How Google Ads works, in one minute
With Google Ads you pay to appear at the top of the search results, above everyone doing SEO. You choose the searches you want to show for, write a short ad, and set a daily budget. You are charged only when someone clicks, which is why it is called pay per click, or PPC. Used well, it is the fastest way to get enquiries, because your ad can be live this afternoon.
Used badly, it is the fastest way to burn money. Google is very happy to spend your budget on searches that have nothing to do with your business. The skill is not in switching the campaign on. The skill is in controlling where every rupee goes.
Google ko aapka budget khatam karna aata hai. Enquiry laana hamara kaam hai.
Where your money goes
Every campaign follows the same path. Losing customers at any step makes the whole thing expensive, so we watch all four.
Most accounts we take over have the same problem: plenty of clicks, very few enquiries. That usually means the ads are showing for the wrong searches, or the page people land on gives them no reason to call.
The common ways money gets wasted
What we usually find
- Ads showing for "free", "jobs" and "course" searches
- All clicks sent to the home page
- Ads running across the whole country for a local shop
- No tracking, so nobody knows which keyword brings calls
- Campaign set up once and never opened again
What we change
- A long negative keyword list that blocks junk searches
- A focused landing page for each service
- Targeting limited to the areas you actually serve
- Calls, forms and WhatsApp clicks tracked as conversions
- Weekly checks and changes based on real numbers
Types of campaigns we run
Search ads
Text ads shown when someone searches for your service. The best starting point for almost every business, because the person is already looking.
Call ads
Ads with a tap-to-call button, shown on phones during your working hours. Ideal for urgent services such as repairs, clinics and travel.
Local and map ads
Your business promoted on Google Maps to people nearby, connected to your Google Business Profile.
Remarketing
Reminder ads shown to people who visited your website and left without contacting you. Cheap clicks, warm audience.
Shopping ads
For online stores: product photo, price and shop name shown right in the search results.
YouTube and display
Video and banner ads for building awareness, used carefully and only after search is working.
How we set up and run your account
Understand the numbers
What is a customer worth to you, and how much can you pay for an enquiry and still profit? This decides everything else.
Keyword and competitor research
We find the searches that show buying intent, check what each click is likely to cost, and study the ads your competitors are running.
Tracking first
Before spending anything, we set up conversion tracking for calls, forms and WhatsApp. An account without tracking is driving at night with the lights off.
Build campaigns and ads
Tightly grouped keywords, several ad versions for each group, extensions for phone number, services and offers, and a landing page that matches the ad.
Launch small, then learn
We start with a modest daily budget, watch the actual search terms every few days, and block the irrelevant ones quickly.
Optimise every week
Budget moves towards keywords that bring enquiries. Weak ads are replaced. Bids change by time of day, device and location.
Words you will hear, explained
| Term | Plain meaning |
|---|---|
| CPC | Cost per click. What you pay when one person clicks your ad. |
| CTR | Click-through rate. Out of 100 people who saw the ad, how many clicked. |
| Conversion | The action you want: a call, a form, a WhatsApp chat or a sale. |
| Cost per lead | Total spend divided by the number of enquiries. The number that matters most. |
| Quality Score | Google's rating of your ad and page. A higher score means cheaper clicks. |
| Negative keyword | A word that stops your ad from showing, such as "free" or "job". |
What budget do you need?
There is no fixed answer, because click prices depend on your industry and city. A lawyer or an insurance agent pays far more per click than a tiffin service. As a rule, the budget should be large enough to get a meaningful number of clicks each day, otherwise there is not enough data to improve anything. After research we give you an estimated cost per click and a sensible starting budget, before you spend a rupee.
Two costs are involved, and we keep them separate. The ad budget goes directly from your card to Google, in your own account. Our fee is for managing it. You always own the account and can see every rupee spent.
Why the landing page matters as much as the ad
The ad only earns the click. The page the visitor lands on earns the enquiry. If someone searches "AC repair in Bhopal" and your ad sends them to a general home page about all your services, they have to hunt for what they wanted, and most will not bother. We build or adjust a landing page for each campaign: the same words as the ad in the headline, a short list of what is included, proof such as reviews or photos, and a call or WhatsApp button that is impossible to miss. Often the cheapest way to lower your cost per lead is not a better ad but a better page.
We also match the campaign to your working hours. There is little point paying for clicks at midnight if nobody answers the phone until ten in the morning.
Is Google Ads right for you?
- You need enquiries now, not in six months
- People search on Google for your product or service
- Someone picks up the phone and answers WhatsApp quickly
- One new customer is worth much more than one click
Questions about Google Ads
How fast will I get enquiries?
Ads usually start showing within a day of approval. The first two to four weeks are a learning period, and results improve as we collect data and remove waste.
Is there a minimum contract?
No long lock-in. We suggest giving a campaign at least three months, because the first month is mostly learning.
What if a competitor keeps clicking my ads?
Google filters most invalid clicks automatically and refunds them. We also watch for suspicious patterns and can block specific locations and addresses.