Google Ads Training for Mawer Design

At the beginning of this month, we had the privilege of attending a Google Ads

training session hosted by East Midlands Chamber and fully funded by the UK Government.

The session was incredibly informative and educational, giving us valuable insight into how Google Ad campaigns work and how businesses can use them to attract new customers online.

As part of the training, we even set up our own test campaign and are excited to monitor the results. The experience has strengthened our understanding of paid advertising and we look forward to helping our clients with Google Ads campaigns in the future.

What are Google Ads?

'Google Ads' is Google's online advertising platform that allows businesses to appear in search results when potential customers are looking for products or services.

For example, if someone searches for "website designer near me" or "social media management services", a business running Google Ads may appear at the top of the search results before the organic listings.

This can be an effective way of generating website traffic, enquiries and leads.

How much do Google Ads cost?

One of the most common questions we get asked is, "How much do Google Ads cost?"

The answer is that it depends entirely on your goals, industry and competition.

The good news is that there is no minimum budget requirement. You decide how much you want to spend and can set a daily budget that suits your business.

For our test campaign, we set a budget of just £1 per day. Realistically, this is unlikely to generate many clicks or enquiries, but it allows us to test the platform and understand how campaigns perform.

You can increase, decrease or pause your advertising at any time, giving you complete control over your spending.

Understanding daily budgets

Google Ads works using a daily budget system.

For example, if you set a budget of £10 per day, Google will aim to spend approximately £304 per month (based on an average month of 30.4 days).

Some days Google may spend slightly more than your daily budget and other days slightly less. However, Google balances this automatically and will not charge you more than your monthly budget limit.

It's a smart system designed to maximise opportunities when potential customers are actively searching.

How does Google Ads work?

In simple terms, Google Ads is structured like this:

Campaign

A campaign is the main category for your advertising.

For example, for Mawer Design you may have:

• Website Design Campaign

• Social Media Management Campaign

• SEO Campaign

Ad groups

Within each campaign, you create ad groups that organise related products, services or themes.

Ads and keywords

Inside each ad group, you create your advertisements and select keywords that you want your business to appear for when people search online.

This structure helps keep campaigns organised and targeted.

Types of Google Ad campaigns

There are several campaign types available, but two of the most popular are 'Search Campaigns' and 'Performance Max Campaigns'.

Search Campaigns

Search campaigns display text-based advertisements directly within Google's search results.

These campaigns offer excellent control over keywords, budgets and targeting, making them a great option for many small and medium-sized businesses.

Performance Max Campaigns

Performance Max campaigns use Google's automation and can display ads across multiple Google platforms, including Search, YouTube, Gmail, Maps and Display.

While these campaigns can be very effective, they generally provide less visibility into exactly where your budget is being spent.

For businesses starting out with Google Ads, 'Search' campaigns are often a good place to begin due to the level of control they provide.

Can Google Ads deliver results?

Absolutely - but results vary significantly between businesses and industries.

We currently work with a client who invests approximately £750 per month into a Google Ads campaign. The campaign generates a significant volume of enquiries, helping them secure new business and achieve a strong return on investment.

For them, the advertising spend is worthwhile because the value of the leads generated far exceeds the monthly advertising costs.

However, Google Ads isn't necessarily the right solution for every business.

Success depends on factors such as competition, customer demand, your website and your overall marketing strategy.

Don't forget management costs

If you choose to use an agency to manage your Google Ads account, you'll also need to factor in management fees.

A good agency will regularly monitor performance, optimise keywords, improve advertisements and help ensure your budget is being spent effectively.

While this is an additional investment, professional management can often improve campaign performance and save business owners valuable time.

What's next for Mawer Design?

Attending this training session has been a fantastic learning experience and we're excited to continue building our knowledge of Google Ads.

As we gain further experience, we're hoping to offer Google Ads management as part of our services in the future.

In the meantime, if you're looking for ways to increase your online visibility through website design, social media management or digital marketing, we'd love to hear from you.

Need help getting noticed online?

Whether you're looking for a new website, support with social media or advice on growing your online presence, Mawer Design is here to help.

Get in touch today to discuss your business goals and discover how we can help you attract more customers online.