The ABC of Google Ads: A Simple Guide for Small Businesses

Running a small business means wearing a lot of hats. You’re the planner, the marketer, the finance manager, and sometimes even the barista. When someone mentions Google Ads, it can sound like one hat too many. But here’s the truth: Google Ads isn’t just for big brands with big budgets. When used well, it can help small businesses reach new customers, drive traffic and get quick results without spending a fortune.

Let’s break it down together one letter at a time.

A is for Awareness

Imagine someone searching online for exactly what you offer. They type in a few words, hit “search,” and there you are, right at the top. That’s the power of Google Ads.

You choose the keywords that matter most to your business. If you’re a florist in Derby, you might pick terms like “same-day flower delivery Derby” or “wedding bouquets near me.”

Your ad appears when someone searches for those phrases, and you only pay when they click. That means you’re paying for real interest, not just guesses.

You can also set your ads to show in your local area and reach the people most likely to become customers. It’s smart, targeted marketing that meets people where they already are, searching for you!

B is for Budget

I'll let you in on a little secret, you don’t need deep pockets to make Google Ads work. You’re in control from start to finish.

You set your daily budget, even if it’s only a few pounds a day, and you can change it anytime. Think of it as a volume dial rather than a contract. Start small, test what works, and turn it up once you’re seeing results.

Small, steady spending is often better than going all-in on day one. It gives you time to learn which keywords attract the right people and which ones just eat up clicks.

And if you need to take a break or change direction, you can pause your ads instantly. It’s flexible, low-risk marketing that fits around your business, not the other way round.

C is for Conversion

Getting someone to click is just the beginning. What happens next is what really counts.

Once your ad has caught their attention, your website needs to keep it. Make sure the landing page is clear, quick and focused. Give people one simple action to take. Whether that’s filling out a form, calling you or making a purchase.

Then, keep an eye on your results. Google Ads gives you useful data about who’s clicking, what they’re searching for and which ads are driving enquiries or sales.

Ask yourself:

• Which keywords are bringing in the right kind of visitors?

• How many clicks turn into real conversations or bookings?

• What tweaks could make my ad or landing page even clearer?

That’s how you turn clicks into customers and customers into loyal fans.

Bonus Bubbles

Before you dive in, here are a few simple tips that can help:

• Start with one clear goal, for example, “Get more calls” or “Drive traffic to my website.”Write ads that speak directly to your customer’s problem or need.

• Keep things local and specific. “Florist in Derby” will always perform better than “Flower delivery UK.”

• Check your results every few days and tweak one thing at a time. Small changes often lead to big wins.

Wrapping it up

Google Ads don't have to be confusing or costly. With a few smart steps, you can reach new customers/clients, manage your spend and measure what’s working, all from your own dashboard.

Cola Cube Communications love helping small businesses turn digital marketing into something simple, clear and dare we say enjoyable?!

Because when you keep things human and purposeful, your marketing starts to work harder for you and that’s when the clicks really count.