I recently had a follow-up call with a commercial flooring company in New South Wales. During our first conversation, I conducted a digital audit of their business, identifying key opportunities for growth and outlining a strategy. This included pinpointing valuable keywords like “commercial flooring for retail,” “hospitality flooring,” and “medical flooring.” Fast forward to the second call, and we were diving deeper into the world of Google Ads—a tool that can be either a game-changer or a money pit, depending on how you use it.
I’ve always believed business owners should have a basic understanding of tools like Google Ads. While running campaigns can seem overwhelming at first, knowing the fundamentals—like cost per click (CPC), cost per lead (CPL), and impressions—gives you the power to make smarter decisions. There’s a fine line between experimenting to learn and burning cash without results.
The Reality of DIY Campaigns
When Michelle, the business owner, first tried Google Ads, she made some common mistakes. She set up two ad accounts: one in Google Ads Express and the other in standard mode. Ads Express, designed for beginners, offers limited control over targeting and keywords, making it easy to overspend on irrelevant clicks. Within a month, she had impressions but no leads. The campaign felt like a flashy casino—bright lights and lots of activity, but no tangible returns.
This is where many DIYers falter. Without the right setup, campaigns can waste money on clicks that don’t convert. In Michelle’s case, broad-match keywords like “flooring jobs” and “how to fix a floor” were eating up her budget without attracting customers.
The Importance of Targeting and Tracking
One of the first things I did was assess how her campaign tracked success. It didn’t. All her traffic was directed to her homepage, with no unique landing pages or tracking. This meant there was no way to differentiate between ad-driven inquiries and organic leads her business was already receiving.
To fix this, I recommended duplicating her homepage, optimizing it with the keyword “commercial flooring,” and hiding it from her site’s navigation. I also suggested using a unique phone number and a custom contact form for that page, allowing her to track conversions specifically from the ads. Simple changes like these provide clarity and ensure you’re not driving blind when running a campaign.
The Power of Narrowed Targeting
Another major issue was geographic targeting—or the lack of it. When I searched for her business from my location in Victoria, her ad showed up even though she only serves areas near Brisbane. This was a perfect example of wasted ad spend. Without precise targeting, you’re paying for clicks from people who will never convert into customers.
I adjusted her campaign settings to focus on her local area to address this. Paired with negative keywords to exclude irrelevant searches, this ensures that her ads reach the right audience: people actively looking for commercial flooring solutions in her region.
From Chaos to Clarity: Building a Strategy That Works
When Michelle first approached me, her campaigns needed more direction. But to her credit, she didn’t shy away from learning. She now understood the difference between impressions and leads, why broad-match keywords were problematic, and the importance of conversion tracking. This made it much easier for me to step in and rebuild her campaign.
Starting fresh, I implemented a data-driven strategy:
- Custom Landing Pages: These were tailored to specific keywords, offering visitors a seamless journey from ad to action.
- Precise Keywords: Exact-match keywords ensured her budget was focused on high-intent searches.
- Conversion Tracking: Tools like Google Analytics allow us to measure every aspect of the campaign, from clicks to conversions.
This new approach involved more than fixing her ads—it involved aligning her marketing strategy with her business goals.
Why Understanding the Basics Matters
I always encourage business owners to take the time to understand the basics of Google Ads before handing over the reins. Michelle’s initial efforts, while not profitable, were invaluable in helping her grasp concepts like CPC, CPL, and the importance of targeting. This foundation made her a better client who could ask the right questions and make informed decisions.
Running ads without understanding how they work is like driving without a map. You might get somewhere, but chances are, it won’t be where you intended. By learning the fundamentals, you can confidently navigate the process and avoid costly mistakes.
The Value of Professional Expertise
That said, there comes a point when it’s time to bring in an expert. For Michelle, this realization came after a month of trial and error. She admitted she didn’t have the time or expertise to manage the campaign effectively, so she handed it over to me.
This is a common turning point for many business owners. Once you’ve grasped the basics, you’ll see the value in hiring someone who can optimize your campaigns for maximum return. A professional saves you time and ensures your budget is spent strategically, delivering measurable results.
Key Lessons for Business Owners
If you’re thinking about running Google Ads for your business, here’s what I’ve learned through years of experience—and what I shared with Michelle:
- Start Small, Learn the Basics: Understanding key metrics like CPC and CPL will empower you to make better decisions.
- Track Everything: Use unique landing pages and phone numbers to measure the effectiveness of your campaigns.
- Target with Precision: Focus on your service area and use exact-match keywords to attract high-quality traffic.
- Expect a Learning Curve: The initial phase may not yield immediate results but will teach you valuable lessons.
- Know When to Delegate: Once you’ve gained some insight, let a professional take over to refine and scale your campaigns.
A Brighter Future for the Campaign
Michelle’s journey is a perfect example of how Google Ads can go from being a source of frustration to a powerful tool for growth. By starting small, learning from her mistakes, and eventually partnering with an expert, she set her business up for long-term success. Now, with a clear strategy in place, I’m confident that her campaigns will drive leads and deliver measurable ROI.
One thing I’ve learned from working with clients like Michelle is that success with Google Ads is about striking the right balance between experimentation, learning, and expertise. When done right, it’s not just an ad platform—it’s a catalyst for business growth.
