How to create Google ads that get RESULTS – Step by step process

Most forms of advertising can be referred to as ‘interruption’ marketing.

Basically, this is when you show your advert to someone whether they asked you to or not.

You are ‘interrupting’ whatever they are doing to show them your advert.

TV, radio, Facebook and leaflets are all forms of ‘interruption’ marketing. I.E. The customer was simply watching TV and then bang…an advert is thrust into their face.

The problem with this sort of advertising is that you end up spending money to show your ads to a lot of people who aren’t interested.

Google ads are different.

Google only show your ads to people who are actively looking for your products / services.

They are physically typing in that they want information about painting and decorating.

Because of this, Google ads can be a great way to find qualified customers, who are ready to spend!

Unfortunately, you’re not the first decorator to think about using Google ads.

Your competition is likely already using them.

So, you need to make sure your ads are even better than theirs.

Before we go on to the set up process, to be clear, I will be showing you how to create paid Google search ads.

These are the type of ads that appear at the top of Google searches, and have the word ‘Ad’ next to them.

Your Google business page or ‘store front’ is something different. That’s not an ad. That is just something you can set up for free to enhance your visibility on Google.

Search ads are where you pay to appear at the top of certain searches.

Here’s how you can get an edge when setting up yours…

Step 1: Getting started

To get started go to the Google homepage and click the dots in the top right corner. Scroll down and you’ll find ‘Google ads’

If you already have a Google account you can log straight in.

If not, you’ll need to set one up. It will only take you 5-10 mins.

Step 2: Writing the ad

Once you’ve gone through the basics you need to write your ad.

As you can see from the image above, you are limited on how much you can write.

You get the following space to work with:

  • 3 headlines of 90 characters each, they appear in blue on the preview to the right. And they are separated by vertical lines.
  • 2 descriptions of 90 characters, these appear in grey text underneath the headlines.
  • 1 phone number

When writing your advert there are some key things you need to keep in mind.

  • Be different.

Don’t write the same boring old stuff everyone does. You know the type…they all look like this:

‘All aspects of painting and decorating. Interior/exterior, commercial/domestic. 30 years’ experience.’

Write something unique and you’ll get more clicks.

  • Think about it from the customer’s point of view and speak directly to them.

There is a conversation already going on in the customer’s head. You want to join that conversation.

Asking questions in your headline is a great way to do this. In the example above, I went with ‘Looking for a decorator?’ and ‘Want clear and upfront pricing?’ – This is to show you understand what your customer is thinking. You’re showing you know what they want/need.

When you say things like commercial/residential, interior/exterior you are not speaking directly to the customer’s needs. As half the people reading the ad won’t be interested in exterior or commercial work.

  • Use a conversational tone and no jargon.

In the description I use the line ‘Using the latest decorating techniques we deliver a flawless finish on time and on budget’. Notice I don’t say anything like ‘time served’ or ‘dustless sanding’. Half your customers won’t know what that is. And all of them won’t care.

What they do care about it is the finish and how much it’s going to cost. Talk about the results you deliver from their perspective.

  • Give a clear Call to Action (CTA).

Make it very clear what they need to do next. Whether it’s to call, email, set up a virtual consultation, whatever. Just make it easy and clear.

Try and keep it to one or two options. Don’t ask them to do 15 different things. They will just get confused and look elsewhere.

Step 3: Keywords

Next up you need to choose your keywords.

Think about what your customers are likely to be typing into Google and put them all in here.

A great way to find the most effective key words is to use the free Google ad word planner.

Here you can put in certain key words and the planner will show you related terms and how often they are searched for.

Here is the link: https://ads.google.com/intl/en_uk/home/tools/keyword-planner/

It looks like the below…

Step 4: Target area

Next you need to set your area.

This is the area in which people searching on Google will see your ads. (Yes, Google knows where you are at all times, and will show you ads relevant to your location!)

You want to make this as narrow as you dare.

Obviously, there is little point coming up in search results in the Scottish Highlands when you are only looking for work in Oxford. So it is essential you put some sort of radius on where people can see your ads.

But don’t be afraid to get really specific. You may be surprised just how good the results can be with a radius of just 5 miles.

You could set it for 5 miles around your home. Or you could target local villages or areas where you tend to get good jobs.

Step 5: Choosing your budget

The last thing to do is set your budget.

Google will show you the range in which your competitors are bidding.

You set how much you want to spend each day and Google will do it’s best to spend that for you.

Be aware that it is an auction.

Say there are 2 decorators competing on the same search keywords.

For example keywords/search term: ‘Painter and decorator Oxford’

Decorator 1 has a budget of £10 per day.

Decorator 2 has a budget of £2 per day.

Whenever someone searches for ‘Painter and decorator Oxford‘ Google will put Decorator 1 at the top of the searches as they are able to bid higher.

Once Google has spent the £10 daily budget of decorator 1, they will start putting decorator 2 at the top of the search results.

This is a very basic explanation of how it works. There are other factors that determine when your ads are shown. Such as the quality score of your ad (how relevant it is to the person searching). But this will give you a general idea of how it works.

I would advise starting low, and if you find after a week that Google is not spending any of your budget then you should look to increase your daily limit…or…play around with the search terms / keywords you chose. 

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