What Are Google Ads?
Google Ads (formerly Google AdWords) is Google's advertising platform that allows businesses to show ads at the top of Google search results, on YouTube and across millions of websites in the Google Display Network. The most popular format for small businesses is Search Ads — text ads that appear when someone searches for specific keywords.
How Google Ads Work
When someone searches Google, an instant auction determines which ads appear and in what order. Your position is determined by your bid (the maximum you are willing to pay per click) multiplied by your Quality Score (how relevant and useful Google considers your ad and landing page to be).
Critically, you only pay when someone actually clicks your ad — not just when it is shown. This means if your ad appears 1,000 times but nobody clicks, you pay nothing.
Why Google Ads Work for Small Businesses
- Immediate results — your ad can appear at the top of Google within hours of setting up
- Intent targeting — you reach people who are actively searching for what you offer
- Budget control — set a daily maximum and never spend more than you choose
- Measurable ROI — track exactly how many clicks, leads and sales each pound generates
- Local targeting — show your ads only to people in your specific geographic area
Common Google Ads Mistakes Small Businesses Make
- Targeting keywords that are too broad — spending on irrelevant clicks
- Sending all traffic to the homepage instead of a relevant landing page
- Not using negative keywords to exclude irrelevant searches
- Setting up campaigns and never optimising them
- Not tracking conversions — having no idea what the ads are actually delivering
How Much Should a Small Business Spend on Google Ads?
A sensible starting budget for a small business is the equivalent of GHS 500–1,000/month (around £100–200/month). This is enough to gather meaningful data, test what works and generate initial results. As campaigns prove their effectiveness, budgets can be scaled up confidently.
Already running Google Ads and not getting results? Book a free Google Ads audit with Rankova. We will identify exactly where your budget is being wasted and what needs to change to make your campaigns profitable.
Keywords this article targets: