What you need to know before you set up Google Ads

A Google Ads Guide for Small Businesses

If you're a small business trying to get more eyes on your site or more leads coming in, chances are you've thought about giving Google Ads a go. 

Good idea - but be careful, or you'll find a very large hole burning through your digital wallet.

As much as they would like you to believe it, Google Ads isn’t a magic switch. You can’t just flick it on and wait for the customers to roll in (that would be nice!).

There’s a bit of a learning curve. 

The platform’s full of options, settings, and Google’s “helpful suggestions” (some of which are more helpful to them than to you). 

If you don’t know what you’re doing, it’s easy to end up running ads no one sees, or worse, paying for clicks that never convert.

But here’s the good news: get the setup right, and Google Ads can be one of the fastest, most effective ways to get in front of people who are already looking for what you offer.

So if you’re setting up Google Ads for the first time and don’t fancy wasting your budget in week one, here’s what you need to know.

Don't forget, Google Ads are just one piece of the puzzle — an integrated digital marketing strategy can ensure those extra eyes actually convert into customers.

Which Google Ads Campaign Type Should You Choose?

Before you dive in and start picking keywords, you need to choose what type of campaign you’re running. 

Google gives you loads of options here, and if you pick the wrong one, it’s easy to waste money fast.

Here’s a quick rundown of the main types, and when (or if) they make sense:

Search ads

These are the classic text ads that show up when someone Googles something. If you’re trying to get leads or calls from people actively searching for what you offer, this is where you start.

Display ads

These are visual ads that pop up on websites, apps, and YouTube. They’re more about getting your name out there than driving action. Fine for brand awareness, but not great for leads unless you’ve already got solid data and targeting.

Performance Max (PMax)

This one lets Google run your ads everywhere – search, display, YouTube, Gmail, you name it. Sounds clever, but it’s fully automated and needs good tracking data to work well. If you’re just starting out, leave it for later.

Shopping

Only useful if you sell products online. It shows your products directly in Google search results with price and image. Don’t bother unless you’ve got an online store.

Video ads

These are ads that show before or during YouTube videos. Good for building awareness, but like display, they’re not great for driving direct action unless you’ve got a strong video and message.

App

For businesses trying to get more installs of their mobile app. If you don’t have an app, this one’s not for you.

Start With the Right Keywords

Before you spend anything, you need to figure out what people are searching for. First, make sure you understand your customers by creating a customer avatar. 

Now you can start thinking about their search habits.

That’s where Google Keyword Planner comes in. It’s a free tool that helps you discover search terms related to your services, how many people are searching for them, and how competitive they are.

When you're starting out, it’s best to go for search terms that show high intent, stuff like “emergency plumber in Enfield” or “book a boiler service near me”. These are the people looking to take action now, not just browsing.

It can be easy to jump in with vague keywords like “heating” or “builder” and wonder why nothing’s converting. 

Get specific and group related keywords together in their own ad campaigns and groups so your messaging stays relevant.
 

Be confident that there is demand first

Before you dive in and start spending money, you need to know if there is actually demand for your products and services in your area. 

It sounds basic, but it’s something loads of small businesses skip, usually because Google makes it look like there’s interest, when in reality, it might be too low, too expensive, or just not the right time.

Here’s how to do a quick check yourself:

• Use Google Keyword Planner to look up your core services.

• Focus on your actual service areas—not national searches.

• Check location filters. Just because a keyword gets 5,000 searches a month nationally doesn’t mean it’s popular in your postcode.

• Look at the top of the page bid range. That’ll give you a rough cost per click. Multiply that by how many clicks you think you’ll need to get one lead—and ask yourself if the maths works.
   

Your Landing Page Matters (A Lot)

Let’s be honest, most homepages are not built to convert ad traffic. If you’re running ads that just dump people on a generic homepage, you’re wasting money.
Instead, you want to create focused landing pages that match what the person searched for and make it easy to take the next step. 

That means:

• A headline that aligns with the ad they clicked

• A clear offer or reason to stay

• A simple call-to-action (call button, quote form, etc.)

• Mobile-optimised design

• Trust signals like reviews or accreditations

If someone’s searching for “loft conversion Birmingham”, send them to a page about loft conversions in Birmingham, not your general services page.
 

Don’t Skip the Tracking

This bit isn’t sexy, but it’s vital. If you’re not tracking what happens after someone clicks, you won’t know what’s working and what isn’t. You need conversion tracking set up through Google Tag Manager and GA4 before you launch anything. 

That includes things like phone calls, form submissions, or quote requests. It’s the only way to properly measure ROI, and without it, you’re flying blind.

If you’re not 100% sure your setup’s working properly, it’s worth having someone take a proper look.
 

Don’t Trust Everything Google Tells You

Once your campaign’s live, Google will start offering suggestions. Some are helpful. A lot of them… not so much.

Be cautious with broad match keywords, auto-applied recommendations, or “smart” campaign settings. Google’s goal is to spend your budget, not necessarily get you the best return.

Start with manual CPC bidding if you want more control, and keep a close eye on the data for the first few weeks. Tweak based on what’s actually working, not what Google thinks might work.
 

Good Ads Still Matter

This one sounds obvious, but it’s often overlooked: your ad copy needs to be clear, relevant, and give people a reason to click. 

Think problem → solution → action.

If you’ve got great reviews or specific accreditations, mention them. Use extensions (like callouts or sitelinks) to give your ad more real estate and information.

And don’t be afraid to test new formats - video ads in search are underused but can work wonders in certain industries.
 

Final Thoughts

Setting up Google Ads for the first time doesn’t need to be overwhelming, but it does need to be done properly. With the right research, structure and tracking in place, it can be a brilliant way to grow your business.

If you're not sure where to start or want some honest feedback first, request your free forecast from JL Creative. No fluff, no pressure, just real data to help you make the right call.