After months of work, your website is finally live – but how do you get people to see it?
Google Ads looks like the perfect solution, yet many small business owners quickly learn it’s anything but “set and forget.”
The platform is complex, the setup overwhelming, and costly mistakes are easy to make.
Having guided many SMBs through this, we’ve seen the same pitfalls again and again.
Here’s what to avoid if you want Google Ads to work for you.
1. Lack of strategy and goal measurement
One of the biggest mistakes businesses make is launching campaigns without clear goals or a way to measure them.
Without this, you can’t know whether your ads or your website are actually working.
Here’s how to avoid this mistake.
Define website goals
Aside from your offer, website setup and goal measurement are critical contributors to campaign success.
What do you want users who visit your site to do?
Is it to fill out a form, make a purchase, or sign up for your email list?
Whatever it is, it has to be measured.
Make measurement a priority
Knowing how well your website brings users to your end goal is a key component of any strategy.
Measurement shows you whether your site is effective at completing the goal you have in mind.
While Google Ads can drive traffic, it’s your website that handles that traffic and ultimately determines the success of your campaign.
Dig deeper: Google Ads for SMBs: How to maximize paid search success
Set up conversion tracking
Setting up a tag to measure website performance can be difficult on its own.
This is typically done either by:
- Creating a conversion in Google Ads and using the website tags provided.
- Or creating one in GA4 and linking GA4 to Google Ads to import that goal.
If you assign value to your product or service, make sure to account for conversion value in that tag.
This helps Google’s bidding strategies determine which events are most valuable and also helps you measure your return on ad spend.
The Google Ads support center has solid instructions on setting up conversion actions and website tagging.
If you’re on Shopify, the Google and YouTube app offers a more seamless option with minimal coding.
Align campaigns with your goals
Every campaign you create should be built to attract users who are likely to complete your end goal. The best way to approach this is to ask yourself:
- Who is my target audience?
- What sort of people are they, and what problem am I trying to solve for them?
- What would my ideal audience be searching for?
- Is the problem my website addresses something people already know they need to solve, or is my product or service something they don’t even know they need?
- Should I focus on awareness through a display campaign, or will users actively search for me with keywords on the search network?
- What keywords do I want my website to be found for?
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