Google text ads are a great way to reach customers and generate new leads. They work by matching your ad with the search query the customer has typed into google. What this means is that when someone searches for “electronics” you could have an ad show up saying “we sell electronics”. You can even tailor your ads to appear for specific locations, like London or even locally such as Royston. The best part of all though is that Google text ads are very affordable and can cost as little as £0.02 per click!
To turn those cheap clicks into enquiries, it helps to know what makes an effective PPC campaign.
How the Google Ads Auction Works
Every time someone searches, Google runs a near-instant auction to decide which ads show, and in what order. Two things mainly decide who wins:
- Your bid – the most you are willing to pay for a click. In practice you often pay less than your maximum, and only when someone actually clicks.
- Your quality and relevance – how useful and relevant your ad and landing page are for that search. Google measures this as your Quality Score.
Google combines these into an “Ad Rank”, and the highest Ad Rank wins the top spot. The practical upshot matters: a clear, genuinely relevant ad pointing at a good landing page can beat a competitor who simply bids more. You cannot just buy your way to the top – relevance counts, which is good news if your budget is modest.
Google Text Ads: A Great Way To Reach Customers And Generate Leads
The goal of Google’s marketing platform-Google AdWords-is to help businesses drive more traffic to their website through advertising on Google. Google’s text ads are a great, relatively inexpensive, way to reach more people who might be interested in your products and services.
In essence, Google uses an auction process to match up ads with the search queries that potential customers have typed into Google. The winning ad gets displayed on top of the search results next to some organic (non-paid) search results. When a potential customer clicks on your ad, we are taken to your website, which could be anywhere on the internet. For example: if you own a cycling shop in London and have an AdWords campaign running for “London cycling” with your phone number leading to it then when someone searches for “london cycling” they see your ad on the search results page:
This can lead to a new customer for your shop, or it could just be more information for someone who is already interested in what you have to offer. Either way, ads are a great way to get more visitors to your website, and that’s why businesses love them.
Setting Up a Google Ads Campaign
Google’s marketing platform-Google AdWords-helps businesses of all sizes to promote their products and services. Google’s Marketing Platform helps businesses drive more traffic to their website through advertising on Google. Its goal is to help businesses gain customers by helping them advertise their business through text ads, in display ads or with conversion tracking.
Google’s Marketing Platform is a pay-per-click (PPC) network, which means that companies only pay for people who actually click on their ads. Google AdWords is also competitive, meaning that the higher you set your bids, the more likely it is that you’ll appear at the top of Google search results. This could mean a better position and higher conversions.
To manage your Google AdWords campaign, you can log into the Google AdWords dashboard. Prefer to hand it over? Our AdWords PPC management service runs and optimises it for you. From here you can edit your text ads, display ads and conversion tracking. To get started with a new campaign, create an account on the Google ad manager Account Homepage. You’ll first choose your business type and language. After that, you’ll be prompted to fill in information about your business and website.
This will help Google AdWords figure out the topics it should display ads for and what text the ads should have. You can then create a new campaign by selecting keywords related to your business or product before targeting who you want to see your ad. There are two main ways to do this: by demographics or interest.
Once you’ve selected your target audience, you’ll choose a set of keywords related to your business and enter bid amounts for each keyword. Google will automatically suggest an amount that it believes will bring the most conversions at the lowest cost per click. You can change these numbers later on if you want.
When you’re done, Google will show your text ads to the people who have shown interest in the keywords that are paired with your ad’s topic and display it on search engine results pages (SERPs) when users search for one of those keywords.
PPC vs SEO: What’s the Difference?
PPC and SEO both help you get found on Google, but they work in very different ways – and they work best together.
| PPC (paid search) | SEO (organic) | |
|---|---|---|
| How you appear | You pay for each click on your ad | You earn your place in the unpaid results |
| Speed | Almost immediate once the campaign is live | Usually weeks to months to build |
| Cost | Ongoing – you pay per click | Mostly time and content rather than per-click fees |
| Longevity | Traffic stops when you stop paying | Keeps working if you maintain it |
| Best for | Quick leads, promotions and testing offers | Steady, long-term traffic and trust |
In short, PPC buys you visibility now; SEO earns it over time. Many businesses run PPC to bring in leads while their SEO builds, then keep both going. If you want the organic side too, our SEO services work alongside any paid campaign.
Google PPC in Summary
Google’s marketing platform-Google AdWords-helps businesses of all sizes to promote their products and services. PPC networks like Google allow companies only pay for people who actually click on the ads, which is a good thing because it means you’ll be able to focus your budget more efficiently. The goal of the Google Marketing Platform is to help businesses gain customers by helping them advertise their business through text ads or with conversion tracking. Whether you’re running an online business or have a brick-and-mortar location, these behavioral neuroscience principles can work for you when driving traffic into your marketing funnel and converting casual visits into sales. Let us know if any of this sounds intimidating and we’d be happy to partner with you in creating a stellar SEO or marketing campaign.
For more information on how to use Google AdWords to your best advantage get in touch we are only a phone call away 01763 259590.
Before you scale spend, it is worth checking the campaign is compliant as well as profitable. Our guide to PPC compliance covers consent, tracking and the platform policies that decide whether your adverts are allowed to run at all.
