If you’re a business owner in the U.S. trying to drive more traffic, leads, or sales online, understanding Google AdWords (now called Google Ads) is essential. This guide will walk you through what it is, why it matters, and how you can use it to grow your business—even if you’re starting from scratch.
Table of Contents
What is Google AdWords (Google Ads)?
Google AdWords is the original name for what is now known as Google Ads, Google’s online advertising platform. It allows businesses to create ads that appear on Google’s search engine results pages (SERPs), YouTube, Google Maps, and across millions of websites in Google’s Display Network.
Simply put: you pay to put your business in front of people actively searching for your services.
Whether someone is searching “plumber near me,” “best lawyer in Dallas,” or “custom cakes Miami,” your ad can appear right at the top of Google’s page—before organic results—giving you instant visibility.
Why is Google AdWords Important for Your Business?
- Immediate Traffic: Instead of waiting months for SEO to kick in, you can start getting visitors right away.
- Laser Targeted Audience: Only show ads to people who are searching for what you sell.
- Control Over Budget: You set your daily ad budget and maximum bids. No surprises.
- Clear Measurement: Google Ads shows you exactly how many clicks, calls, and conversions you receive.
- Scalability: Start small, measure success, then scale up your budget as your returns grow.
In today’s digital age, not using Google Ads is like opening a store and forgetting to hang a sign outside.
Key Concepts You Must Understand
Keywords
Keywords are the heart of Google Ads. These are the words and phrases your customers are typing into Google.
Example: If you’re a bakery in Chicago, important keywords could be:
- “Chicago birthday cakes”
- “Custom wedding cakes”
- “Best bakery in Chicago”
You choose which keywords you want your ads to show for, which is how you ensure you’re reaching the right audience.
Assets (formerly called Extensions)
Assets (like site links, call buttons, location information, and reviews) make your ads bigger, more informative, and more clickable.
Example Assets:
- A clickable phone number
- Additional website links (like Menu, Contact Us)
- A location map
- Customer ratings
Using assets properly can significantly boost your CTR (Click Through Rate) and conversions.
CTR (Click Through Rate)
CTR measures the number of clicks your ad gets divided by the number of times it’s shown (impressions). Here is an article on all you need to know about CTRs.
Example: If 100 people see your ad and 10 click, your CTR is 10%.
A high CTR usually means your ad is highly relevant and engaging. Google rewards high CTR with lower ad costs.
How Google AdWords Campaigns Work
- Create a Campaign: Choose your goal: website visits, phone calls, store visits, etc.
- Choose Your Keywords: Pick relevant search terms you want to appear for.
- Write Ads: Create compelling headlines and descriptions that speak directly to your audience.
- Set Your Budget: Determine your maximum daily spend and bids per keyword.
- Launch and Monitor: Keep track of what’s working—pause underperforming ads, and double down on winners.
How AdWords Helps Your Business
- Brand Awareness: Your name pops up every time someone searches for your service.
- Lead Generation: Capture new leads by directing users to fill out forms or call you.
- E-Commerce Sales: Sell products directly via ads linked to your store.
- Local Traffic: Drive real-world traffic to your physical location.
Bonus Tip: Focus on Local Intent!
If you’re a local business, use “local keywords” like “near me,” “in [city],” “[service] nearby.”
Related Terms You Should Know
- Cost-Per-Click (CPC): How much you pay for each click.
- Quality Score: Google’s rating of your keywords, ads, and landing pages. Higher quality = lower costs.
- Landing Page: The page users land on after clicking your ad. It should be highly relevant to your ad.
- Conversion: The action you want users to take (call, fill out a form, purchase).
- Impressions: How many times your ad is shown.
Certifications to Consider
If you want to manage your own campaigns long term, consider getting Google-certified:
- Google Ads Search Certification
- Google Ads Display Certification
- Google Analytics Certification
Each course helps you understand different areas of the platform—and they’re free!
Final Thoughts: Should You Hire a Google Ads Specialist?
While it’s possible to set up a campaign yourself, working with a Google Ads Specialist can:
- Save you money by avoiding costly mistakes
- Save time by handling all the daily optimization
- Deliver better results faster through proven strategies
If you’re serious about growing your business through Google Ads, investing in professional management is a smart move. contact me today to find out the issues with your account.
