How do Google Ads work?

3 min readOct 3, 2023


Online marketing can feel overwhelming. With so many marketing options at your disposal, it can be hard to know which one is best. Although a tailored marketing plan is highly recommended, in most cases businesses can benefit from a carefully-considered Google Ads campaign.

What are Google Ads?

Google Ads, formally known as AdWords, is a type of paid marketing method called Pay Per Click (PPC) marketing. It’s PPC marketing because a link is placed near the top of a Search Engine Result Page (SERP) above the organic results on the page, and the business pays Google every time somebody clicks on the ad link.

Whereas organic results at the top of SERPs are the result of organic marketing — known as Search Engine Optimisation (SEO)Google Ads are a shortcut to the top of the most viewed pages. Utilising both methods is often the best option for businesses, but a marketing consultation is the optimum way forward.

What are landing pages?

The most effective Google Ads campaign links will send the user to a dedicated page that is geared to sell. The alternative is to send the prospective buyer to pages on a website, such as a service or product page, but this is proven to be less effective.

Landing pages are designed to make the reader make an immediate decision and take action. They do this through the page’s layout, CTAs and the content, which should provide a problem that resonates with the reader and a solution i.e. the product or service.

However, it’s important to distinguish the success of a Google Ads campaign between the number of conversions you make. The Google Ads should be evaluated based on how many clicks they attract only, whereas landing pages are responsible for conversion rates.

Are Google Ads expensive?

You don’t pay anything for your link to appear in the most visible spots on Google result pages. You only pay when someone clicks on your link, which is why it is a form of PPC marketing. However, the Cost Per Click (CPC) can vary significantly depending on several factors. Some marketplaces are more competitive and therefore the fee you pay per click is higher than others. Yet, opportunities usually exist across industries. There are also things in place to stop anyone from maliciously repeat clicking your links to cost you money with no chance of sales. There may be other costs to consider as well, including fees for someone to run your campaign for you.

When should you use Google Ads?

Google Ads are a fast-track method of generating relevant attention in products and services compared to the “slow burn” of organically making it to the top spots in SERPs through SEO. They are best adopted while SEO techniques gather pace, which can take months or years. This ensures you still generate attention while your content starts to rank organically, with the intention of (partially) ditching Google Ads once you generate enough leads without.

Google Ads campaign services at WEBPRO

WEBPRO provides comprehensive Google Ads campaign services. We offer all-inclusive campaign design, implementation and ongoing monitoring and editing for best ROI. We can also assist with landing page creation when required. You choose the level of service you need and our marketing experts will work within your requirements and budget. Contact us now to hear more.

Recap: Google Ads, a form of Pay Per Click (PPC) marketing, offers businesses a shortcut to prime positions on Search Engine Result Pages (SERPs). While organic SEO takes time to yield results, Google Ads swiftly generate attention. Effective campaigns rely on strategically designed landing pages to drive immediate action. Though the Cost Per Click (CPC) varies, Google Ads can be cost-effective for prompt exposure. Balancing Google Ads with organic strategies is key, ensuring sustained visibility and lead generation.


It’s estimated that 63% of people have clicked on a Google Ad before, highlighting just how many people they can reach!




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