Google Ads: only pay for clicks that can become customers

Google Ads reaches people at the exact moment they're looking for what you sell. That's the big advantage — and the trap: without control, you also pay for everyone who was looking for something else.

1. Search campaigns vs. Performance Max

Start with a search campaign: you choose the keywords, you see what each click costs, you're in control. Performance Max lets Google spread the budget across Search, YouTube, Gmail and banners — it can work, but it's a black box, and on a small budget the money disappears into impressions you can't judge. Control first, automation once the numbers can carry it.

2. Negative keywords — the cheapest optimization there is

If you sell gutters, you don't want to pay for the search "gutters DIY". Negative keywords tell Google what you do not want to show up for: free, jobs, course, used, DIY. Go through the search terms report every week and feed the list — this is usually where you find the first wasted money.

3. Quality Score: pay less for the same click

Google gives every keyword a score from 1–10 for how well your ad and your landing page match the search. High score = lower cost per click and better position. The recipe is basic and it works: the keyword belongs in the ad headline and on the page people land on. One page group per theme — not one page for everything.

4. Conversion tracking before budget

Never run traffic before Google can see what a lead or a purchase is. Without conversion goals, the system optimizes for clicks, and you can't answer the only question that matters: what does a customer cost? Tracking is set up through GA4 or the Google tag — with a consent banner (Consent Mode v2), because we're in the EU.

5. Local business? Tell Google

Physical shop or local service area: switch on location targeting (radius or municipalities), connect your Google Business Profile, and use ad extensions with address and phone number. "Near me" searches convert well — if you actually show up for them.