Do I Need Google Ads?
A Guide for Small & Local Businesses
If you’re a small or local business owner, you’ve probably asked yourself: Do I need Google Ads? It’s a smart question. With so many marketing options out there (social media, SEO, flyers, networking) it’s not always clear whether paid ads on Google are the right move.
Let’s break down what Google Ads are, how they work, when they’re beneficial, and when they may not be the best fit for your business.
What Are Google Ads?
Google Ads is Google’s online advertising platform. It lets you pay to place your business at the top of search results when people are actively searching for your product or service. For example:
A local plumber can appear when someone searches “emergency plumber near me.”
A bakery can show up for “gender reveal cakes in [your city].”
A law firm can appear when someone types “small business lawyer [location].”
Instead of waiting for people to find your business through SEO or word of mouth, Google Ads puts you right in front of them at the exact moment they’re looking.
Benefits of Google Ads for Small Businesses
Google Ads can be a powerful tool... if used strategically. Here’s why many small businesses find them worthwhile:
Immediate visibility – You don’t have to wait months for SEO to kick in.
Local targeting – Ads can be shown only to people in your town, city, or region.
Budget control – You set the daily or monthly budget, no surprises.
Measurable results – Every click, call, or form submission can be tracked.
High-intent traffic – People searching for your service are already motivated to buy.
When Google Ads Make Sense
Google Ads tend to be most beneficial if:
You need leads quickly (e.g., new businesses or seasonal services).
Your customers actively search for your services online.
You have a healthy profit margin that allows you to spend money to acquire a customer.
You have a clear sales funnel (what happens after someone clicks on your ad).
When Google Ads May Not Be the Best Fit
Google Ads isn’t always the right answer. It may not be ideal if:
Your budget is very limited (ads require consistent spending to see results).
Your audience doesn’t use Google to search for your services (for example, niche B2B industries that rely more on networking).
Your website is outdated, slow, or doesn’t convert visitors into leads. Ads will drive traffic, but if your site doesn’t sell, you’ll waste money.
You expect overnight results without testing and optimization.
Do You Really Need Google Ads?
The short answer: It depends.
For many small and local businesses, Google Ads can be a fantastic way to generate leads quickly and predictably. For others, money is better spent on improving their website, SEO, or local presence first.
That’s why I created a free PDF checklist: “Is Google Ads Right for My Business?” It walks you through the key questions you should ask before investing in ads.
Free Resource for You
Get your free copy of the FREE Google Ads Checklist and start analyzing your unique advertising needs today!
Need a little extra help?
The checklist is a great place to start, but every business is different. If you’d like personalized guidance I’d be happy to help!