Google Ads Starter Guide.

In the world of digital marketing, Google Ads is one of the most powerful tools to make your business visible online. Whether you are a start-up or an established company, well-executed Google Ads campaigns can help you reach more customers, generate leads, and drive sales. In this blog post, we'll take you step by step through the key elements of a successful Google Ads strategy.

Inhoud

1. When to start with Google Ads?

Google Ads works best when you have a clear strategy and your business is well-prepared. Only start advertising once you meet the following conditions:

  • Clear Ideal Customer Profile (ICP): You know who your ideal customers are, what challenges they face, and how they find your product or service.
  • Understanding of your market category: You understand which niche or sector you operate in and who your competitors are.
  • Online search behaviour of your target audience: Your audience actively searches for solutions like yours.
  • Daily budget: You have at least €25-50 available to test and optimise campaigns.
  • Defined USP's: You know exactly what makes your product or service unique and why customers should choose you.

Without these foundations, you risk wasting your advertising budget on irrelevant clicks.

2. Keyword research.

The foundation of succes. Good keyword research is crucial. Keywords determine when your ads are shown and which customers you reach. Here's how to approach it:

  1. Google Ads Keyword Planner: Start here to find keywords with high search volume and relevant intent. Pay attention to competition and average cost-per-click (CPC).
  2. Competitor analysis: Tools like Ahrefs, SEMrush and SpyFu help you identify which keywords your competitors are targeting.
  3. Customer insights: Aks your sales and customer service teams which words prospects use and what problems they frequently encounter. This often reveals insights that tools don't provide.

TIP: Combine keywords with different inent levels; from broad awareness "best SaaS tool" to purchase intent "subscribe to SaaS tool".

3. Key metrics.

What should you measure? To know if your campaigns are effective, track the right metrics:

  • CTR (Click-Though Rate): Standard benchmark: 3-6% for search ads; higher means your ad is relevant.
  • CVR (Conversion Rate): Conversion rates vary by campaign type:
    • > 1,5% for demo sign-ups or marketing qualified lead (B2B)
    • > 7% for free trials or direct sign-ups
  • CPA (Cost Per Acquisition): Track how much a new customer or lead costs, and compare it with the value of that customer.

By monitoring regularly, you can quickly adjust ads, bidding strategies, or test new keywords.

Benchmarks per sector

Google Ads performance varies by sector. Here are some reference values:

SectorAvg. CTRAvg. CVRAvg. CPA
E-commerce2.8%2.5-3%€40-50
B2B3.0%1.5-3%€100-200
Healthcare3.3%3-4%€75-80
Construction & renovation3.2%2-3%€90-110
Financial services2.5%1.8-2.5%€120-150
Technology & SaaS3.5%1.5-3%€100-130
Retail (offline)2.7%3-5%€50-60
Education & training3.0%2-3%€60-80
Travel & tourism3.8%2-4%€70-90


TIP: These benchmarks are averages. It's important to monitor and optimise your own campaigns regularly, as performance can vary significantly by region, audience, and product or service type.

4. Negative keywords.

Negative keywords are terms for which you don't want your ads to appear. They help:

  • Prevent budget waste: Exclude clicks from users unlikely to convert.
  • Improve Quality Score: Better relevance increases CTR and lowers CPC.

Example: If you offer a premium SaaS product, exclude keywords like "free email marketing tool".

Use different match types (exact, phrase, broad) to ensure only the right searches trigger your ads.

5. Choose your campaign goal.

Google Ads offers different goals depending on what you want to achieve.

  • Sales: Drive direct purchases online or offline.
  • Leads: Collect contact information from potential customers.
  • Website traffic: Attract visitors to your website.
  • Product or brand consideration: Help customers discover your products or services.
  • Brand awareness: Increase visibility and recognition.
  • Local Promotions: Reach people near your store or office.

Choosing the right goal helps determine your strategy, and copy, and bidding approach.

6. Tips for successful Google Ads.

  • Test and optimise continuously: Run A/B tests for ad copy, landing pages, and calls-to-action.
  • Use ad extensions: Sitelinks, call buttons, and location extensions increase visibility and CTR.
  • Mobile-friendly: Ensure landing pages load quickly and work well on mobile devices.
  • Remarketing: Reach people who previously visited your website to bring them back.
  • Optimise bidding strategies: Experiment with automation such as Target CPA or Target ROAS for more efficient budget use.

FAQ.

Costs vary widely by sector, keyword, and competition. You pay per click (CPC), and a starting budget of €25-50 per day is usually enough to test. Larger campaigns or competitive keywords may require a higher budget.

Start with a test budget you can spend daily to gather results. Optimise based on performance, ROI, and conversion costs. Consider campaign type and sector competition.

Monitor key metrics:

  • CTR (Click-Through Rate): Shows how appealing your ad is.
  • CVR (Conversion Rate): Indicates how many clicks lead to a conversion.
  • CPA (Cost Per Acquisition): Shows how much a lead or customer costs.

Compare these figures with benchmarks for your sector.

Negative keywords prevent your ads from appearing for irrelevant searches, saving budget and improving relevance.

  • Search Ads
  • Display Ads
  • Video Ads (YouTube)
  • Shopping Ads
  • Performance Max campaigns

Choose the type that aligns best with your goals.

Combine tools like Google Keyword Planner, competitor analysis via SEMrush or Ahrefs, and insights from your sales and customer support teams. Focus on relevant intent and balance volume with competition.

Optimise regularly: review performance weekly, test new ad copy, bidding strategies, and keywords. Continuous optimisation increases conversions and lower costs.

Yes, local campaigns and location extensions are ideal for businesses targeting customers in a specific region, such as shops, renovation companies, or hospitality. 

Absolutely! For maximum impact, combine Google Ads with SEO, social media, email marketing, and remarking. This builds an integrated strategy and increases reach and conversions.

It depends on sector, competition, and budget. Usually, you'll see clicks and conversion data after a few days to weeks for optimisation, but stable results may take several months.

Conclusion.

Google Ads is a powerful tool to increase your online visibility and achieve results. Succes depends on:

  • A clear strategy and well-defined campaign goals.
  • Careful keywords research and the use of negative keywords.
  • Continuously measuring, optimising, and adjusting based on performance.

With the right approach, you reach the right audience, minimise waste, and maximise your advertising budget. Google Ads becomes a strategic instrument that contributes to sustainable business growth.

Do you want to get the most out of your Google Ads?

At Komate, we're happy to help you set up, optimise, and analyse your Google Ads campaigns, so you get the most out of your advertising budget.

Together, we ensure your ads are not only seen but also deliver results.📈🚀

Start today!