Is Google Ads Worth It? 17 Pros & Cons Of Using Google Ads In 2023 | Johnson Jones Group (2023)

If you are asking yourself “is Google Ads worth it” then this article is exactly what you are looking for.

Let’s jump into the 17 pros and cons of Google Ads for your service business.

Pro 1: Instant Results

The first pro to understand is that Google Ads has the capability to generate instant results. This is significant because many other traffic generation strategies like content creation, blogging, and social media can take months or even years to get running at scale.

Google Ads can create instant results because it takes advantage of the way Google is set up. When you search for something with Google, you see ads at the top and on the side of your screen. They’re often very relevant to what you were searching for, so they’ll catch the viewer’s attention and then bring them traffic into your website — where you can make sales or get subscribers or leads.

Pro 2: Ability To Test & Experiment

Is Google Ads Worth It? 17 Pros & Cons Of Using Google Ads In 2023 | Johnson Jones Group (1)

Google Ads gives you the ability to test what gets results and what doesn’t in just days or weeks. This ability to test quickly is the second pro of using Google Ads.

Every ad experiment will yield different results since not all experiments are alike. For instance, you might try running an ad campaign for one set of service-based keywords one month and then the next month switch it up by running ads for a different service instead. Even with the same audience, these two experiments will generate different results because, most likely, different people prefer to buy different services. Google Ads allows you to find what works quickly through testing and gives you easy access to split testing tools like Google Optimize. This may just help you cut out months or years of trial and error at once.

Pro 3: Measure Results

Google Ads gives you the unparalleled ability to measure your results. After each ad campaign, you can use the dashboard to determine exactly how well your ads are doing. You’ll be able to see what keywords are giving the best results, which times of day have the highest number of click-throughs, what specific ads are converting best, etc.

Pro 4: Flexible Ad Budgets

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We love Google Ads because you no longer need to have a massive advertising budget like was needed back in the mass media advertising days. Since Google Ads is pay-per-click, you only have to decide how much you want to spend and the system will automatically stop running your ads when you’ve reached that amount. For instance, if you set a $50/day budget, your ad won’t run if it isn’t generating clicks for less than $50/day. If it’s getting tons of traffic but no conversions yet, then your ad will only run up until the point where it has generated enough conversions to hit $50/day. This way, new companies can still get their name out there without having to wait years before seeing profits.

Pro 5: High ROI Potential

Any advertiser worth their salt should be able to generate a 2x Return On Ad Spend (ROAS) with Google Ads. Google makes it simple to see how many conversions you get for every dollar spent. Our data shows that the average ROAS with Google Ads is between 4x and 5x, but 2x is what most advertisers expect in their first year, which tells us that Google Ads definitely beats out other traffic generation strategies in terms of return on advertising spend.

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Pro 6: Targeted Advertising

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In the past, it was almost impossible to target your advertising. You might be able to choose a tv station, a specific radio show, or neighborhood to send fliers to. Google ads (and other PPC) advertising platforms give you the ability to target based on location, interests, keywords, time of day, age, device type, and so much more.

Hyper targeted ads allows you to reduce costs and reach only the audience who is interested in your products or services.

Pro 7: Geographically Diverse Reach

Google Ads gives you a geographically diverse reach by allowing you to choose what areas, cities, or certain countries to restrict your ads to. If you only want your ad to show in the USA but nothing outside that country, it allows you to do that. This makes it easy for companies in smaller markets or in local cities to make an impact on the audiences that matter to them.

Pro 8: Cost Per Click (CPC)

Another pro is that you get to pay by the click. This is a hugely advantageous payment system, especially for small service businesses. Many other advertising platforms like Facebook usually charge when someone views your ad (know as CPM payments). With CPC payments, you only pay when someone clicks your ad and is taken to your landing page.

This means you only pay when someone sees your service offering.

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Is Google Ads Worth It? 17 Pros & Cons Of Using Google Ads In 2023 | Johnson Jones Group (5)

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Pro 9: High Intent Searchers

Google is a powerful advertising platform because of the intent of the people using Google. Unlike people on most social media websites, users searching Google are actively looking to solve a problem. Take yourself for example. You probably found this blog through a search engine because you are actively trying to figure out if Google ads are worth the cost for your business. If you decide that Google Ads are worth the cost, you will then ask yourself if you want to set it up yourself or if you want to work with a marketing firm. You are motivated to solve a problem which is why you found this article. The same is true with your customers. They are looking on Google for solutions to their problems. When you advertise on Google, you’re advertising to hundreds or thousands of motivated buyers!

Pro 10: Remarketing Capability

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Google Ads gives you the ability to also show your ads to people who have already visited your website but who haven’t yet taken action. This is called remarketing, and it’s a great way to remind people of all the products or services they left behind that you are now willing to give them again.

It’s not always best to begin with remarketing ads, but it’s powerful when used correctly.

If you would like to learn more about Google Ads check out this article: An introduction To Google Ads

Con 1: Alone Do Nothing

Like any advertising system, the ads by themselves are useless because it’s the website structure and landing pages that ultimately convince the potential customers to make a purchase. If users perceive your website to be confusing, untrustworthy, or frustrating, they won’t buy anything from you.

This means you can have a perfectly curated advertising account and still not sell anything. It’s important to understand how to create the full marketing system before tuning on your ads. This is where most businesses get hung up.

If this sounds like a lot of work, you may want to look into marketing firms who are able to help get you started with a comprehensive advertising system.

Con 2: High CPC Potential

Highly competitive industries often have a high cost per click, and this can make it difficult to make any money off of your clicks if you don’t have a large company’s marketing budget.

With that said, many industries that have a high cost per click can justify it because their product or service sits at a very high price point. Consider the education industry. If a college student is going to spend $50,000 a year or even more for college, it may be justified to spend $50 or even $100 per click.

This most likely won’t apply to you though. The average cost per click for most services business will be between $1.50 and $3, usually closer to the lower end of that scale if your Google Ads account is set up well.

Con 3: Detailed Settings

Is Google Ads Worth It? 17 Pros & Cons Of Using Google Ads In 2023 | Johnson Jones Group (7)

Google Ads can be very cumbersome for those who don’t have prior PPC training. There are hundreds of settings that you can choose to have on, off, or somewhere in between. These settings are necessary for optimization, but it could be very overwhelming if you don’t know what each setting does. Some settings – like conversion tracking can be very confusing to set up, and if not done properly, can make the ads and data in your account essentially worthless.

Con 4: Time Investment

Like anything that produces results, Google Ads can be time-consuming, even for the experienced user. If this is a problem for you, you may want to have a designated person on staff to handle all the digital marketing. Many times, it’s less expensive to work with a marketing agency.

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Con 5: Data Buying

While Google ads can generate a profit fairly quickly (in the first few months of being active) they can do so much more after a year or more of active optimization and testing.

During the early phases of your advertising, you are essentially buying the data that will be required to truly optimize the account. The data you purchase early on is what will enable you to crete a 3x-15x Return On Ad Spend.

If you’re not sure if you should start with Google Ads or Facebook Ads you’re going to love our post: Facebook Ads vs Google Ads: Boost Your ROI

Con 6: Keyword Intent

Those who don’t have experience with digital marketing often end up spending large amounts of money on their Google Ads accounts because they don’t understand keyword intent.

If you don’t understand how people search, and what kind of products or services they expect to see when doing so, you will continually overpay for clicks that produce little or no results. Unfortunately, it can be very difficult to get accurate data on your keywords unless you’ve been spending money on the account for a while and have gotten enough conversion tracking set up to gather this data.

This means that by the time you have enough data to realize you are getting no results, you will have already spent a fair amount of money. Make sure you understand the intent behind your advertising before you begin advertising.

Con 7: Results Of Emotion

Is Google Ads Worth It? 17 Pros & Cons Of Using Google Ads In 2023 | Johnson Jones Group (8)

Another con when it comes to advertising on Google is human emotion. Many business owners aren’t sure if the expense of advertising is right for them, and as soon as the cost of doing so begins to be felt, they stop advertising. Make sure you don’t overreach when you begin your advertising campaign.

This is a dangerous approach, as it can drastically limit your potential business, not to mention waste all of the time, resources, and money you spent to set up your advertising campaigns. Before you start working with an advertising firm, fully understand the full cost of getting started and be sure you are comfortable with the numbers.


Is Google Ads Worth It?

Now asking the experts “is Google Ads Worth It?” We believe the answer is YES – if you know how to use them correctly and have all the information up front!

That about sums it up for this article on is Google Ads worth it.

Let us know if you think Google Ads is worth it down in the comments!


What are the negatives of Google Ads? ›

The cons of using Google Ads:
  • You Can End Up Paying for Poor Quality Clicks – Okay, so we've about how this can be an advantage as the traffic is more relevant. ...
  • Competitive Market – If you aren't too sure what you're doing and you're in a competitive industry, you can end up spending a lot of money per click.

Are Google Ads worth it 2022? ›

So, are Google ads worth it? Yes, they are, even in 2022, and that will not change anytime soon. So you'd do well to include them in your marketing campaign, as well.

Is it worth getting Google Ads? ›

Google Ads can be worth it for small businesses. There are a ton of benefits advertising on Google can offer including the ability to reach targeted and motivated audiences, a pay-for-performance pricing model, and an easy-to-track ROI.

When should you not use Google Ads? ›

  1. 7 reasons why you shouldn't use Google Adwords. ...
  2. Users trust organic search. ...
  3. Clicks are increasingly expensive. ...
  4. Text ads are possibly the worst kind of advertising formats. ...
  5. Mistakes can cost you dearly. ...
  6. Google maybe charging you for traffic which it shouldn't be charging for.
Feb 12, 2015

What is the success rate of Google Ads? ›

The Average Conversion Rate on Google Ads is 4.40%

On the search network, the average conversion rate seen by Google ads is 4.40%, which is a good metric. On the display network, this conversion rate is around 0.57%.

Can you lose money on Google Ads? ›

Many businesses lose money with Google Ads simply because they don't realize some of the default settings (like advertising in both the Search and Display network in the same campaign) almost guarantee you'll lose money.

What is a reasonable budget for Google Ads? ›

If you're a beginner, try an average daily budget of US$10 to US$50. Check your account daily after applying a new budget to see how your campaigns have performed. You can set a shared budget with the amount you're willing to spend across multiple campaigns for the same client.

What is a good monthly budget for Google Ads? ›

Recommended Monthly Budget You Should Allocate to Google AdWords. Depending on the client, industry, objectives, and locations targeted, our strategist recommendation for starting budgets range from $1,000 to $10,000 per month.

How much should a small business spend on Google Ads? ›

Short answer: Google Ads budgets should be between $1000-$10,000/per month for small businesses. Long answer: Your Google AdWords budget depends on your industry, current market trends, your customer's lifecycle, and—of course—how you manage your Google Ads account.

Which is better Facebook ads or Google Ads? ›

Google Ads can be faster to get started with and have a wider potential reach than Facebook Ads, but Facebook Ads can offer more nuanced targeting with its pixel and potentially much more powerful tracking insights than Google Ads.

Is there a monthly fee for Google Ads? ›

With Google Ads, you'll be charged automatically on the 1st of each month or any time your balance reaches an amount known as your payment threshold. Your charge covers your advertising costs and any unpaid balance from the previous month, plus tax and fees that may apply to some countries.

Do Google Ads actually work? ›

Yes, Google Ads works. Google Ads is an affordable form of advertising that allows for targeting qualified, in-market prospects, and if managed correctly, it can deliver strong ROI, helping you grow your business's leads and sales.

Why you shouldn't Google your own ads? ›

While seemingly harmless at first, searching for your own ad can actually do damage to your campaign. This is because your search behavior gives Google signals that can eventually have a negative effect on your campaigns. Most of the time this occurs when an ad is searched for repeatedly without being clicked on.

How many ads should I run on Google? ›

Because of this, we recommend having at least 3 ads in each ad group and using optimized ad rotation. The optimize setting will optimize your ads for clicks in each individual auction using signals like keyword, search term, device, location, and more. Learn about Ad rotation settings.

Why you shouldn't search for your own ads? ›

Continuously searching for your own ad may result in Google not showing you the ad all together. Leading to an unnecessary panic believing that your ads are not showing at all when in fact they are. Google aims to only show you ads they deem to be most relevant to your search and interests.

What is the average return on Google Ads? ›

On average, Google Ad ROAS falls around 2:1. This means you'll earn $2 for every $1 spent. If you focus on your Google Search Network, this return can rise to $8 for every $1 spent.

How long should you run a Google ad for? ›

Timelines vary per business. Our years of experience managing ad campaigns for small businesses and enterprises alike mean we recommend: At least 6 months to mature a Google Ads campaign. 6-12 months to develop a strong PPC campaign.

Why are Google Ads not profitable? ›

If you haven't got the right keywords, your Google Ads account won't be profitable - simple as that. Keywords determine whether your ads will receive a sufficient number of clicks to convert into a sale. The keywords you choose need to be sufficiently searched in order for your ad to appear and then be clicked.

Does Google Ads report to IRS? ›

We will send a Form 1099 to you and the IRS if: You submitted a Form W-9 (or are otherwise presumed to be a US person), are not an exempt recipient, and were paid at least US $600 in a calendar tax year or.

Can Google Ads make you rich? ›

It's also possible to make a healthy living from Google Ads. With the right combination of traffic, content, and users, you can make thousands of dollars every single month. You cannot expect to throw Google Ads onto your site, sit back, relax, and watch the money roll in.

How much should you spend on ads per day? ›

If you want to maintain current revenue amounts, then 5% to 10% of sales allocated toward advertising may suffice. If you want rapid growth, then you may need to push that number higher, possibly to 20% or more depending on the industry and type of business you operate.

How do I avoid paying for Google Ads? ›

Go to your Google Ads account Preferences. Click the Account Status section to expand it. Click Cancel my account.

Why did Google Ads charge me $50? ›

When you create a new Google Ads campaign, your account is automatically charged $50 to cover the costs of creating your campaign. This $50 is not a charge for using Google Ads - it's simply a one-time fee to help cover the costs of creating your campaign.

How much should I spend on my ads? ›

5% Revenue Rule

There is also a general rule of thumb that you should aim at spending between 2-5% of your sales revenue on marketing. If your revenue were $1 million per year, your advertising and marketing budget should be $50,000 annually based on the 5% of sales revenue rule.

How much should you spend on a startup ad? ›

Some business books will recommend a young company (up to 5 years old) should 20-25% of its budget on marketing. For more established companies, they'll recommend 10-15% depending on strategic targets.

How much should I charge a client for Google Ads? ›

Google Ads management cost or other PPC management can be either paid by the hour or for a flat fee. Another common option is to charge a percentage of the ad spend. This is typically 10-20% of the ad budget. Pricing based on a percentage of ad spend is more common than paying by the hour.

Is $5 a day enough for Facebook ads? ›

The truth of the matter is that anyone can build a successful Facebook ad campaign with just $5 per day. If you run the ad continuously throughout the month, you're looking at an advertising budget of between $150 and $155 per month.

Which platform is best to run ads? ›

The most popular platforms for social media advertising include:
  • Facebook. ...
  • Instagram. ...
  • Twitter. ...
  • TikTok. ...
  • Pinterest. ...
  • LinkedIn. ...
  • Snapchat.

Is $1 a day enough for Facebook ads? ›

That means for just $1 per day, you can get 37k impressions from people who wouldn't have otherwise seen your ad. Spending $1/day on Facebook ads is a great way to get started with Facebook ads and get familiar with how Facebook ads work.

Why are my Google Ads so expensive? ›

Competition. First and foremost, competition is the main force behind the high cost of Google's PPC advertising program. As you might expect, there are countless businesses and individuals who would love to have the coveted top spot on Google's search results.

Do I have to pay everyday for Google Ads? ›

No. The monthly charging limit remains unchanged. Even though you may see higher spend on some days, this overdelivery is balanced by days of the month during which your spend is below your average daily budget.

How much does it cost to set up a Google Ads account? ›

Signing up for an account is free. You'll only pay when your customers take action, like when they click your ad to visit your website or call your business. To set you up for success, we'll provide reports and insights so you can track your ad's performance and costs.

Can I do Google Ads by myself? ›

To create your Google Ads account, you'll need an email address and website for your business. Even if you don't have a website, you can still advertise on Google using Smart campaigns, the default Google Ads experience for new advertisers. You can also create your first ad in just 15 minutes.

How difficult is Google Ads? ›

Overall, the Google Ads certifications are well-known to not be too difficult to pass, especially because you can Google answers to the questions while taking the test. However, because of the time limit, you'll still want to understand a wide range of definitions, concepts, and basic strategy/use cases.

How do I become successful with Google Ads? ›

10 tips for creating effective Google ads with a limited budget
  1. Set a clear objective.
  2. Build a great structure.
  3. Rack up a high quality score.
  4. Target long tail keywords.
  5. Make sure your landing page is optimized.
  6. Don't spread yourself too thin.
  7. Let automation work for you.
  8. Embrace extensions.
Aug 14, 2020

What are the 3 principles of Google Ads? ›

All the digital marketing solutions from Google Ads are based on three essential principles: relevance, control and results.

What should I not look up on Google? ›

Be warned that if you do choose to search for the things on the below list, they may not have pleasant results.
See the list, below:
  • Fournier. ...
  • Krokodil. ...
  • Your favorite food. ...
  • Mouth larva. ...
  • Google. ...
  • Calculus Bridge. ...
  • Your e-mail address. ...
  • Ring Avulsion.
Dec 17, 2022

Should I do my own Google Ads? ›

Absolutely. Google Ads are worth it because they provide a cost-effective way for businesses of all sizes to reach a virtually unlimited, targeted audience. They're extremely flexible and you can start, stop, pause, or even adjust your bids at any time.

How long does it take to master Google Ads? ›

You can learn Google Ads through in-person, live online, or on-demand classes. There are free Google Ads training classes available, too. Experts say it takes three or four hours to get started with keyword-based search advertising, but mastering Google Ads can take as much as 100 hours or more.

How many clicks is good for Google Ads? ›

You can see that most industries have an average click-through rate of between 4-6%. So a good Google Ads click-through rate is 6-7%+.

What are the weaknesses of Google Ads? ›

The 5 major disadvantages of using Google AdWords for advertising
  • You fail to target the right audience. ...
  • You have to act reactively, not actively. ...
  • You are forced to wait. ...
  • You need the required manpower. ...
  • You can't segment properly.
Oct 7, 2019

What should you avoid when making an ad? ›

10 Common Advertising Mistakes to Avoid
  1. Thinking advertising isn't necessary. ...
  2. Advertising without researching. ...
  3. Using only one medium. ...
  4. Using low-resolution images. ...
  5. No copy. ...
  6. Inappropriate color scheme. ...
  7. Focusing on your business. ...
  8. Selecting the wrong publication.
Apr 6, 2017

What should you not search online? ›

What is illegal to search on the internet? What is illegal to type into Google? Some search terms that can land you in jail include child pornography, hiring a criminal, and other questionable terms (e.g., bomb-making).

What is Google Ads pros and cons? ›

Is Google Ads Worth It? 17 Pros & Cons Of Using Google Ads In 2023
  • Pro 1: Instant Results. The first pro to understand is that Google Ads has the capability to generate instant results. ...
  • Pro 3: Measure Results. ...
  • Pro 5: High ROI Potential. ...
  • Pro 9: High Intent Searchers. ...
  • Con 2: High CPC Potential. ...
  • Con 6: Keyword Intent.
Dec 17, 2021

Why is Google Ads so difficult? ›

There are many challenges to learning Google Ads and creating a successful campaign. Some of the more common problems are failure to determine your audience and keywords correctly, difficulty describing what makes your business unique, missing information, and a website that doesn't work well on mobile devices.

Do Google Ads work for small business? ›

Yes, Google Ads Works. It works for small businesses and large businesses alike. Paid ads are a great way for businesses to increase brand awareness, get more traffic to their site, and generate more sales, all while being able to track the results.

How much is Google Ads for a small business? ›

The average cost per click in Google Ads is between $2 and $4 on the Search Network. The average cost per click on the Display Network is under $1. The most expensive keywords in Google Ads and Bing Ads cost $50 or more per click.

What is cheaper than Google Ads? ›

For e-commerce businesses, alternatives to Google ads are sixads, Amazon, Facebook, and Instagram advertising. For B2B businesses, alternatives to Google Ads are LinkedIn, Bing Ads, Infolinks. For businesses with a low budget, alternatives to Google Ads are sixads, Bing Ads, Facebook Ads, Instagram Ads.


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