Paid ads for small business: the plain-English guide.
Paid ads mean paying a small fee each time someone clicks your ad. This guide explains the auction in plain words, how to set a budget you can afford while learning, and the six classic ways small businesses waste money.
How the auction works
Think of bidding for a market stall spot: the highest bidder does not always win — Google also scores how helpful your ad is.
A safe budget
Start with an amount you can afford to lose while you learn. Small daily caps, tight local area, one simple offer.
The page matters most
An ad that lands on a confusing page wastes every click. Match the page to the promise.
Six ways money gets wasted
Bidding on broad words, no location limits, sending ads to the homepage, not tracking, giving up in week one, and leaving every automatic setting on.
Ads or SEO?
Ads buy fast visibility and stop when you stop paying. Showing up free takes months but lasts. Most businesses end up using both.