1. Understand the three main ways customers can find you on Google
The word “advertise” often gets used for everything on Google, but paid ads, Maps and organic results work differently.
- Google Search Ads: paid placements triggered by searches and controlled through Google Ads.
- Google Business Profile: a local presence that can appear in Maps and local results.
- Organic SEO: unpaid search visibility earned by relevant, useful and technically accessible pages.
A local business may need all three, but the first step is deciding which one matches the current problem.
2. Start with the searches that show buying intent
Do not begin with hundreds of keywords. Start with the small group of searches that clearly describe the service, problem and location. A plumber, dentist or accountant should usually prioritise searches that suggest the person is looking for that service now.
Keyword research should separate informational searches from commercial searches. Informational content can build visibility earlier in the journey, while Search campaigns normally need tighter commercial intent to protect budget.
Use the Google Ads Market Analyzer or keyword research guide to estimate demand before deciding how wide the campaign should be.
3. Target the area you can actually serve
Location targeting should follow the real catchment area of the business. A wider radius is not automatically better. If travel time, delivery cost or customer value changes by location, campaign geography should reflect that.
- Separate important cities or regions when performance needs to be measured independently.
- Avoid paying for areas you cannot realistically serve.
- Check the location settings and the actual geographic distribution of leads.
4. Send the click to a page that matches the search
The landing page should continue the promise made by the keyword and ad. A user searching for one specific service should not have to explore a generic homepage to work out whether you provide it.
- Match the service and location.
- Explain the offer quickly.
- Show proof and clear next steps.
- Keep calls, forms or booking actions easy to use on mobile.
5. Track conversions before increasing the budget
Clicks alone do not tell you whether advertising is working. Configure the actions that matter to the business, then make optimisation decisions from those outcomes.
At minimum, know which campaigns and search terms generate calls, forms, bookings or sales. If an existing account has unreliable tracking, fix that before trusting automated bidding or making large budget decisions.
6. Choose a test budget from CPC and demand, not a random monthly number
A useful budget depends on the cost of relevant clicks and how many clicks are needed to learn. Estimate the likely CPC range, available search demand and the conversion rate required for the economics to make sense.
The Google Ads budget planning guide explains this process in more detail. Start focused, collect enough data to learn, and expand only when lead quality supports it.
Frequently asked questions
How can I advertise my business on Google?
The main paid route is Google Ads, especially Search campaigns for people actively looking for a service. Local businesses can also improve Google Business Profile visibility, while SEO targets unpaid organic results.
How much does it cost to advertise a small business on Google?
There is no universal minimum. Cost depends on search demand, CPC, location, competition and how many clicks are needed to generate enough conversion data. Build a budget from the market rather than choosing an arbitrary figure.
Can I run Google Ads myself?
Yes. The main risks are broad targeting, weak conversion tracking, poor search-term control and sending traffic to irrelevant pages. Start with a narrow campaign and measure real enquiries before expanding.
Is Google Ads better than social media advertising?
Neither is universally better. Google Search is strong when people are already looking for the service. Social advertising can be useful when demand needs to be created or when visual targeting and remarketing are important.