Google Ads for Beginners

Should You Run Them When Starting Out?

Hey there Founder!

Starting a new business can feel like navigating a maze, especially when deciding how to allocate your marketing budget. To be even more honest – it’s worse than that.

It’s a maze where you have about 20 people sitting on top of the hedges all giving contrarian advice thinking they’re right just because they see the road they’ve been on until now instead of looking at the path ahead of you. That’s what all these resources online practically are. They’re great recollections of people’s experiences, but not all are genuinely relevant to a business that’s just starting out. There are so many helpful resources and tools out there for a business to use, but how do you decide which to go for?

Well today we’ll go into one of the most popular tools to consider – Google Ads. A lot of clients of mine like to ask me “Google is offering a free credit of X amount of money if I put the same into ads – isn’t that a great deal?!” – yes, doubling your investment is great, but is it the right move for your fledgling venture? Let’s break it down step-by-step so you can make an informed decision and avoid costly mistakes.

Feel like talking more about it? Call me.

What Are Google Ads?

Google Ads is a pay-per-click (PPC) advertising platform that allows businesses to display their ads on Google search results, YouTube, and partner websites. Remember this – Google Ads aren’t just how you appear in Google. They cover a bunch of options for you!

It’s a quick way to gain visibility and drive traffic to your website. But with great power comes great responsibility – and cost (as Spider-man found out too)!

For new businesses, the question is less about what Google Ads can do and more about when and how to use them effectively because they have proven time and time again their incredible use.

Questions to Ask Before Diving In

Before you spend a single euro, dollar, or pound, ask yourself these critical questions:

1. What’s my budget? Can you afford to allocate a portion of your startup capital to test ad campaigns? Think of your budget as an investment. Only ever invest money you will be completely okay with never seeing again! Think of it as a loss from the get-go, another expense that the business will have to go through. Especially until you begin doing it right.
2. Who is my target audience? Do you have a clear understanding of your ideal customer’s needs, behaviors, and search habits?
3. Is my website ready? A poorly optimized website can waste even the best ad campaign. Ensure your site is mobile-friendly, fast-loading, and has clear calls to action (CTAs). Why? Well imagine going to a website after seeing a great ad, that knew you were the perfect target audience and you discover that they haven’t placed a single button to help you contact them for a demo and they don’t even have a contact us page. What then? Some may work hard trying to find a way to reach out, but others will simply leave and never come back.
4. Can I monitor and adjust campaigns regularly? Google Ads requires active management. Do you have the time, or can you hire someone to help? That may very well double the budget at this stage so be wary!

The Benefits of Google Ads for New Businesses

When used wisely, Google Ads can be a game-changer:

• Instant Visibility: Get in front of potential customers immediately, even if your website doesn’t rank organically yet. It helps boost traffic to it, which will allow you to gain domain authority and help get you ranking higher, quicker.
• Precise Targeting: Hone in on specific keywords, locations, and demographics to reach the right audience. This is where knowledge of your customers and how they interact online comes in handy. It’s why when I talk to potential clients I always ask them what their issues are and make note of how they talk about them. How they describe them all because that’s the way they would likely google them too.
• Measurable ROI: Track performance metrics like clicks, impressions, and conversions to ensure every cent works hard for you.

The Risks of Starting Too Early

However, Google Ads isn’t always the best first step for new businesses. Here’s why:

• Budget Burnout: Without proper research and management, your budget can vanish quickly with little to show for it. An increase in 100% traffic rate is great until you realize it’s from 1 person to 2, right?
• Lack of Audience Insights: If you don’t fully understand your audience yet, your campaigns might attract irrelevant traffic. TALK to your audience first. That’s so important, I can’t stress it enough.
• Dependence on Paid Traffic: Relying solely on ads can prevent you from building sustainable, organic visibility. Invest in good copywriting too and make organic content people actually want to see as well.

How to Start Smart with Google Ads

If you decide to move forward, follow these beginner-friendly tips:

1. Start Small: Set a modest daily budget to test the waters. Nothing that would worry you if it doesn’t pan out.
2. Focus on a Single Goal: Whether it’s generating leads or driving traffic to a specific page, keep your campaigns simple. Don’t try and get a campaign that’s meant to “rule them all”.
3. Use Google’s Tools: Leverage Google Keyword Planner to target the right search terms. It’s shockingly simple to use, so do have a look at it.
4. Monitor Closely: Regularly review key metrics like click-through rates (CTR) and cost-per-click (CPC). Adjust campaigns as needed.
5. Seek Help: If you’re unsure, hire a consultant or agency for a one-time setup and strategy session. You may not need them for monitoring at the start. Just get them to set it all up for you and then look at it yourself. Worst case – you end up paying them again in 3-months time to redo it.

When to Avoid Google Ads

Google Ads isn’t the right fit if:

• Your website isn’t ready to handle visitors effectively.
• You lack time or resources to manage campaigns.
• You’re unclear on your audience or goals.

Alternatives to Google Ads

If Google Ads doesn’t feel like the right move, consider these alternatives:

• SEO: Invest in search engine optimization to build long-term, organic traffic. Remember, Google isn’t the only search engine out there! You have YouTube, ChatGPT, Reddit, TikTok, Instagram and more out there. You need to optimize all your content just as much as your blog posts and landing pages.
• Social Media: Use platforms like Instagram and LinkedIn to connect with your audience. Cheapest alternative and something you only need a free canva profile for and your phone.
• Networking: Focus on local or industry-specific events to build personal connections and referrals. 1-1s are incredibly effective at building leads.

Let's talk strategy for 2025!

Conclusion

Google Ads can be a powerful tool for new businesses—but only if you’re prepared.

By asking the right questions, starting small, and staying focused, you can avoid the pitfalls and maximize your return on investment.

If you’re not ready yet, don’t worry.

There are plenty of other ways to build your brand and attract customers without breaking the bank.

Taking the plunge into digital advertising can be exciting but daunting. Remember, the key is not just running ads but running them strategically. Whether you’re ready to click “Start” or want to explore alternatives, thoughtful planning will set you on the path to success.

Kindest Regards,

Lenard