For those who are familiar with Google Ads and just want the gist here is an outline so you can skim through it.
You want to appear on search results, but you hear about the big advertising budgets required. You might think, “Google advertising for small businesses is a myth!” While budget size can have an impact, it’s not the full story. In this article, we will share 8 proven tactics we use at our agency to help small businesses succeed with Google Ads, even with a limited budget.
8 Proven Tactics for Small Budgets
Focus on One Campaign Type
Tactic: Stick to Search Campaigns
With a limited budget, focus only on Google Search campaigns. While newer campaign types like Performance Max are powerful, they require significant data and budget to learn effectively. Search campaigns target users with high purchase intent—they are actively looking for what you offer. This provides the best return for every dollar spent when you're starting out.
Fun Fact: 72% of Google's ad revenue comes from Search Ads, proving just how effective they are.
Concentrate on a Single Offer
Tactic: Promote Your Best-Performing Product or Service
You can't afford to stretch your budget across multiple products or services. Each requires its own campaign and budget. Instead, focus all your resources on promoting the single item that generates the most revenue or profit. This ensures your budget is working as hard as possible to generate a return.
Target Specific Geographic Locations
Tactic: Narrow Down Your Location Targeting
The larger your geographic target, the more money you need. Keep your targeting small and focused. Target only the cities, counties, or even streets where you know your customers are. This prevents wasting your budget on areas where users are less likely to convert.
Choose Less Expensive Keywords
Tactic: Opt for Lower Cost-Per-Click (CPC) Keywords
Instead of competing for high-cost, high-volume keywords, focus on long-tail keywords. These are longer, more specific phrases that are generally less expensive. For example, instead of "iPhone for sale," target "iPhone for sale in Tripoli." A combination of many low-cost, high-intent long-tail keywords can deliver significant traffic without breaking the bank.
Pre-Qualify Your Audience with Ad Copy
Tactic: Use Ad Copy to Filter Unqualified Clicks
Use your ad headlines and descriptions to weed out clicks that won't convert. By including qualifiers, you save money and improve lead quality. For example:
- “Used Cars Starting at $6,000” – Instantly filters out users with a lower budget.
- “Swimming Lessons for Kids 2-12yrs” – Parents with teens won't click.
Optimize Aggressively and Early
Tactic: Quickly Pause Underperforming Elements
With a small budget, you can't afford to wait a month to optimize. After just a few days, start pausing keywords, headlines, and descriptions that are not performing well. Reallocate that budget to what is working to maximize your results quickly.
Utilize Negative Keywords
Tactic: Remove Irrelevant Searches to Prevent Wasted Spend
This is crucial. No matter how good your keywords are, Google will show your ads for irrelevant searches. Check your "Search terms" report daily and add any irrelevant queries to your negative keywords list. This stops you from wasting money on clicks from people who are not looking for your product.
Schedule Ads During Peak Times
Tactic: Be Live at the Right Time and Place
Only run your ads when your target audience is most active or when you are available to serve them. For example, if your ads generate phone calls, only run them during your business hours. Running ads 24/7 when you can't handle the inquiries leads to wasted clicks and a poor customer experience.
Success on a Small Budget is Possible
Operating with a small Google Ads budget doesn’t have to limit your success. By strategically focusing your efforts, you can maximize your return on investment. If you want to do it yourself, we hope this guide helps. If you'd prefer expert assistance, consider booking a free strategy session so we can help you scale your business together.
