How to set up a Google Ads campaign that converts
How to set up a Google Ads campaign that actually converts
Published 24/04/2026
Setting up a Google Ads campaign is easy.
Setting one up that actually drives conversions and makes money is where most businesses fail.
If you don’t get the fundamentals right—keywords, structure, tracking—you’ll burn budget fast with little return.
This step-by-step guide will show you exactly how to set up a Google Ads campaign properly.
How to set up a Google Ads campaign: What you need first
Before opening Google Ads, make sure you have:
– A clear goal (leads, sales, bookings)
– A high-converting landing page
– Conversion tracking in place
– A defined target audience
Skipping this step is one of the biggest reasons campaigns fail.
Step 1: How to do keyword research for Google Ads campaigns
Keywords determine who sees your ads.
Focus on high-intent keywords, such as:
– “hire digital marketing agency”
– “buy running shoes online”
– “google ads services near me”
Tips for better keyword research:
– Prioritise commercial intent keywords
– Use long-tail keywords (less competition, higher conversion rate)
– Avoid overly broad terms early on
The goal isn’t traffic—it’s qualified traffic.
Check out the free guide ‘where to get keywords for free’.
Step 2: Google Ads campaign structure (campaigns, ad groups & keywords)
A clean structure improves performance and reduces costs.
Recommended structure:
– Campaign: Overall goal (e.g. Lead Generation)
– Ad Groups: Tight keyword themes
– Keywords: Closely related search terms
Example:
– Campaign: Google Ads Services
– Ad Group 1: “google ads agency”
– Ad Group 2: “ppc management services”
Each ad group should have highly relevant ads and keywords.
Step 3: How to write Google Ads that convert
Your ad determines whether users click, and whether the right users click.
High-converting ads include:
– The keyword in the headline
– A clear benefit (not just features)
– A strong call-to-action (CTA)
Example CTA:
– “Get a Free Quote”
– “Book a Consultation”
Your ad should match the user’s intent exactly.
Step 4: Choosing the right Google Ads bidding strategy
Your bidding strategy controls how your budget is spent.
Common options include:
– Manual CPC (more control)
– Maximise Conversions (automation)
– Target CPA (cost control)
If you’re unsure which to choose, read: google ads bidding strategies.
Step 5: How to set up conversion tracking in Google Ads
Without tracking, you’re guessing.
You need to track actions like:
– Form submissions
– Purchases
– Phone calls
Conversion tracking allows you to:
– Measure ROI
– Optimise campaigns
– Scale what works
This is non-negotiable.
Step 6: Launching your Google Ads campaign
Before you hit “publish,” check:
– Keywords are relevant
– Negative keywords are added
– Location targeting is correct
– Budget is realistic
– Ads are aligned with landing pages
Small mistakes here can waste a lot of budget.
Common mistakes when setting up Google Ads campaigns
Avoid these:
– Targeting broad, low-intent keywords
– Sending traffic to poor landing pages
– Not using negative keywords
– Ignoring conversion tracking
– Choosing the wrong bidding strategy
FInal thoughts on setting up Google Ads campaigns
Setting up a Google Ads campaign isn’t just about launching-it’s about building a system that converts.
Once your campaign is live, the real work begins: optimisation.
Learn more about Google Ads optimisation or if you need any help with Google Ads management click here to find out more.
FAQs about setting up Google Ads campaigns
To set up a Google Ads campaign:
1) Define your goal
2) Choose keywords
3) Structure campaigns and ad groups
4) Write ads
5) Set bidding strategy
6) Add conversion tracking
7) Launch and optimise
You can start with as little as £10–£20 per day. However, competitive industries may require higher budgets to generate meaningful data.
Search campaigns are usually best for beginners because they target users with high intent who are actively searching.
You can see traffic immediately, but optimisation typically takes 2–4 weeks to generate consistent results.
Common reasons include:
– Poor keyword targeting
– Weak ad copy
– Bad landing pages
– No conversion tracking
PPC advertising guide 2026
What is Google Ads? A complete PPC advertising guide (2026)
Published 21/04/2026
If you want to get your business in front of customers immediately, Google Ads is one of the most powerful tools available.
Unlike SEO, which can take months to build traction, Google Ads allows you to appear at the top of search results almost instantly. However, to use it effectively, you need to understand how PPC advertising works.
This guide will walk you through everything you need to know.
What is PPC advertising?
PPC (pay-per-click) advertising is a digital marketing model where you pay each time someone clicks on your ad.
Instead of earning traffic organically, you’re essentially buying visits to your website.
The most popular PPC platform is Google Ads, which allows businesses to show ads on:
– Google search results
– YouTube
– Partner websites
– Mobile apps
The key advantage of PPC is intent targeting. You’re reaching people who are actively searching for what you offer.
What is Google Ads and how does it work?
Google Ads is Google’s advertising platform that runs on an auction system.
Every time someone searches on Google, an auction happens in milliseconds to decide which ads appear.
Here’s what determines whether your ad shows:
– Your bid (how much you’re willing to pay per click)
– Ad relevance (how closely your ad matches the search)
– Expected click-through rate (CTR)
– Landing page experience
These factors combine into something called Quality Score, which heavily influences your costs and performance.
Note: The highest bidder doesn’t always win – the most relevant advertiser does.
How Google Ads works - Keywords, bidding and auctions
At the core of Google Ads are keywords.
When someone searches for a keyword like:
- “electrician near me”
- “emergency plumber”
Google scans advertisers bidding on those keywords and runs an auction.
The Basic Process:
1) You choose keywords relevant to your business
2) You create ads targeting those keywords
3) You set a bid (max cost per click)
4) Google ranks ads based on Quality Score + bid
5) You pay only when someone clicks
This is why PPC is so powerful—it connects you with users at the exact moment of intent.
Types of Google Ads Campaigns explained
Google Ads isn’t just search ads. There are multiple campaign types, each suited to different goals:
1. Search Campaigns
Text ads that appear on Google search results pages.
– Best for high-intent leads
2. Display Campaigns
Visual banner ads across websites.
– Best for awareness and retargeting
3. Video Campaigns
Ads shown on YouTube.
– Best for brand awareness and engagement
4. Performance Max
AI-driven campaigns across all Google channels.
– Best for scaling with automation
Key PPC advertising terms you need to know
Understanding these core terms will help you avoid costly mistakes:
– CPC (Cost Per Click): How much you pay per click
– CTR (Click-Through Rate): % of users who click your ad
– Conversion Rate: % of visitors who take action
– Quality Score: Google’s rating of your ad relevance
– Impressions: How many times your ad is shown
These metrics determine whether your campaigns are profitable or not.
Why businesses use PPC advertising (Pros and cons)
Advantages:
– Instant visibility
– Highly targeted traffic
– Scalable campaigns
– Measurable ROI
Disadvantages:
– Costs can add up quickly
– Requires ongoing optimisation
Competitive industries can be expensive
The key is not running ads, but running them efficiently.
Is Google Ads right for your business?
Google Ads works best when:
– You have clear customer demand
– Your service solves an immediate problem
– You can convert traffic effectively
It may not work well if:
– Your offer is unclear
– Your margins are too low
– Your website doesn’t convert
Traffic alone isn’t enough- conversion matters.
How to get started with Google Ads
If you’re ready to begin, the next step is learning how to structure a campaign properly.
A poorly set up account can waste budget fast, while a well-structured one can generate consistent leads.
Google Ads is one of the fastest ways to grow a business online, but only if you understand how it works.
This PPC advertising guide gives you the foundation. From here, the real results come from:
– Setup
– Continuous optimisation
– Data-driven decisions
If you get those right, Google Ads can become one of your most profitable marketing channels.
FAQs
PPC (pay-per-click) advertising is a model where you pay each time someone clicks on your ad. Instead of waiting for organic traffic, you can instantly appear in search results and drive visitors to your website.
Google Ads works by allowing advertisers to bid on keywords. When users search for those keywords, Google runs an auction and displays the most relevant ads based on bid, quality, and expected performance.
PPC and SEO serve different purposes:
– PPC delivers immediate traffic
– SEO builds long-term organic visibility
The best strategy is usually a combination of both.
There’s no fixed cost. You can set your own budget, and costs vary depending on:
– Industry competition
– Keyword demand
– Target audience
Some clicks may cost under £1, while others can exceed £20+ in competitive markets.
Yes, if campaigns are set up and optimised correctly. Google Ads is especially effective for businesses that:
– Offer high-value services
– Target high-intent keywords
– Have strong landing pages
You can start getting clicks and traffic within hours of launching a campaign. However, meaningful performance improvements usually take 2–4 weeks of optimisation.
Mastering AI Overviews: Tips to Boost Your Visibility Online
Mastering AI Overviews: Tips to boost your visibility online
Published 18/04/2026
Unlock the secrets to enhancing your online presence with our essential tips for mastering AI overviews. Elevate your visibility and stand out today!
Understanding AI Overviews and their importance
Artificial Intelligence (AI) has revolutionised the way we interact with the digital world, offering powerful tools that help businesses and individuals enhance their online presence. One such tool is the AI overview, a concise, automated summary that provides a quick yet comprehensive snapshot of content. AI overviews are designed to capture the essence of a webpage, article, or report, enabling users to grasp key information without wading through lengthy texts. This is increasingly important in today’s fast-paced digital landscape, where attention spans are short and the demand for accessible information is high.
The importance of AI overviews lies in their ability to distill complex information into manageable chunks, making content more accessible to a broader audience. This not only aids in improving user experience but also plays a critical role in search engine optimisation (SEO). Search engines prioritise content that is clear, relevant, and easily digestible, and AI-generated summaries can help meet these criteria. By providing a succinct overview of your content, AI tools can enhance your visibility in search engine results pages (SERPs), driving more traffic to your site.
Moreover, AI overviews are instrumental in improving the efficiency and effectiveness of content marketing strategies. They allow businesses to quickly generate summaries for various platforms, ensuring that key messages are consistently communicated across different channels. This consistency helps in building a strong brand presence and fostering trust among audiences. As AI technology continues to evolve, mastering the use of AI overviews becomes increasingly essential for anyone looking to boost their online visibility and stay competitive in the digital arena.
The role of AI in content creation
AI has dramatically transformed content creation, making it faster, more efficient, and often more insightful. Traditional content creation involves significant time and effort, from research and writing to editing and publishing. AI, however, can streamline this process by automating various aspects of content generation. For instance, AI tools can analyze vast amounts of data to identify trending topics, generate article outlines, and even create content drafts. This allows content creators to focus more on refining and personalising the content, rather than getting bogged down by the initial stages of creation.
One of the most significant contributions of AI in content creation is its ability to generate high-quality, relevant content at scale. AI algorithms can analyse user behaviour, search patterns, and social media trends to understand what kind of content resonates with audiences. This data-driven approach ensures that the content produced is not only relevant but also engaging and tailored to the needs of the target audience. Additionally, AI can help in optimising content for SEO by suggesting keywords, improving readability, and ensuring that the content aligns with search engine algorithms.
Furthermore, AI-powered tools can assist in enhancing the creativity and productivity of content creators. For example, AI can provide inspiration by suggesting unique angles or perspectives on a topic, helping writers overcome creative blocks. It can also automate repetitive tasks such as editing and proofreading, allowing writers to focus on developing unique and compelling narratives. By leveraging AI in content creation, businesses can produce high-quality content more efficiently, ultimately boosting their online visibility and engagement.
Key benefits of using AI Overviews for online visibility
AI overviews offer a multitude of benefits that can significantly enhance your online visibility. One of the primary advantages is their ability to improve the user experience on your website. Visitors are more likely to stay on your site and engage with your content if they can quickly understand what it’s about. AI-generated summaries provide a concise and clear overview, making it easier for users to find the information they’re looking for. This not only keeps them on your site longer but also increases the likelihood of them returning in the future.
Another key benefit of AI overviews is their impact on search engine rankings. Search engines like Google prioritise content that is well-structured and easy to understand. By incorporating AI-generated summaries into your content, you can improve its structure and clarity, making it more appealing to search engines. This can result in higher rankings on SERPs, driving more organic traffic to your site. Additionally, AI overviews can help you target long-tail keywords more effectively, further boosting your SEO efforts.
AI overviews also play a crucial role in enhancing the effectiveness of your content marketing strategy. By providing a quick and accurate summary of your content, AI tools can help you maintain consistency across different platforms and channels. This consistency is vital for building a strong brand presence and ensuring that your key messages are communicated effectively. Moreover, AI overviews can save you time and resources by automating the process of creating summaries, allowing you to focus on other important aspects of your marketing strategy. In today’s competitive digital landscape, leveraging the power of AI overviews can give you a significant edge in boosting your online visibility.
How to optimise your AI Overviews for SEO
Optimising your AI overviews for SEO is essential to maximise their impact on your online visibility. The first step is to ensure that your summaries are clear, concise, and relevant. AI-generated overviews should capture the main points of your content without being overly verbose. This not only makes it easier for users to understand but also helps search engines index your content more effectively. Including relevant keywords in your summaries is crucial for SEO. Make sure to incorporate primary and secondary keywords naturally within the text to improve your rankings on search engine results pages.
Another important aspect of optimising AI overviews for SEO is ensuring that they are well-structured. A well-organized summary with clear headings and subheadings can enhance readability and make it easier for search engines to crawl your content. Use bullet points, numbered lists, and short paragraphs to break down the information into digestible chunks. This not only improves the user experience but also aligns with search engine algorithms that favor well-structured content. Additionally, make sure to include internal and external links within your overviews to provide additional value and context to your readers.
Finally, continuously monitor and analyse the performance of your AI overviews to identify areas for improvement. Use analytics tools to track metrics such as click-through rates, bounce rates, and average time spent on page. This data can provide valuable insights into how well your summaries are performing and whether they are effectively driving traffic to your site. Regularly updating and refining your AI overviews based on these insights can help you maintain and improve your SEO rankings over time. By following these optimization strategies, you can ensure that your AI-generated summaries contribute significantly to your online visibility and overall digital success.
Crafting engaging AI Overviews: Best practices
Crafting engaging AI overviews requires a strategic approach to ensure that the summaries are not only informative but also captivating for your audience. One of the best practices is to start with a strong hook that grabs the reader’s attention. This could be a compelling statement, an interesting fact, or a thought-provoking question related to the content. An engaging introduction sets the tone for the rest of the summary and encourages readers to continue exploring your content.
Another important practice is to focus on clarity and brevity. AI overviews should be concise and to the point, capturing the essence of the content without overwhelming the reader with too much information. Avoid using jargon or complex language that might confuse your audience. Instead, use simple and straightforward language that is easy to understand. This not only enhances readability but also ensures that your summaries are accessible to a broader audience.
Additionally, it’s crucial to highlight the key points of your content in the summary. Identify the main ideas and important details that are most relevant to your audience and ensure that they are prominently featured in the overview. This helps readers quickly grasp the value of your content and encourages them to engage with it further. Incorporating visual elements such as bullet points, numbered lists, and headings can also enhance the readability of your summaries and make them more engaging. By following these best practices, you can create AI overviews that effectively capture the attention of your audience and drive higher levels of engagement.
Analysing the performance of your AI Overviews
Analysing the performance of your AI overviews is essential to understand their impact and identify areas for improvement. One of the key metrics to monitor is the click-through rate (CTR), which indicates how often users click on your content after reading the summary. A high CTR suggests that your summaries are effectively capturing the interest of your audience, while a low CTR may indicate that your overviews need to be more compelling. Use analytics tools such as Google Analytics to track CTR and gain insights into user behaviour.
Another important metric to consider is the bounce rate, which measures the percentage of users who leave your site after viewing only one page. A high bounce rate can be a sign that your summaries are not engaging enough to encourage further exploration of your content. Analyse the bounce rate of pages with AI overviews and compare them to those without summaries to identify any discrepancies. If you notice a high bounce rate on pages with summaries, consider revising the overviews to make them more engaging and relevant to your audience.
Additionally, track the average time spent on page to gauge how effectively your summaries are encouraging users to engage with your content. Longer time spent on a page indicates that users find your content valuable and are taking the time to read it thoroughly. Conversely, a short average time on page may suggest that your summaries are not adequately capturing the interest of your audience. By continuously monitoring and analysing these performance metrics, you can make data-driven adjustments to your AI overviews and ensure that they are contributing positively to your online visibility and user engagement.
Performance Max new features. What’s changed & how to win with Google Ads in 2026
Performance Max new features. What's changed & how to win with Google Ads in 2026
Published 07/04/2026
If you’ve been running campaigns on Google Ads, you’ve likely noticed that Performance Max (PMax) is evolving fast. With constant updates and smarter automation, advertisers now have more control, better insights and stronger performance potential than ever before.
In this guide, we’ll break down the latest Performance Max new features, explain how they work and show you how to use them effectively. Whether you’re new or experiences, this article will help you stay ahead.
What is Performance Max Campaign in Google Ads?
Before diving into updates, let’s clarify the basics.
A Performance Max campaign is a goal-based campaign type that allows advertisers to access all of Google’s inventory from a single campaign. This includes:
Search, Display, YouTube, Gmail, Discover, Shopping.
Instead of managing separate campaigns, Google uses automation and machine learning to deliver ads across channels based on your goals.
So, to answer the question, the simplest answer is “It’s Google’s most automated campaign type designed to maximise conversions across all channels.
Is Performance Max Google Shopping?
A common question we get asked “Is Performance Max Google Shopping?”
The short answer: Not exactly, but it includes it.
Performance Max replaces Smart Shopping Campaigns and integrates Shopping ads into a broader ecosystem. This means:
– Your product feed is still essential
– Shopping ads are automatically served
– But they’re combined with other formats like video and display
So, Performance Max is more powerful than traditional Google Shopping, not a direct replacement.
Performance Max new features
Google has introduced several important updates recently. Let’s explore the most impactful Performance Max new features.
1. Campaign-level demographic data
Performance Max has long aloowed advertisers to excluse demographic groups, but until recently, there was no clear visibility into how those audiences were performing at the individual campaign level. This made it difficult to make precise optimisatio decisions, as most insights had to be taken from account-wide data rather than campaign-specific performance.
What’s new:
– Google has now introduced campaign-level reporting for age and gender demographics
– This data can be found within the demographics section of your campaign insights
– Advertisers can now analyse how different demographic segments perform within each campaign, rather than relying on broader trends
Why it matters:
This update gives advertisers far greater control and accuracy when optimising campaigns. Instead of making assumptions, you can now identify underperforming demographic groups based on real data and exclude them where appropriate. The result is more efficient budget allocation and improved campaign performance.
2. Audience signal visibility
Audience signals in Performance Max have traditionally lacked transparency, making them something of a ‘black box’. While advertisers could provide signals to guide Google’s automation, there was little insight into how individual audiences within those signals were actually performing.
What’s new:
– Google is beginning to roll out enhanced reporting that shows performance data for both overall audience signals and the individual audiences within them
– Additionally, advertisers now have the ability to exclude specific audiences at the campaign level without removing them entirely from the signal setup
Why it matters:
This improvement allows for much more strategic optimisation. Advertisers can now refine audience taregting based on actual performance data rather than assumptions. As this feature becomes more widely available, it will significantly improve how campaigns are tailored, leading to better targeting, reduced wasted spend and stronger overall results.
Performance Max Google Ads example
Let’s look at a simple Performance Max Google Ads example to bring it all together.
Scenario: Online clothing store
Goal: Increase online sales
Setup:
– Product feed connected via Merchant Center
– Asset groups created for categories (e.g. “Men’s jackets”)
– Audience signals: past website visitors & fashion enthusiasts
Ads shown across:
– Google Shopping results
– YouTube videos
– Display banners
– Search queries
Results:
– Increase conversions across multiple channels
– Better ROAS compared to separate campaigns
This demonstrates how Performance Max unifies everything into one streamline strategy.
Best practices for Performance Max in 2026
To make the most of the Performance Max new features, follow these proven strategies:
1. Feed optimisation is critical
Your product feed impacts:
– Shopping ads
– Dynamic creatives
Optimise:
– Titles
– Descriptions
– Images
– Pricing
2. Use high-quality creative assets
Don’t rely solely on automation.
Provide:
– Strong headlines
– Engaging visuals
– Clear CTAs
3. Segment campaigns strategically
Instead of one campaign for everything:
– Segment by product category
– Separate high vs low margin products
4. Monitor insights regularly
Check:
– Asset performance
– Search term insights
– Audience signals
5. Be patient with learning phase
– Performance Max needs time
– Avoid making frequent changes in the first 2-3 weeks
FAQs
Performance Max is a fully automated campaign type that allows advertisers to run ads across all Google channels from one campaign, using AI to optimise performance.
No, but it includes Shopping Ads. It replaces Smart Shipping and expands it to include Search, Display, YouTube and more.
Yes, when set up correctly. They work especially well for eCommerce, lead generation and businesses with strong conversion tracking.
Partially. New features now allow better control through brand exclusions, placement controls and audience signals.
Partially. New features now allow better control through brand exclusions, placement controls and audience signals.
Only for eCommerce campaigns. Lead generation campaigns can without a product feed.
The latest Performance Max new features show a clear direction: more transparency, better control and smarter automation.
For advertisers, this means:
– Less manual work
– More data-driven decisions
– Greater performance potential
But success still depends on strategy. The brands that win with Performance Max aren’t just relying on automation, they are feeding it the right data, creatives and signals.
If you take the time to understand and apply these updates, Performance Max can become one of your most powerful growth channels in 2026 and beyond.
If you’re looking to get more from your campaigns or want expert support implementing the latest Performance Max strategies, working with a specialist agency can make a significant difference. At CoThought Digital, we help businesses scale their results through tailored, data-driven PPC strategies. Whether you’re launching new campaigns or refining existing ones, our team focuses on maximising ROI with a hands-on, transparent approach. Learn more about our services here.
SEO Cheshire – The Complete Guide to Ranking Your Business Locally
Unlocking SEO success. Your guide to Cheshire's digital landscape
Published 02/04/2026
Unlock the secrets of digital marketing success in Cheshire. Discover essential strategies for navigating the local SEO landscape and boosting your online presence.
Understanding SEO - A brief overview
Search Engine Optimisation, commonly known as SEO, is a cornerstone of digital marketing. It involves optimising your website to rank higher on search engine results pages (SERPs). The higher your site ranks, the more visible it becomes to potential customers. SEO encompasses a variety of techniques and strategies designed to improve your online visibility, drive organic traffic, and ultimately increase conversions. It is a dynamic field, continuously evolving with algorithm updates and new industry trends.
SEO can be broadly categorised into on-page and off-page optimisation. On-page SEO refers to techniques that can be applied directly on your website, such as content quality, keyword placement, and HTML tags. Off-page SEO, on the other hand, involves activities conducted outside of your website to improve its ranking, such as backlink building and social media marketing. Understanding these elements is crucial for any business looking to establish a strong online presence.
Moreover, SEO is not just about search engines but also about understanding what people are searching for online, the questions they are asking, and the words they are using. This insight helps businesses create content that not only ranks well but also meets the needs of their audience. In essence, SEO is about making your website more appealing to both search engines and users.
The importance of local SEO in Cheshire
When it comes to small and medium-sized businesses in Cheshire, local SEO is particularly important. Local SEO focuses on optimizing your online presence to attract more business from relevant local searches. These searches take place on Google and other search engines and usually include geo-specific keywords. For example, a potential customer might search for “best coffee shop in Cheshire” or “Cheshire digital marketing services.” Ranking well for these local searches can drive highly targeted traffic to your website.
One of the primary tools for local SEO is Google My Business (GMB). Setting up and optimising a GMB profile allows your business to appear in local search results and Google Maps. This profile should include accurate business information, high-quality images, customer reviews, and regular updates. The more complete and active your GMB profile, the better your chances of appearing in the coveted local 3-pack, which is the list of three local businesses that appear at the top of a Google search.
Local SEO also involves optimising your website for local keywords, creating localised content, and building local backlinks. This can include writing blog posts about local events, collaborating with local influencers, and obtaining backlinks from local business directories. By focusing on local SEO, Cheshire businesses can attract nearby customers who are more likely to convert, thereby increasing their ROI.
Keyword research strategies for Cheshire businesses
Effective keyword research is the backbone of any successful SEO strategy. For businesses in Cheshire, it’s essential to identify keywords that are not only relevant to your industry but also specific to your local area. Start by using tools like Google Keyword Planner, Ahrefs, or SEMrush to find keywords that have a good search volume and low competition.
Once you have a list of potential keywords, consider the intent behind them. Are users looking for information, wanting to make a purchase, or searching for a local service? Understanding search intent can help you create content that meets the needs of your audience. For instance, a user searching for “best digital marketing agency in Cheshire” is likely looking for a service provider, whereas someone searching for “how to improve SEO rankings” may be seeking informational content.
Long-tail keywords are also valuable, especially for local SEO. These are longer, more specific keyword phrases that are less competitive but highly targeted. For example, instead of targeting a broad keyword like “coffee shop,” you might target “best organic coffee shop in Cheshire.” Long-tail keywords often have higher conversion rates because they attract more qualified traffic.
How to find keywords for SEO (for free)
If you’re trying to improve your SEO, it all starts with the right keywords.
Keywords are the words and phrases people type into Google when they’re looking for a product or service. You don’t need expensive tools or advanced SEO knowledge to find them. You just need to understand how your customers search and where you can find the answers for free.
On-page SEO techniques for better rankings
On-page SEO involves optimising individual web pages to rank higher and earn more relevant traffic. One of the fundamental aspects of on-page SEO is optimising your title tags and meta descriptions. These elements provide a brief summary of your content and are the first things users see in search results. Make sure your title tags are compelling and include your target keywords.
Content quality is another critical factor in on-page SEO. High-quality, informative content that answers users’ queries can significantly improve your rankings. Use your keywords naturally throughout the content, but avoid keyword stuffing. Incorporate related keywords and phrases to provide a comprehensive coverage of the topic. Additionally, breaking your content into sections with subheadings makes it easier to read and understand.
Internal linking is an often-overlooked on-page SEO technique. By linking to other relevant pages on your website, you help search engines understand the structure of your site and distribute page authority. Internal links also keep visitors engaged by guiding them to other valuable content, thereby reducing your bounce rate and increasing dwell time.
Off-page SEO building authority and backlinks
Off-page SEO is all about building your website’s authority and credibility through external efforts. One of the most effective ways to achieve this is by acquiring high-quality backlinks from reputable websites. Backlinks act as votes of confidence, signaling to search engines that your content is valuable and trustworthy. However, not all backlinks are created equal. It’s important to focus on quality over quantity.
Guest blogging is a popular method for building backlinks. By contributing high-quality articles to reputable blogs in your industry, you can earn valuable backlinks to your site. Another effective strategy is to collaborate with local influencers and businesses. For example, a Cheshire-based restaurant could collaborate with a local food blogger to create content that includes links back to the restaurant’s website.
Social media also plays a role in off-page SEO. While social signals are not a direct ranking factor, having a strong social media presence can drive traffic to your website and increase your chances of earning backlinks. Share your content on social media platforms and engage with your audience to build a community around your brand. The more your content is shared, the more likely it is to attract backlinks.
The role of content marketing in SEO success
Content marketing and SEO go hand in hand. High-quality content not only attracts visitors to your website but also keeps them engaged and encourages them to take action. For businesses in Cheshire, creating localised content can be particularly effective. Write blog posts about local events, news, and trends to attract a local audience. This localised content can also help you rank for local keywords.
In addition to blog posts, consider creating other types of content such as videos, infographics, and podcasts. Different formats can appeal to different segments of your audience and increase your reach. For example, a video tour of your Cheshire-based business can give potential customers a behind-the-scenes look and build a personal connection.
Content marketing also involves promoting your content to reach a wider audience. Share your content on social media, email newsletters, and other channels to drive traffic to your website. Additionally, consider repurposing your content into different formats to maximise its reach. For example, a blog post can be turned into a video or infographic to appeal to different audiences.
SEO tools and resources for Cheshire entrepreneurs
There are numerous tools and resources available to help Cheshire entrepreneurs succeed in SEO. Google Analytics is a must-have tool for tracking your website’s performance and understanding user behavior. It provides valuable insights into which pages are performing well, where your traffic is coming from, and how users are interacting with your site. This data can inform your SEO strategy and help you make data-driven decisions.
Another essential tool is Google Search Console. This free tool allows you to monitor your site’s presence in Google search results. You can see which keywords are driving traffic to your site, identify and fix technical issues, and submit your sitemap for indexing. Regularly checking your Search Console can help you stay on top of your SEO performance and make necessary adjustments.
For keyword research, tools like Ahrefs, SEMrush, and Moz are invaluable. These tools provide in-depth keyword data, including search volume, competition, and related keywords. They also offer features for tracking your rankings, analysing backlinks, and conducting site audits. Investing in a good keyword research tool can give you a competitive edge in your SEO efforts.
Measuring SEO success - Metrics That Matter
Measuring the success of your SEO efforts is crucial for understanding what’s working and what needs improvement. One of the most important metrics to track is organic traffic. This refers to the number of visitors coming to your website from organic search results. An increase in organic traffic indicates that your SEO efforts are paying off.
Another key metric is conversion rate. This measures the percentage of visitors who complete a desired action on your website, such as making a purchase or filling out a contact form. A high conversion rate indicates that your website is effectively converting visitors into customers. Use tools like Google Analytics to track your conversion rates and identify any areas for improvement.
Backlinks are also an important metric to monitor. Not only do they signal to search engines that your content is valuable, but they also drive referral traffic to your website. Use tools like Ahrefs or Moz to track your backlinks and assess their quality. Focus on acquiring high-quality backlinks from reputable websites to improve your site’s authority.
Your path to SEO mastery
Unlocking SEO success requires a comprehensive and strategic approach. From understanding the basics of SEO to staying on top of the latest trends, businesses must be proactive in their efforts to improve their online presence. Local SEO is particularly important for Cheshire businesses, allowing them to attract nearby customers who are more likely to convert.
Effective keyword research, on-page optimisation, and off-page strategies are all essential components of a successful SEO strategy. Content marketing plays a crucial role in attracting and engaging visitors, while SEO tools and resources can provide valuable insights and data to inform your efforts. Finally, measuring your SEO success through key metrics will help you understand what’s working and where you need to make adjustments.
By following these strategies and staying committed to continuous improvement, Cheshire businesses can unlock the full potential of SEO and achieve digital marketing success. Whether you’re a small local business or a larger enterprise, mastering SEO can help you reach your target audience, drive organic traffic, and ultimately grow your business in the competitive digital landscape.
If you’d rather not handle SEO yourself, our team at Co Thought Digital offers tailored SEO services for businesses across Cheshire. From keyword research and on-page optimisation to technical SEO and link building, we focus on strategies that drive real traffic and leads.
How to find the keywords for SEO (step by step)
How to find keywords for SEO
Published 07/02/2025
Most SEO advice jumps straight into tools, tactics, and long lists of places to “find keywords.”
But that’s usually where beginners get stuck.
They collect dozens of keywords and still don’t know which ones matter or what to do with them.
In this guide, you’ll learn:
– What keywords actually do in SEO
– How to think about keyword discovery the right way
– How to recognise good keyword opportunities
– Why most people overcomplicate keyword research
When you’re ready to actually find keywords, I’ll point you to a free resource that walks you through it step by step.
What keywords are in SEO and why they matter?
Keywords aren’t magic phrases you sprinkle into content.
They are signals.
They tell search engines:
– What your page is about
– Who it’s for
– When it should appear in search results
If your content doesn’t align with what people are already searching for, it won’t rank, regardless of quality.
This is why keyword research isn’t optional in SEO.
It’s the foundation everything else sits on.
Why most people struggle with keyword research?
Most people:
– Start with topics instead of searches
– Focus on volume instead of intent
– Assume popular keywords are always better
– Rely on tools before understanding the basics
This leads to content that:
– Targets the wrong audience
– Competes with impossible sites
– Never gains traction
Before learning where to find keywords, you need to understand what makes a keyword worth targeting.
How to find the keywords for SEO
When people ask “How to find the keywords for SEO”, they’re usually asking the wrong question.
The real question is: “How do I find keywords that actually make sense for my website?”
At a high level, good SEO keywords share three traits:
– They reflect a real problem or question
– They match clear search intent
– They’re realistic for your site to rank for
Notice what’s missing here: tools.
Keyword research starts with understanding how people think, not with dashboards.
How to find popular keywords (and why popular isn't always best)
Popular keywords get talked about a lot but they’re often misunderstood.
A “popular” keyword usually means:
– Lots of people search for it
– Many sites are competing for it
That combination is exactly why beginners struggle.
High-volume keywords are not automatically good keywords.
In many cases, the best opportunities come from:
– Slightly more specific searches
– Questions instead of broad topics
– Keywords that signal clear intent
Understanding this difference is what separates strategic SEO from guesswork.
How to tell if a keyword is worth targeting
Before you create content, you should be able to answer three simple questions:
1. What is the searcher actually trying to do?
Are they:
– Learning?
– Comparing?
– Buying?
– Solving a problem?
2. What kind of content already ranks?
This tells you what Google expects.
3. Can I create something clearer or more useful?
You need to try and help the searcher more.
Where to actually find keywords (without guessing)
At this point, most people ask “where do I find these keywords?”
There are many free places where keyword ideas already exist, you just need to know where to look and how to use them properly.
Instead of overwhelming this post with lists, I’ve put everything into a single, practical resource you can download and use whenever you need it.
Inside the guide, you’ll find:
– The exact places to uncover keyword ideas
– How to use each source effectively
Do Google Ads work? What small businesses need to know
Do Google Ads work? What small businesses need to know
Published 19/12/2025
If you’re a small business owner wondering, “Do Google Ads work?” then you’re not alone. With so many marketing options out there, it’s completely fair to ask whether putting your budget into paid ads will actually generate results.
The short answer? Yes, Google Ads do work, but only when they’re set up strategically, with proper targeting and ongoing optimisation.
In this blog, we’ll explore exactly why Google Ads work, how they benefit small businesses, and what to know before getting started.
Why do Google Ads work so well?
Here’s why Google Ads work:
1. High buyer intent
People using Google are actively searching for a solution. When someone types “emergency plumber in Crewe” or “wedding photographer near me,” they’re ready to act. Google Ads puts your business directly in front of those ready to buy customers.
2. Instant visibility
Unlike SEO, which can take months to show results, Google Ads can bring traffic to your website within hours. If you’re launching a new product or want to boost bookings fast, this matters.
3. Budget control
You can set daily and monthly limits, making it ideal for small businesses with tighter marketing budgets. You’re in control and you can pause or adjust at any time.
4. Hyper-targeted ads
You can target your ideal audience by location, device, keywords, demographics, and even the time of day. This ensures your ads are shown to the right people at the right time.
5. Trackable results
Google Ads provides data on every click, impression, and conversion. That means you can measure what’s working and ditch what isn’t, maximising your return on investment.
But… Do Google Ads work for my business?
Here are a few signs Google Ads might be right for you:
– You want more leads or sales quickly
– Your business offers local services
– Your website is already converting traffic
– You know your customer’s search habits
– You want to test new markets or products
If you’re still unsure, start with a small budget and test one campaign. Google Ads works best when you focus on one clear goal, whether it’s lead generation, phone calls, or e-commerce sales.
Common mistakes that make people think Google Ads don’t work
If you’ve tried Google Ads before and didn’t see results, it doesn’t mean the platform doesn’t work. It likely means something went wrong in the setup. Here are some common issues:
– Poor keyword targeting
– Sending traffic to a slow or unclear landing page
– No conversion tracking set up
– Broad match keywords draining the budget
– Lack of ongoing optimisation
Working with a Google Ads expert (like us at Co Thought Digital) can help you avoid these costly mistakes.
Final verdict: Do Google Ads work?
Yes, Google Ads work, but they need to be done right.
If you’re serious about growing your business, Google Ads can give you an edge over your competitors. But they’re not a magic bullet. You need the right strategy, messaging, landing page, and data tracking to make them pay off.
We’re here to help. At Co Thought Digital, we specialise in Google Ads for small businesses. Whether you’re just starting out or need someone to take over the heavy lifting, we can build, manage, and optimise your ads for success.
5 Squarespace Website Tweaks to Boost Your SEO and Get Found on
5 Squarespace website tweaks to boost your SEO and get found on Google
Guest post by Kavita Lythe - Squarespace Website Designer
Published 31/08/2025
When you’ve got an amazing website that truly reflects you and your business, you’d naturally want to share it with the world. One of the best ways to get more people onto your website is by ensuring it ranks high in Google search results.
This is where Search Engine Optimisation (SEO) comes in.
SEO can often feel overwhelming and full of complicated jargon, but there are things that every business owner can do on their website to get found on search engines.
Some of the suggestions that I’m making in this blog post will be tailored specifically to Squarespace websites, but most of the advice will be applicable to anyone who has a website, regardless of what platform it’s built on.
What is SEO?
SEO is the process of improving your website so it can rank higher on search engine results – primarily Google. SEO is a long term game, so it’s unlikely that you will see results from anything that has been actioned this week. But, by consistently applying SEO best practices when you’re building, updating and maintaining your website, you’ll set a solid foundation.
Here are 5 Website Tweaks to Boost Your SEO and Get Found on Google:
1. Connect to Google Search Console
Google Search Console is a free tool that monitors your website’s search performance. It essentially tells you how Google sees your website and it will give you information about any usability issues, track your top search keywords, monitor impressions and clicks, and give you your average position in search results. You can use this information to improve your website over time.
Once you’ve connected your website to Google Search Console, you can submit your sitemap (the pages on your website) for indexing. This just means Google will crawl your website by following the links and reading each page. Google will analyse the topic, relevance and quality of the content on each page before it decides whether to index that page in its database. Once indexed, Google decides where your page shows up for relevant search queries.
Your website will not appear on Google search results without indexing, so this is an essential step if you want to rank at all on Google.
If you’ve built your website on Squarespace, here is how to connect it to Google Search Console:
– Go to “Settings” and click “Third Party Tools”
– Click on “Connected Accounts”
– Click on “Connect Account”
– Select “Google Search Console”
– Log in to your Google Account in the pop up window.
Once you are connected to Google Search Console, submit your site map:
– Go to search.google.com
– Click “Sitemap” in the left hand menu
– Enter your sitemap URL and submit
2. Use keywords strategically
Keywords are the words or phrases that your target audience would type into Google in order to find you. For example, if you are a landscape gardener in Cheshire, the keywords that people may use to find you are:
– Landscape gardener Cheshire, UK
– Garden designer Cheshire
– Best landscapers in Cheshire
– Garden landscaping Cheshire
When you use these keywords on your website, search engines make the connection between what people are searching for and what to display in search results.
But, putting these keywords all over your website randomly isn’t going to work. The first thing you need to do is find out which keywords your target audience are actually searching for. Using a keyword research tool, like Ubersuggest (it allows you 3 free searches per day), will give you valuable insights into how many people search for a particular keyword every month and also how competitive it is to rank for. When you know this, you can choose your keywords strategically. Ideally you want keywords that are highly searched but low competition in rankings.
Here is my full guide on How to Research Keywords for SEO.
Once you’ve got a list of keywords you want to target, you need to place them strategically throughout your website. Here is a list of places to put your keywords:
– Site title – add a site title even if you are using a logo instead of a site title. Google will be able to read your site title
– Site description
– Page titles
– URL slugs – the words in your URL slugs should be separated by hyphens.
– Headings – anything that you format with H1, H2, H3 or H4
– Body text – but don’t overdo it here. The priority with your body text is that it makes sense so if it doesn’t feel natural to add your keyword in a certain section then don’t! Only add your keywords in the body text if it flows.
– Blog post titles
– Image and file names – the words in image and file names should also be separated by hyphens.
– Image and file alt text
– SEO title
– SEO description
3. Adding a Blog
Adding a blog and publishing content consistently is one of the most effective strategies for SEO. Adding blog posts that are relevant to your line of work raises your website’s authority because it signals to Google that your website is active, current and relevant. Blogging also gives you the opportunity to target a wider range of keywords than you could fit into your main website pages.
Using our landscape gardener example, they could focus on keywords that might not naturally fit on their main website pages:
– Keyword: Garden design mistakes | Blog title: 5 Common Garden Design Mistakes (and How to Avoid Them)
– Keyword: Low maintenance plants | Blog title: The Best Low Maintenance Plants for Gardens
– Keyword: Landscaping trends in 2026 | Blog title: Top Landscaping Trends in 2026 That Homeowners Are Loving
By creating blog posts around these topics, the gardener increases their chances of being discovered on Google—since people planning a garden makeover are likely to search for them. While these keywords are valuable, they aren’t suited for primary website pages, making blogging the perfect place to target them.
When it comes to blogging, quality matters far more than quantity. Publishing one in-depth, 2,000-word post every two weeks is more effective than publishing several shorter 500-word posts each week. Longer, more detailed content not only allows you to naturally include your keywords more often, but it also provides real value to readers. People will be more likely to invest in your services if you’ve shown them that you know what you’re talking about through your content.
Here is my guide on 10 Benefits of Blogging for Long Term Business Growth.
4. Optimise your images
The images you use on your website will have a big impact on SEO. Image files that are large or in the wrong format, will slow down your website loading speed which will negatively impact SEO, so it’s important to get it right.
Firstly, ensure that your images are in the correct format. As a general rule of thumb, any photographs on your website should be in .jpeg format, and any graphics or illustrations should be in .png format. You can read my Guide to Image File Formats here and ensure that you’re using the correct format for the images that you’ve got.
Secondly, your images should be no larger than 500KB. Resize your images to bring down the file size and you can also use free image compression tools, like TinyPNG, to reduce your image sizes further before you upload them to your website.
Lastly, you want to give all your images names. This is an opportunity to work in your keywords where it is relevant. All the words in your image names should be separated by hyphens, e.g. “shady-border-plants”.
Squarespace gives the option to add Alt Text. for every image you upload too. Alt Text is what is read by screen readers and other technologies that describe images to the visually impaired. You can use Alt Text as an additional opportunity to use your keywords, but don’t ‘keyword stuff’. If your image is of an oak tree then name it ‘oak-tree’ and leave it there. Google recognises keyword stuffing and views it as spammy, so it could negatively affect your rankings, so keep the names of images relevant to what the image is.
Here is my full guide on How to Optimise Website Images.
5. Ensure your website is mobile responsive
Around 60% of all website traffic comes from a mobile device, so ensuring your website is mobile responsive (looks good and functions well on a mobile) is essential if you want your site users to have a good experience. Search engines give preference to websites that are optimised for mobile as well as desktop viewing.
If your website is built on Squarespace, you can check the styling of your website on a mobile device by clicking on the mobile icon at the top right of the screen while you are editing your website. You’ll be able to use the drag and drop editor here to move things around if you need to, without affecting desktop view.
Website SEO is a huge topic that can often feel overwhelming, especially if you’re not working with an expert. This blog post covers a lot – but you don’t have to do it all right away in order to start improving your rankings on search engine results. Remember that SEO is a long term game – the results come with applying best practices consistently over a period of time. Keep the points in this blog post in mind whenever you update your website with new images or add a page, and by applying SEO best practices whenever you make changes to your website you will be improving your chances of ranking higher on Google.
If you’ve been toying with the idea of building a website for your business but haven’t quite made the leap yet – I highly recommend Squarespace as a platform. It’s secure, easy to use and has great features for helping you boost SEO on your website. I have a free Squarespace template that you can have installed directly on your Squarespace account. It has been designed with service providers in mind and will give you a solid base from which to build your own website, with copywriting prompts and placeholders for images. You can download the free template here.
Kavita Lythe is a UK based website designer specialising in building websites for service providers and small businesses on Squarespace. She creates strategic and beautiful websites that help business owners all over the UK attract clients and grow with confidence.
You can find out more about Kavita here: www.kavitalythe.com
Want to get started on your own website? Download The Essential Template – a free Squarespace website template designed for service providers.
The Ultimate Guide to Meta Ads in 2025
The ultimate guide to Meta Ads in 2026
Published 01/01/2026
Social media has become one of the busiest marketplaces in the world, and at the centre of it all are Facebook, Instagram, and the wider Meta family of platforms. For businesses in 2026, Meta Ads remain one of the most powerful ways to reach new customers, nurture interest, and generate real sales.
This complete guide breaks down everything you need to know, from setting objectives to measuring ROI, so you can launch campaigns that actually deliver results.
Why Meta Ads still dominate in 2026
Despite the rise of competitors like TikTok, YouTube Shorts, and emerging ad networks, Meta Ads continue to dominate digital advertising. Over 3 billion people use Meta platforms monthly, making it the largest social media advertising ecosystem in the world.
The key reasons businesses stick with Meta Ads:
– Unmatched scale – reach billions of active users.
– Granular targeting – zero in on location, behaviours, and interests.
– Budget flexibility – from £5/day tests to six-figure monthly spends.
– Proven conversions – businesses consistently see ROI from Meta’s performance-driven algorithms.
For small and medium-sized businesses, Meta Ads provide something traditional marketing channels can’t: cost-effective campaigns that directly connect with the right customers.
Understanding the Meta Advertising Network
When we talk about Meta Ads, we’re talking about more than just Facebook. In 2026, campaigns can run across:
– Facebook – Feeds, Reels, Stories, Marketplace, Right Column.
– Instagram – Feed posts, Reels, Explore, Stories, Shop.
– Messenger – Sponsored messages and inbox placements.
– Audience Network – Partner apps and websites outside of Meta’s own platforms.
This cross-platform reach allows advertisers to meet their audience wherever they spend their time online.
The power of paid social: Why businesses invest in Meta Ads
Organic reach on Facebook and Instagram has declined dramatically. Businesses can no longer rely on posting alone to get seen. Paid social is the solution.
Meta Ads give you:
– Predictable reach – no waiting on algorithms.
– Control – choose exactly who sees your ads.
– Speed – test, optimise, and scale campaigns quickly.
– Full funnel options – awareness, consideration, conversion.
This is why even the smallest businesses now allocate budget to Meta Ads, because it brings measurable outcomes.
How Meta Ads are structured
Meta Ads Manager uses three layers:
1. Campaign – Where you set your objective (awareness, traffic, leads, sales).
2. Ad Set – Where you choose your audience, budget, schedule, and placements.
3. Ad – The creative: your images, videos, headlines, and copy.
Choosing the right campaign objective
Picking the right objective matters:
– Awareness – Reach new audiences.
– Traffic – Drive people to your website.
– Engagement – Boost likes, shares, or video views.
– Leads – Collect customer details via instant forms.
– Sales/Conversions – Drive online purchases or enquiries.
Audience targeting options
Meta gives you three powerful audience types:
Interest Based Audiences – Filter by demographics, location, and interests.
Custom Audiences – Retarget website visitors, email lists, or past customers.
Lookalike Audiences – Find new people similar to your best customers.
Creative that converts: Building Ads people actually click
The creative side of Meta Ads is what your audience sees and interacts with. Strong creative makes the difference between scroll-past and click-through.
Best practices for 2026 creative:
– Short-form video – Reels and Stories dominate.
– Bold visuals – stand out in busy feeds.
– Clear CTAs – tell people what to do next.
– Social proof – use testimonials, UGC, or case studies.
Budgets & bidding: What you really need to spend
One of the biggest myths is that Meta Ads require huge budgets. In reality, you can start small.
– Testing phase – start with £5–£20/day per ad set.
– Scaling phase – increase budgets on top performers.
– Bidding models – choose between lowest cost, cost cap, or manual bidding depending on your goals.
The trick is consistency. Spikes in spend rarely work as well as steady investment paired with ongoing optimisation.
Tech essentials: Pixel, Conversions API & tracking setup
Before running any ads, get your tech foundations right.
– Meta Pixel – a snippet of code that tracks visitor actions on your site (purchases, form submissions, clicks).
– Conversions API (CAPI) – sends data directly from your server to Meta, bypassing browser limitations and improving tracking accuracy.
Without these tools, you’ll only see surface-level metrics like clicks. With them, you’ll know which ads generate real leads or sales and you can retarget users who didn’t convert the first time.
Measuring success: Key metrics that matter
Install the Meta Pixel or Conversions API to track website actions. Key metrics include:
– CTR (Click-Through Rate) – Shows how engaging your ad is.
– CPC (Cost Per Click) – Reveals cost efficiency.
– Conversion Rate – Tracks how many people take action.
– ROAS (Return on Ad Spend) – Measures profitability.
What’s next: The future of Meta Ads and AI automation
Looking ahead, Meta is investing heavily in AI-driven automation. Expect:
– Smarter campaign optimisation with less manual input.
– Better creative suggestions generated by AI.
– Improved integration with e-commerce platforms.
– More emphasis on privacy-compliant tracking.
Businesses that adopt AI tools early will be better positioned to compete.
Making Meta Ads work for your brand
Meta Ads in 2026 aren’t just about throwing money at Facebook or Instagram, they’re about strategy, targeting, creative, and measurement. With the right setup, you can run cost-effective campaigns that bring in leads and sales consistently.
The businesses winning today are the ones who build strong foundations: correct tech setup, aligned objectives, and a willingness to test and refine.
15 Questions Answered for Google Ads Success
15 Questions answered for Google Ads success
Published 01/02/2026
Google Ads can feel overwhelming, especially for beginners or small businesses trying to make the most of their ad spend. Many businesses have the same questions when starting out or trying to optimise their campaigns.
In this guide, we’ve gathered 15 of the most frequently asked questions about Google Ads and provided some answers, to try and help you out. Whether you’re just starting out or refining your campaigns, this blog will serve as your go to reference.
1. What’s the best Google Ads campaign type for a small business?
The most effective campaign type depends on the advertiser’s goals. For businesses seeking local leads, Search campaigns are typically the best choice, as they capture high-intent searches. For e-commerce companies, Performance Max campaigns often deliver the strongest results. When the objective is brand awareness, Display or YouTube campaigns can help reach a wider audience. It’s generally recommended to start with a single campaign type, measure performance, and expand from there.
I was working with a client in the electrical industry who told me he was now getting lots of leads through Google Search now. He had never run ads before, but we set up a highly targeted Search ad, so customers could easily find him by searching terms like ‘Electrician Crewe’ and ‘EV charging installation Crewe’.
2. How much budget should I spend on Google Ads?
There’s no one-size-fits-all budget. Instead, base it on your cost per click (CPC) in your industry and how many leads or sales you want and make sure that is relevant to what you are trying to get your customer to buy.
For example, I recently worked with a client who was trying to get long term, high value sales from a very small budget. It was never going to be successful. The client needed to increase their budget to compete in a competitive market.
I suggest thinking about the average CPC, so if the average CPC is £4 and you want 100 clicks per month, your budget should be at least £400. Use Google Keyword Planner to estimate costs.
3. What keywords should I target for my business?
There are various keywords that you can use, including broad match, phrase match and exact match keywords.
When working with clients, I always suggest starting with exact match keywords. For example, if you’re a plumber, you might target ‘emergency plumber [location] or ‘gas engineer [location]. Use Google Keyword Planner to refine your list.
4. What’s the difference between broad match, phrase match and exact match keywords?
Broad Match: Shows ads for related searches, even loosely connected. For example, if your keyword is ‘plumber services’, your ad could show for searches like ‘fix leaking pipe’ or ‘local plumber near me’. This match type gives the widest reach but can also waste spend if not monitored closely.
Phrase Match: Ads show when the query includes your phrase in the same order, but words can appear before or after. For example, ‘emergency plumber’ could trigger ads for ‘affordable emergency plumber near me’. This provides a balance between reach and relevance.
Exact Match: Ads only show when the exact keyword (or close variations) is searched. For example, ‘emergency plumber Manchester’ would only trigger ads for that exact intent. Although not as ‘exact’ as it used to be, this is the most targeted option, ensuring high relevance but with limited reach.
For more detail, check the official Google documentation on keyword match types.
5. How do I write Google Ads headlines that get clicks?
Effective headlines are short, clear, and highlight a benefit. Here are some things that I would recommend including:
– Numbers: Save 20% On [service] Today
– Urgency: Book Before Midnight For Free Delivery
– Trust Signals: Rated #1 in [Location] On Trustpilot
Always make sure you keep within the 30-character limit and test multiple variations.
6. How do I create a Google Ads strategy for my business?
A good strategy typically includes:
– Campaign goal (sales, leads, awareness)
– Targeted, thoroughly researched keywords
– Audience targeting
– Ad copy aligned to the customer journey
– Budget and bidding strategy
– Landing page optimised for conversions
– Mobile optimised website
– Landing page that is aligned to ad copy
Success comes from ongoing testing and optimisation.
7. What are the pros and cons of Performance Max vs Search Campaign?
When it comes to choosing between Performance Max and Search campaigns, both offer unique advantages depending on your goals.
Performance Max campaigns are designed to cover all of Google’s advertising inventory-Search, Display, YouTube and Gmail, making them a great option for broad reach and visibility. However, the trade-off is reduced control over targeting, as Google’s automation does most of the heavy lifting.
Search campaigns focus on high intent traffic. Due to the fact they’re keyword-based, they allow for precise targeting, ensuring your ads show up exactly where someone is actively searching for your product or service. The downside is their limited reach compared to Performance Max. In many cases, the best approach is a mix of both: Search for intent-driven leads and Performance Max for brand exposure and scaling.
8. How do I reduce cost-per-click (CPC) in Google Ads?
Lowering your CPC is all about improving your Quality Score. The better your ad relevance, the less you will pay for clicks. To achieve this, make sure your keywords closely align with your ad copy, and that your ads are highly relevant to the user’s search intent. Your landing pages should also be well optimised, fast-loading, and user-friendly. Google rewards a strong customer journey.
For example, if you provide a luxury trade service, you don’t want to attract users searching for ‘cheap’, ‘DIY’ or ‘jobs’. Adding these as negative keywords filters out unqualified clicks, helping you spend more efficiently on the traffic that truly matters.
9. What bidding strategy should I use for my goals?
Selecting the best bidding strategy comes down to your campaign objective and how much historical data you have available. If your goal is lead generation and you’ve set up conversion tracking, Maximise Conversions is a strong choice. Google will automatically adjust bids to bring in the most leads within your budget. For example, a local landscaper could use this to encourage form submissions for free consultations.
If you run an e-commerce store with steady sales data, Target ROAS (Return on Ad Spend) is ideal. Let’s say an online clothing brand sets a target ROAS of 400% (spend £1, earn £4). Google will then prioritise traffic that’s most likely to achieve that return. Meanwhile, Maximise Clicks can be a useful strategy for building visibility and driving traffic, especially for brand awareness campaigns. A new restaurant, for instance, might use it to attract as many visitors as possible to their website before opening night.
For advertisers who want complete control, Manual CPC allows you to set your own bids on each keyword. This approach works well for niche businesses with limited budgets who want to carefully balance spend between high-value and generic terms. For example, a B2B company might bid more on ‘industrial safety software provider’ while keeping lower bids on broader phrases.
If you’re new to Google Ads, start simple with Maximise Conversions (with conversion tracking in place) or Maximise Clicks to build initial data. As your campaigns mature and you gather more insights, you can graduate to more advanced bidding strategies.
10. How do I structure ad groups for industry/service?
Ad groups should always be tightly focused and highly relevant. Each ad group should centre around one specific product or service category so that the keywords, ad copy, and landing page all work together seamlessly.
For example, instead of having everything in one campaign, an electrician might create separate ad groups for “house rewires,” “EV charging installation,” and “exterior lighting.” This structure makes your ads more relevant to searchers, improves Quality Score, and ultimately reduces wasted spend by ensuring the right message is shown to the right audience.
11. How do I analyse my Google Ads report and find improvements?
One of the biggest advantages of Google Ads is the wealth of data at your fingertips, but it only helps if you know how to interpret it.
– Click Through Rate (CTR): Low CTR means your ad copy isn’t resonating.
– Cost Per Click (CPC): High CPC may require better targeting or quality score.
– Conversion Rate: If clicks don’t convert, improve your landing page.
- Impression Share: If low, increase bids or budget.
12. What are common mistakes businesses make with Google Ads?
One of the biggest is relying too heavily on broad match keywords. For example, a local plumber might bid on the word ‘plumbing’ and end up showing ads for ‘plumbing jobs’ which would attract job seekers instead of customers who actually need repairs. This not only wastes money but also clutters campaigns with irrelevant clicks and skew data.
Another pitfall is not setting up conversion tracking. Imagine a landscaping company seeing hundreds of clicks on its ads but having no idea if those clicks turned into leads. Without that data, they could be overspending on ads that don’t actually bring in work.
Similarly, sending ad traffic to your homepage instead of a tailored landing page is a conversion killer. Take an electrician who runs ads for ‘emergency electrical repairs’ but sends people to their homepage full of general information and multiple services – the urgency is lost and potential customers could bounce off the website.
Not using negative keywords is another budget drain. A roofer targeting ‘roof repair’ might accidentally show up for ‘DIY roof repair kits’, which won’t ever bring in paying leads.
Finally, not testing different ad variations could potentially be leaving money on the table. A window company sticking with one generic ad like ‘Professional Window Installers’ misses the chance to test stronger versions such as ‘Energy Efficient Windows Installed in 7 Days’, which could attract far more clicks and lower costs.
13. How do I set up conversion tracking for Google Ads?
One of the most important steps in setting up Google Ads is enabling conversion tracking. Without tracking, you’ll never know which ads are working and which ones are wasting budget. You can set tracking up either by using Google Tag Manager or by installing the Google Ads conversion tracking code directly onto your site.
Once tracking is in place, you can track meaningful actions such as form submissions, phone calls or completed purchases, depending on your goals. Analysing this data, allows you to optimise campaigns, adjust bids, and scale the ads that actually bring results. Without conversion tracking, you are literally flying blind. For example, you might see clicks coming in, but you have no visibility on whether those clicks are turning in to real leads or sales.
14. What ad extensions should I use?
To make your ads more engaging, ad extensions are a must. Most businesses will benefit from using a combination of these features:
– Sitelinks: let you add direct links to key pages like your services or contact page, guiding customers straight to the information they need.
– Callouts: perfect for highlighting unique selling points such as ‘free estimates’, or ‘24/7 support’, helping you to stand out from competitors.
– Structured snippers: you can display your product or service categories, giving searchers a quick snapshot of what you offer.
– Call extensions: make it simple for customers to get in touch by adding your phone number directly into the ad.
15. How do I target local customers using Google Ads?
If you are trying to attract more local customers, start by setting up location targeting so your ads only show in the towns, cities or postcodes you actually cover. This prevents wasted spend on clicks from people outside your reach.
You should also use location-specific keywords such as ‘plumber in Manchester’ or ‘electrician in Stockport’ to ensure your ads appear for high-intent local searches.