A new website
SEO takes months. Ads can bring the right visitors this week while it grows.
Google Ads in plain words
Google Ads puts your business at the top of Google for the searches you choose, and you pay only when someone clicks. The price of each click is set in an auction, and a good ad can win it with a lower bid.
- Pay per clicknot per view
- 1 to 10Quality Score for each keyword
- No minimumyou set the daily budget
Win the auction
Every time someone searches, Google runs an auction between the ads that want to show. The highest bid does not always win, and the winner rarely pays its full bid. Change your bid and your ad quality and watch the order change. Try the two examples first.
Expected click rate
Ad relevance
Landing page experience
Quality Score
6/10emergency dentist rijeka
A simplified model: ad rank here is bid times Quality Score. Google also weighs the search itself, the device, ad assets and minimum thresholds, and does not publish the exact formula.
When ads make sense
Ads buy visitors today. These are the moments when that is worth it.
A season or an offer
Summer bookings, a sale, a new service: switch ads on for the weeks that matter.
Searches that sell
Someone searching for an emergency dentist or a price is ready to act now.
The basics in plain words
Learn these eight and you can read any Google Ads account. Hover or tap any item to see the details.
- Words customers really type
- Grouped by topic
- Checked in Keyword Planner
- Broad, phrase and exact
- [exact] and “phrase”
- Broad works best with smart bidding
- Free, jobs, DIY
- Saves budget from day one
- Check search terms every week
- Bid and quality together
- Better ad, lower price
- Try it above
- Expected click rate
- Ad relevance
- Landing page experience
- Up to 15 headlines
- Up to 4 descriptions
- 30 and 90 characters
- Daily budget, averaged over the month
- Busy days can spend up to twice as much
- Smart bidding learns from results
- Calls, messages, purchases
- Import key events from GA4
- Without it, bidding is guessing
Start in five steps
A small, well-built campaign beats a big, loose one. Start narrow and widen what works.
- Step 1
Pick one goal
Calls, messages or sales, and what one of them is worth to you.
- Step 2
Choose 10 to 20 keywords
Phrase and exact match to start, plus a list of negative keywords.
- Step 3
Write the ad
Headlines that repeat the search, and a landing page that answers it.
- Step 4
Track results
Set up conversion tracking or import GA4 key events before you spend.
- Step 5
Check every week
Read the search terms, add negatives and pause what does not bring results.
Four expensive mistakes
- Broad match without negativesYou pay for searches that have nothing to do with you.
- Every click goes to the homepageSend people to the page that answers their search.
- No conversion trackingWithout it you cannot tell good clicks from bad ones.
- Stopping after a weekThe first weeks are for learning what works.
Questions about Google Ads
How much does Google Ads cost?
You choose the daily budget, and there is no minimum. Click prices depend on your industry and area, from a few cents to several euros. Many local businesses start small and grow what works. If you prefer, we run it for you.
Do I pay when nobody clicks?
Not for search ads. You pay only when someone clicks your ad, not when it is shown.
What is a good Quality Score?
7 or more is good. Below 5 usually means the ad or the landing page does not match the search well enough, and you pay more for every click.
Should I choose Google Ads or SEO?
Ads bring visitors today and stop when you stop paying. SEO takes longer but keeps bringing visitors without a cost per click. Many businesses start with both. See SEO.
Can my ads show only in my town?
Yes. You can target a radius around your address or a list of towns, and choose the days and hours when your ads run.
Want us to run your ads?
Tell us what you sell and where. We come back with keywords, a starting budget and what results to expect.