right. Focus on what works, track everything, and optimise regularly to get real results.
If your ads aren’t pulling their weight, conatct us. Sometimes, a quick chat is all it takes to turn things around.
