Are Google Ads worth it?

Jon Richardson • February 22, 2025

Everything you need to know about Google Ads

Introduction to Google Ads

Getting your business noticed online can feel overwhelming. Many people wonder if Google Ads still matter in an era of social media, influencer marketing, and ever-evolving search engine optimisation. The short answer, in my view, is yes. Google Ads remain one of the fastest ways to reach an audience already searching for your product or service. It can boost your visibility within hours rather than months, and this is what makes it so tempting.

We have seen some excellent results both for our customers and for ourselves using Google Ads. It has definitely been a game changer for us levelling out the peaks and troughs of our inbound marketing efforts.

Yet Google Ads can also devour your budget if not set up and managed the right way. That risk often stops small business owners from trying it at all. In this blog, we’ll break down Google Ads, explain what all the jargon and acronyms mean, show how you can measure success, and help you decide whether to handle it yourself or hire someone with experience.

Understanding Google Ads

Google Ads is a pay-per-click advertising tool that lets you display an advert for your product or service when people type certain words into Google Search. You set a budget and select those words, and then you pay only when someone clicks your ad. You can also display visual and text adverts on various Google networks, such as YouTube and Gmail. Google Ads works because it matches what people are actively looking for—often, at the moment, they want to buy. That’s a huge advantage over more passive forms of advertising, such as a random social media ad that catches someone’s eye when they’re not really shopping. However, speed comes with responsibility. If you don’t choose the right keywords, location settings, or audience details, you can spend more than you should without seeing any return.

Think of Google Ads as a targeted spotlight. It’s powerful and direct, but it shines best when you know exactly where and how to aim it.

Common Jargon and Acronyms

Google Ads has its own language that can seem confusing if you’re new to it. There’s CPC, which stands for “cost per click.” That’s how much you pay whenever someone clicks on your ad. Another acronym is CTR, or “click-through rate,” which measures how often your ad is clicked versus how many times it’s shown. You might also spot the term “Quality Score,” which is Google’s rating of how relevant and effective your ad is. This score influences how much you pay per click and how often your ad appears above competitors. Another bit of jargon is “negative keywords.” These are words or phrases you exclude from your campaign so your advert won’t appear for irrelevant searches. Understanding these few concepts straight away will make a big difference. And if you come across other specialised terms, don’t hesitate to ask your marketing partner or do a quick search. Google Ads can become second nature with the right explanations.

Here are some of the common acronyms and jargon used in the Google Ads space and what they mean:

PPC (Pay-Per-Click): An advertising model where you’re charged each time someone clicks on your ad, rather than just for showing it.
CPC (Cost Per Click): The actual amount you pay whenever someone clicks on your ad.
CTR (Click-Through Rate): The percentage of people who click on your ad after seeing it. It’s calculated by dividing clicks by impressions.
Quality Score: Google’s rating of how relevant and effective your ad is. A higher score can reduce costs and improve your ad’s position.
Ad Rank: This determines where your ad appears in the search results. It’s influenced by your bids, Quality Score, and other factors.
Negative Keywords: Words or phrases you tell Google to exclude so your ad doesn’t appear for irrelevant searches.
Match Types (Broad, Phrase, Exact): Settings that control how closely someone’s search must match your chosen keyword before your ad is shown.
ROAS (Return on Ad Spend): A measure of how much revenue you generate for every pound spent on ads.
ROI (Return on Investment): Similar to ROAS, but factors in all costs to give a clearer picture of actual profit.
Conversion Tracking: A process that records when a click on your ad leads to a specific action on your site, like a purchase or a form submission.

Why Google Ads Are Worth It?

I believe Google Ads are well worth the investment, especially for small businesses that want fast, direct access to potential clients. When managed well, Google Ads allows you to appear at the top of the search results on day one. This is a massive shortcut compared to the lengthy process of climbing organic rankings through SEO alone. You can set a strict budget, enabling you to maintain control over your spending.

Another benefit is the detailed reporting.

You can see which ads get clicks and track whether those clicks lead to actual enquiries or sales. That information is priceless and can help you make other decisions throughout your business too.

My firm conviction, though, is that if you don’t have the time or resources to learn the ins and outs, you’ll get much better results by teaming up with an expert. That expert could be a specialist PPC agency such as Overt Digital Media or it could be a full time employee. However, Google Ads are a specialist area that is constantly evolving so don't expect that you generalist marketing assistant to be able to run an ads campaign.

Left on autopilot, Google Ads can become a money pit in record time, as you can easily burn your daily budget on clicks that never turn into business.

On average, PPC visitors are 50% more likely to buy something than organic visitors!

Enter Performance Max (PMax)

Google is always tweaking its ad platform, and one of the more recent changes is the introduction of Performance Max, also known as PMax. This type of campaign places your ads across various Google networks—Search, Display, YouTube, Discover, Gmail, and Maps—using a single campaign structure. Instead of you deciding which specific network to focus on, Performance Max uses automated strategies to show your ads wherever it thinks they’ll perform best. This automation can be convenient, but there’s a risk of surrendering too much control to Google’s system.

The plus side is that you can potentially reach many different audiences with little extra work. The downside is that you often have limited visibility into where your ads appear or which placements are truly generating results. To keep your costs in check, you must ensure your conversion tracking is set up correctly, and your ad assets are compelling. If done well, Performance Max can be a solid tool in your advertising mix.

Remember that Google is not your friend. It is a multi-billion dollar organisation for a reason. You need to use the tools they provide and not let them use you. This is where an experienced Ad agency will earn its money.

How to Measure Success (ROAS vs. ROI)

Measuring the performance of your ads can be tricky if you’re not clear about the difference between certain metrics. ROAS stands for Return on Ad Spend, and it compares how much money you made from those ads to the amount you spent on them. If you spent £100 on clicks and made £500 in revenue, your ROAS is 5:1. ROI, on the other hand, stands for Return on Investment. It goes a step further by factoring in all your business costs. You might have spent £100 on ads but also spent another £50 on labour or product costs, meaning your net profit is £350. That figure then determines your ROI. While both are important, ROAS often gives a clearer snapshot of an ad campaign’s direct impact, whereas ROI paints the broader financial picture. If you only look at ROAS, you might be thrilled, but you could be missing hidden costs. If you only look at ROI, you might not pinpoint which ads work best. Balancing both helps you see the complete story.

According to Google, businesses across all industries earn an average of about £2 in revenue for every £1 they spend on Google Ads. However, you want to be aiming for much more than this!

How to Choose a Company to Manage Your Ads

Experience is the biggest factor when selecting an agency or freelancer to manage your Google Ads. Ask them about their track record with businesses similar to yours in size and sector. Check if they understand local targeting, which is essential if you rely on foot traffic or serve a specific area. A good partner will ask about your business goals before talking about budgets.

They should also be able to explain reports in simple terms without expecting you to decode endless rows of data. I’m always cautious about agencies that promise miracles within a tiny timeframe. Realistic targets, plus a focus on measuring and adjusting your campaign regularly, are more important signs of a trustworthy partner. You also need to see if they can handle updates like Performance Max and adapt as Google’s platform evolves. Look for clear communication, fair pricing, and a willingness to collaborate with you on landing pages and ad copy—these are the keys to a good relationship that pays off in results.

>>>Unhappy with the performance of your Google Ads - contact Overt Digital Media to see how we can improve your results:

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Pros and Cons of Managing a Campaign Yourself

Some business owners prefer to manage Google Ads themselves. This can be fine if you enjoy marketing and have enough time to learn the ropes. Doing it on your own can give you complete control over the ad copy, budget, and target audience. You can also experiment in real-time, which might be appealing if your product range or service offerings change quickly. However, there are downsides, including the steep learning curve and the possibility of wasted money while you test different settings. It’s easy to get lost in metrics, especially if you don’t have a clear strategy.

Many small business owners start with good intentions but get swamped by day-to-day tasks and forget to optimise their campaigns. Then, the budget gets spent, but leads don’t follow. If you’re not someone who can easily understand data and analytics, the do-it-yourself route might not be for you.

>>>Learn more about How Overt Digital Media can help you with your Ads campaigns

Conclusion

Google Ads is one of the most direct ways to capture the attention of people who are actively looking for what you sell. It offers speed, control, and a wealth of data to guide your overall marketing strategy. For many small businesses, it’s the quickest route to new enquiries or footfall in your shop. However, it’s not a set-and-forget tool. Managing Google Ads well calls for a mix of knowledge, time, and continuous testing.

Google Ads can be a money-maker when done right, yet a money pit when approached casually. Whether you manage it yourself or hire someone else, stay informed about what’s going on with your campaign. Understand the basics of Performance Max, ROAS, ROI, and any new updates. Know your figures, keep your goals realistic, and use the detailed data that Google provides to refine your approach. If you feel you lack the time or expertise, find a reliable partner. With an experienced team on your side, Google Ads can be the boost that sets your business apart from the competition and drives a steady stream of interested customers straight to your door.

Considering Running a Google Ads?

If you are considering running Google Ads for your business and want some no-nonsense advice on the pros and cons, you can speak to a PPC consultant. Just complete the form below and we will be in touch shortly

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