Google Ads for Small Businesses and Where to Start
A first Google Ads campaign plan for a small business, from keywords to the first month's review.
Key Takeaways
- Start with one Search campaign for your most profitable service and closest service area.
- Set up conversion tracking for calls and forms before launching.
- Turn off the Display Network in Search campaigns and set location targeting to people in your area.
- Review search terms weekly in the first month and add negative keywords.
On This Page
A small business starting Google Ads should run one Search campaign for its most profitable service in its closest service area, with call and form tracking in place, the Display Network switched off, location targeting set to people in the area and a landing page that matches the service. Review the search terms every week in the first month. Once that campaign produces leads at a cost you can sustain, expand to more services and areas.
Choosing One Campaign Type
Search campaigns show ads to people searching for your service right now, which suits most small service businesses. Performance Max and other automated types work better once you have reliable conversion data. Eligible home and professional services may also consider Local Services Ads, compared in our Local Services Ads guide.
Picking Keywords
List the phrases customers use for your main service, including the service with your town, "near me" versions and urgent variations. Start with phrase and exact match for control. Group closely related keywords together so ads stay specific.
Writing Ads
Include the service, the area and a reason to choose you, such as same-day service, years in business or a guarantee. Add call, location and sitelink assets so the ad shows your phone number and key pages.
Settings That Protect a Small Budget
- Turn off the Display Network and, at first, search partners
- Set location targeting to people in or regularly in your locations
- Schedule ads for hours when calls can be answered, if calls are your main goal
- Use Maximize conversions once tracking works
Call Tracking and Landing Page
Track calls from ads and from your site, and form submissions on a confirmed thank-you page. Send ads to a page about the specific service, with your phone number and a short form visible on a phone without scrolling.
Budget for Learning
Set a budget that can buy enough clicks to produce leads each week. Our guide to Google Ads costs shows how to estimate one using Keyword Planner and your close rate.
First-Month Checks
- Confirm calls and forms are being counted.
- Review search terms weekly and add negatives.
- Check that leads match the service and area you advertised.
- Compare cost per lead with what a customer is worth.
Frequently Asked Questions
Is Google Ads worth it for a small business?
It usually is when customers search for your service and the value of a customer covers several leads' worth of spend.
Can I run Google Ads myself?
Yes, with a focused setup like this and a weekly review. Many owners bring in help once they expand.
Should I use Google's recommendations?
Review each one. Some suit small accounts, while others expand reach faster than a small budget can support.
Sources
- Google Ads Help support.google.com
- Google Keyword Planner ads.google.com
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