𝓤𝓷𝓲𝓽𝓮𝓭 𝓝𝓮𝔀𝓼

For many small and medium-sized businesses in the UK, Google Ads can be one of the fastest ways to attract new customers.

Whether the business is a local plumbing company, online retail shop, marketing agency or family-owned restaurant, appearing at the top of Google search results can put an SME in front of people actively looking for its goods.

However, simply setting up a campaign isn’t enough. The success of advertising often depends on the quality of the ads themselves.

Many business owners make the mistake of focusing solely on keywords and budgets while paying little attention to the wording of their adverts. Yet the ad copy is often the deciding factor in whether a potential customer clicks on your listing or chooses a competitor.

Carrie-Ann Sudlow, chartered marketer and chief executive officer of Sudlow Marketing, a boutique digital marketing agency, says her biggest piece of advice is to focus on intent rather than traffic.

“Many SMEs assume more clicks means more business, but that isn’t always true,” she says. “I’d rather generate 10 enquiries from people actively looking to buy than 100 clicks from people who are unlikely to become customers,” she says.

Focus on keywords that are relevant to your customers

Sudlow advises businesses should spend time understanding how their customers search, and focus on keywords that indicate somebody is ready to take action.

“Too many campaigns waste money targeting broad searches that generate traffic but very few sales,” she says.

Everything you need to build, launch and grow online

LEARN MORE

ADVERTISEMENT

Everything you need to build, launch and grow online

LEARN MORE

ADVERTISEMENT

She also says that it’s important to track enquiries, phone calls and sales properly to understand which keywords and ads are generating revenue and which aren’t.

Google users are usually looking for a solution to a specific problem, she says. Someone searching for “emergency plumber London” likely needs immediate assistance, while someone searching for “best accounting software for small business” is researching options before making a purchase.

An ad should directly address the searcher’s intention and show that the business can provide the solution they need, she says.

A strong headline is an important part of that. Effective headlines often include specific keywords often searched. This gives users a sense that the ad is relevant to their needs.

For instance, a bakery advertising wedding cakes might use a headline such as “custom wedding cakes in Manchester” rather than a generic phrase like “delicious cakes available.”

The more closely the headline matches the searcher’s query, the more likely users are to engage.

Robin Porter, a Google Search and ads consultant and managing director at the UK-based marketing company Digital Edge, says that to stand out, it’s crucial for SME owners to take time to figure out what makes their business unique.

“Usually it’s a combination of your experience and your specialisms, so focus on getting that message across, especially on your landing page,” he says.

As for the language used in the ad, Porter says to avoid over-hype or sensationalism. “Keep it conversational,” he suggests.

Sudlow agrees. She says including numbers can also make ads more compelling.

Phrases like “free quote in 24 hours,” “over 5,000 happy customers” or “save up to 30 per cent this month” are all examples of figures, which tend to make an ad more appealing, she says.

“Specific figures can work very well because they build credibility,” Sudlow adds.

Add a clear call to action

Another key element is a clear call to action, she says. Even if an ad captures attention, users may not know what to do next unless they are guided.

Effective calls to action encourage immediate engagement and create a sense of direction.

Phrases such as “book today,” “get a free quote,” “shop online now” or “call our experts” can increase the likelihood of clicks and conversions.

The landing page experience should also influence how to write the ad, she says.

One common mistake is making promises in the advert that aren’t reflected on the website. If an ad promotes a free consultation, discount or specific service, users should find that offer immediately upon clicking.

To find out the effectiveness of an ad, testing different versions is another essential practice, says Porter.

“Always test decisions and new Google features,” he says. “Don’t just follow Google recommendations, they are not always in your best interest,” he says.

Local businesses should also make use of geographic references, he says. Including the town, city or region you serve can improve relevance and attract more qualified leads.

Porter says to stick to a specific area, though, rather than being too broad.

“Far better to tighten the area, tighten the keywords, get everything running well and generating enquiries and only then, start expanding areas and keywords,” he says.

Ultimately, successful Google Ads combine relevance, clarity and persuasion, says Sudlow.

The most effective adverts speak directly to the customer’s needs, communicate a clear benefit, establish trust and encourage immediate action.

“The businesses that get the best results from Google Ads tend to be the ones that stay focused on profitability, monitor performance closely and prioritise quality leads,” Sudlow adds.