Ad-ding Value
Your Guide to Google Ads

Google Ads is your business’s VIP pass to the top of the search page, and for good reason. If you’re looking to boost your online visibility, drive laser-focused search traffic, and convert clicks into customers, this platform is a must-have in your digital marketing toolkit.

Why Google Ads?

Reach for the right audience

Google Ads dominate the online advertising space when it comes to targeted reach – it doesn’t simply cast a wide net, it casts a smart one. With billions of searches happening daily, Google Ads offers unparalleled access to users actively searching for what you’re selling. It’s less “Hey, look at me!” and more “Hey, I’ve been looking for you!” Being the world’s largest and most popular digital advertising platform, you don’t want to leave all this reach opportunity to your competitors alone.

Ad-aptable formats

Google Ads aren’t reserved just to search ads at the top of Google’s results page. When paying to play in the world of Google, you can also tap into Display Ads (visual banners across millions of websites), Shopping Ads (product images, prices, and details directly in search results), and Video Ads, (short videos across YouTube and other partner sites). No matter how your audience likes to consume content, Google’s got an ad format to match – because sometimes an image or video really is worth a thousand clicks.

The power of search intent

Google Search Ads targets people with search intent. They place your business in front of people actively searching for what you offer by leveraging search terms and keywords in addition to demographic audience segments. This results in very specific targeting with audiences that are already thinking about your products or services – even if they haven’t come face to face with your brand … yet! In the world of digital marketing, it’s a bit like showing up to a party where everyone already wants to talk to you. No awkward intro needed, just genuine interest, and conversions of course!

How are they different to Meta Ads?

Intent vs interruption marketing

The difference between search intent marketing (Google Ads) and interruption marketing (Meta Ads) is the point of the consumer journey your audience is in. Google Ads are about meeting demand, and Meta Ads are about generating interest. Of course, there are ways to use both platforms to do the other – Google Display Ads will generate interest by popping up on other websites and Meta Ads can meet demand with ecommerce sales ads. However, the differences in audience targeting means that overall Google focuses on customers in the middle of the funnel.

What kind of budget will you need to play?

How much does it cost to press “go”

If you’re ready to dip your toes into Google Ads, we’d recommend starting with a minimum monthly budget of around $1,000. This isn’t a random number – it’s the sweet spot where you’ll start to see meaningful data and performance trends, which you can then use to fine-tune your campaigns. Anything less, and you might not get enough clicks or impressions to truly understand what’s working.

Big bucks vs small spend

The results you can expect depends on how much you’re willing to invest. A modest budget might bring in a trickle of targeted traffic, while a more generous spend can open the floodgates. Whether you’re dipping in with $1,000 or diving in with $10,000+, the key is to scale gradually, monitor closely, and optimise as you go. Keep in mind, higher budgets will gift you with flexibility to test and refine your campaigns for maximum impact.

Return on Investment

Of course, budget alone doesn’t guarantee success – you’ll want to keep an eye on your return on investment (ROI). The beauty of Google Ads lies in its measurability. You can track conversions, monitor cost-per-click (CPC), and calculate exactly how much bang you’re getting for your buck. The goal? Ads that pay for themselves and then some – turning your budget into buzz.

When should you NOT add Google Ads into the mix?

Tight budget blues

As powerful as Google Ads are, they’re not always the right tool for the job. If your budget is tighter than a fresh pair of skinny jeans, it might be worth holding off – at least for now. As far as digital channels go, it’s one of the more costly ones – and one you don’t want to skimp on.

Build it before they click it

Another red flag? A website that isn’t pulling its weight. If your site is slow, clunky, or not built with conversions in mind, even the world’s best ad won’t convince visitors to stick around to purchase.

Considerations for lean links

If your website content is leaner than a juice cleanse, start small. Try a campaign targeting one well-built landing page packed with juicy content. It’s better to do one thing well than send traffic to a ghost town.

How to get the most out of Google Ads?

Legendary landing pages

To truly make the most of your Google Ads spend, it’s all about what happens after the click. Optimising your landing pages is step one. Think fast load times, compelling headlines, clear calls to action, and content that delivers exactly what the ad promised. No bait-and-switches, keep it click-worthy!

Highlight the keywords you want AND don’t want

Next up: keywords: Choosing the right keywords means understanding what your audience are searching for – not simply what you want them to type in. And don’t forget to show some love to negative keywords. By telling Google which search terms you don’t want your ad to show up for, you save your budgets for the clicks that count and keep the time-wasters on someone else’s site.

What are the common mistakes to avoid?

Time-wasting text over copy that converts

One of the biggest Google Ads blunders? Heard-it-before ad copy and weak calls to action. Your ad has seconds – maybe even milliseconds – to grab attention and inspire a click. Make every word count. Clear, engaging, and benefit-driven messaging can be the difference between a scroll and a sale.

No tracking, no truth

Having strong ad copy is all well and good until you realise you aren’t tracking your conversions properly. If you don’t have conversion tracking set up, or set up incorrectly, you’re essentially flying blind. You won’t know what’s working, what’s wasting money, or where your biggest opportunities lie. Proper tracking unlocks the superpower of Google Ads, giving you the data you need to make informed decisions and boost ROI.

Ready to search through the world of Google Ads but not sure where to start? Contact us at hello@mediamortar.com.au, and we’ll help you navigate the clicks, keywords, and conversions to make your dollars go the distance.