How to Grow Your Small Business with Google Ads

Goals for a small business using Google Ads are not always about direct conversions. Core action goals are driven by high-intent, high-potential keywords. Optimize your campaigns to lead directly to your ideal goal for your business.

Core Action Goals

• Get more phone calls: Do you want more phone calls to your business? Make it easy for your customers to call you directly from an ad.

• Increase website leads/sales: Focuses on form submissions, bookings, or direct online purchases.

• Drive physical store visits: Optimize your ads to show up on Google Maps and direct local foot traffic to your brick-and-mortar storefront. 

Budget and Performance Goals

• Return on Ad Spend (ROAS): Aim to make more in profit than you spend; many small businesses target a baseline return where every $1 spent yields multiple dollars in back-end revenue, and to improve ROAS wherever possible.

• Controlled Cost-Per-Lead (CPL): Set a maximum target for how much you are willing to pay for a single click or a submitted lead so your limited budget does not drain too fast, aim for quality over quantity leads.