Running ads isn’t something people always love to hear… if you are one of those, I’m here to change your mind. 

Yes, organic traffic is great, but your organic content will not always reach the people you want. Your posts may not appear on Google’s first pages, and your clients may not always know about you. 

One of the most practical ways to increase your traffic and generate leads effectively is through Google Ads. You can’t always wait for people to find you. Instead, you can use strategies to help people find you more easily. That is Google Ads!

What is Google Ads?

Google Ads, formerly known as Google Adwords, is a form of pay-per-click (PPC) advertising developed by Google to help businesses place ads on the top of search results. The aim of this ad is to help people reach prospective customers faster by displaying your ads on related search result pages. 

Some of the advantages of Google Ads for Small Business Include: 

1: High Traffic

Millions of people use Google daily. It is one of the most popular platforms worldwide, and when you take advantage of it, you can be sure to reach many customers. When done right, Google ads will help you get the exposure you need and get the attention of people looking for the services you offer. 

2. Precise Targeting

Google Ads is one of the best ads to target your ideal prospective customer. This PPC ad allows users to target specific people and control those who see their ads. You can target your clients based on gender, age, location, type of work, interest, etc. 

Why is this a good thing? 

Your ads will only appear to those likely to need your services, increasing the chances of them clicking on your ad. 

3. Budget Friendly

Google Ads are cost-effective because they run on a Pay Per Click system.  This means that you only pay for the ad after someone clicks on it; if nobody clicks on your ad, you will not be paying for anything.

Also, users can control how much they spend on ads monthly depending on their needs and goals. You can decide to spend as low as you want and as high as you want. This is a great option compared to other forms of ads with a fixed price.

How To Use Google Ads to Generate Leads

Let’s take a look at the steps and tips to start generating leads through Google Ads:

1: Set Up an Account

If you don’t already have a Google AdWords account, you must sign up for one. It’s simple. Just visit the Google Ads website and register using your Google account. Add your business name, website, and goal, and follow the prompt to set up your account completely. 

The rest of the tips will help with setting up your account and launching your ads: 

2. Identify Your Goal

Every campaign should have a goal. Do you want to generate brand awareness? Increase website traffic? Or get more visitors to your store? 

Google will ask you what your goal is, and it’s best to choose something that best fits your needs. Remember that you can change your goal as deemed fit for different campaigns. 

Note that your goal might determine other things about your ads, including the budget, ad copy, and duration. 

3. Know Your Target Audience

We know you want new clients; you want people to see your brand; you want customers to visit your website. But what kind of customers exactly are you looking for? Do you want men with kids? Women in their twenties? CEOs of multinational companies? 

It’s essential to know the kind of customer you’re looking for so that you target them accordingly through your ad. You shouldn’t display your ad for everyone because not everyone will be interested in what you offer. That’s why it’s a good idea to figure out those most likely to patronise you. Identify the demography of your target audience, such as gender, age, and location, so that your ads can reach people who need it the most. 

Narrowing down your target audience will help you find people who will likely become high-quality leads and buy from you. 

4. Target Relevant Keywords 

One of the major parts of Google Ads for generating leads is a keyword strategy.

First, you need to reach the people searching for your type of services, so you have to focus on the key phrases they type into Google. What’s somebody looking for a solution for hyperpigmentation likely to search on Google? 

Answer: “Skincare products for hyperpigmentation”, ‘treatment for hyperpigmentation’, hyperpigmentation products. 

If your ad targets people looking for solutions for hyperpigmentation, then it might help to target phrases like this. 

Targeting the right keywords ensures your ads reach people looking for your services or solutions. Also, your keyword should be related to your industry and relevant to the purpose of your campaign. 

Some questions to help you find appropriate keywords for your campaigns are: 

• Who is your target audience?
• What are their pain points?
• Where is their location?
• What phrases might they type on Google when looking for the services you offer? 
• What keywords are your competitors targeting? 
• What are the popular keywords and search terms related to your business? 

You can leverage tools like Google Ads Keyword Planner to conduct keyword research for your ads. In addition, it’s recommended to combine general keywords like ‘hyperpigmentation treatment’ with specific keywords like your location. E.g. ‘Hyperpigmentation treatment in Port Harcourt’ will reach a more specific audience than just hyperpigmentation treatment.

5. Create Compelling Ad Copy

Your ad copy can be the difference between clients clicking your ad and scrolling past it. If you want to differentiate yourself from other brands running similar ads to you, then you need to write an excellent ad copy. 

One of the best tips to create excellent ad copies is to avoid generic campaigns. Focus on your business, unique propositions, and specialities, and find a way to highlight them in your ad copy.

Also, remember to include your keywords in your campaign and add a selling proposition to grab people’s attention. You could offer a discount, emphasise the high rating you received from customers, or include a short customer review. 

Some other tips for writing a perfect ad copy are: 

• Adding a Call to Action (CTA) like Claim Your Free Discount Today, ‘Get a Free Consultation. 
• Keeping your test very short and easy to read
• Using great design fonts 
• Using exclamation marks when necessary
• Including unique selling propositions like Same-Day Appointments,  See Results in one Week, 200 customers rated this product a  5-star Review. 

6. Create an Ad-Specific Landing Page

Your landing page is the page on your website that people will be directed to when they click on your ad. 

Having specific landing pages for all your ads will increase your conversion rates because they offer more information to your potential clients. If you advertise digital marketing solutions to customers, your landing page should reassure your clients about how you can help them. 

It’s also essential to include a Call to Action (CTA) and contact details like phone number, address, or form to fill out on your landing page. 

7. Set a Budget

Your budget is another essential part of your Google Ads campaign because they often determine the duration and extent of your reach. A good tip to get the most out of your Google Ads is to set a reasonable budget, depending on your needs. Google has made things easy by allowing people to spend any amount they like. While there is no fixed budget, it’s recommended to start with $10-$100 and adjust according to your goals, target audience, and competitors. You can also make adjustments based on your performance and reviews. 

8. Include Ad Extensions

Ad extensions are features that help you improve your click-through rates (CTR) by providing relevant information to your potential customers. Some of the most used assets are call extension, price extension, and location extension. It’s best to use as many extensions as possible to provide information such as your price, contact details, and location to people who come across your ad. 

9. Track Your Ad Performance 

Every ad campaign, whether a social media campaign or a Google ad campaign, requires monitoring and measuring. 

Tracking your ad performance and keeping your eyes on metrics like click-through and conversion rates will help you see where you’re doing well and where you need improvement. 

The best way to ensure your ads are effective and reach your desired audience is by tracking them. You can then use the insights from your tracking to improve your subsequent Google ad campaigns.

Other Google Ads Tips to Generate Leads

Here are some more tips to help you with your Google ad Campaigns:

10. Don’t Overdo It With Keywords

Keywords are important, but overusing them will only reduce the effectiveness of your ads. Use relevant keywords only and avoid stuffing too many phrases in your ads. You can also test out different campaigns with different keywords to see which performs the best. 

11. Know When and When Not To Use Ads

Google Ads don’t have to be a daily commitment and shouldn’t be a full-time job. You should run your ads as needed by your business, such as when you have a promotion going, when business is slow, or when launching a new product. You can always pause your campaigns as necessary and resume when needed. Also, it’s best to constantly reevaluate your campaigns from time to time to ensure they deliver the best results. 

12. Add Location to Your Keyword

One of the best strategies to generate leads with Google ads is adding your specific location to your keyword. If your store is in Lagos, you should add Lagos to your keyword so that your ads display to people who live in your location. This is especially important if you have a physical store, as you don’t want to cast your net too wide to people who won’t be able to visit your location. 

13. Conduct A/B Testing 

A/B testing involves creating different versions of one ad campaign and running them simultaneously. This allows you to identify the version with the best performance and impressions. For example, you can focus on a specific keyword in ad A and use a different keyword in ad B. You can also target other people with your ads, like targeting social media handlers with ad A and business owners with ad B. Try running both ads and see which gets the most clicks. If ad A gets more clicks than B, it’s best to continue with A and pause B. 

Conclusion 

Google Ads are significant assets for all types of business owners. Whether you run a web development agency, sell jewellery, own a fashion school, or offer dentist services, you take advantage of Google Ads to reach more clients. Google Ads requires effort to get the best results, and the steps and tips explained in this article should help you get started. Remember that results don’t happen overnight, so stay consistent and focus on the right strategies.