Google Ads, formerly branded as Google AdWords, stands out as a well-known advertising platform. It’s a way for businesses to get their ads in front of people, whether they are searching on Google or browsing various websites within Google’s vast network.

For small businesses, Google Ads can serve as a powerful tool to connect with potential customers and elevate their brand. Yet, like any other marketing strategy, it comes with its share of benefits and drawbacks that require careful consideration.

Benefits of Google Ads

Precise targeting

Google Ads excels at precision targeting, ensuring your message reaches the right audience effectively. Google Ads provides a variety of targeting options, letting you refine parameters. It allows you to connect with potential customers based on location, language and device usage. This ensures that your ads are displayed to a relevant and engaged audience, increasing the chances of conversion.

Users who are genuinely interested in your products or services are more likely to see your ads.

Measurable results

Google Ads provides a wealth of data and analytics to help you measure the performance of your campaigns. You can track metrics like clicks, impressions and conversion rates, allowing you to fine-tune your strategies for optimal results.

The ability to measure and analyse your campaign’s performance is a game-changer. With Google Ads, you can track important metrics in real-time, helping you make data-driven decisions. This level of transparency allows for continuous optimisation, ensuring you get the best return on your investment.

Control and flexibility

With Google Ads, you have complete control over your campaigns. You can adjust bids, targeting options and ad copy in real-time. This flexibility enables you to make immediate changes for better performance.

If you notice a particular ad isn’t performing as expected, you can modify it instantly. You don’t have to wait for extended periods to see results or make improvements, which is a significant advantage over traditional advertising methods.

Custom audience engagement

Google Ads allows you to create custom audience lists based on user behaviour, helping you retarget users who have shown interest in your business. Tailoring your ads to these audiences can enhance engagement and brand loyalty.

Custom audience lists are a powerful tool in your marketing strategy. You can customise your ads for specific customer segments and create highly engaging and relevant ad content.

Multiple advertising platforms

Google Ads offers various advertising platforms, including search, display, shopping and discovery. This versatility allows you to choose the platforms that align with your business goals and reach your target audience effectively.

The diversity of advertising platforms offered by Google Ads is a huge plus. Depending on your business goals, you can choose the platforms that make the most sense for your advertising strategy. This flexibility lets you adapt your approach to your unique needs.

Call Ads

Google Ads offers the unique feature of call ads, ideal for businesses reliant on phone calls for conversions. Users can initiate a call directly from the ad, streamlining the process and increasing conversion rates. This feature is especially beneficial for service-based businesses.

Drawbacks of Google Ads


Google Ads operates on a pay-per-click (PPC) model, meaning you pay for each click on your ad. In competitive industries, the cost per click (CPC) can be very high. To maintain a powerful online presence, you may need a substantial budget. Therefore, it’s crucial to weigh the potential return on investment against your advertising costs.

Ongoing management

Successful Google Ads campaigns demand continuous attention and optimisation. Regular monitoring and adjustments are essential to ensure your ads reach the right audience and deliver a solid return on investment. Many businesses opt to hire a professional to efficiently manage their advertising campaigns.

Uncertain conversion rates

Despite targeting options, there’s no guarantee of a high conversion rate. Many factors, such as ad copy, landing page quality and audience relevance, can affect the likelihood of a user converting after clicking on your ad.

Not every click on your ad will lead to a conversion. To maximise your conversion rate, focus on creating compelling ads and user-friendly landing pages.

Close rate

Generating leads through Google Ads doesn’t always guarantee revenue. Businesses should evaluate their close rate since not all leads will convert into paying customers, affecting ROI.

Analysing your close rate is essential. While Google Ads can generate leads, the efficiency of your sales and conversion process is crucial for determining your return on investment. Calculating your close rate helps assess the actual impact of your Google Ads campaigns.

Alternatives to Google Ads

Bing Ads (Microsoft)

If you are looking to expand your online advertising beyond Google, Bing Ads can be an excellent choice. It allows you to reach a different audience, which may be less competitive and more cost-effective for your business.

Yahoo Gemini

Yahoo Gemini allows businesses to run ads on Yahoo’s search engine and network, including Yahoo Sports and Yahoo Finance. This platform offers unique advertising opportunities and access to a diverse user base.

LinkedIn Ads

LinkedIn Ads, tailored to the professional networking site, is ideal for B2B companies. It allows you to target specific demographics and industries, making it a powerful tool for businesses looking to connect with a professional audience.

Facebook Ads

Facebook Ads, designed for the social media giant, offer diverse targeting options to reach specific audiences effectively. If your target audience spends a significant amount of time on social media, this platform can help you engage with them directly.

Considerations for a successful Google Ads campaign

Google Ads offers a powerful advertising platform with numerous advantages for your business. However, it also presents challenges that need to be navigated carefully. Success in Google Ads requires strategic planning, continuous monitoring and a keen focus on the specific goals and value of your business.

Before starting your Google Ads, ensure you have the resources, both in terms of time and budget, to run effective campaigns. Monitoring your campaigns, optimising ad content and budget allocation are essential for success.