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Google Adwords is a pay-per-click (PPC) advertising platform. Unlike other pay per click platforms like Facebook, LinkedIn, Google Ads actually offers two ways to reach users: 1) through the Google Search Network and 2) through the Google Display Network.


These approaches are functionally different, they both use a Pay Per Click (PPC) bidding system, where advertisers bid to have their adverts shown to targeted audiences. The Google Search Network allows you to show your ads to users who are or have been actively searching for the keywords that you’ve targeted. If you own a gardening business in Glasgow, you bid to have your ad show up every time a user types in “gardeners in Glasgow”

Would our business benefit from Google Ads?

There are a lots of PPC platforms to choose from. You have Facebook, Instagram Ads, Twitter Ads, Pinterest Promoted Pins and many more. In Fact, Google AdWords isn’t even the only search engine ad platform—Bing Ads and Yahoo Search Ads can also be cost effective options. However, despite all the competition, Google AdWords is clearly one of the best ways to reach your target audience.


Facebook Ads and other Pay Per Click platforms certainly can work and they can work very well. That being said, being able to reach customers who are searching for products, brands and content like yours (not an option with most social media PPC platforms) is an exceptional (and profitable) opportunity that shouldn’t be underrated. It could provide you with the chance to snatch up easy sales before your competitor does.

Is Google Ads expensive?

Yes, Google AdWords can be a little expensive, especially if you’re in a highly competitive industry and you are not working the account properly. That being said, a well-designed, optimised AdWords account is well worth investing in!


If your Google AdWords campaigns are well-targeted, optimised correctly and have an appropriate bidding strategy, you’ll be able to show focused ads to responsive niches within your target audience, and you’re close to guaranteed a positive ROI.


If the campaigns aren’t properly optimised or targeted, however, you could end up spending a lot on clicks that never convert. This is where most businesses go wrong—they don’t take the time to create campaigns that specifically target and attract the right people.

PPC has a few similarities to traditional advertising in the way that you pay for an advertising position; you will have seen paid search whenever you do a Google search for a popular keyword term for example Christmas presents. At the top of the results, and along the side of any results you will see a series of paid for or sponsored adverts; these all belong to Google and are paid for by its advertisers.


So if you want a prime position on some search results then you pay for search using PPC. Most people today will to look for the natural search results, although many don’t; in fact some prefer to click on the adverts in order to find products, services and solutions that meet their needs.


You do not pay for the advert until somebody clicks on it. So for a popular keyword it might cost between £0.10 or £10 per click, and the advertiser essentially specifies the amount that he wishes to spend and pays Google in advance; it’s a great business model and this is why Google make so much money; it provides an easy-to-use, targetable and measurable advertising campaign solution.

Frequently Asked Questions

This section contains some of the questions we are commonly asked about Google Ads. If you can’t find the answer to your question here, then feel free to contact us and we will be happy to answer your query.
Pay-per-click advertising can be a business-builder for any firm, regardless of who you’re selling to. There’s a common and unfortunate preconception that pay-per-click ads are at their most effective when used in a B2C context.

Running a Google Ads campaign does not help your SEO rankings, despite some myths and claims. However, PPC ads can be helpful in connecting with a wider audience online.

A normal click through rate (when a visitor clicks on your PPC ad and goes to your website) for PPC advertising is around 2% but the return on investment (ROI) will vary based on your business.

Advertisers are businesses or individuals who use PPC in order to promote their products and services. They pay the PPC network, (Adwords, Bing Ads, Facebook Ads) to display their adverts on their network. Whenever a visitor clicks on their advert, they are charged money by the network.

The average cost per click in Google Ads is between £1 and £2 on the search network. The average CPC on the Display Network is under £1. The most expensive keywords in Google Ads and Bing Ads costs as much as £40 or more per click.

Your actual CPC will be determined by the ad rank of the next highest ad below you divided by your Quality Score. The only exception of this rule is when you are the only bidder or the lowest bid in the AdWords auction; then you pay your maximum bid per click!
Google Ads is free in reference to the tools and keyword research features that they have to offer, but if you want to actually go live with an ad campaign — then you will have to pay. Every year, the Adwords program generates billions of dollars for Google.

PPC and CPC are often used interchangeable within the advertising community, however generally speaking PPC is used to describe the type of advertising program you are running. CPC, which stands for cost-per-click, is usually used in communicating what you are actually paying per click within your advertising program.

The main difference between Search Engine Optimisation (SEO) and Pay Per Click (PPC) is that traffic coming from SEO (organic) is free while traffic generated from PPC is not free (as the name implies you have to pay a cost per click).

By displaying your ads in the most relevant online places, your ads are displayed to the most specific target market. Since in PPC you only pay when your ad gets a click.

Enquire about Google Ads

With the internet, you can instantly take your business outside your brick and mortar walls to extend your business reach as far as you could imagine. There can be so many different approaches. Let our team be of help. Contacts us for any of your marketing questions. Website development, SEM/PPC, SEO, web design, email marketing or any other digital service and we’ll get you going in the right direction!


Usually the quickest way to get something done is to just hop on a call to discuss. Give us a ring and we’ll help by phone or loop in a screen share session to walk through your digital questions together!