When I first started using Google Ads, I didn’t have much of a budget, so I began experimenting to see how to get the maximum results from Google Ads on a small budget.
You can run a successful Google Ads campaign on a small budget and still achieve good results. If your business is not in a highly competitive niche, you can even start with a tiny budget, less than $30 per day.
I will share the most valuable findings and insights from my experiments over the years. Make sure to implement them now to get the most out of your campaigns.
Do Small Budget Google Ads Work?
It works but first know that anything around $100 per day is considered a small budget for a decent competitive product or service business.
This is the minimum amount you would need to learn, test, and fine-tune over time. You will need to approach things differently than you would with a medium to large budget.
Once you find the sweet spot where you are getting great ROI on your Google Ads, you can scale.
Important Things to Run Google Ads on a Small Budget
Which Campaign Type to Choose?
It’s important to start with only one campaign type initially. Spreading your budget across multiple campaign types won’t yield much result, as each campaign type will have a very low budget to learn and perform.
Google Ads also need to collect data to optimize while running your campaign, which helps them identify your ideal customers faster. As they gather more data, they can begin driving results more efficiently.
Starting with Google Search is suitable for most businesses. For eCommerce businesses, you could start with Shopping or switch to Shopping after taking full advantage of Google Search campaigns.
Once you’ve gained some experience and want to scale, you can shift to Performance Max, as Google will have collected a good amount of data on your audience and conversions by then.
Start with One Product or Service
When starting your first paid ad campaign on a budget, it is recommended to focus on just one product or service your business offers. This way, your budget will be concentrated on selling one product effectively, rather than spreading it across multiple products, which can lead to low conversions.
For example, if you are a digital marketing agency, focus on the one thing you do best: SEO, Social Media Marketing, or Paid Ads. Also, make sure the service or product you are offering has a good margin to ensure sustainability.
Narrow Down the Geographic & Demographic
Instead of focusing on the entire USA, identify a state or a few cities that you believe would yield the best response. This is also a great way to localize your campaign by including locally used words or phrases.
It’s better to be a big fish in a small pond before venturing into the ocean. Plus, you will learn a lot about your customers, which you can use when you scale.
In addition to geographic targeting, use demographics like age range, income group, education level, etc., to further narrow down your audience.
Keyword Selection Criteria
Research and find low-competition keywords that are cost-efficient, but make sure they have good search volume. Keywords with only 1-10 search impressions and low cost won’t have much impact.
Target long-tail keywords, as they tend to have less competition and can deliver better results. For example, instead of advertising “SEO Services” as a broad term, try “SEO Services for Local Businesses” or “SEO Services for Restaurants.”
Also, add negative keywords. If you don’t offer free plans or trials, exclude keywords related to those terms. This will help save money by preventing clicks on irrelevant searches.
Run Relevant Ads
Having a great Google Ad copy is crucial. You need to communicate your offering clearly in just a few words and make it enticing for users to click.
Identify the pain points of your potential customers and create relevant content that speaks to those needs.
If the pricing of your service starts at $100, mention that in your ad. This way, anyone looking for a service priced at $50-$60 won’t click. While this may result in fewer clicks, it will improve your conversion rate. Remember, you pay-per-click, so you’ll avoid paying for clicks that wouldn’t have converted to a sale.
Optimize Landing Page
Running a great Google Ads campaign is one part, but having a well-optimized landing page is just as important. If your website is getting clicks from your Google Ads but not converting those visitors into paying customers, it will be a waste of both money and effort.
Optimize your landing page for desktop, tablet, and mobile. Keep it clean, include social proof, have a clear call to action (CTA), provide adequate information, and reduce the number of clicks needed to sign up or checkout.
Mobile-Specific Campaigns
Don’t use the same copy for desktop and mobile. Design a separate, mobile-specific campaign, as the mobile device experience is different from what it is on a laptop.
Audit and Refine Your Campaign
When running Google Ads on a budget, it’s important to frequently audit and remove underperforming keywords, revise ad copy, and adjust demographics.
However, it’s not recommended to make changes too often, as Google will not have enough time to learn and optimize. Aim to do this after a week or so. You may also need to audit and optimize your landing pages accordingly.
Final Thoughts
Running Google Ads on a small budget is entirely possible with the right strategy. Focus on one campaign type, target specific demographics, and optimize your ads and landing pages for better results. Remember, consistency and patience are key, as Google needs time to gather data and improve performance.
By carefully refining your approach and continuously testing, you can achieve a great ROI without needing a large budget. Keep experimenting, and soon you’ll be scaling your campaigns effectively.