Google Ads generates $2 in revenue for every $1 spent. That means that, if you play your cards right, you can double your money on Google Ads.
But it’s still a risk: many businesses lose their shirt on Google Ads.
And what happens when you don’t see a return on your ad spend? For many brands, that means pumping more money into your PPC campaign to get the desired result.
But does more money really equal better results? In the world of Google Ads, not all budgets are created equal.
You don’t need a huge budget to get results with Google PPC. In fact, low budget campaigns sometimes get better ROI than big-ticket campaigns.
Instead of throwing money at the problem, get creative with your existing resources. Get real results like traffic, brand awareness, and more sales with better Google Ads practices—no matter your budget.
Squeezing more juice out of a small Google Ads budget
Marketers are used to getting creative with their resources. The good news is that there are so many ways you can squeeze more results out of your Google Ads campaign, often for zero additional ad spend.
Follow these three tactics to get the most of your small Google Ads budget.
As with any marketing campaign, you need to know your goal before you start a Google Ads campaign. A goal makes your campaign efforts easier to measure; you can see precisely what works and what you need to adjust.
Use the SMART framework to set better goals for your Google Ads campaign. This will help you get deeper than “I want to build brand awareness.” If you want sales and customer retention, quantify your goals with a set end date.
Knowing your goals going in will help you optimize campaign settings to get more out of your campaign, instead of stumbling through the platform without a plan.
Stick to your budget
If budget is a big concern, you need to monitor it every step of the way. Work with your team to determine the best monthly budget for Google Ads.
From there, plug this into Google Ads. Take your monthly budget and extrapolate it to a daily budget, where you can set a maximum ad spend per day.
Keep in mind that Google may occasionally go over your maximum spend to get you more results. If you’re very budget-sensitive, consider setting a maximum slightly below your true limit.
From here, Google will look at your daily ad spend and let you know how competitive your budget is compared to average CPC.
Don’t let this discourage you, though. You can make the most of a small budget even if you don’t rank number one on the SERP.
Limit your options
Limitations are the best way to protect your Google Ads budget. It comes down to limiting three things: keywords, location, and scheduling.
It’s harder to rank for a variety of keywords with a limited budget. You can’t load 50 keywords into a campaign and expect to rank well on a $200 monthly budget.
Limit the number of keywords you target. At first, target no more than three keywords in total. Narrow it down further by targeting long-tail keywords or including local queries like “near me” if you have a local business.
These hyper-specific keywords may get fewer clicks, but they’ll bring in more relevant traffic to your site. In this way, limiting keywords gets more relevant clicks for your budget dollars.
To find the best keywords for your campaign, use Google Keyword Planner. Look for keywords with medium or high traffic and low competition. This will get you more clicks without the huge ad spend.
Don’t forget to specify negative keywords. Negative keywords tell Google when you don’t want your ad to display. For example, if you’re a luxury brand, you wouldn’t want your ad to show for keywords like “cheap” or “free.” This feature is free to use and reduces irrelevant clicks.
Google Ads enables you to target customers across the globe. But that can get pretty expensive. Get more out of your budget by limiting where your ad shows.
Choose certain states, municipalities, or ZIP codes to show your ad. Rely on customer data to figure out where your ads will convert more effectively. For example, if 90% of your business comes from San Diego, run your ads there first.
Google also allows you to do negative location targeting. This works just like negative keywords, preventing your ads from showing in certain geographic areas.
Google Ads will show your ad at any time of day by default. If a customer is searching for a keyword, Google will display the ad, no matter the time.
Ad scheduling limits when your ads will display, preserving your budget. This feature reduces erroneous or fraudulent clicks.
Consider running your ads during waking hours, business hours, over the weekend, or whenever your audience is actually online. After all, are your clients really searching for a web designer at 3 a.m.? Probably not.
Sometimes limitations are a good thing. Get more out of your budget by imposing limits on your Google Ads campaign.
The bottom line
Everybody wants more results for less money. Apply these best practices to your Google Ads campaign to make your budget work harder for you. Google Ads has amazing ROI, but only if you’re strategic about your campaign settings, ad copy, landing pages, and bidding. Find more customers on a tiny budget for mighty results with a few simple changes.