Google Ads Explained – Getting More Leads with Cost Effective Online Ads

Cost-effective search ads can help you get more leads from local people searching for your services and products online... for less than the cost of leaflets, print ads, and other "traditional" advertising methods.

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Is your business spending advertising money on leaflets, magazine ads, newsletters, business directories, and other similar forms of advertising? 

If so…

  • Are you able to easily track how, where, and when your ads are seen?
  • Do you know how many leads and sales your ads bring in?
  • Are your ads bringing in the right leads (eager buyers vs tyre kickers)?
  • Does your ad spend represent good value for money?
  • Are you getting the results you need to grow your business?  

Or perhaps you’ve not invested in any sort of advertising because you are unsure of which option is best for you, or where to start with online advertising.

What if for about the same cost as leafleting a medium-sized neighbourhood, you could have these benefits?

  • Cover a much broader area, or pinpoint specific locations
  • Target people actively looking for your products and services
  • Complete control over spend, appearance, and positioning
  • Turn off or accelerate as needed to control your 
  • Monitor effectiveness, results, and ROI on an easy-to-read dashboard
  • Target specific interest groups, demographics, and devices
  • Easily edit your ads and update your offers on the fly
  • And more…


These are just a few of the benefits of online ads, specifically search ads on Google. 

This guide intends to introduce you to Google Search advertising, it’s benefits, and how you can easily use it to grow your business.

Who Should Read This Guide?

If you work in the building trades and run your own business, you’ll want to read on to find out how you can greatly increase your monthly takings through simple, easy online advertising.

What if you could get £28K+ in sales per month for the same cost as a monthly leaflet drop or full page magazine ad?  And what if you could get your business name and contact details in front of people that are looking for your products and services right now, and encourage them to buy from you?

You’ll find this guide especially valuable if your business provides products or services in one of the following areas.

  • Plumbing & Heating
  • Electrical Installation & Maintenance
  • Bricklaying & Stone Masonry
  • Wall & Floor Tiling Contractors
  • Painting, Plastering & Decorating
  • Builders, Carpentry, & Joinery
  • Roofing Installation & Repair
  • Gas Installation & Maintenance
  • Air Conditioning & Refrigeration
  • Kitchen & Bathroom Refits
  • Loft Conversions & Extensions
  • Window & Door Replacement
  • Architecture & Interior Design
  • Landscape & Garden Design

Read on to find out more about how online advertising can help your business.  

Or to get started today, why not book a free consultation?

Why Promote Your Business With Online Ads?

Many types of online advertising exist today.  When we mention online ads, we are specifically speaking of Google Search Ads.

Google Search Ads are a fast, (relatively) easy, and cost-effective way to get your business name and contact details in front of people looking to buy your products and services.  

Think about it.  When most people need a solution to a problem they have, they go to Google.  If someone is looking for, say, new windows for their house, they will most likely go to Google and search for window installers near them.  

These are just a few of the benefits of using Google Ads for your business.

  • Quick to set up
    • Set up a new ad campaign in under an hour (if you know what you’re doing)
  • Easy to manage
    • Dashboards show how your ads are performing, and it’s easier to track return on investment (unlike leaflets and print ads)
  • Quick to get results
    • Get more traffic, leads, and sales within hours of launching your ad
  • Useful for a variety of purposes
    • Use search ads for raising brand awareness, lead generation, or product sales
  • Cost-effective
    • You pay only when your ad is clicked, not when it’s shown (unlike Facebook, Instagram, and print ads)
  • Increased reach over print ads (leaflets, print ads, etc.)
    • Regional or nationwide reach for similar costs to print advertising in a single neighbourhood or borough
    • Targets people looking to buy your products and services
  • Filter out tyre kickers and time wasters, and target serious buyers
    • Pause or cancel anytime
  • Too many leads? Pause ads for free until you need more. Ads not working for you? Cancel at any time without penalty.

How Can Google Ads Help With My Sales?

Let’s say for the sake of example that each new job that you get brings in £3.5K on average. (Of course, for loft conversions, this will be much higher, and for a boiler replacement, a bit lower… but just work with us.)

Now say that you set up “Free Quote” online ads to display whenever someone searches for your products and services. You can also limit your ads to display only in the areas you cover.

So, for any given month, assuming you’re good at closing leads that you receive, your monthly ad metrics could look something like this.

Ads shown to people searching for your products/services in your service area125,000
Ad clicks750
Contact details received (3.5% of ad clicks)26
Free quotes provided 14
Jobs agreed and paid8
New business landed£28,000

What if I told you that the investment required to achieve these (hypothetical) results was just £1500?  

And if that sounds like a lot of money, keep in mind that for every £1 spent, you’re getting nearly £20 worth of new business. If I gave you a £20 note for every pound coin you handed to me, would you not be playing me like a fruit machine?

This is of course an optimistic example.  Your results will likely vary at least a bit depending on other factors, including the amount of local competition, how well you set up your ads, and your ability to close the leads that your ads bring in.

Still, if you were to get only a few new projects per month, your bottom line profits would likely cover your ad spend with room to spare.

What are Google Search Ads?

  • Ads that are placed at the top of most search results pages
  • Related to the “keywords” (search phrase) used for the search
  • Paid for by businesses that compete for selected keywords
  • Designed (when done correctly) to entice searchers to click into the web page connected to the ad

Online search ads have one purpose – to get searchers to click on your ad when they are searching for products and services that you provide.  

Parts of a Google Search Ad:

  1. Ad marker
  2. Primary website link (leads to homepage or landing page)
  3. Business phone number
  4. Headlines (2 or 3 – 30 characters each)
  5. Descriptions (2 x 90 characters)
  6. Site links (links to other website pages of your choosing)
  7. Site link descriptions


Google Ads Explained - Getting More Leads with Cost Effective Online Ads 1 

Ads show web address, 2 or 3 headlines (the darker blue bits below), and 1 or 2 lines of description (the darker grey bits below). Ads can also include your business phone number and selected pages from your website (the light blue and grey bits).

Online search ads have one purpose – to get searchers to click on your ad when they are searching for products and services that you provide.  

How do Google Search Ads Work?

Very basically, Google Search Ads works as follows.

  • Businesses set up ads and select a few search terms related to their business, such as “loft conversions Sutton”, to trigger their ads to be shown
  • Elsewhere, a potential customer opens up Google and types in a search term, perhaps “loft extension builder in Sutton”
  • Google matches the search term with the paid keyword and displays ads at the top of the search results page* 
  • Businesses only get charged when an ad is clicked, thus the term “Pay Per Click Advertising”.  

Your ad could be displayed hundreds of times (great for exposure and brand building), but if it gets only one click, you are charged just for that click.

You have control over where and how your ads are displayed.

  • Keywords – specify which search terms will trigger your ad to display
  • Geographic location-specific towns, counties, regions, or countries
  • Demographics – gender, age group, income level
  • Devices – desktop, tablet, mobile
  • Interest groups – homeowners, mortgage borrowers, service providers, etc.
  • Medium – search results, online display ads (Google Display Network)

You also have full control over your daily spend amount.  You can increase and decrease your ad spend as needed to throttle inbounds, and even pause ads if you’re fully booked.

Google ads works on a bidding system; you set a maximum bid per click for your ads, and the high bidders’ ads get shown

How Can Google Search Ads Help My Business?

If created and managed correctly, Google ads can be the most effective way to get your business in front of people looking for your products and services.

Google Search Ads can help solve your business problems and get any of the following results.

  • More website visitors
  • More phone calls
  • More & better leads
  • Higher value customers
  • More sales and revenue
  • Faster business growth

Real-world example

  • Business – established property services firm in Southwest London
  • Problem – new service offerings not growing fast enough (at the start of a global pandemic)
  • Our approach: 
    • Got a detailed understanding of the business, objectives, and current challenges
    • Understood what marketing efforts have been done to date, what’s worked, and what’s been lacking
    • Identified their ideal customer for each service offering – needs, desired outcomes, challenges, fears, motivations, etc.
    • Set growth targets and milestones for new campaigns
  • The heavy lifting: 
    • Designed and launched new Google search campaigns in keeping with wants/needs/concerns/challenges of their ideal customers
    • Set up Google Analytics to monitor paid traffic flow through the site
    • Set up Google Data Studio with dashboards to show near-real-time topline performance of new campaigns
    • Monitored and continuously improved keyword selection, targeting, ad copy, and landing pages to increase impressions, clicks, and leads generated by
  • The results:
    • 85% increase in website traffic
    • 318% increase in website leads
    • Takings remained steady during the early days of lockdown and increased when lockdown measures were eased
    • Launch of a hiring campaign to increase delivery capacity to handle the added demand 

We had a fortnightly 15-minute check-in call scheduled with the business manager, but they started to cancel frequently.  When we contacted the manager to make sure everything was OK, we were told: “Sorry that I keep having to reschedule our catch-ups, but you’re keeping us too busy!”. 

How Do I Start Using Google Search Ads?

If you’d like to try using Google Search Ads to help your business grow by getting more and better local leads, you have options.
DIY (With A Little Help)

Sign up for free to our email list and get free guidance, tips, and tricks for running your own effective Google Ads campaigns.  

We’ll send instructions, tips, and resources to your inbox on designing, launching, and managing your own Google Search Ads.

  • How to create a Google Ads account
  • Best practices for finding keywords and creating ads
  • How to weed out tyre kickers and attract buyers ready to spend on your products and services
  • How to know if your ads are working, and how to make them work better
  • How to improve your ad performance in 10 minutes per week
  • How to get help when struggling to find what to do first (and next)
  • …and more… 

All of this is FREE as a Thank You for subscribing to our mailing list.

Let Us Get You Started
We’ll set up your first campaign for you using our proven methods that have gotten results for numerous other clients.  For one low price, we’ll perform or help with the following.
  • Understand your ideal client, and what they’re typing into Google to find your products and services
  • Pick the most profitable search terms (triggers for your ads) to send a homing beacon to your ready-to-buy future customers
  • Set up ads using best practices that are designed to attract clicks like ants to a summer picnic
  • Help you determine how much to spend on your ads, and to manage your spending
  • Track your results to understand how your ads are performing
  • Get tips for optimising your website and landing pages to convert your incoming paid traffic to paying customers
  • One check-in call (15 minutes) to see how things are progressing and to allow you to ask questions
All for the introductory one-off price of £397 £197 (excl. ad spend budget)! 

Limited time offer

We'll Do It All For You

Too busy or can’t be bothered to DIY your own ads?  Let us set up and manage your campaigns.  After an initial consultation about your business and current lead generation challenges, we’ll design, set up, and manage your online advertising for you.  We’ll even give you monthly performance reports and weekly progress updates, and give you the chance to ask questions and request changes.

Prices for this package start at £597 £397 per month, depending on your business, your expected monthly ad spend, and the number of monthly qualified leads you’ll need for us to generate.

And it all starts with a free consultation where we will review your current advertising strategy and provide a plan to get you started.

Contact us for more details.

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