Making every marketing dollar count is vital to your success as a small business owner. But you might be strapped for cash and running your pay-per-click (PPC) campaigns on Google Search Ads.
When running Google Ads on a shoestring budget, you must conduct a PPC audit regularly to ensure every click drives qualified traffic to your website.
In the following sections, we’ll reveal actionable insights that will empower you to effectively manage your Google Ads campaign, turning your small budget into a potent tool for driving customer engagement and boosting your business’s bottom line.
What matters most when running a small Google Ads campaign?
As a small business owner exploring the world of Google Ads, it’s crucial to approach this powerful digital marketing tool with a strategic mindset. But before you jump in, remember a few crucial things.
Think of Google Search Ads as an investment that can propel your business forward. But remember, Rome wasn’t built in a day.
Gathering enough data to optimize your campaigns effectively takes a month or two, so buckle in for the ride and stay patient. It’s also important to know the right tools to help you manage your account, so be sure to check out the latest AI tools for Google Ads.
Before you start burning cash or pulling your hair out because you can’t figure out why your search campaigns are not performing well enough, you must know how much you should expect to pay for your Google Ads.
By being crystal clear on your budget, you’ll avoid the dreaded anxiety of overspending and make every dollar count.
In the upcoming sections, we’ll reveal proven strategies to help you squeeze every ounce of performance out of your Google Ads campaign—even with a limited budget.
Stay tuned, and get ready to unlock the full potential of Google Ads for small businesses to see how this marketing channel can impact your bottom line!
16 tips for creating and managing a Google Ads campaign on a small budget
Ready to crush your Google Ads campaign on a tight budget? We’ve got your back! In the upcoming sections, we’ll reveal top-notch tips and tricks that’ll skyrocket your small business success.
Dive in and uncover the secrets to optimizing your Google Ads like a boss, even with limited funds.
1. Carefully structure your campaigns and ad groups
Many business owners fail to maximize their Google Ads budget because they don’t structure their campaigns and ad groups correctly from the beginning. While this may not sound like a big deal, failing to structure your Google Ads campaigns properly and ad groups can waste thousands of dollars and hold your accounts back from their full potential.
Both can spell disaster if you run a Google Ads account on a limited budget, especially if you don’t have the right PPC reporting tools to support your efforts.
Start by organizing your campaigns based on specific goals or themes. You can allocate budgets and manage settings effectively for each objective. For example, create separate campaigns for your target products, services, or geographic locations.
Within each campaign, divide your ad groups by tightly themed keywords. Grouping similar keywords allows you to write highly relevant responsive search ads that resonate with your target audience—boosting your Quality Score and lowering your cost-per-click.
Running on a small budget means focusing on what matters most. Prioritize high-converting keywords and trim the fat by pausing underperforming ad groups. This laser-focused approach ensures you’re getting the biggest bang for your buck and is one reason many people choose PPC management instead of taking care of PPC in-house.
Regularly review your account structure to identify areas for improvement. Adjust your ad groups and campaigns to maintain peak performance and adapt to changing business needs.
By structuring your Google Ads account like a well-oiled machine, you’ll save time and money and maximize your ROI—proving that a small budget doesn’t have to hold you back from achieving significant results!
2. Adjust your audience settings
You need to get the right message to the right people at the right time to get the most out of your limited Google Ads budget.
One of the most effective strategies for optimizing your campaign is to adjust your audience settings. Doing so can ensure that the right people see your ads, leading to more conversions and better ROI. You can look for this information in the main settings of your campaign, and you can find useful information in the Auction Insights report.
First, start by narrowing down your target audience. Utilize demographics like age, gender, and location to focus on those most likely to engage with your business. Then, take advantage of Google’s in-market and affinity audience features, which help identify users actively searching for similar products or services.
Remember to monitor and analyze your campaign’s performance regularly. Use Google Ads’ built-in analytics to pinpoint areas where you can further refine your audience targeting. As you make these adjustments, you’ll be able to allocate your limited budget more effectively, driving more sales and boosting the overall success of your Google Ads campaign.
3. Think local, adjust location targeting
Whether you sell products and services for people in specific geographic locations or want to target people in a specific area, you can save a lot of money by adjusting location targeting. This Google Ads setting will let you maximize your return on investment (ROI) and make every cent count.
Location targeting is crucial because it allows you to show your ads to users in specific areas, ensuring you reach your target audience. You’ll reduce wasted ad spend on irrelevant or unprofitable locations by fine-tuning this aspect of your Google Ads campaign.
Here are some actionable tips to optimize your location targeting:
- Research your audience: Understand where your potential customers are located and target those regions for the best results.
- Focus on high-converting areas: Analyze your existing data to identify locations with the highest conversion rates and allocate more budget to those areas.
- Exclude low-performing locations: Identify regions with low engagement or conversion rates and exclude them from your targeting to reduce ad spend waste.
- Adjust bids by location: Increase or decrease your bids based on the performance of each targeted area, ensuring your budget is used efficiently.
- Use radius targeting: If your business serves a local market, implement radius targeting around your physical location to reach customers in your immediate vicinity.
By refining your location targeting, you’ll reach the right audience while managing your budget effectively, driving better results for your Google Ads campaign.
4. Keep a close eye on your search terms report
A game-changing tip for small business owners looking to maximize their Google Ads campaign on a limited budget: Keep a close eye on your search terms report.
Monitoring your search terms report is essential for several reasons. First, it helps you identify irrelevant or low-converting search queries that can drain your budget. By adding these keywords as negative, you can prevent your ads from appearing in unrelated searches, allowing you to allocate your budget more effectively.
Second, this part of your PPC report offers valuable insights into which search terms drive the most conversions. Focusing on high-performing keywords can optimize your ad copy, landing pages, and bids, ultimately boosting your return on investment (ROI).
To implement this idea, follow these tips:
- Regularly review your search terms report (weekly or biweekly) to keep your keyword list current.
- Identify low-performing keywords and add them as negative keywords. Don’t be afraid to talk with an outsourced Google Ads provider if you struggle to identify keywords that should be turned off or modified.
- Analyze high-performing search terms and adjust your bids accordingly to capitalize on their potential.
- Use search term data to refine your ad copy and landing pages for better relevancy and higher Quality Scores.
Remember, a successful Google Ads campaign starts with understanding and optimizing the keywords that drive results. Stay vigilant, and watch your ROI soar!
5. Target long-tail keywords
If you want to maximize your Google Ads campaign while working with a limited marketing budget, targeting long-tail keywords is your golden ticket.
Why long tail keywords? These specific, multi-word search terms typically have lower competition and cost-per-click (CPC), which means you’ll gain a higher return on investment (ROI) without breaking the bank. By focusing on niche phrases, you’ll also attract a more engaged audience closer to making a purchase.
To implement this game-changing strategy, follow these tips:
- Research: Utilize tools like Google Keyword Planner or SEMrush to identify high-converting, low-competition, long-tail keywords relevant to your business.
- Be specific: Create ad groups that center around these targeted phrases, ensuring that your ads and landing pages are tailored to match the searcher’s intent.
- Monitor performance: Track your campaign’s metrics (e.g., click-through rate, conversions, and cost-per-acquisition) to fine-tune your long tail keyword strategy.
If you want to use Google Ads on a small marketing budget, you need to target long-tail keywords in your campaign to help small business owners like you achieve better results with a modest marketing budget. Don’t let limited resources hold you back – embrace the power of long-tail keywords and watch your ROI soar!
6. Optimize negative keywords
As you optimize your campaign with long tail keywords to save your marketing budget, you should also look at negative keywords to tell Google what you don’t want your ads to show for.
Optimizing negative keywords is a critical yet often overlooked tactic that can save money and boost your ad performance.
Moreover, a refined list of negative keywords ensures your ads appear for highly targeted search queries, improving your ad relevance score, click-through rates, and, ultimately, your conversion rates. This also leads to better budget allocation, as you minimize irrelevant clicks, freeing up funds to focus on more promising keywords and driving higher returns on investment.
Here are some tips to help you take advantage of this strategy to use Google Ads on a limited marketing budget:
- Analyze your search terms regularly to identify irrelevant or low-performing keywords and add them as negative ones.
- Use broad match negative keywords to cover variations of irrelevant terms, but be cautious not to exclude valuable search queries.
- Review and update your negative keywords list to keep it current and effective.
7. Avoid broad keyword terms
Using broad-match keywords when you set up a Google Ads account is a common mistake that can cost business owners lots of money.
Broad keyword terms, although alluring due to their high search volume, can be a significant pitfall for small businesses. They often have fierce competition, quickly driving up bid prices and burning through your limited budget. Moreover, broad terms attract many searchers, leading to lower conversion rates and a poor return on investment (ROI).
To optimize your Google Ads campaign on a budget, consider these actionable tips:
- Focus on long-tail keywords: These specific, less competitive phrases are more likely to target your ideal customers, resulting in higher conversion rates and lower costs.
- Use the Keyword Planner: This free Google Ads tool helps you identify relevant, cost-effective keywords for your business.
- Analyze your competitors: Identify the keywords your competitors are targeting and consider how you can differentiate your campaign.
- Monitor and refine: Regularly track your campaign’s performance and adjust your keywords to maximize ROI.
Remember, when working with a limited budget, specificity is critical and you may need to work with outsourced PPC management services to get the most out of your marketing budget. By avoiding broad keyword terms and implementing these tips, you’ll make the most of your Google Ads campaign and maximize your marketing dollars.
8. Review keyword match types
Keywords are the bread and butter of a Google Ads campaign, and you need to know what match type to use if you want to run Google Ads on a small marketing budget.
Choosing the right match type can help you reduce ad spend and target a more relevant audience.
- Broad Match: This is the default match type and shows your ad to the widest audience possible. But beware – it can lead to irrelevant clicks and a higher ad spend. Use cautiously.
- Phrase Match: Your ad will show for searches that contain your keywords in the exact order you’ve entered them. This narrows your audience but captures variations, improving ad relevance and cost efficiency.
- Exact Match: The most targeted option, your ad appears only for searches that match your keyword or close variations. This limits your exposure but ensures the highest relevance and lowest cost per click.
For small business owners on a tight budget, using a mix of phrase and exact match types can help you maintain ad spend control while targeting the right audience. Continually monitor and refine your keyword match types to optimize your Google Ads campaign and maximize ROI.
9. Alter keyword match types over time
When running a Google Ads campaign on a small budget, it’s crucial to alter keyword match types over time. Doing so helps you reach the right audience while keeping ad spend in check.
We like to start a Google Ads campaign with broad match keywords to cast a wide net and collect as much data as possible. However, you must change this match type to save money since broad keyword match types will generate unqualified clicks on your ads.
To optimize your campaign, consider using phrase match and exact match types. They target more specific queries, allowing you to connect with an audience actively searching for your offerings. This precision reduces wasteful ad spend, stretching your marketing dollars further.
As your campaign progresses, monitor and adjust match types based on performance.
Pay attention to search terms, conversion rates, and cost per click. Regularly refining match types maximizes your limited budget while driving meaningful results through Google Search Ads.
10. Don’t run irrelevant ads
Google Ads campaign without breaking the bank. It’s crucial to run highly relevant ads. Don’t let your limited budget waste on generic ads that fail to engage your target audience.
Follow these actionable ideas to supercharge your campaign:
- Keyword Research: Uncover high-converting, low-competition keywords that align with your product or service offerings. Utilize Google’s Keyword Planner tool to identify untapped opportunities.
- Ad Copy: Craft compelling, laser-focused ad copy that speaks directly to your audience’s pain points and desires. Highlight the unique benefits of your products or services, and include a strong call-to-action.
- Ad Extensions: Boost your ad’s visibility and relevance by incorporating ad extensions, such as sitelinks, callouts, and structured snippets. This enhances your ads with additional information, increasing the chances of a click-through.
- Regular Optimization: Test and optimize your ads, bidding strategies, and targeting options. Track and analyze campaign performance to make data-driven decisions for better results.
Focusing on relevance will stretch your marketing budget and drive higher-quality traffic, ultimately increasing ROI and setting your business up for success.
11. Fill out all available content on your ads
If you’re on a tight marketing budget but still want to make the most of your Google Ads campaign, filling out all available content on your ads is crucial. This helps you stand out among competitors and increases your chances of getting noticed by potential customers.
Google’s ad platform is highly competitive; every character counts when crafting the perfect ad. Don’t leave any field empty; use headlines, descriptions, and ad extensions to communicate your unique selling points and showcase your brand’s personality.
For example, use the headline space to convey a powerful message or offer, and provide additional information in the description field. Meanwhile, utilize ad extensions like sitelinks, callouts, or structured snippets to showcase your best features and promotions. You should also fill out the URL path with keywords to round out the ad copy and help Google understand what your ads are about.
Your ads play a decisive role when you run a Google Ads campaign on a limited budget, so be sure to use the ads to generate as many conversions as possible at the lowest price.
12. Use every relevant ad extensions
When running a Google Ads campaign, utilizing every relevant ad extension available is crucial. This includes sitelinks, callouts, structured snippets, calls, messages, location, and price extensions. Using these effectively can enhance your ads and give potential customers more reasons to engage with your business.
For instance, sitelinks can help users navigate to specific pages on your website, while callout and structured snippet extensions highlight unique selling points or critical details. Similarly, call and message extensions encourage direct communication, while location extensions make it easy for customers to find your physical store.
In short, ensure you’re using all relevant ad extensions to make the most of your Google Ads budget. This will boost your ad’s visibility and help potential customers find the information they need to make a purchasing decision.
13. Improve your Quality Score (QS)
Improving your Quality Score (QS) is essential for running a cost-effective Google Ads campaign. A higher QS means better ad placements, lower costs per click (CPC), and more bang for your buck.
To enhance your QS, start by optimizing your ad relevance. Carefully select targeted keywords and craft compelling ad copy that speaks directly to your audience’s needs. This will ensure your ads resonate with potential customers, thus increasing your click-through rate (CTR) and overall QS.
Next, focus on your landing page experience. Ensure your pages load quickly and are mobile-friendly, offering seamless navigation and a clear call to action. You’ll improve user engagement, reduce bounce rates, and boost your QS by providing valuable content that matches your ad copy and keywords.
Finally, consider using ad extensions to provide additional information, such as location, phone numbers, or special offers. These extensions make your ads more informative and clickable, further improving your QS.
14. Build mobile-specific campaigns
building mobile-specific campaigns for your Google Ads campaign is crucial for your success. With mobile usage continually increasing, focusing your advertising efforts on mobile users will help you target a highly engaged audience and maximize your ad spend.
Creating mobile-specific campaigns allows you to tailor your ads, bids, and keywords to the mobile user experience. This means you can leverage device-specific features such as click-to-call buttons and location extensions to drive more conversions at a lower cost. Additionally, by separating mobile from desktop campaigns, you’ll gain better insights into the performance of each channel, allowing you to optimize your budget allocation.
To get started, design your ads with a mobile-first mindset, keeping ad copy concise and actionable. Use mobile-preferred ad extensions and optimize your landing pages for mobile devices to ensure a seamless user experience. By focusing your Google Ads campaign on the mobile market, you can stretch your marketing budget further and drive better results for your small business.
15. Make your landing pages relevant
By tailoring your landing pages to match the content of your ads, you’ll experience increased click-through rates, lower cost-per-click, and a higher Quality Score.
So, how do you create hyper-relevant landing pages? Start by aligning your ad copy and landing page headlines. Ensure the messaging is consistent, engaging, and laser-focused on your target audience’s pain points. Next, demonstrate the value of your offering by showcasing its benefits, features, and social proof, such as customer testimonials or reviews. Lastly, make the call-to-action (CTA) irresistible and crystal-clear, guiding users toward the desired action.
By crafting relevant and compelling landing pages, you’ll supercharge your Google Ads campaign, getting more bang for your buck while attracting more leads and customers. Don’t let a limited budget hold you back—optimize your landing pages today and watch your ROI soar!
16. Optimize, test, & adjust everything
As a small business owner, optimizing, testing, and adjusting every campaign element for maximum impact is essential.
Start by identifying your target audience and crafting highly relevant, engaging ad copy that meets their needs. Combine this with attention-grabbing headlines and strong calls to action to entice clicks and conversions.
Next, focus on keyword research to discover cost-effective, long-tail keywords with lower competition. Targeting these high-converting search terms will stretch your budget further and achieve better results.
Adopt a strategic bidding approach by setting manual bids or leveraging automated bidding strategies like Target CPA or Target ROAS, designed to optimize your spending and improve performance.
Regularly analyze your campaign data to identify what’s working and what isn’t. Test different ad variations, landing pages, and targeting options to determine the most effective combinations. Be bold and make adjustments – continual refinement is crucial to success.
Remember, running a Google Ads campaign on a small budget doesn’t mean compromising on results. Optimizing, testing, and adjusting every aspect of your campaign can maximize your return on investment and reach your target audience with precision.
Final takeaways
Optimizing a Google Ads campaign on a limited budget may seem challenging, but it’s not impossible. By implementing these 16 tips, you can improve the performance of your campaign and get the most out of your ad spend.
Remember to continually monitor your campaigns, analyze your data, and make adjustments as necessary to maximize your ROI.
With a strategic approach and ongoing optimization, you can achieve your advertising goals even with a limited budget.
Ready to get started with a successful Google Ads campaign on a small budget? Contact our team at StrategyBeam today! With our experience and expertise, we can help you achieve your advertising goals and generate a strong return on investment.
Let’s work together to maximize your budget and drive results for your business.
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About the Author: Chris
