Smart PPC strategies for small businesses that want real ROI – not just clicks.

Running Google Ads without a strategy is like throwing cash into a digital wishing well and hoping your ideal customer magically appears. Spoiler: they probably won’t.

As a digital marketing agency, we’ve seen it all — maxed-out budgets, irrelevant traffic, and businesses left wondering, “Why didn’t that work?” So, here’s how to avoid the common traps and actually make Google Ads work for you.

1. Know Your Goals Before You Spend a Penny

What do you want to achieve with your ads?

• More website traffic?

• Leads for your service?

• Direct product sales?

Each goal requires a different campaign type and bidding strategy. Don’t just “boost” things or guess — get intentional.

2. Target Like a Sniper, Not a Shotgun

Broad targeting = budget burnout.

Use:

• Location targeting (especially if you’re a local business in Nottingham, Leicester or Derby)

• Demographics and audience segments

• Keyword match types (avoid Broad Match unless you love irrelevant clicks)

Pro tip: Use Negative Keywords to stop showing up in unrelated searches.

3. Don’t Just Set It and Forget It

Google Ads is not a slow cooker. You can’t just set your budget and walk away.

You need to:

• Review your search terms reports

• A/B test ad copy and headlines

• Check for low-performing keywords or placements

Even 15–20 minutes a week can prevent major budget drain.

4. Stop Sending Traffic to Terrible Landing Pages

Clicks don’t equal conversions.

Make sure your landing page:

• Loads fast (under 3 seconds!)

• Matches the ad’s message

• Has a clear call to action (CTA)

• Looks good on mobile

Google rewards great user experiences — and penalises bad ones (with higher costs per click).

5. Track Everything or You’re Flying Blind

Install conversion tracking with Google Tag Manager and link your Google Ads to:

• Google Analytics

• Google Search Console

This shows you exactly what’s working — and what isn’t. Don’t rely on guesswork when your money’s on the line.

6. Watch for Google’s ‘Helpful’ Recommendations

Google loves  to suggest automations that spend more money.

Sometimes helpful, often wasteful.

Before accepting a recommendation, ask:

• Will this help achieve my specific goal?

• Is this based on data or just a default setting?

Trust your strategy more than Google’s autopilot.

7. Hire a Google Ads Expert (Like, Say, Us)

If managing ads feels overwhelming, that’s okay. You didn’t start your business to become a PPC strategist.

Our team at Twenty Three Creative helps small businesses across the East Midlands get more value out of every click — without the stress.