Free guide · Google Ads
Google Ads & PPC
a plain-English guide
What pay-per-click is, how the Google Ads auction works, why DIY campaigns often waste money, and what to ask before hiring someone.
Ads, Google Ads and PPC
what does it mean?
Pay-per-click (PPC) is advertising where you pay only when someone clicks your ad. On Google, ads appear above and below the organic results for the searches you choose.
It works like an auction, but placement is not decided by bid alone. Google’s Ad Rank combines your bid, the quality and relevance of your ad, and the expected impact of extensions.
What Google Ads does well
Used well, Google Ads puts you in front of people at the moment they search for what you sell. Unlike SEO, results can start within days.
Why DIY campaigns waste money
Google makes it easy to start and easy to overspend. Most wasted budget comes from a few common mistakes.
Set up the basics first
Ads only make sense when you can measure what they bring in, and when the page people land on is ready to convert.
What to ask a PPC manager
Management is usually charged as a fixed monthly fee, a percentage of ad spend, or a mix. Make sure you know what you are paying for.
Frequently asked
questions
How much should I spend on Google Ads?
Enough to get meaningful data, usually a few weeks of consistent spend, and no more than you can afford to test. Start small and scale what converts.
Is Google Ads better than SEO?
They do different jobs. Ads bring immediate, controllable traffic; SEO builds visibility that compounds. Many businesses use both.
Should I always own my Google Ads account?
Yes. Whoever manages it, the account and its data should belong to your business.
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