Google Ads Made Simple
What to Know Before You Spend
- Markus Pichorner
TL;DR
Google Ads can be a powerful growth tool, but only if you set clear goals, choose the right keywords, track results, and refine continuously. Success isn’t measured in clicks, but in real actions like leads, sales, or sign-ups that grow your business.
Google Ads can be one of the fastest ways to get eyes on your business. Done right, it brings your offer in front of people actively searching for it. Done wrong, it can drain budgets with little to show for it. Understanding the basics is key before you hit “launch.”
Know your goals first
Before writing a single ad, you need to know what you want to achieve. Is it direct sales? More leads? Website traffic? Each goal requires a different setup and strategy. Without clarity, you’ll measure success by the wrong numbers.
The importance of keywords
Keywords are the heart of Google Ads. They decide when and where your ad shows up. You need to balance:
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High-intent keywords (like “buy running shoes online”) that bring people ready to act
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Broad keywords (like “running”) that can bring awareness but risk wasted clicks
Good keyword research helps you avoid spending on clicks that don’t convert.
Watch your targeting
Google gives you plenty of targeting options: by location, age, device, time of day, and more. This is powerful, but easy to overlook. If you sell only in Austria, clicks from Canada won’t help you. Tight targeting keeps budgets efficient.
Tracking and measuring success
Clicks alone aren’t success. You need to track what happens after someone clicks. Did they buy? Fill out a form? Call your office? Setting up conversion tracking is non-negotiable. Without it, you’re blind.
The key metrics to watch:
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Click-through rate (CTR): How many people click compared to how many see your ad
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Conversion rate: How many clicks turn into the action you want
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Cost per conversion: How much you spend for each sale or lead
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Return on ad spend (ROAS): How much revenue you make for each euro spent
Keep testing and refining
Google Ads isn’t set-and-forget. Test different headlines, ad copy, and landing pages. Small changes can lead to big improvements. Over time, you’ll learn what resonates with your audience and what drains your budget.