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Everything you need to know about Google Ads

Maximizing your reach and engagement with Google Ads can make a huge difference in the success of your business.

Google Ads is an incredibly powerful tool for growing your business online. Whether you’re new to online marketing, or a seasoned veteran, understanding how to maximize your reach and engagement with Google Ads can make a huge difference in the success of your business. As Google Partners for the better part of the last decade, we’ve seen digital marketing trends come and go, but Google Ads has remained a permanent fixture in bringing high quality, targeted traffic to your business website. In this blog post we will break down all the basics you need to know about Google Ads so you can start utilizing this valuable resource today.

What is Google Ads?

Google Ads, formerly known as Google AdWords, is an online advertising platform developed by Google. It allows businesses to create and run ads on the search engine results pages (SERPs) and across their own websites. The goal primary of Google Ads is typically customer acquisition, with increased brand awareness and ultimately convert those leads into customers. If you’ve ever used the internet, you’ve definitely seen Google ads either in the search results, on Google Maps, or as a display ad on countless websites.

Search ads work by targeting relevant keywords in your ad campaigns. Basically, when someone enters a keyword related to your product or service into the search engine’s query box, your ad appears on the Google SERP alongside other organic results. This results in increased visibility for your business—which in turn helps you reach more potential customers and achieve higher click-through rates (CTRs). 

Display ads are shown across the internet on non-Google properties. Advertisers can set parameters for when and where their ads show up. This can be based on demographic information, search intent, and many other data points that advertisers can select from to get their ads in front of the most relevant audience. Display ads can also be used for remarketing, which is when advertisers show specific ads to people who have already visited their website. This is the case when ads appear to be following you around the internet.

How does Google Ads work?

The key to success with Google Ads lies in understanding how the system works. To start off, you create an account with Google and provide basic information, such as your website address, budget, and target audience. You then select keywords that you want your ads to appear for when people search on Google. After that, you write your ad copy and decide how much you are willing to pay per click for each keyword. Once everything is set up, your ads will begin appearing in the SERPs when someone searches one of your chosen keywords. 

Google evaluates each ad according to its Quality Score—a metric which takes into account things like relevancy and user experience—and ranks them accordingly based on the amount you are willing to pay per click. The higher your Quality Score and bid amount, the higher position your ad will get in the SERPs and more likely people will be able track down what they need from you! 

For Display Ads the set up is similar, but instead of choosing keywords you will select your parameters for targeting your audience. Geographic targeting remains a high priority if you primarily serve clients in one specific region or city.

How do I create a Google Ads campaign?

Creating a successful campaign on Google Ads takes careful thought and planning. You’ll want to choose keywords that are relevant to what you offer, set a budget for how much you’d like to spend each day, create compelling ad copy that entices people to click on it, and decide which type of campaign fits best with your goals—search ads, display ads, video ads or shopping ads. Once these steps have been completed, you can launch your campaign and begin tracking its performance over time. 

What are some benefits of using Google Ads?

The primary benefit of using Google Ads is that it helps you get noticed by potential customers faster than organic search results do. Additionally, it can help drive more traffic to key pages on your website like product pages or landing pages where visitors can learn more about what you do and purchase products or services from you directly. Furthermore, using Google Ads allows you to track exactly how many people engage with your ads and measure the success of different campaigns so that you can adjust strategies if needed.  Targeted traffic is the main goal for online advertising, and Google helps you do a pretty great job of getting the right people to your website.

Understanding metrics and analytics

The ability to view and analyze your data is one of the best parts of digital marketing, and that holds true for Google Ads. Seeing the keywords, website actions, and conversions that take place from your ad campaigns allow you to tweak and optimize your work to ensure a positive return on ad spend (ROAS). It’ll also help you pinpoint any issues with your website and let you know if you need to focus on your website design.

Once your campaign is up and running, it’s important to measure its performance using metrics like impressions, clicks-through rate (CTR), cost-per-click (CPC), conversion rate (CR), etc. This data can give you valuable insights into how effective your campaign has been so far and where improvements need to be made going forward. Utilizing these metrics will help ensure that your campaigns continue working effectively over time!  


Google Ads is an incredibly powerful tool for businesses looking to grow their customer base online quickly. By understanding how it works, crafting effective ad copy, selecting relevant keywords, setting budgets wisely, and measuring performance through analytics, businesses can maximize their return on investment while reaching a wider audience than ever before! With all these factors combined together efficiently , businesses can use Google Ads to successfully grow their business . If you need help getting started, please contact us to discuss our Google Ads management service.


Picture of Mark Hallman

Mark Hallman

Mark works with business to engage their audiences online via targeted marketing campaigns, conversion based websites, and ongoing measurement and optimization.

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