Investing in Google Ads is one of the smartest moves you can make to grow your business. It’s a proven platform that connects you with high-intent customers at the exact moment they’re searching for your services. But like any investment, knowing what to expect helps you maximize results and avoid common pitfalls. Here’s a detailed breakdown of what you can anticipate when launching your Google Ads campaign:
1. Expect an Increase in Sales Calls
One of the first things you’ll notice is a spike in sales inquiries. Investing in Google Ads allows you to target users who are actively searching for the services you offer, meaning they’re already primed to buy.
These calls may come in quickly, so it’s important to have your team prepared to respond promptly and professionally.
Missed calls can mean missed revenue, so ensure your phone systems, voicemail, and follow-up processes are ready to handle the influx.
Pro Tip: Track where these calls are coming from. Ask your prospects how they heard about you or use call tracking software to tie the leads directly to your Google Ads campaign. When you work with SBMS Media, we have an optional upgrade for an affordable CRM, if you would like to explore that as an option – just let us know! The CRM allows options for texting and full funnel development that you can DIY or hire us to manage for you – making managing your google ads much easier and accurate.
While many of your leads will be high-quality, some will be unqualified. For example, you might get calls from customers outside your service area or those looking for services you don’t provide. This is completely normal, especially during the initial stages of your campaign. Those types of calls will fade as your campaigns are optimized. After 3-6 months, depending on how communicative you are with your google ads manager, you can expect very few that are unqualified.
What’s important is communication. Let us know which leads are working for you and which aren’t. This feedback helps us optimize your account by refining your keywords, adjusting your ad copy, or excluding certain searches altogether. The more you share with us, the better we can ensure your ads attract the right audience.
Pro Tip: Keep a simple log of leads that didn’t match your ideal customer profile and share it with us on our bi-weekly or monthly call (we let you decide how frequently we chat). Small adjustments can make a big difference over time.
We get it—you’re excited to see your ad in action. But searching for your ad without clicking it can actually harm your campaign’s performance. Here’s why:
Google Ads operates on an auction system. When you search for your ad and don’t click it, Google interprets this as a lack of interest, which can lower your ad’s Quality Score. A lower Quality Score can increase your costs per click (CPC) and decrease your ad’s visibility.
Instead, trust the data we share with you. Our reporting tools give you detailed insights into how your ads are performing, including impressions, clicks, and conversions. Focus on results, not visibility.
Pro Tip: If you really want to see your ad, use Google’s Ad Preview Tool. It allows you to view your ad without impacting its performance. Ask us, we will show you how to do this.
Google Ads doesn’t just drive paid traffic; it can also improve your organic search presence, in a round-about sort of way. Here’s how:
Increased Brand Visibility: The more people see your name in paid ads, the more likely they are to recognize it in organic search results.
Improved Click-Through Rates (CTR): When users see your ad and then see your organic listing, they’re more likely to click, boosting your organic rankings.
Enhanced Site Engagement: Traffic from your ads can signal to Google that your site is valuable, which can positively influence your SEO.
While the primary focus of Google Ads is immediate traffic, don’t overlook the long-term benefits it can have on your overall digital presence.
Pro Tip: Monitor your organic traffic alongside your paid campaign. The synergy between the two can create a powerful growth engine for your business.
At SBMS Media, we partner with you to ensure every dollar works as hard as you do. Our team is here to:
Set You Up for Success: From keyword research to ad copywriting, we’ll build a campaign tailored to your goals.
Provide Ongoing Optimization: We’ll monitor performance, adjust bids, and refine targeting to maximize ROI.
Deliver Transparent Reporting: You’ll know exactly how your ads are performing with clear, actionable insights.
Google Ads is a powerful tool, but its success depends on strategy, execution, and collaboration. Here’s how to move forward:
Prepare Your Team: Ensure your staff is ready to handle an increase in inquiries and respond quickly to leads.
Track Leads: Set up systems to capture and evaluate the quality of your leads.
Communicate Regularly: Share your feedback with us to fine-tune your campaign.
Focus on the Big Picture: Trust the process and look for growth in both paid and organic channels.
