Google Ads for small business: a smart start in 7 steps

How does Google Ads work?

Google Ads is Google's advertising system. You choose keywords your ad may appear for, such as 'plumber Amsterdam'. When someone searches for that, your ad enters an auction. Google doesn't just look at what you're willing to pay, but also at how well your ad and your landing page match the search.

You only pay when someone clicks your ad. What a click costs varies a lot by industry and region. In our article how much does Google Ads cost you'll read how the costs work and how to set a budget.

Is Google Ads right for your business?

Google Ads works best when people actively search for your product or service. Think of an installer, a lawyer, a driving school or a repair service. If hardly anyone searches for what you do, because it's new or unknown, advertising on social media often works better. Torn between investing in ads or in being found without paying? Read SEO or Google Ads.

Steps 1 and 2: set your goal and track conversions

Start by asking what an ad should deliver. A phone call? A quote request? A booking? That's your conversion. Then set up conversion tracking, before you spend a single euro. Without tracking you don't know which keywords bring in customers and which only cost money.

At the very least, track submitted forms and clicks on your phone number. Read how to set that up properly in our article on measuring conversions.

Step 3: choose keywords with buying intent

Choose keywords where someone is ready to get something done. 'Air conditioning installation Haarlem' is better than 'how does air conditioning work'. That second searcher wants information, not a quote. A few tips:

• Start small, with a handful of keywords that exactly match your main service.
• Use match types deliberately. With 'phrase' and 'exact' you keep more control than with 'broad', especially on a small budget.
• Add place names if you work locally, or set a region where your ads appear.
• Use negative keywords: words you specifically don't want to appear for, such as 'free', 'vacancy' or 'DIY'.

Steps 4 and 5: write good ads and choose the right page

Your ad must match the search. Mention the keyword, your main benefit and a clear next step. For example: 'A technician within 24 hours' or 'Free tailored quote'. Only promise what you really deliver.

Don't send visitors to your homepage, but to a page that's exactly about what they searched for. A landing page like that has one goal and a clear button or form. A good page also often lowers your cost per click, because Google takes quality into account. You'll find tips in our article on creating a landing page.

Steps 6 and 7: start with a search campaign and adjust weekly

Google offers lots of campaign types, such as Performance Max, Display and YouTube. For most small businesses a regular search campaign is the best start. You see exactly which searches you appear for and you keep a grip on your budget.

A campaign is never finished. In the beginning, check every week:

• The search terms report: which real searches did you appear for? Exclude what doesn't fit.
• Which keywords bring in conversions and which only clicks.
• Ad copy: test two variants and keep the best one.
• Times and days: don't answer the phone in the evening? Then consider limiting your ads at those times.

An example of a simple Google Ads setup

Say you run an installation company in the Haarlem area and want more enquiries for heat pumps and air conditioning. A clear start then looks like this:

• One search campaign, only visible in your service area.
• Two ad groups: one for heat pumps and one for air conditioning. Each group has its own keywords and its own ads.
• A dedicated landing page per group with an explanation, photos of previous jobs, a price indication and a quote form.
• A list of negative keywords, such as 'parts', 'manual', 'error code' and 'vacancy'.
• Conversion tracking on the quote form and on clicks on the phone number.
• A fixed daily budget you can keep up for a few months.

After a few weeks you'll see which keywords bring in enquiries. You shift budget towards those. Keywords that only cost clicks, you pause. That way the campaign gets sharper step by step. Better to start small and well than big and messy. You can always expand once you know what works.

Also make sure you follow up enquiries quickly. Someone who requests a quote through an ad often requests one from a competitor too. Whoever calls or emails first usually has the edge. The best campaign achieves little if enquiries sit untouched for days.

Common Google Ads mistakes

• Starting without conversion tracking.
• Only using broad keywords, so you appear for all sorts of irrelevant searches.
• Sending every click to the homepage.
• Automatically accepting every Google recommendation. They aren't always in your interest.
• Stopping after a week because there are no results yet. A campaign needs time to learn.
• Leaving the campaign running without ever looking at it.

Don't want to do this yourself? At Violexa we set up and manage Google Ads as part of our online marketing. That starts from €599 excl. VAT (€725 incl. VAT) per month, with no minimum term. You pay the ad budget separately, directly to Google. If your website isn't up to scratch yet, we can build the landing pages too.

Curious whether Google Ads will work for your business? Book a free quickscan. In 30 minutes we look at your market, your website and your goals. Afterwards you get short written advice with a price indication. No obligation.

Frequently asked questions