Paid & sponsorship

Google Ads

Search and display ads on Google. High intent on search, but you pay for every click.

Visit ads.google.com
Cost
Paid

Paid per click or impression, on a budget you set. No minimum is assumed here; check current pricing.

Verdict
slow burn

Search ads catch people already looking for a solution, but costs add up fast without tight keywords and a page that converts.

Difficulty
Medium

Needs preparation, a review, or a steady habit before results.

Effort
Medium

About 5 to 10 hours a month.

First result
1 to 2 weeks to get first clicks; longer to learn what converts

A rough range for one person working on it part-time.

Payoff
Steady

a trickle that lasts while you run it.

Best for

Products people already search for by name or problem.

Not for

New categories nobody searches for yet.

Pros

  • Catches people already searching
  • Fast to start

Cons

  • Costly clicks
  • Needs a page that converts

The full guide

Last verified 2026-10-30

Links checked 2026-10-30 · All links answer

01What it is and who is there

Google Ads places text ads in Google search results and ads across Google's display and video networks. Search ads reach people who are already searching for a solution, which makes intent high. Clicks can be expensive in competitive categories, so tight keywords and a page that converts matter more than budget.

02Cost and what you actually pay for

You pay per click (or other bid types) on a budget you set. Costs depend on keyword competition; check Google Ads' current pricing and use its keyword planner for estimates.

03Is it right for you?

It fits products people already search for by problem, category or competitor name. It fits poorly for new categories with no search demand. If your landing page does not convert, ads will waste money.

04Before you start

  • Conversion tracking set up and tested.
  • A landing page for each main keyword group.
  • Read Google Ads advertising policies.
  • A daily budget you can afford to test with.

05Step-by-step: how to distribute here

  1. Start with a search campaign on high-intent keywords: "[problem] software", "[competitor] alternative", your brand name.
  2. Use exact or phrase match to control spend.
  3. Write ads that match the search and lead to a matching page.
  4. Add negative keywords weekly from the search terms report.
  5. Track cost per sign-up and per paying customer.
  6. Scale only campaigns that pay back.

06What to post or submit

Search ad:

Headline 1: [Keyword-matching result]
Headline 2: [Key benefit]
Headline 3: [Free trial / no card]
Description: [Product] helps [who] [result]. [Proof]. Start free.

07Common mistakes and do-nots

  • Do not use broad match without negatives on a small budget.
  • Do not send all ads to the homepage.
  • Do not make claims that break Google's ad policies.

08How to measure it

  • Track cost per click, conversion rate and cost per customer.
  • A realistic test: two to four weeks with a fixed budget.

09Time budget

  • Before: 4 to 8 hours.
  • Ongoing: 1 to 3 hours a week.

10Pair it with

11Sources

Sources