If you are a small business owner looking for more sales through Google Ads, you might be asking yourself a big question: Is Google Ads actually worth it?
You have come to the right place.
We will explain exactly when to use Google Ads and, more importantly, when NOT to use Google Ads for your small business.
If you have not advertised on this platform before, you might want to check out our previous guide on “What is Google Ads?” to get the basics down.
The truth is, Google Ads does not work for every kind of business. However, at OneStopMaker, we generally use a specific checklist to guide our clients. This helps us determine if Google Ads is the suitable marketing solution for them.
Here is the checklist to see if Google Ads is worth it for you.
Checklist: Is Google Ads Right for Your Business?
1. Is There Search Volume?
In Google Ads, we are specifically targeting people who are already searching for keywords related to your business.
For example, if someone searches for “plumber near me,” we know they need help right now. We can use tools like Google Keyword Planner to determine if there is enough search volume or demand for this specific keyword.
When it does not work: If you are selling a brand new technology or invention with the keyword “ABCD,” and no one is searching for that keyword on Google yet, you cannot effectively use Google Ads to advertise it.
If people aren’t searching for it, Google Ads won’t find them.
2. Is Your Customer Value High?
This is where the math comes in. During our Google keyword research, we check the estimated “Cost Per Click” (CPC). We need to calculate if you can actually earn a profit from the marketing spend.
The “Sticker” Example: Let’s say it costs you $20 in ad spend to acquire one customer.
- If you are selling a $5 sticker, you are losing money on every sale. In this case, no, it is not worth it.
- If you are selling a $500 service, that $20 cost is a great investment.
The Cost Per Click depends heavily on the competition in your location. We use professional tools to provide you with an accurate estimate before you spend a dime.
3. Can Your Budget Run All Day?
This is the one most people miss. If your daily budget is too small for your market, it runs out by mid-morning. Your ads disappear for the rest of the day, and the campaign never collects enough data to improve.
That’s why a budget that’s too small is the most common reason we tell people Google Ads isn’t right for them yet. We work out a sensible budget from the expected cost per click in your area, so the campaign can run without being cut off. Our free Google Ads budget calculator gives you a rough figure.
4. Does Google Allow Ads in Your Industry?
Some industries, such as healthcare and financial services, have extra Google Ads rules. Financial services advertisers may need to complete Google’s verification first. For one Malaysian finance client, we prepared the verification in 3 to 4 days and Google approved it in about 2 more. After that, the campaign could target searches it was blocked from before.
If your industry can’t advertise on Google at all, SEO becomes the way to reach the top of the results instead.
When Google Ads Is Worth It: Real Results
When the four checks above are met, Google Ads can work very well for small businesses. A few examples from our clients:
- Clinic and salon, Malaysia: walk-in bookings up about 40% in 3 months, after we tracked bookings, WhatsApp clicks and WhatsApp bookings properly.
- Phone repair shop, Singapore: WhatsApp conversions doubled in 1 month, after setting up tracking and cutting search terms that never converted.
- T-shirt printing, Singapore: leads went from about 5 to about 30 a month on the same budget, after a new landing page.
- Industrial B2B supplier, Malaysia: enquiries up 33% in the first month.
Tried Google Ads Before and It Didn’t Work?
Most of the time, the cause is conversion tracking that wasn’t set up properly. In about 90% of the accounts we audit, tracking has problems, so Google was optimising for clicks instead of customers. Other common culprits are ads shown to people outside your area, Search Partners left on, and keywords that are far too broad.
Before deciding Google Ads “doesn’t work”, it’s worth checking those first. Our free Google Ads checklist takes two minutes.
How We Help You Decide
At OneStopMaker, these are the two most important steps we take to do the profitability calculation for our small business clients.
We don’t just guess. We look at the data.
Running a business is already tough. You shouldn’t have to stress about wasting money on ads that don’t work.
If you are still unsure if Google Ads is worth it for your small business, please contact us for a free 1-to-1 consultation. We can look at your specific numbers and give you an honest answer.
