Understanding Google Ads A Summary

Introduction 

If you're a small business owner looking to grow your customer base and get noticed online, Google Ads can be a powerful tool — but only if you understand how it works and how to use it effectively. Over the past few months at 53 Degrees North, we’ve explored the key building blocks of Google Ads through a series of beginner-friendly blog articles designed to demystify the platform and make it more accessible for business owners just like you.

We started with the basics in What Are Google Ads?, explaining how the platform works, the types of ads available, and how the bidding system operates. Then we moved on to the benefits in What Are the Top Benefits of Google Ads for Small Businesses?, highlighting why it’s particularly well-suited to smaller enterprises with modest budgets.

Next, we explored how advertising and web presence go hand-in-hand in How Google Ads and Your Website Work Together: Explaining the Synergy, showing how a well-built website can dramatically improve the performance of your ad campaigns. Finally, we wrapped up the core series with Getting Started with Google Ads: A Beginner’s Guide to Your First Campaign, where we walked through how to set up your first campaign step-by-step.

This article brings all of that together — a comprehensive summary of what you need to know, what’s next, and what you might have missed. Whether you’re just getting started or refining your approach, it’s a great place to assess your progress and plan your next steps.

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1. Introduction to Google Ads

As covered in our blog What Are Google Ads?, Google Ads is Google’s online advertising platform that allows businesses to appear at the top of search results and across Google’s wider network. It operates on a pay-per-click (PPC) model, which means you only pay when someone clicks your ad.

There are several different types of ads available through Google Ads:

• Search ads – text-based and appear at the top of Google Search results

• Display ads – visual banners shown on websites across the Google Display Network

• Shopping ads – product listings shown in search results (ideal for e-commerce)

• Video ads – typically appear on YouTube and other video partner sites

The platform uses a bidding system, where advertisers bid on specific keywords. But it’s not just about how much you're willing to pay — ad quality also plays a major role. Google calculates something called Ad Rank, which is based on your bid, your ad’s expected click-through rate, its relevance, and the experience of the landing page it points to.

Another critical concept is the Quality Score, which affects both the cost and placement of your ad. A well-structured campaign with relevant keywords, engaging ad copy, and a strong website experience can lead to better performance at a lower cost — a point we explore further in section 3.

2. Benefits for Small Businesses

In our article What Are the Top Benefits of Google Ads for Small Businesses?, we looked at why Google Ads is such a valuable tool for smaller businesses. Here are the main takeaways:

1. Instant Visibility

Unlike SEO, which can take time to build momentum, Google Ads can place your business in front of potential customers within hours of launching a campaign. This is ideal for time-sensitive offers or new launches.

2. Laser-Focused Targeting

Google Ads lets you target by location, age, interests, keywords, device, and more. That means you can focus your spend on the people most likely to become customers — maximising your return on investment.

3. Flexible Budgets

You’re always in control of what you spend. Whether you have £5 or £500 per day, you can set a daily or monthly cap, making it one of the most cost-effective advertising options available.

4. Measurable Results

Unlike some traditional forms of advertising, Google Ads offers clear and detailed reporting. You can track impressions, clicks, conversions and cost per lead — allowing you to make informed decisions about where to invest next.

5. Local Impact

For businesses targeting a specific area, Google Ads offers strong local targeting capabilities. You can show your ads only to people within your service area, ideal for tradespeople, cafés, or anyone operating locally.

Together, these benefits make Google Ads an accessible, scalable, and results-driven platform — even for businesses with limited time and budget.

3. How Google Ads and Your Website Work Together

Your website plays a critical role in the success of your advertising efforts. In How Google Ads and Your Website Work Together: Explaining the Synergy, we explored the tight connection between ad performance and website quality — a relationship often underestimated by beginners.

Why a Good Website Matters

When someone clicks on your ad, they’re taken to your website. What happens next determines whether you gain a customer or waste your ad spend.

A poorly designed, slow, or confusing website can result in high bounce rates, low conversions, and wasted clicks — meaning you pay for traffic that doesn’t convert. On the other hand, a fast, clear, mobile-friendly website makes it easy for visitors to take the next step, whether that’s making an enquiry, booking an appointment, or completing a purchase.

Google also takes your website experience into account when calculating your Quality Score. That means:

• A better website leads to higher ad placements

• And lower costs per click (CPC)
  
  
  

What to Optimise for Google Ads Success

Your website should:

• Load quickly – ideally in under 3 seconds

• Work flawlessly on mobile – more than half of ad traffic is mobile
  Match the ad’s intent – the landing page should be relevant to the ad clicked

• Have a clear call to action (CTA) – e.g. “Call now”, “Get a free quote”, “Book your appointment”
  
  
  

At 53 Degrees North, we often say that your website is your hardest-working employee — especially when paired with paid ads. When built properly, it can convert leads 24/7, giving you better results from every penny spent on advertising.

4. Getting Started: A Beginner’s Guide to Google Ads

Launching your first campaign can feel overwhelming, but it doesn’t need to be. In Getting Started with Google Ads: A Beginner’s Guide to Your First Campaign, we outlined a simple, step-by-step approach to help small business owners build confidence and launch successfully.

Here are the essentials to get you up and running:

Step 1: Define Your Goal

Before you touch the Google Ads platform, be clear on what success looks like. Do you want more:

• Phone calls?

• Website visits?

• Enquiries or bookings?

Google Ads works best when you have a single, focused goal per campaign.

Step 2: Choose the Right Campaign Type

Most beginners start with:

• Search campaigns – perfect for driving traffic when people are actively searching for your service

• Local campaigns – ideal for businesses looking to increase in-store visits or calls

Other types like Display or Shopping campaigns can come later, once you’re confident with the basics.

Step 3: Pick Relevant Keywords

Use terms that your ideal customers would actually search for. Tools like Google’s Keyword Planner can help identify volume, intent, and cost. Focus on:

• High intent phrases (e.g. "emergency plumber near me")

• Avoid overly broad keywords that may waste your budget

Step 4: Write Effective Ad Copy

Your ad should clearly reflect:

• What you offer

• Why you're different

• What action you want the user to take

Always include a strong call to action such as “Get a free quote today” or “Call now for fast service.”

Step 5: Link to a Purpose-Built Landing Page

Rather than pointing traffic to your homepage, direct users to a specific page that matches their search intent. This increases relevance and conversions — and as mentioned in our synergy article, it can improve your ad performance and lower costs.

Step 6: Set a Budget and Monitor Performance

Start with a small daily budget (even £5–10 can be enough), and check in regularly to review performance. Pay attention to:

• Click-through rate (CTR)

• Cost per click (CPC)

• Conversions or leads

Google provides intuitive dashboards to make monitoring easy — and once you see what works, you can confidently scale up.

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5. Future Areas to Explore

As your experience with Google Ads grows, so too does the opportunity to refine, scale, and diversify your strategy. At 53 Degrees North, we’re committed to helping small businesses build confidence and get real value from their marketing. Here are some key areas we plan to cover in future articles:

Advanced Campaign Types

We’ll be diving into campaign formats beyond the basics — including:

• Display Ads: Visual adverts shown across millions of websites

• Performance Max: Google’s newest AI-powered, cross-channel format

• Shopping Campaigns: Essential for product-based businesses

Each has unique benefits and strategic uses that can drive different types of growth.

Refining Audience Targeting

Moving beyond keywords, we’ll explore how to use:

• Custom audiences

• In-market segments

• Location and demographic filters

These tools allow you to get your ads in front of precisely the right people at the right time.

Budget Optimisation & Scaling Strategies

It’s not just about spending more — it’s about spending smart. Future guides will explore how to:

• Identify your most profitable ads

• Reinvest budget into high-converting areas

• Avoid common pitfalls when scaling

Automation, Rules, and Scripts

Once your account is performing well, we’ll show you how to introduce automation — such as:

• Automated bidding strategies

• Rules to pause underperforming ads

• Scripts to save time and spot trends

This can significantly reduce time spent managing campaigns while keeping performance on track.

Case Studies & Real Results

We also plan to share real-world examples from small business clients, showing how Google Ads was used to:

• Launch new services

• Fill appointment calendars

• Compete with bigger brands on a small budget

This will provide practical insights and inspiration for your own campaigns.

Conclusion

Google Ads offers powerful potential — but getting real results means more than just setting up a few keywords and hoping for the best. From understanding the basics to aligning your website and choosing the right strategy, each step plays a part in your success. At 53 Degrees North, we’re here to demystify the process and help you grow with confidence.

Ready to take your first step or fine-tune what you’ve started? There’s so much more to explore — and we’ll be with you each step of the way.