Simple steps for small business owners who want to show up in local search results

Google Ads can be one of the fastest ways to get your business in front of local customers who are actively searching for what you offer. But let’s be honest — the platform isn’t exactly beginner-friendly.

Between the dashboards, jargon, and endless options, it’s easy to feel overwhelmed before your first ad even launches. This article breaks things down in plain language, so you can try running your own ads with a little more confidence.

What Are Google Ads (And What Are You Paying For)?

At the most basic level, Google Ads let you show up at the top of search results when someone types in a keyword that’s relevant to your business.

You’re not paying for views — you’re paying when someone clicks on your ad. That’s why it’s called Pay-Per-Click, or PPC.

There are lots of different types of Google Ads (like Display ads and YouTube ads), but for beginners, Search Ads are the most straightforward. These are the plain-text ads that appear in Google’s search results.

Key Terms You’ll See Right Away

  • CPC (Cost Per Click): How much you’re paying each time someone clicks on your ad.
  • Impressions: How many people saw your ad.
  • CTR (Click-Through Rate): The percentage of people who clicked on your ad after seeing it.
  • Keywords: The search terms you want your ad to show up for.
  • Match Types: Controls how closely the search needs to match your keyword.
    • Broad Match (most flexible)
    • Phrase Match (moderate)
    • Exact Match (very specific)
  • Negative Keywords: Words or phrases you don’t want your ad to show up for. These help filter out bad clicks.

Beginner Strategy: Keep It Simple and Local

1. Start With 10–20 Keywords

Choose broad match keywords related to your core service or product. Google will show your ad for related terms and variations. Don’t overthink this part — start with general terms your customers are likely to search for.

2. Write Ads That Include Some of Your Keywords

Google lets you write up to 15 different headlines and 4 descriptions per ad. These will be rotated and mixed automatically to find what performs best.

  • Top 3–5 headlines are the most likely to show up, so make those your strongest.
  • Avoid punctuation, over-capitalization, or hype words like “Best,” “Awesome,” or “Cheap.” Google may flag or disapprove ads that sound overly promotional.
  • If messaging matters to you (and it should), fill out every field — that gives you more control over what’s shown.

3. Link to a Dedicated Page

Your ad should lead to a landing page or specific product/service page — not your homepage. Make sure the keywords used in your ad also appear on that page for better performance and relevancy.

4. Use Sitelinks

Sitelinks are a must. These are extra links that show up below your ad and drive traffic to supporting pages.

  • Contact
  • Location or Directions
  • Services or Products
  • About Us
  • Testimonials or FAQs

Step-by-Step: How to Set Up Your First Google Ads Campaign

✅ Step 1: Create a Google Ads Account

Go to ads.google.com and create an account using your business email.

Tip: Choose “Expert Mode” when prompted. It gives you more control and avoids auto-generated campaigns that aren’t always in your best interest.

✅ Step 2: Choose a Campaign Type

Select “Search” as your campaign type — this creates text-based ads that show in search results.

⚠️ Important: Google may automatically opt you into the Display Network. If you’re on a limited budget, uncheck this option and stick to Search only.

✅ Step 3: Set a Daily Budget

Start with $20–$50 per day — enough to gather real data without blowing your budget.

You don’t have to run ads every day. Monthly spend should not exceed the cost of two services or 50 products. Scale once you see a return.

✅ Step 4: Choose Your Geographic Targeting

Use ZIP codes for accurate local targeting.

✅ Step 5: Create Your First Ad Group

Name your Ad Group based on the service you’re advertising to keep things focused and relevant.

✅ Step 6: Add Your Keywords

Start with 10–20 broad match keywords. Use the Keyword Planner Tool inside Google Ads to generate ideas and evaluate search volume.

✅ Step 7: Write Your Ad

Write up to 15 headlines and 4 descriptions. Avoid excessive punctuation or salesy language. Include your service area and match messaging to your landing page.

✅ Step 8: Add Sitelinks

Add links to key pages like Contact, Location, Services, and FAQs using Sitelinks at the campaign level.

✅ Step 9: Review and Launch

Double-check your setup and click Publish. Ads typically begin running within a few hours.

Need Help Taking It Further?

Running your first Google Ads campaign is a great first step — but if you’re ready to explore more advanced targeting, conversion tracking, or campaign scaling, I can help.

Reach out anytime at 215-825-6992 or seigfriedalex@gmail.com.
I work with small businesses, nonprofits, and local teams who want results without the guesswork.