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Small Business Owner's Guide: Crushing Your First Google Ads Search Campaign
- Maria Maurer
- Jun 28
- 3 min read
Updated: Jul 5
Ready to dive into the exciting world of Google Ads? It might seem a bit daunting at first, but with a few smart moves, you can set up your first Pay-Per-Click (PPC) search campaign and start seeing real results. Think of it as putting your business right in front of people who are actively searching for what you offer. Let's get you started.
Know your goal (and your customer!) for your first Google Ads paid search campaign
Before you even log into Google Ads, take a moment to think about what you want to achieve. Are you looking for more website visits, phone calls, or actual sales? Having a clear goal will guide all your decisions.
Next, who are you trying to reach? What words would they use to find your product or service? Understanding your ideal customer is key to choosing the right keywords.
Keyword research, be specific
This is where the magic happens. Don't just guess what people are searching for. Use tools like Google Keyword Planner (it's free!) to find relevant keywords. Think about:
Broad terms: (e.g., "bakery near me")
Specific terms: (e.g., "gluten-free cupcakes Toronto")
Long-tail keywords: These are longer, more specific phrases (e.g., "best organic coffee beans for pour-over"). They often have less competition and higher conversion rates!
Also, consider negative keywords. These are terms you don't want your ad to show up for. For example, if you sell new cars, you'd add "used" as a negative keyword. This saves you money by preventing irrelevant clicks.
Craft compelling ad copy
Your ad is your storefront on Google! Make it irresistible. Here are a few tips:
Include your keywords: This tells Google and potential customers that your ad is relevant.
Highlight your unique selling proposition (USP): What makes you different or better than the competition?
Feature a strong call to action (CTA): Tell people exactly what you want them to do (e.g., "Shop Now," "Get a Free Quote," "Call Today").
Use ad extensions: These are fantastic! They add extra information like your phone number, location, or specific product links, making your ad bigger and more enticing.
Set a Realistic Budget
Start small and scale up. Google Ads allows you to set a daily budget, so you're always in control of your spending. Monitor your campaign closely, and if something's working well, you can always increase your budget.
Landing Page Experience Matters
When someone clicks on your ad, where do they land? Your landing page should be directly relevant to the ad they clicked. If your ad is about "organic dog treats," the landing page shouldn't be your general homepage; it should be specifically about organic dog treats. A clear, easy-to-navigate landing page improves your chances of conversion.
Track and optimize (don't set and forget!)
This is crucial. Google Ads provides tons of data. Regularly check your campaign performance:
Conversion tracking: Make sure you set this up! It tells you exactly how many people completed your desired action (e.g., made a purchase, filled out a form).
Monitor your keywords: Are some performing better than others? Pause under performing ones and add new ones.
Test your ad copy: Try different headlines or descriptions to see what resonates best with your audience.
Remember, setting up your first Google Ads campaign is an exciting step. It's an ongoing process of learning and refinement, but with these tips, you're well on your way to connecting with new customers and growing your amazing small business!
Looking for help with google paid ads? Book a free consultation with More to Come Business Services, an easy, affordable marketing agency for growing small businesses in Canada.
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