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Google Ads Strategy: Are Google Ads Worth the Investment?

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Google Ads Strategy: Are Google Ads Worth the Investment?

Did you know that there are ~9 billion searches per day on Google (2023)? For businesses, this is highly advantageous. Turning these searches into potential customers is a challenge in and of itself though.

The solution is a solid Google Ads strategy. This model makes it an enticing option for new and small businesses looking to boost their online presence.

Google Ads (formerly AdWords) allows businesses to display their ads on Google’s search engine results page (SERP), partner sites, and across the Google Display Network. The platform operates on a pay-per-click (PPC) model.

It all comes down to how effective your Google Ads strategy is. In this article, we’ll weigh the pros and cons of Google Ads and inform you if it’s worth it or not. Keep reading to gain some intel on this subject.

Google Ads Pros

What are the advantages of using Google Ads for your business? Let’s take a look below.

Wider Audience

There’s no denying that Google remains the top dog in search even after all these years. This means that you will reach so many more people/potential customers.
You’ll be taking advantage of Google’s power and your Google Ads will populate in Gmail, Youtube, and so on.

Faster Results Than SEO

If you’re a new company or a small business, it can take a lot of time and effort to build your following. This can be especially true if you’re a “solopreneur”.

While you could go with the SEO approach (and we recommend doing so with us), one way to shortcut your way to the top is with a proper Google Ads strategy.

With Google Ads, you’ll be guaranteed a spot at the top which will give you a significant edge in your industry.

Talk strategy with a Google Ads Strategy expert

Get expert advice on the right Google Ads strategy for your business! In our 30 minute strategy session we’ll dive into:

How Google Ads can work for your website and business

Which Google Ads strategies will get the best ROI

Which packages are right for you

Detailed Analytics

Another advantage to investing in Google Ads is their detailed analytics. You’ll get a birds-eye-view of how your ads are performing.

You’ll see what’s working and what’s not allowing you to make informed decisions in your approach. We recommend linking your Google Ads account to Google Analytics to get a better view of your data.

Targeting Options

As you gain more knowledge of your audience, followers, and fanbase, you’ll see exactly what your demographic is. Rather than having your Google Ads strategy all over the map, now you can refine it to a tee.

For example:

  • Location
  • Age
  • Gender
  • Income
  • Interests
  • Habits
  • Searches performed
  • Website interaction

All of these factors contribute to your ROI. When you can accurately target who your audience is you’ll be saving time, effort, and money. You can then take that data and use it for marketing your brand.

Budget Control

Speaking of money, your budget is entirely in your control too. With Google Ads, you can set up your monthly and weekly budgets. When the budget is spent, your ads will stop and you’re always free to start them up again at any time.

Google Ads Cons

What are the disadvantages of using Google Ads for your business? Let’s take a look below.


When weighing your options for investing in Google Ads, just know that it’s not a “set it and forget it” approach. Like anything with your business, it will require time for you to learn the platform.

You’ll continuously monitor it to make sure everything is running according to plan. If there are any tweaks you need to make, that takes time too.

You’ll be monitoring things like:

  • Your strategy
  • Keywords
  • Exclusions

Costly Without Right Google Ads Strategy

If you don’t take the time to develop a strong Google Ads strategy, you may burn through your budget quicker than expected. Thankfully, you won’t have to spend a ton to run a successful campaign.

You could always do a test run for a day, week, or month until you familiarize yourself with everything.

Keep in mind that it is highly competitive too. Your strategy will help you stand out in the crowd in an oversaturated market. Note that pay-per-clicks (PPCs) are expensive by default.

Not Just About the Ads

Google Ads are one way to attract and get traffic to your website. If you want these things, it will come down to providing value and SEO tactics. You only need to put in the time and effort to achieve higher rankings.

Factors Affecting Google Ads ROI

It’s essential to assess whether this platform is worth the investment for your specific business. Several factors can influence the ROI you can expect to achieve such as the following.

Industry Competition

The level of competition in your industry plays a significant role in determining the cost-per-click (CPC) for your keywords. Competitive industries often have higher CPCs, which can affect your ROI.

Keyword Selection

Choosing the right keywords is crucial for success with Google Ads. Relevant keywords can lead to better click-through rates and conversions, while poorly chosen keywords can drain your budget.

Ad Quality

The quality of your ad copy, landing page, and overall user experience can impact your campaign’s success. Google rewards high-quality ads with lower CPCs and better ad positions.

Conversion Rate Optimization

Optimizing your website for conversions is as important as running effective ads. A well-designed landing page and a seamless user experience can significantly impact ROI.

Measuring ROI

To determine whether Google Ads are worth the investment, you must track and analyze your campaign’s performance. Key performance indicators (KPIs) to monitor include the following.

Click-Through Rate (CTR)

The percentage of users who click on your ad after seeing it. A high CTR indicates that your ad is relevant to your audience.

Conversion Rate

The percentage of users who take the desired action on your website. For example, making a purchase or filling out a contact form.

Return on Ad Spend (ROAS)

The ratio of revenue generated to ad spend. A ROAS of 8:1 means you’re making $8 for every $1 spent on ads.

Quality Score

A metric that reflects the quality of your ads, keywords, and landing pages. A higher Quality Score can lead to lower CPCs.

Let’s Develop a Google Ads Strategy

So, are Google Ads worth it? We say yes!

We encourage you to work with Ascendance to develop a strong Google Ads strategy. We’ll help you select effective keywords, write compelling ad copy, and optimize your site to reach a positive ROI.

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