You’ve just launched your business website. You’re excited! You tell everyone about it, but then… nothing. Your website is all but invisible on Google. Not (necessarily) because it’s bad, but because it’s new.
Why Google Ads work for new businesses
When someone searches for your services, you want to appear at the top. But for new websites, being the first result for any search term that’s not exactly the website’s name, is next to impossible.
That’s because Google doesn’t trust new websites. To rank highly, sites need time and links from established websites. But you can’t wait for months or years.
Google Ads puts you at the top immediately, above even established competitors. The gist of how it works is that you target ‘keywords’ your potential customers search for, and your site appears first when they search those terms.
Google charges only when someone clicks your ad. But the cost per click (or CPC) is not fixed—it’s determined by a bidding system: you compete with other businesses for the same keywords, and Google awards ad spots based on both bid amount and ad quality. Meaning that a competitor might have a higher CPC budget, but if your website is faster or more helpful, you might still get the ad spot for less.
Our goal is to get people to click it and leave satisfied. Paying per click leaves us room to experiment with different titles, “calls to action”, images, and so on until we find combinations that reliably get you leads or customers. We can set a daily budget to avoid getting charged too much if our ads are very popular. Many small businesses spend just 30-100 € per month for meaningful results.
Not all Google Ads are as effective
Google offers many ad types: YouTube videos, banner ads on websites, display ads on blogs, and more. A common costly mistake is running ads everywhere.
For example, if you’re a tourism transfer company, advertising on YouTube makes no sense. People watching cat videos aren’t looking to book airport transfers. You’ll annoy potential customers and waste money damaging your reputation.
The smart approach: Focus on Google Search ads. That way you reach people actively searching for your service who will likely welcome the ad as long as it’s useful.
What our professional management involves
Running effective ad campaigns on Google requires ongoing optimization. Initial campaigns are often educated guesses. Within weeks, performance data shows us which keywords drive results versus unqualified traffic. We adjust keyword lists, targeting, and budgets based on real data.
For Greek businesses, we typically create separate Greek and English campaigns. Each language needs different keyword research since people search differently in each language. Setup includes keyword selection, ad copy, bid strategies, and conversion tracking.
But once the ads are live, we don’t stop. Search behavior changes constantly. Keywords working in June might be irrelevant in August. Competitors change bid dynamics, so keywords costing 0,20 € per click might suddenly jump to 2 €. We regularly add negative keywords, adjust our bids, test different ad copy combinations, and monitor quality scores to keep costs down and conversions high.