How to Advertise Your Business on Google

By Olivia Johnson - Trusted UK Business Expert

Last Updated 16th of April 2025

5 minute read

In today’s digital world, advertising on Google is a powerful tool for any business looking to reach a larger audience. Whether you’re new to online marketing or want to improve your current strategy, we’re here to guide you through every step of the process.

To advertise your business on Google, you can use Google Ads. Create an account, choose your campaign type, set a budget, write engaging ads, and select the right keywords. Google Ads will then show your ads to people who search for related terms.

We’ll now explain in greater detail how to get started with Google Ads and optimise your ads to get the best results. By the end, you’ll have a clear understanding of how to advertise your business on Google and maximise your reach.

How to Advertise Your Business on Google

Advertising your business on Google is one of the most effective ways to reach potential customers. Google Ads, the platform used for this purpose, allows businesses of all sizes to advertise across Google’s search results, websites, and apps. With a variety of campaign options and flexible targeting, you can create highly focused ads that connect with your target audience.

Google Ads works based on a pay-per-click (PPC) model, meaning you only pay when someone clicks on your ad. The platform provides a wide range of tools to help optimise your ads for maximum impact, such as detailed analytics, audience targeting, and conversion tracking.

Now, let’s explore the specific steps you’ll need to take to get started with advertising your business on Google.

Set Up Your Google Ads Account

The first step in advertising your business on Google is setting up a Google Ads account. If you don’t already have one, go to the Google Ads website and sign up using your Google account. You will need to enter some basic information about your business, such as the website URL, business location, and language preferences.

Once your account is set up, you can begin creating your first campaign.

Choose Your Campaign Type

Google Ads offers several campaign types, each with its own benefits depending on your business goals. Here are the most common types:

• Search Campaigns: These ads appear in Google search results when people search for keywords related to your business.
• Display Campaigns: These ads show up on websites and apps within Google’s Display Network. They can be in the form of text, images, or video.
• Shopping Campaigns: These are ideal for e-commerce businesses. They allow you to showcase your products directly in Google search results.
• Video Campaigns: These ads appear on YouTube and other video partner sites.

Choosing the right campaign type depends on your business goals. For instance, a local service provider might focus on Search Campaigns to capture people actively searching for their services, while an e-commerce store may benefit more from Shopping Campaigns.

Set Your Budget and Bidding Strategy

One of the best features of Google Ads is the ability to set your own budget. You can control how much you want to spend each day or for each campaign, ensuring you stay within your financial limits.

Google Ads also allows you to choose a bidding strategy. Some common strategies include:

• Manual CPC (Cost-per-Click): You control how much you want to pay for each click.
• Automated Bidding: Google automatically adjusts your bids to maximise results based on your goals.
• Target CPA (Cost-per-Acquisition): Google optimises bids to get as many conversions as possible within your target cost-per-action.

Create Your Ads

Next, you need to write compelling ads that will attract attention. For Search Campaigns, your ads should be concise and relevant to the keywords you’re targeting. Focus on a clear call to action (CTA), such as “Buy Now” or “Get a Free Quote.”

For Display and Video Campaigns, visuals are important. Make sure your images or videos are eye-catching and align with your branding. Your message should be consistent across all types of ads.

Select Keywords

Keywords are the backbone of Google Ads. These are the terms people search for when they’re looking for products or services like yours. You’ll need to select relevant keywords for your campaign, ensuring they align with the products or services you offer.

Google provides a keyword planning tool that helps you find relevant keywords with good search volume and low competition. You can target broad keywords, or more specific “long-tail” keywords that are less competitive.

Optimise and Track Your Campaigns

Once your ads are live, it’s important to continually optimise them. Use Google’s built-in analytics to track performance and identify which ads are working and which ones need improvement. This might involve adjusting your keywords, changing your bids, or testing different ad variations.

Conversion tracking is an essential tool that allows you to measure whether your ads are generating the desired results, such as purchases, sign-ups, or phone calls.

Make Use of Advanced Targeting Features

Google Ads also provides advanced targeting options that can help you fine-tune your ads even further. Some of these options include:

• Location Targeting: Show your ads to people in specific geographic locations.
• Device Targeting: Choose whether to show your ads on mobile devices, desktops, or tablets.
• Audience Targeting: Reach specific audiences based on interests, demographics, and online behaviours.

These targeting features allow you to ensure your ads are shown to the people who are most likely to convert, making your advertising more efficient.

How to Improve Your Google Ads Campaign

Once you have set up your campaign, the next step is to refine and optimise your approach. Constant testing and tweaking are key to running successful ads on Google.

• Use A/B Testing to Improve Performance: A/B testing, or split testing, is a technique where you test two versions of an ad to see which one performs better. For example, you might test different headlines, descriptions, or call-to-action buttons to find out which drives more clicks or conversions.
• Monitor Your Quality Score: Google Ads uses a Quality Score to determine how relevant your ads are to the audience. A higher Quality Score can lower your costs and improve your ad ranking. You can improve your Quality Score by ensuring your ads and keywords are tightly aligned, and that your landing page offers a good user experience.

Ready to start advertising your business on Google? Learn more about creating an account and setting up your first campaign today.

FAQ

How much should I spend on Google Ads?

The amount you should spend depends on your goals and budget. You can start with a small daily budget and adjust it based on your results.

How long does it take for Google Ads to show results?

Results can vary. In general, it may take a few days or weeks to see meaningful results, depending on your budget and campaign strategy.

Can I target specific locations with Google Ads?

Yes, Google Ads allows you to target specific cities, regions, or countries. This is great for businesses that serve local or regional customers.

What is a Google Ads campaign type?

A Google Ads campaign type determines where and how your ads will appear. Common types include Search, Display, Video, and Shopping campaigns.

By following the steps outlined in this post, you’re well on your way to successfully advertising your business on Google. Remember, effective advertising requires consistent monitoring and optimisation to achieve the best results.