Google Ads Can Be One of the Best Tools — or the Fastest Way to Burn Budget

The difference almost always comes down to what's in place before the first dollar is spent. Here's the checklist I run through with every client before we launch a single campaign.

Before You Run Google Ads, Make Sure You Have:

• A website that converts. Running ads to a website that isn't built to turn visitors into leads is like filling a bucket with a hole in the bottom. Fix the website first.
• Conversion tracking set up. If you can't track which clicks become calls or form submissions, you can't measure what's working. Google Ads without conversion tracking is guesswork.
• A realistic budget for your market. Research the average cost per click in your industry and set expectations accordingly.
• Negative keywords planned. Without negative keywords, your ads will show for irrelevant searches and burn budget on clicks that were never going to convert.
• A clear goal. Are you trying to generate calls? Form submissions? Your campaign structure, keywords, and ad copy all depend on knowing exactly what action you want the visitor to take.
• Patience. Google Ads campaigns typically need 30–60 days of data before you can optimize them meaningfully. Launching and shutting down campaigns in two weeks is one of the most common reasons campaigns fail.

→ Read more: Why You're Not Getting Leads From Google Ads

→ Read more: SEO vs. Paid Ads: Where Should Your Small Business Spend First?

→ Read more: Google Ads vs. Local Service Ads: Which Is Right for Your Business?

Google Ads is a powerful tool. Use it on a solid foundation and it performs. Skip the foundation and you're funding a very expensive education.

Want a Google Ads strategy built on the right foundation? Schedule a free consultation at jpetrous.com | contact@jpetrous.com | 586-563-6634.