How Does Google Ads Work and Is It Right for Your Business?
You might own a business, or perhaps you're responsible for growing one, and you're looking for more customers through the door. Chances are you've heard of Google Ads or noticed them while carrying out your own Google searches.
But what exactly are Google Ads, and why do businesses all over the world use them to generate leads and sales?
In this guide, I'll explain how Google Ads works in simple terms, how businesses make money from it, what it costs, and whether it's something that could work for your business.
As a PPC freelancer who specialises in Google Ads, I manage campaigns every day and have helped businesses across a wide range of industries improve their results. My aim is to give you an honest, straightforward explanation without overcomplicating things.
What Is Google Ads?
Google Ads is Google's online advertising platform that allows businesses to promote their products or services across Google's network.
This includes:
Google Search
YouTube
Google Display Network
Shopping results
Various partner websites
The most common type of Google Ads campaign is Search Ads.
These are the sponsored listings you see at the top of Google when searching for something like:
Plumber near me
PPC freelancer
Emergency electrician
Accountant in Manchester
Unlike traditional advertising, you don't usually pay just because somebody sees your advert.
Instead, with Search campaigns, you normally pay when somebody clicks on your advert. This is why Google Ads is commonly referred to as PPC, which stands for Pay Per Click.
There are other campaign types, such as video campaigns on YouTube, where you may pay per thousand impressions or video views instead. However, when most people refer to Google Ads, they're talking about pay-per-click advertising.
What Does a Google Ad Look Like?
The appearance of your advert depends on which campaign type you choose.
The most popular option is a Search Ad, which appears at the top of Google under the Sponsored section.
These ads are designed to match exactly what someone is searching for.
For example, as a PPC freelancer, I might advertise for searches such as:
PPC freelancer
Google Ads freelancer
Google Ads management
The biggest advantage of Search Ads is that you're targeting people who are actively looking for your service.
This is one of the reasons Google Ads often produces higher-quality leads than many other advertising platforms.
With platforms like Meta Ads, you're trying to put your business in front of people who might be interested.
With Google Ads, people are already searching for exactly what they need, making them much warmer leads.
How Do Businesses Make Money from Google Ads?
This is where many businesses get things wrong.
A lot of people simply create an account, accept all of Google's recommended settings, launch a campaign and hope for the best.
Unfortunately, that's rarely the best approach.
The real goal isn't getting lots of clicks.
The real goal is getting conversions.
A conversion could be:
A phone call
A contact form submission
An enquiry
A purchase
A booked appointment
While website traffic is nice, traffic alone doesn't pay the bills.
What matters is generating enquiries and sales that bring money into your business.
That's why I almost always recommend optimising campaigns towards Maximise Conversions, provided the account has accurate conversion tracking in place.
Google's machine learning performs far better when it has clear conversion data to work with.
This is where proper campaign setup makes a huge difference.
How Do You Run Google Ads?
Getting started with Google Ads is actually quite simple.
You simply:
Set up your campaign.
Choose your targeting.
Set your budget.
Launch your ads.
The difficult part isn't launching a campaign.
It's making it profitable.
I've worked with hundreds of Google Ads accounts over the years, and many businesses come to me after trying to manage their campaigns themselves.
In many cases, the campaigns are spending money without generating enough enquiries or sales because the settings haven't been configured correctly.
That's where working with an experienced PPC freelancer can make a significant difference.
Proper campaign structure, keyword targeting, bidding strategy and conversion tracking all contribute towards achieving a better return on investment.
How Much Do Google Ads Cost?
I've written a dedicated blog covering Google Ads costs in more detail, but the short answer is that every business is different.
There isn't a fixed price.
Your costs depend on factors such as:
Your industry
Competition
Your location
The keywords you're targeting
Service-based industries are often more expensive.
Cost per click can range anywhere from around £2 to well over £100.
For example, highly competitive industries such as solicitors or legal services can easily pay £50 or more per click.
Product-based businesses often see lower click costs because shoppers are more likely to compare products before making a purchase.
Your daily budget is entirely flexible.
Some businesses spend:
£10 per day
£50 per day
£500 per day
£100,000+ per day
It all depends on your goals and, more importantly, your return on investment.
If your conversion tracking is accurate and your campaigns are consistently profitable, scaling your budget can be a fantastic way to grow your business.
Conclusion
Google Ads can be one of the fastest ways to generate enquiries, leads and sales for your business when it's managed properly.
The key isn't simply getting more clicks. It's making sure those clicks turn into genuine customers.
With the right campaign setup, accurate conversion tracking and a clear strategy, Google Ads can become one of the most profitable marketing channels available.
If you're interested in professional Google Ads management or would like someone to review your existing campaigns, feel free to get in touch through my contact page at jonnyswiftppc.com/contact. I'd be happy to discuss how Google Ads could help grow your business.
