Google Ads, explained properly.
What is Google Ads?
Google Ads, formerly AdWords and rebranded in 2018, is Google's paid advertising platform. For Search ads it runs on a pay-per-click model, so you pay when someone clicks rather than when your ad simply shows.
Why Google Ads is unique
Search ads target active search intent. A person searching "emergency plumber Bristol" wants a plumber, they are not just browsing. That sets Google Ads apart from social media, which targets people by demographics and interests.
The main Google Ads campaign types
- **Search:** text ads triggered by keywords. The highest-intent channel for capturing active demand. - **Performance Max:** automated all-channel campaigns across Search, Display, YouTube, Gmail, Maps and Discover. You delegate control to Google's algorithms. - **Display:** banner and image ads on the Google Display Network. Lower intent than Search, but effective for awareness and retargeting. - **Video (YouTube):** skippable, non-skippable and bumper ads, useful for awareness and retargeting at scale. - **Shopping:** product listing ads with image, price and merchant name. Critical for ecommerce and largely absorbed into Performance Max. - **Demand Gen:** visual ads in Discover, the YouTube feed and Gmail, built for awareness and consideration.
Google Ads vs SEO
Google Ads delivers immediate visibility. SEO builds long-term organic visibility that does not cost per click. Most businesses use both.
How Google Ads works
1. You bid for placement in Google's auction system. 2. Quality Score affects your actual cost, because higher relevance lowers CPC. 3. Smart Bidding can manage bids automatically using conversion data. 4. You pay only for interactions such as clicks, calls or app installs. 5. Conversion tracking is non-optional. Without it, Smart Bidding cannot optimise.
Take this further
Google Ads can be transformative when it is run properly, and a fast way to lose money when it is not.
Google Ads: common questions.
Is Google Ads worth it for small businesses?
For most small businesses with a clear sales process, yes, when it is structured properly with solid conversion tracking.
How much should I spend on Google Ads?
For UK service businesses, a minimum of 20 to 50 pounds per day is a sensible starting point, enough to gather meaningful data for Smart Bidding to optimise on.
What is the difference between Google Ads and SEO?
Ads are paid and immediate. SEO is unpaid and takes months to rank, but offers long-term cost efficiency. Most businesses use both.
How long until I see results from Google Ads?
Clicks appear the same day and conversions usually within days to weeks. Profitable performance normally takes two to three months.
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