Top 4 Tips to Advertise on Google for Small Brands
Notice: You Must be a Verified Business to Run Ads on Google
Google Adwords will automatically shut your account down if you’re not a verified business with an EIN. If you have one, you can proceed with setting up an account.
1. Start Small with Exact Match Keywords
Begin your campaign with exact match keywords to control spend and ensure your ads only show for searches closely tied to your business. Once you know what converts, expand into phrase first and broad match to scale reach. Depending on your budget this could take a few months. Tip: Make sure to review Search Term Report under Insights and Reports to make sure you’re ads are not showing up on searches that are not related to your business. You can click the box next to the search term and add it as a negative so you’re ads never appear on it again.
2. Focus on Local Targeting
If you’re a storefront or service provider, use location targeting (radius or ZIP codes) so you’re not wasting money on clicks from people outside your area. Adding location extensions (address, map, directions) can also boost foot traffic. Tip: I recommend starting within 5-10 miles of your business location.
3. Use Compelling Ad Copy with Clear Value
Highlight what makes you different:
Free shipping?
Local and family-owned?
Eco-friendly products?
Always include a clear call-to-action like “Shop Now,” “Visit Us Today,” or “Book Online.”
4. Track Conversions from Day One
Set up conversion tracking (form fills, calls, purchases) so you know what’s working. Even if your budget is small, you’ll quickly see which ads drive real results—and can pause the ones that don’t. Tip: This piece can be tough to do if you’re not familiar with setting it up on the backend of your website. It’s easier to do if you have Shopify or Square Space.
