Google Ads, formerly known as Google AdWords, is a pay-per-click (PPC) advertising platform that allows businesses to create and display ads on Google’s search engine results pages (SERPs) and other Google-owned properties. The platform is widely used by businesses of all sizes, from small local businesses to large multinational corporations. But, is Google Ads worth it?
The short answer is yes! The more involves answer is that it depends on your business, your goals and how effectively you can manage your Google Ads account. Google Ads can be a valuable tool for businesses that want to drive more traffic and sales to their website, but it’s not right for every business. In this article, we’ll take a closer look at the pros and cons of using Google Ads and help you determine if it’s the right choice for your business.
Pros of Google Ads:
- Reach: With Google Ads, you have the ability to reach a massive audience. Google is the most popular search engine in the world, with billions of users. This gives you access to a large pool of potential customers.
- Targeting: Google Ads allows you to target specific audiences based on demographics, interests, behaviors, and more. This means you can show your ads to the people who are most likely to be interested in your products or services.
- Measurable: Google Ads is a measurable platform, which means you can track your ad performance in real-time. You can see how many people are clicking on your ads, how many are converting, and what your return on investment (ROI) is. This allows you to make data-driven decisions about your ad campaigns.
- Flexibility: Google Ads is a flexible platform that allows you to adjust your campaigns and budgets as needed. This means you can start small and scale up as you see results.
Cons of Google Ads:
- Cost: One of the main downsides of Google Ads is that it can be expensive. The cost of ads varies depending on the keywords you’re targeting and the competition for those keywords. Some keywords can be very expensive, which can make it difficult for small businesses to compete.
- Time-consuming: Running a successful Google Ads campaign requires a significant amount of time and effort. You need to research keywords, create ads, monitor performance, and make adjustments as needed. This can be a lot of work for a small business owner who is already stretched thin.
- Complex: Google Ads can be a complex platform to navigate, especially for businesses that are new to PPC advertising. It takes time to learn how to use the platform effectively and make the most of your ad spend. Thus, getting effective Google Ads management resources will be key.
- No guarantee of results: Google Ads can be a great way to drive more traffic and sales to your website, but there is no guarantee of results. Even if you run a successful campaign, there is no guarantee that you will see a return on your investment.
Is Google Ads Worth It For…..
Home services businesses? In my experience, yes. I have managed a ton of home service accounts over the years with good success. Google Ads can absolutely be a great lead generation source for plumbers, HVAC, roofers, remodelers and just about any business service you can find on Angi.com.
eCommerce businesses? For eCommerce businesses with low priced products and an average order value below $50, it can be tough. The cost to generate sales on low order values may be too high to leave much room for an acceptable ROAS (return on advertising spend). eCommerce businesses with high priced products and larger order values tend to find more success with Google Ads.
Law Firms? Generally, speaking yes. Some practices such as personal injury and auto injury can be very expensive. I have managed accounts where the average cost-per-click (CPC) reaches over $100. So, if you are a personal injury attorney, profitability comes down to being able to close high ticket cases. This can easily offset the high cost of Google Ads.
Now, running Google Ads for law firms in divorce, bankruptcy or employment can be relatively less expensive. The average CPC is much lower. The range can hover between $15 – $50. This helps with making Google Ads profitable. We have run many accounts in these legal practice areas with a great deal of success.
B2B businesses? This one really depends upon the entire marketing strategy. B2B sales cycles tend to be much longer than B2C sales cycles. For some businesses these sales cycles can last a good six months or longer. Therefore, it is important to have a sound marketing strategy that takes an omnichannel approach. Google Ads can work for B2B if it is a part of a larger marketing strategy. If you are running a B2B business and solely depending upon Google Ads, then it can be difficult and may not be a profitable endeavor.
Further Reading: Best Places To Advertise Online
The Wrap Up
Google Ads can be a valuable tool for businesses that want to drive more traffic and sales to their website, but it’s not right for every business. It’s important to weigh the pros and cons and determine if it’s the right choice for your business. If you’re a small business owner who is short on time, resources, or experience, Google Ads may not be the best choice. But if you have the time, resources, and experience to invest then we believe the answer to the question “Is Google Ads worth it?” is yes.