We have gathered the most frequently asked questions we receive from our clients and prospects about Google Ads on this page. These answers are written for small business owners who want clarity before spending money on ads. If you have a question that isn’t covered here and would like it addressed, feel free to send us a message using the floating message button on this page.
How much does Google Ads cost?
There is no fixed price. You choose a daily budget. Most small businesses start between $10–$50 per day and scale only if results justify it.
How does Google Ads pricing work?
Most campaigns use pay-per-click (PPC). You only pay when someone clicks your ad, not when it’s shown.
What’s a good cost per click (CPC)?
It depends on your industry. Local services often see $1–$3 per click. Legal, insurance, and finance can range from $10 to $50+ per click.
How fast do results show?
Ads can start getting traffic the same day. Real performance usually takes 2–4 weeks while Google’s system learns what works and what doesn’t.
Is Google Ads worth it for small businesses?
Yes, if tracking is set up correctly. Poor setups burn money quickly. Proper tracking and targeting make the difference between profit and waste.
What types of ads are available?
Search ads show when someone actively searches for a keyword. Display ads are banner ads shown across websites. Video ads appear on YouTube. Shopping ads show products with prices. Performance Max runs across all channels automatically and needs time and data to work well.
Do I need a website to run Google Ads?
Not always. If your goal is phone calls or reservations for a local business, you can run call-focused ads. If you’re sending people anywhere online, a website is usually required.
How long should I run ads before judging performance?
At least 30 days and roughly 100 clicks. Start with a smaller budget and only increase it once results are proven.
What’s a good click-through rate (CTR)?
CTR means how many people clicked after seeing your ad. Search ads: 3–7% is solid. Display ads: 0.5–1% is normal.
Why am I getting clicks but no leads or sales?
Common causes are poor landing pages, wrong keywords, weak intent, or broken tracking. This requires systematic debugging, not guessing.
What keywords should I use?
Focus on high-intent keywords. Avoid broad terms at the start. A simple yet powerful method: type your main service into Google Search and use the suggested searches as keyword ideas.
What are negative keywords and why do they matter?
Negative keywords prevent your ads from showing on irrelevant searches. This is critical for cost control. If you don’t offer a service, block associated keywords.
Can I target specific locations?
Yes. You can target cities, ZIP codes, or radius areas. For local services, this is essential for return on ad spend.
Can I target specific people or interests?
Yes, audience targeting options exist, but intent(keywords) matters more than interests for most small businesses.
Should I use smart or automated campaigns?
Smart campaigns are easier for beginners and handle many settings automatically. Manual campaigns offer more control but require experience and training to avoid mistakes.
What is a conversion? Do I need conversion tracking?
A conversion is the action you want someone to take after clicking your ad. Examples: a purchase, a phone call, or a form submission. Yes, conversion tracking is required. Without it, Google optimizes blindly.
Why did Google disapprove my ad?
Common reasons include policy violations, misleading claims, restricted industries, restricted keywords, or non-compliant images.
Can I pause ads anytime?
Yes. There are no contracts. You can pause or resume whenever you want.
Is SEO better than Google Ads?
SEO is slower but long-term. Google Ads is fast but stops when you stop paying. Most businesses benefit from using both.
What is keyword match type?
Match types control how closely a search must match your keyword. Broad, phrase, and exact give different levels of control.
What is Quality Score?
It measures how relevant your keywords, ads, and landing pages are. Higher scores usually mean lower costs and better ad positions.
What metrics should I track?
Track impressions, clicks, CTR, cost per click, conversions, and return on ad spend.
Why aren’t my ads showing?
Typical reasons are low budget, low bids (if manual), disapproved ads, or targeting that’s too narrow.
Do I need Google Analytics?
If users go to a website after clicking your ad, yes. That will be how you track the rest of the journey and conversion numbers. If your ad only triggers phone calls, it’s not required.
Can competitors bid on my business name?
Yes. They can’t use your name in ad copy, but they can bid on the keyword.
Will Google Ads guarantee sales?
No. Results depend on targeting, messaging, landing pages, and optimization. No ad platform guarantees revenue.