Should My Business Be Running Google Ads?
It’s a question we get asked a lot: “Should we be running Google Ads?”. To which we typically reply: “it depends”. Because the truth is, for some businesses, Google Ads are a powerful revenue driver. For others, they’re a well-lit path to burning through budget without much to show for it.
Before we dive into whether or not you should be setting a budget aside for search ads, let’s first take a deeper dive into what Google Ads actually are.
What are Google Ads?
‘Google Ads’ is Google’s paid advertising platform. It lets businesses pay to appear in front of users who are searching for things, browsing websites, watching videos on YouTube, checking their Gmail, or even just using an app.
When used effectively, Google Ads can be one of a businesses most powerful paid marketing channels.
There are a few key types of Google Ads to be aware of. Here are the most common and where they’re best applied:
Search Ads: The ones you see at the top of Google search results. This format is ideal for high-intent search traffic (someone googling “emergency plumber Hobart” is not just browsing).
Display Ads: Banner ads across websites. Great for brand awareness and remarketing.
YouTube Ads: Video-based and ideal for storytelling, product demos, or nudging prospects back into your funnel.
Shopping Ads: Product listings that show images, prices, and links right at the top of Google for ecommerce businesses.
Performance Max: A potentially incredibly effective option which uses machine learning to serve ads across all of Google’s networks within a single campaign.
In short, Google Ads can help you intercept potential customers exactly when they’re looking, browsing, or buying.
When should you run Google Ads?
Not every business is ready for Google Ads. If your offer is unclear, your website is outdated, or your landing page looks like it was built during dial-up, paid traffic won’t save you, it’ll just expose the cracks faster.
Likewise, if you’re in a hyper-niche industry with barely any search volume, or expecting massive results from a $100 budget, you’ll likely be disappointed.
Additionally, if you’re not ready to analyse the data, test, tweak, and optimise continuously, it’s probably not the right time. Google Ads isn’t a shortcut for growth, it’s an amplifier, and it works best when the foundations are already strong.
Here are 5 signs that you should (maybe) be running Google Ads:
- You have high-intent search demand.
If people are already googling what you sell, that’s a tap you want to turn on. Think of services like pest control, legal advice, mortgage brokers, mechanics, or emergency vets. If your business solves time-sensitive problems, Search Ads are a no-brainer. - You’re in ecommerce with clear product-market fit.
Shopping Ads or Performance Max campaigns can drive consistent, trackable revenue if your offer, price point, and customer experience are dialled in and align. - You have a solid offer but need visibility.
Display and YouTube Ads can build awareness while your SEO or content efforts are still gaining traction. - You want to own your brand name
Yes, people searching your name will probably find you anyway. But competitors can bid on your branded terms and siphon traffic if you’re not careful. This is something we tend to look at within a broader strategy piece of work that will differ business to business. - You Know Your Numbers
If you understand your customer acquisition cost, conversion rate, and lifetime value, you’re in a strong position to scale profitably.
Similarly, here are 5 signs you (maybe) shouldn’t be running Google Ads:
- You don’t have a clear offer
If your landing page reads like a philosophy essay and your CTA is “contact us for more info,” Google Ads won’t fix that. - You’re in a hyper-niche, low-search industry.
Some B2B, industrial, or legacy sectors just don’t get enough relevant search traffic to justify paid campaigns. You might be better off with account-based marketing or direct outreach. - Your website is not up to scratch.
Harsh but fair. If you’re paying to send traffic to a slow, unclear, or untrustworthy site, you’re better off pausing ads and investing in your foundation first. - You think a $100 ad budget will change your life.
We’re all for being budget-conscious. But micro-budgets usually lead to micro-results, unless you’re laser-targeted and realistic about expectations. - You hate data and don’t want to optimise. Google Ads is not a set-and-forget solution. It needs ongoing management, testing, and refining. If you’re not ready for that (or don’t have someone who is), it’s not time yet.
So, should you be running Google Ads?
Maybe. But maybe not yet. And maybe not in the way you think.
As an agency, we don’t start with ads as the first port of call, we start with strategy. We look at your business goals, digital maturity, customer journey, and marketing mix. Then we help you decide if Google Ads is the right move, or if your money is better spent elsewhere.
Because a bad ad is expensive. But a good strategy? That’s priceless.
Thinking about Google Ads but not sure where to start?
Have a project in mind?
Let’s talk.
