google ads 101 for small businesses: getting calls, not just clicks
if you run a small business, you’ve probably heard that google ads can bring in new clients fast. but if the idea of setting up a campaign feels overwhelming or too expensive, you’re not alone. many business owners know marketing matters, but they hesitate when it comes to ads because they don’t know what they’ll actually get in return.
here’s the truth: when google ads are set up correctly, they don’t just drive clicks, they drive calls. and for most small businesses, that’s what really matters.
why google ads work for local businesses
google ads put your business in front of people who are actively searching for what you do. it’s not about guessing or hoping the right person stumbles across your website. someone in your town types “estate planning attorney near me” or “best hvac repair in milford” into google, and your ad can show up at the very top.
the key here is intent. these aren’t random browsers, they’re people who already need your service. which is why ads that focus on phone calls — not just website clicks — tend to be the most effective for small businesses.
the importance of the right keywords
choosing the right keywords is the foundation of a good google ads campaign. for small businesses, this usually means combining your service with your location. think “milford personal injury lawyer” or “tampa dog groomer.”
broad keywords like “lawyer” or “dog food” are too expensive and too competitive. instead, focus on local and specific terms that real people in your area are likely to type in.
pro tip: negative keywords are just as important. this tells google what you don’t want to show up for, so you’re not wasting money on irrelevant clicks.
optimizing for calls
if calls are your goal, make sure your ads are set up to encourage them. this includes:
using call extensions so your phone number shows directly in the ad
making sure your site is mobile-friendly (most searches happen on phones)
writing ad copy that invites people to call now instead of just “learn more”
this way, when someone searches, they can go from google search to your business in just one tap.
real results from small businesses
at the abc firm, we’ve seen firsthand how powerful this can be. for one law firm client spending $1,500 per month, their google ads brought in an average of 40 calls per month. another client spending $1,000 per month saw about 19 calls per month.
when you consider the value of even a single new client, these numbers more than cover the cost of the ads. and because calls often convert better than clicks, you’re not just driving traffic, you’re driving business.
why you should not go it alone
google ads are not a “set it and forget it” tool. the platform needs regular monitoring and tweaking to stay effective. keywords shift, competitors adjust their bids, and your ads need to evolve too.
that’s why most small businesses benefit from having someone manage it for them. without ongoing adjustments, you risk wasting money on clicks that don’t lead anywhere.
final thoughts
google ads can feel intimidating, but they’re one of the most direct ways to bring in new clients for your small business. by focusing on the right keywords, optimizing for calls, and monitoring your campaigns closely, you can turn ads into a steady source of leads.
ready to see how this could work for your business? schedule a call with us at the abc firm and let’s talk about how google ads can get your phone ringing.
