There are loads of ways, but one way I cannot stress enough – unless you truly have zero resources to put towards advertising, you cannot ignore Google Ads.

Ask me why!

Why?! (Thank you!)

Here’s my ‘because’:

For every single year of the last 10 years, Google has been dominating the global search engine market share.

You probably know this. After all, when was the last time you used Yahoo or Bing. Have you even heard of Yandex or Baidu?

In fact, did you know that over 90% of all searches happen on Google?

True story!

With this kind of reach, it’s no wonder that a huge majority of Google’s revenue comes from advertising.

Yes, Casey – But I can build up organic traffic for that! Thought you could pull a fast one on me eh?

I get it, organic traffic is great. It’s unequivocally a major, major, humongous part of all my strategies for small businesses.

BUT, organic traffic can only get you so far. While good, quick, easily-flowing organic traffic is, and should be all of our goals; it does take a comparatively long time to build up to a noticeable and profitable level. It doesn’t just happen. For that reason, it’s what I would call a long-term strategy. In the meantime, most of us need something else to start bringing in the money, because supplies and bills and employees, oh my!

Statista reported that 65% of all e-commerce sessions were generated through Google search. Of that, 33% was organic while 32% was generated through paid search.

This means 3 out of 10 of all e-commerce sessions comes from organic traffic and the same comes from Google Ads.

So, if you’re only focusing on organic traffic, that means you’ve just lost 100% of all the sales you could be getting.

And this is absolutely fine if you’re a service with finite resources that can only supply to so many clients – like if you’re a hairdresser with only two hands and 8 working hours to serve your customers in.

However, if you are selling goods (the more sold the better!); or you’re trying to grow your services or trades business nationwide, internationally, or even just regionally – then Google Ads will be the way to go.

There’s a simple reason for this.

Because it works.

Bayer et. al. did a study in 2020 where they looked at the advertising actions of 1651 firms over 7 years. That’s a lot of data which gives us some pretty stable results!

These guys found that online paid search results provided a differential advantage over offline advertising when it comes to short-term sales.

These are big words that just mean Google Ads = the right strategy to use if you’re trying to boost sales NOW. Yes. Google Ads, because remember how we just talked about it monopolizing over 90% of the market.

How much of an advantage are we talking about? The study had some great numbers I’m going to share with you right now:

We find that a 1% increase in online display (paid search) advertising intensity increases sales by 0.23% (0.58%) and firm value by 0.88% (0.56%). Similarly, we find that a 1% increase in offline advertising intensity increases sales by 0.10% and firm value by 0.27% (Bayer et. al., 2020; p. 801).

Let’s break down what’s important:

Our researchers haven’t told us what niches these refer to, or even how much the budgets they studied were. Their results are based on the averages of all the cases they had access to.

What we can see from these numbers however, is that a relatively small increase in advertising spend will increase sales at different rates depending on the advertising type.

We can better understand what the percentages look like by displaying them this way: If traditional advertising gives us 1 extra sale, display advertising would bring in 2, and paid advertising would usher in almost 6 extra sales.

If that’s a bit too much math to wrap your head around, worry not. Google itself shares their stats by giving us a picture we can all easily understand: For every $1 spent on Google Ads, we can expect around $8 back in revenue or what is known as an 8x Return on Ad Spend (ROAS).

I have some super handy calculators I’ve made that you can use to better calculate your estimated ROAS that I’ll put at the end of this article for you.

Anyhoo, other important takeaways from the Bayer et. al.. study include:

Both display and paid search advertising significantly increases sales and firm value.
Display advertising is superior to offline advertising in terms of increasing firm value.
Paid advertising is superior to offline advertising in generating sales.
Paid advertising is also superior to display advertising in generating sales.

Here’s what this means in normal human speak:

If you put up images, videos, or banners and you use Google Ads – this will get you more sales and help people remember your brand overall.
If you use images, videos, or banners online, it’s going to help people remember you much better than if you do a mail drop or advertise in a magazine.
Google Ads will get you more sales than billboards or pasting posters around town.
Google Ads will also get you more sales than using image, video, or banner ads.

This makes sense because paid advertising in general – be it Google Ads, Facebook Ads, Instagram Ads, or YouTube Ads – do two magical things:

Firstly, they allow you to target your ideal customer with their enhanced targeting abilities; and secondly, people also find paid ads because that’s literally what they’re searching for. It’s the best thing ever because we don’t need to build an entire audience for your product or service from scratch. The customers are already half-way there, looking for someone to sell the thing or service they desperately want to them!

We can sum this up by concluding that Google Ads is significantly better for raking in the sales. For building up your brand – that’s where you’d want to use loads of pictures, videos, or visual words that people can see.

Ok, so we now know Google Ads work wonders. Why aren’t you all over it again?

Because like all online advertising, it can be complicated and expensive if you don’t know what you’re doing.

We FEEL like it shouldn’t be that hard. If the internet’s so big and the whole world is googling, it seems to make sense that we’d ask why we can’t just stick an ad up and wait for the sales to come rolling in.

One word (you’ll be familiar with this word by now): Targeting

There is so much involved in targeting that I’ll have to get to it a little later at the end of this article. But for now, imagine you’re a dog groomer. All you love doing is making dogs look poofy and pretty and award-worthy. It’s your passion and your joy. Your hobby and your habit. Nothing makes your day better than a perfectly puffed up pomeranian or precisely primped poodle.

Sending out a Google ad for your pooch prettifying with no preparation is like throwing a boxful of flyers that you’ve just spent cold hard cash printing, into the wind.

Some will land in the car wash across the street. Others will slip under the gate of the cat club down the road. Most will fall on the pavement and get stepped on. While one or two of those might get randomly seen by people with dogs – they’re not looking for a dog-do right now, so it won’t register as they hurry away.

This means most businesses that try Google Ads by jumping into it blindly, won’t succeed.

Which in turn means that many businesses never even try it. This is a huge missed opportunity! (Because they could be having double the sales that organic traffic brings in remember? I know, this has been a long read, so just a little more then I’ll let you go!)

Here’s what you need to know about Google Ad targeting if you want to get into the nitty gritty of it. Szymanski & Liniski (2018) broke this down for us when they did a study on the effectiveness of Google Ads (spoiler: It’s pretty darn effective!)

You’d need to have a working understanding of:


Keyword Selection

How to choose keywords that won’t disappear into the Google black hole or cost a ton per click.


Description optimization for interaction and expectations

How to tell your customers in a very limited space that they need your products, and most critically – make them feel like they do.


Call to action

How to get your customer to convert through tested and true consumer psychology tactics.



How to get the right people in the right places looking at your ads.


Keyword exclusive

How to not spend money on the wrong results because of similar spellings and other idiosyncrasies of the English language.



How to fence your ads in so you don’t waste money sending them to people who won’t even understand the language they’re written in.


Google Ads Scheduling

How to schedule your ads to show at the peak hours your customers are on so they’re most effective and you get the best bang for your buck.


Continuous monitoring and analysis

How to keep an eye on what your ads are doing right, what they’re doing wrong, and figure out how they can be making you the most money by spending the least amount possible.


Use of specific landing pages to increase conversion with Google Ads campaign

How to make and link up your ads to dedicated landing pages for ultimate conversion

It is a heckuvalot to have to specialize in.

Here’s the long and short of it: I simplify Google Ads for small businesses by creating high-converting ads using proven copywriting skills, design, and campaign structures.

This means, I manage your Google Ads strategy and optimization, so you don’t have to. I get to help you capitalize on the intent your future customers are showing while they search around for your offerings – and your budget goes further than ever before.

Got questions about anything here or want to see if Google Ads are right for you?

Book a meeting with me

There are so many ways to boost business, grow revenue, and become more profitable that I simply can’t cover them all here.

Book a meeting with me