Top 3 Google Ads Strategies for Small Businesses
Each Strategy should be broken out into a separate campaign to be used effectively.
1. Brand Campaign Strategy
Purpose: Own your brand presence and capture searchers who are looking for you.
What it targets:
Searches for your business name (e.g., “Bindi and Blazers Media”)
Misspellings or variations (e.g., “Bindy and Blazers,” “Bindi & Blazers marketing”)
Why it matters for small businesses:
Even if you're showing up organically, competitors can bid on your brand name. A brand campaign ensures you stay at the top of the search page and protect your reputation.
Tips:
Use exact match keywords for your business name.
Keep it low-cost (usually cheaper CPC since it’s highly relevant).
Ad copy should focus on trust, reputation, and click-through (“Official Site,” “5-Star Rated,” “Serving [City]” etc.)
2. Non-Brand Campaign Strategy
Purpose: Attract new customers who are not yet aware of your business but are searching for services you offer.
What it targets:
Generic service/product searches (e.g., “affordable Google Ads help,” “local marketing agency,” “SEO services for small business”)
Location-based keywords (e.g., “marketing agency near me,” “social media ads in Los Angeles”)
Why it matters for small businesses:
This is where new customers find you. You get in front of people actively looking for solutions you provide—even if they’ve never heard of you.
Tips:
Use phrase match or broad match with smart bidding to test variations.
Focus on keywords with purchase or action intent (like “hire,” “affordable,” “near me”)
Break down ad groups by service type or customer need.
3. Competitor Campaign Strategy
Purpose: Show up when people search for your direct competitors—and offer a reason to choose you instead.
What it targets:
Competitor brand names (e.g., “Fiverr marketing,” “LocaliQ,” “Upwork ad setup”)
Keywords like “alternatives to [Competitor]” or “better than [Competitor]”
Why it matters for small businesses:
This is a smart way to steal market share from established players or other local agencies. It's also a chance to differentiate your brand.
Tips:
Keep the copy clear, confident, and benefit-focused. Don’t name competitors directly in your ads (against Google policy).
Say things like “More Personalized Than Big Agencies” or “Real Results, Local Support”
CPCs may be higher, so watch performance closely.
Final Thought
A small business with limited budget can still run these three campaigns effectively by:
Separating budgets per campaign
Using conversion tracking and smart bidding
Keeping a close eye on which keywords and ads drive results
