A Beginner’s Guide to Google Ads for Small Businesses

Introduction

For many small and medium-sized businesses, especially those in competitive markets

like healthcare and financial services, getting noticed online can feel like an uphill battle. Whether you’re a physiotherapist in Brisbane looking to attract new patients, or an accountant wanting to connect with local business owners, visibility matters—and that’s where Google Ads can make a real difference.

Google Ads (formerly Google AdWords) allows businesses of all sizes to appear at the top of Google’s search results when potential clients are actively looking for your services. But jumping into Google Ads without a clear understanding can quickly lead to wasted money and missed opportunities.

At Substrate Media, we believe in simple solutions that deliver real results. This guide will break down Google Ads in plain language, helping small business owners understand how it works, why it matters, and how to use it effectively—without the fluff.

Google Ads For Small Business

What is Google Ads and How Does it Work?

Google Ads is a pay-per-click (PPC) advertising platform. It allows businesses to create ads that appear in Google search results, on YouTube, and across websites in the Google Display Network. You bid on keywords relevant to your services, and your ads show up when people search for those terms.

For example:

• A podiatrist might run ads for “foot pain treatment in Brisbane.”

• An insurance broker could target “business insurance quotes Brisbane.”

You only pay when someone clicks your ad, which is why it’s called pay-per-click.

Why Google Ads is Ideal for Small Businesses

• Immediate Visibility: Unlike SEO, which takes time, Google Ads can get your business in front of customers today.

• Highly Targeted: You can choose exactly who sees your ads based on location, device, interests, and search intent.

• Budget Friendly: You set the daily or monthly budget—no surprises.

• Measurable Results: Every click, impression, and conversion is tracked, so you know what’s working.

At Substrate Media, we make sure your campaigns are set up to give you the best return on your investment—without unnecessary complexity.

Key Components of a Google Ads Campaign

Google Ads Campaign

1. Keywords: Connecting with the Right Audience

Keywords are the foundation of Google Ads. These are the terms people type into Google when searching for services.

• A financial adviser might target keywords like “retirement planning Brisbane” or “financial planner for small businesses.”

• A physiotherapist could focus on terms like “sports injury rehab Brisbane.”

Choosing the right keywords ensures your ads are shown to people who are actively looking for what you offer. We help identify high-intent keywords that match your audience’s needs.

2. Ad Copy: Writing to Convert

Your ad needs to catch attention and encourage clicks. Great ad copy is clear, relevant, and aligned with your brand’s values.

• Example for an optometrist: “Book Your Eye Test Today – Brisbane’s Trusted Family Optometrist. Bulk Billing Available.”

• Example for an accountant: “Need Help with Tax? Trusted Brisbane Accountant for Small Business Owners. Call Now!”

Your ads should include a strong call-to-action (CTA) and highlight what sets your business apart.

3. Landing Pages: Where Clicks Become Clients

Once someone clicks your ad, they should land on a page designed to convert. A landing page should:

• Be relevant to the ad.

• Clearly explain your service.

• Include testimonials or trust signals.

• Make it easy to contact or book an appointment.

For example, a podiatrist’s landing page could feature information on common foot conditions, clinic hours, and a “Book Now” button.

4. Budget & Bidding: Making Every Dollar Count

Google Ads lets you control your spend. You decide how much to pay per click and how much to spend daily or monthly.

At Substrate Media, we help small business owners:

• Avoid wasting budget on low-converting keywords.

• Use smart bidding strategies that prioritise ROI.

• Focus on quality traffic—not just clicks.

Common Mistakes Small Businesses Make (and How to Avoid Them)

1. Targeting Broad KeywordsAvoid generic terms like “accountant” or “doctor.” They’re expensive and often attract unqualified traffic. Instead, go specific: “tax accountant Brisbane CBD” or “bulk billing physiotherapist in West End.”

2. Sending Clicks to the Home PageA homepage is rarely the best landing page. Tailored landing pages lead to better conversions.

3. Ignoring Mobile UsersOver half of searches come from mobile. Make sure your ads and landing pages are mobile-optimised.

4. Setting & ForgettingGoogle Ads needs regular monitoring. Ongoing adjustments lead to better performance and lower costs.

Should You Manage Google Ads Yourself or Hire an Expert?

While Google Ads is designed to be accessible, managing it effectively takes time, skill, and experience. Mistakes can be costly. That’s why many SMBs choose to work with a professional Google Ads agency.

At Substrate Media, we:

• Keep your costs low by outsourcing technical work while focusing on real commercial outcomes.

• Take time to understand your business, goals, and clients.

• Offer honest, straightforward advice—no jargon, no fluff.

• Optimise your campaigns based on data, not guesswork.

We believe in partnership. Our job is to help you grow, not to sell you unnecessary services. Whether you’re just starting out or looking to improve your existing campaigns, we’re here to help.

Getting Started with Google Ads

1. Set Your Goals: Do you want more enquiries? Bookings? Brand awareness? We help you set clear objectives.

2. Choose the Right Keywords: Focus on what your ideal customer is searching for.

3. Write Great Ads: Make your message clear, compelling, and trustworthy.

4. Build Strong Landing Pages: Every click should land on a page that converts.

5. Track Everything: Use analytics to measure performance and guide improvements.

Conclusion: Start Smart, Grow Fast

Google Ads can be a powerful tool for small and medium businesses looking to grow their presence in Brisbane. But like any tool, its value comes from how well it’s used.

Whether you’re a healthcare provider aiming to fill your calendar with appointments or a financial services professional trying to reach high-value clients, Google Ads offers scalable, measurable results. But to get it right, you need more than just technical know-how—you need a strategy built on honesty, simplicity, and a deep understanding of your business goals.

That’s what we offer at Substrate Media. No fluff. Just results.

Ready to get started with Google Ads? Contact us today for a free, no-pressure consultation and let’s grow your business—together.