Google Ads can be the fastest route to enquiries a business has. It can also be the fastest way to spend a month’s budget on nothing. The difference is rarely the ad. It is what happens before and after the click.
One: a clear offer
What exactly does someone get when they click? If the answer is “they find out about us”, the campaign will struggle. A specific service, a specific place, a specific next step.
Two: a landing page that matches
The page should repeat the promise of the ad in its first line, answer the obvious questions, and have one action. Sending ads to the homepage is the most common and most expensive mistake we see.
Three: tracking that works
If a form completion or a call is not recorded as a conversion, the campaign cannot learn and neither can you. Test it before the campaign goes live, not after the first invoice.
Then, and only then, spend
Start small, with tight geography and a handful of search terms. Review weekly. Grow what converts.
