Top market leaders use paid advertising platforms and PPC, such as Google Ads, to grow their business to scale. Can small to medium businesses do the same?

It is common to now hear that companies which tend to outperform their competition are using pay-per-click (PPC) platforms to drive massive traffic and sales to their business. 

You may be wondering if this is only a platform that could be used for larger enterprises, as they naturally have more time and (perhaps) larger budgets than those which are currently growing. 

The truth is, any business, regardless of the size, can use of paid advertising platforms such as Google Ads (formerly known as Google Adwords), and use it well! 

In this article, we will go on to detail how SMBs can also benefit from using platforms like Google Ads, how they can help your marketing and sales efforts grow efficiently, and thus showing that it is not only restricted to top performing brands. 

What is Google Ads?

Did you know that Google is the largest and most widely used search engine, with over 3.5 billion searches every day! If you want to promote your brand’s visibility, then using Google’s very own advertising tool gives you one of the best ways to achieve this. 

Google Ads  is essentially a paid advertising platform on which brands and marketers can promote their products and services to their target audience on Google search engine. 

If you want to read more into what Google Adwords is about, then we recommend our Google Ads Essentials article

How to use Google Ads to grow my business

It is likely that you may be unsure on how to double down on Google Ads once you have decided to use it. 

So, we have put together some key points that you should implement if you want to use Google Ads to the best of its ability, and thereby allowing it to provide beneficial returns for your business. 

  • Creating and optimising landing pages that match the searcher’s intent 

By searcher’s intent here, we mean the potential customers that your company are targeting and those who are looking out for the type of services or products you provide. 

For example, if someone searches for the word marketing automation services, and your landing page includes this keyword (marketing automation services), then they are more likely to stay on your page and opt in as your page matches their search intent. 

This will lead to lower bounce rates, driving more traffic to your site and gaining more leads. 

Whilst doing this, also keep in mind to continually optimise your landing pages for higher conversion rates. Use the platform’s analytics page to check how many visits you are getting to your page, click-through rates and bounce rate. 

Do continuous research on keywords that will get your landing page to remain relevant to the searcher’s intent. The more relevant your landing page to the keyword being searched for, the higher your click through rate (CTR). 

A higher click through rate in fact can lead to lower cost per click (cost per click, or CPC, is when you pay money whenever someone clicks on your ad), meaning you’ll be paying less for your ads. This is because it leads to a higher quality score on Google, which in turn ranks your page higher on the SERP for searcher intent. Read our Google Ads Essentials article to know more about Google’s Quality Score and how it works.

  • Do high level keyword research 

Ok, so we have mentioned a bit about keyword research. Let’s dig into the importance of high level keyword research, and why it is optimal if you want to grow your business. 

Taking part in high level keyword research will allow you to target for keywords that are very specific to a user’s search on Google. If you advertise on keywords that are broad and irrelevant to the searcher’s query, your business will not show up on the Google SERP. 

Google always keeps its users intent in mind, so if it finds that your web pages are optimised for what their searchers are looking for, Google will present your page as the best match. 

Specific keywords allow you to match exactly to a searcher’s intent, so whenever they search for that keyword, your page will match perfectly. 

High level keyword research and specific keywords means that you’ll have higher CTRs, allowing you to benefit with a higher quality score on Google and lower CPC. This combined will ultimately get your web pages ranking higher on Google’s SERP, allowing you to promote your brand’s visibility, driving more traffic to your site and leveraging greater ROI.

We recommend these tools for high level keyword research:


  • Optimising your copy 

Now that the keyword research is complete and you have the relevant keywords at your fingertips, let’s get it into action.

Doing high level keyword research is great, but it is not enough if you do not implement it into the copy of your ad campaigns. Essentially, this is what we mean by when you advertise on keywords. 

The key is adding your specific keywords into the copy of your ad titles; these are the titles that will appear on Google’s SERP. If a Google user searches for a specific keyword, and sees that your page title has this exact keyword in place, they are more likely to click on your page. 

Do note though, you have to make sure your titles are appealing enough for users to click on your web page. You will find that just adding the relevant keyword and a non provoking title will not lead to a higher CTR. RankMath have a great article on power words that you can use to make your copy more appealing. 

  • Get big picture data and optimise using Google Ads campaign dashboard

A great thing with Google Ads is that you will get an overview on how your ad campaigns are operating and performing all within their platform. 

For your running campaigns, you will get to see key metrics such as your average CTR, conversion rate, bounce rate, what devices users are viewing your ads on, the cost for each of your campaigns, and more. 

This data allows you to see the real time status of your advertisements, and will allow you to further plan and optimise the ads. 

These analytics will help you develop and grow your marketing efforts to its best performing rate, and will give you the confidence to know what you can do to improve so that you can generate an impressive ROI from your Google Ads campaigns. 



Google Adwords is a great tool to leverage for your growing business. 

If you decide to use Google Ads as your way to advertise and market your brand, take part in high level keyword research, optimise your landing pages and relevant copy around these keywords, whilst also making efficient use of the platform’s features. 

Take these actionable tips away with you and you will be able to reap the benefits that this advertising platform provides, making it an essential asset for your PPC efforts and company’s growth. 



To get further insight into how we can help you leverage digital media management and strategy to grow your traffic and ROI, book a one-on-one strategy call today with one of our Digital Innovators at IWise. 

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