Digital Marketing
& Growth Solutions

2 January 2023

Will Google Ads Work in 2024? We’ve answered 12 FAQs

Google Ads Adwords Agency London UK

Table of Contents

In an era where digital marketing has become the lifeblood of modern business, Google Ads stands as a pivotal player in the advertising landscape. With the UK’s digital advertising spending projected to reach £15.42 billion in 2023, a significant portion of this investment is directed towards Google’s advertising platform. The trend is not confined to the UK alone; in the US, digital ad spending is expected to surpass $191 billion, while Europe sees a consistent growth rate of 7.3% year-over-year in the digital advertising sector.

Google Ads, with its sophisticated targeting and analytics capabilities, has become an indispensable tool for businesses of all sizes. From small local enterprises to multinational corporations, the platform offers tailored solutions to reach potential customers effectively. In the UK, where approximately 97.8% of the population are internet users, Google Ads provides a gateway to a vast audience, making it a preferred choice for advertisers.

However, the complexity and ever-evolving nature of Google Ads often leads to numerous questions and uncertainties. Whether you’re a seasoned marketer or a business owner venturing into online advertising, understanding Google Ads can be a daunting task. To assist you, we’ve compiled a comprehensive guide that answers 12 of the most frequently asked questions about Google Ads, saving you the need for extensive research. From investmentworthiness to budgeting, from performance metrics to choosing the right agency, we’ve got you covered.

Read on to unravel the intricacies of Google Ads in 2024 and discover how it can be leveraged to propel your business to new heights.

Is Google Ads Worth the Investment in 2024?

As 2024 unfolds, UK businesses confront the critical decision of investing in Google Ads within their digital marketing strategies. This platform stands out for its advanced targeting capabilities and comprehensive analytics, integrated with Google’s other services like Analytics and My Business. These features enable businesses to connect with their target audience more effectively and track campaign performance with precision.

In the rapidly evolving UK digital market, where consumer behaviours and technological trends are constantly shifting, Google Ads’ adaptability remains a key asset. However, leveraging this platform successfully depends on strategic planning, a deep understanding of industry-specific dynamics, and consistent campaign optimization. The investment in Google Ads is particularly significant for UK businesses facing stiff competition in online spaces. By utilising Google Ads’ diverse tools and insights, companies can enhance their online visibility and customer engagement, leading to potentially substantial returns. This is supported by insights from the Internet Advertising Bureau UK (IAB UK), which highlight the growing importance and efficacy of digital advertising in the region.

For businesses ready to embrace the complexities of Google Ads, the platform offers an invaluable avenue to achieve diverse marketing objectives, from increasing brand awareness to driving online sales.

Do Google Ads Truly Benefit Small Businesses?

In the context of the UK’s dynamic business environment, small businesses often face the challenge of maximising their advertising effectiveness within limited budgets.

Google Ads, functioning on a pay-per-click model, stands out as a highly adaptable and cost-effective solution. This model ensures that small businesses only pay for actual engagement with their ads, allowing for better budget control.

The platform’s local targeting capabilities are particularly advantageous in the UK, where a substantial portion of Google searches is locally oriented. This geo-targeting means ads can reach the local community, increasing the likelihood of engagement from potential customers in the vicinity. Additionally, Google Ads’ flexibility in campaign customisation – from ad formats to bidding strategies – enables small businesses to tailor their campaigns to specific goals and audiences. Even with constrained resources, small businesses can utilise Google Ads’ analytical tools to monitor campaign performance and make data-driven decisions for optimisation.

Notably, the platform levels the playing field in online advertising, allowing smaller businesses to compete effectively against larger companies. In the UK, where small and medium-sized enterprises (SMEs) form a significant part of the economy, Google Ads serves as a strategic tool to enhance online presence and reach. The Federation of Small Businesses notes the importance of digital tools like Google Ads in supporting SME growth. Thus, for small businesses willing to invest time in learning and optimising Google Ads, the platform can be a catalyst for growth and competitive advantage in the digital marketplace.

What are the negatives of Google Ads?

While Google Ads offers myriad benefits for businesses of all sizes, it’s essential to recognise that it’s not devoid of challenges and potential drawbacks. Understanding these negatives can help advertisers make informed decisions and navigate potential pitfalls. Here’s a look at some of the common negatives associated with Google Ads in 2024:

  • Complexity and Learning Curve: Google Ads is a sophisticated platform with a multitude of features, settings, and options. For those new to online advertising, especially in the UK where digital marketing is highly competitive, the complexity can be overwhelming, leading to mistakes or suboptimal campaign performance.
  • Costs Can Add Up Quickly: Though Google Ads operates on a pay-per-click model, costs can escalate rapidly, especially in competitive industries. Without careful budget management and monitoring, advertisers may find themselves spending more than anticipated.
  • Competition and Bidding Wars: High competition for popular keywords can lead to bidding wars, driving up costs and making it tough for smaller businesses to compete with larger players. In the UK, the average cost-per-click (CPC) can vary widely depending on the industry, making strategic planning essential.
  • Potential for Click Fraud: Click fraud, where competitors or bots maliciously click on ads to deplete budgets, remains an industry concern. While Google has measures in place to detect and prevent click fraud, it’s not entirely foolproof.
  • Time-Consuming Management: Effective Google Ads management demands continuous monitoring, testing, and optimisation. This can be time-intensive, particularly for small businesses or those without dedicated marketing teams.
  • Ad Blocker Impact: The rising use of ad blockers can diminish the visibility of Google Ads, affecting campaign reach. In the UK, around 22% of internet users employ ad blockers, reducing the potential reach and effectiveness of campaigns.
  • Potential Brand Reputation Risks: Poorly targeted or irrelevant ads can lead to negative user experiences, potentially harming a brand’s reputation. Ensuring that ads align with user intent and provide value is crucial to avoid this pitfall.
  • Dependence on Google’s Policies and Algorithms: Google’s policies and algorithms govern the platform, and changes to these can impact campaign performance unexpectedly. Advertisers must stay abreast of updates and adapt to changes, which can be challenging.

While Google Ads offers powerful advertising opportunities, it’s not without its challenges and potential negatives. From complexity and costs to competition and potential risks, advertisers must approach Google Ads with awareness and strategic planning. Understanding these negatives doesn’t mean that Google Ads isn’t a viable option; rather, it underscores the importance of careful planning, ongoing monitoring, and alignment with business goals and resources. By recognising and navigating these challenges, advertisers in the UK and beyond can leverage Google Ads effectively while mitigating potential drawbacks.

How Long Does it Take for Google Ads to Work?

The time frame for Google Ads to yield results is influenced by various factors, and there’s no one-size-fits-all answer. Unlike some marketing strategies, Google Ads offers immediate visibility post-approval, allowing for instant exposure to targeted audiences. However, the initial phase often involves campaign testing and optimisation, which might span a few weeks or even months of refinement to achieve specific goals.

The competitive nature of certain industries, especially in the UK’s dynamic digital advertising landscape, can delay significant results. The quality of ad content and landing pages plays a pivotal role in conversion rates, and crafting quality content that resonates with the UK audience is essential. Budget and bidding strategy also impact the speed of results, and aligning your budget with your goals will influence the time frame for success.

Seasonal industry trends can affect Google Ads’ efficacy, and understanding the UK market’s unique seasonal fluctuations is vital. It’s essential to define “success” as the time to achieve specific goals can vary. Success with Google Ads requires patience, ongoing monitoring, and strategic adjustments.

Working with clear objectives, understanding your competitive landscape, and continuous engagement, learning, and adaptation are key to leveraging the platform effectively and achieving the desired results in 2024 and beyond.

Remember, Google Ads is not a “set it and forget it” platform. It’s a dynamic and responsive tool that can align with various marketing objectives, but it demands careful planning and execution, especially in the competitive UK market.

How much does Google Ads cost in the UK?

The cost of Google Ads can vary widely depending on several factors, such as the industry, keywords targeted, and the competitiveness of the search terms. But first, we have to understand how the platform works.

How Google Ads Works

Google Ads operates on a Cost-Per-Click (CPC) system, where advertisers only pay when a user clicks on their ad. The platform uses an ad auction to determine which ads appear for a particular search query, and the ads with the highest Ad Rank are more likely to appear in the top position.

Google Ads Campaign Types

  • Performance Max campaigns: A goal-based campaign type allowing advertisers to access all Google Ads inventory from a single campaign. These are optimised in real-time across channels using Smart Bidding and are great for driving conversions and finding new customers​​.
  • Search campaigns: Text ads on search results pages. Ideal for reaching people actively searching for products and services, they are effective for boosting online sales and sign-ups​​.
  • Display campaigns: Visually engaging ads on websites, apps, and Google-owned properties like YouTube. These campaigns are useful for sales, leads, and raising brand awareness​​.
  • Video campaigns: Video ads are shown on YouTube and other websites. They help in boosting brand awareness, driving conversions, and reaching a wider audience beyond search results​​.
  • App campaigns: Designed to promote mobile apps across various channels like Search, Play, YouTube, and more. These campaigns focus on driving app installs, engagement, and pre-registrations​​.
  • Local campaigns: Used for promoting physical shop locations and venues across Google’s network. These campaigns are transitioning to Performance Max and are effective for in-person shop sales and local promotions​​.
  • Smart campaigns: The simplest way to set up and automate campaigns using Google AI. They are suitable for increasing sales and sign-ups with minimal setup effort​​.
  • Shopping campaigns: Ideal for retailers, these campaigns showcase product listings on Google Search and the Google Shopping tab. They help in promoting retail products and local shop inventory​​.

Costs of Google Ads in GBP

The cost of Google Ads in GBP can be quite dynamic. Here are some insights:

  • The average Google Ads CPC for Search Network is £1.95 Vertical Leap.
  • The average CPC on the Display Network is £0.48, and for Google Shopping campaigns, it’s £0.54 Vertical Leap.
  • Costs may vary based on factors like competing advertisers, relevance to search, and likelihood of a sale.

There’s no minimum spend or long-term contract, and budgets can be adjusted at any time.

Tips to Lower Google Ads Costs

  • Choose keywords wisely, considering volume and conversion potential.
  • Improve Ad Rank by enhancing the quality of ads and landing pages.
  • Regularly adjust bids, especially for underperforming ads.

How Much Should You Spend on Google Ads?

Determining the right budget for Google Ads is crucial for the success of your advertising efforts, and this decision hinges on multiple factors such as your business objectives, industry dynamics, level of competition, and your overall marketing budget. To navigate this vital component of Google Ads in 2024, consider the following approach:

Initiating your journey with Google Ads as a newcomer calls for a cautious approach. A daily budget ranging from £10 to £50 can serve as a practical commencement. It’s important to keep an eye on how your campaigns are performing by checking your account daily following any new budget implementation. A shared budget can be an effective way to manage your spending across various campaigns.

Aligning your budget with your advertising goals is imperative. Whether the aim is to enhance brand awareness, boost traffic, or drive sales, your budget should mirror the significance of these goals. The competitiveness of your industry or market can influence the cost of advertising. By researching the average cost-per-click (CPC) for your targeted keywords and gaining an understanding of the competitive landscape, you can establish a more realistic budget. Your Google Ads budget needs to be a part of your overall marketing budget. Dedicating a portion of your total marketing spend to Google Ads helps ensure a balanced marketing strategy.

Google Ads is not a set-and-forget platform; it demands regular monitoring and adjustments. By frequently assessing the performance and return on investment of your campaigns, you can make well-informed decisions about modifying or reallocating your budget.

Google’s suite of tools, such as the Keyword Planner, can aid in estimating potential costs and traffic for specific keywords. Leveraging these tools can offer valuable insights into your budgeting process.

Can I manage my own Google Ads?

The short answer is yes, you can manage your own Google Ads. However, the decision to do so should be carefully considered, as managing Google Ads campaigns requires a certain level of expertise and time commitment. Here’s what you need to know:

  1. Understanding the Platform

    Google Ads is a robust platform with various features and tools. While it’s user-friendly, it can be overwhelming for beginners. There are tutorials, guides, and support available from Google, but understanding how to use the platform effectively takes time and practice.

  2. Creating and Optimising Campaigns

    Creating a campaign is just the beginning. You’ll need to continuously monitor and optimise your campaigns to ensure they’re performing well. This includes keyword research, bid management, ad copywriting, and more.

  3. Analysing Data

    Google Ads provides detailed analytics, but interpreting this data and making informed decisions requires knowledge and experience. Understanding metrics like Click-Through Rate (CTR), Conversion Rate, and Return on Ad Spend (ROAS) is crucial.

  4. Time Commitment

    Managing Google Ads is not a set-it-and-forget-it task. It requires regular monitoring and adjustments. If you’re running a business, this can take valuable time away from other essential tasks.

  5. Access to Tools and Resources

    While managing your own Google Ads is possible, agencies and professionals often have access to advanced tools and resources that can make the process more efficient and effective.

While managing your own Google Ads is feasible, it may not suit everyone’s needs or capabilities. If you have the time, interest, and willingness to learn, it can be a rewarding experience. However, if you’re unsure or overwhelmed, seeking professional help might be the best route. Agencies and Google Ads specialists have the expertise and tools to manage campaigns effectively, potentially saving you time and increasing your ROI.

Remember, Google Ads is a powerful tool, but like any tool, its effectiveness depends on how it’s used. Whether you choose to manage your Google Ads yourself or hire a professional, the key is to approach it with care, understanding, and a clear strategy.

What is a Google Ads Agency?

A Google Ads Agency is a specialised marketing company that focuses on creating, managing, and optimising Google Ads campaigns for businesses. These agencies leverage their expertise in digital advertising to help clients reach their target audience, increase visibility, and drive conversions through Google’s advertising platform. A closer look at what a Google Ads Agency does reveals a comprehensive approach to digital advertising.

The agency begins by working with clients to understand their business goals, target audience, and budget. They develop a custom advertising strategy that aligns with the client’s objectives, involving the selection of the right keywords, ad formats, and targeting options. Creative professionals within the agency craft compelling ad copy and design visual elements that resonate with the target audience, which includes text ads, display ads, video ads, and more.

An integral part of their service is managing bids and optimizing campaigns, a continuous process involving monitoring performance, adjusting bids, and making necessary changes to ensure ads reach the right people efficiently. Agencies also provide detailed analytics and regular reports on campaign performance, including metrics like clicks, impressions, conversions, and ROI, to help clients understand the effectiveness of their campaigns.

Compliance with Google Ads policies and guidelines is another critical service offered by agencies, ensuring that all ads follow these rules and adhere to industry best practices to maximise results.

In addition to these services, clients have access to ongoing support and consultation from the agency, which includes answering questions, addressing concerns, and providing recommendations for continuous improvement.

Fundamentally, a Google Ads Agency acts as an essential partner for businesses aiming to utilise Google’s advertising platform effectively. By combining strategic planning, creative expertise, data analysis, and continuous optimisation, these agencies help clients achieve their marketing goals. Whether you’re new to Google Ads or looking to enhance existing campaigns, a Google Ads Agency can provide the expertise and support needed to navigate the complexities of digital advertising. Their specialised knowledge and tools can save time, reduce costs, and increase the effectiveness of your advertising efforts.

Why hire a Google Ads Agency?

Hiring a Google Ads Agency can be a strategic decision for businesses looking to maximise their online advertising efforts. While managing Google Ads in-house is an option, there are several compelling reasons to consider partnering with a specialised agency:

  1. Expertise and Experience

    Google Ads Agencies have professionals who are experts in digital advertising. They understand the nuances of the platform, the latest trends, and how to create campaigns that resonate with your target audience. Their experience can lead to more effective and efficient campaigns.

  2. Time Savings

    Managing Google Ads requires continuous monitoring, optimisation, and adjustments. An agency takes care of these tasks, freeing up valuable time for you to focus on other essential aspects of your business.

  3. Access to Advanced Tools

    Agencies often have access to advanced tools and software that can provide deeper insights, automation, and optimisation. These tools can enhance campaign performance and provide a competitive edge.

  4. Customised Strategies

    Every business is unique, and a Google Ads Agency can create customised strategies that align with your specific goals, industry, and target audience. They consider various factors to ensure that your campaigns are tailored to your needs.

  5. Comprehensive Analytics and Reporting

    Understanding how your campaigns are performing is crucial. Agencies provide detailed analytics and regular reports, translating complex data into actionable insights. This transparency helps you make informed decisions.

  6. Scalability

    As your business grows, your advertising needs may change. An agency can scale your campaigns accordingly, ensuring that your advertising efforts evolve with your business.

  7. Compliance and Best Practices

    Google Ads has specific policies and guidelines. Agencies ensure that your campaigns comply with these rules and follow industry best practices, minimising risks and maximising results.

  8. Cost-Effectiveness

    While there’s a cost to hiring an agency, the expertise, tools, and efficiencies they provide can lead to a higher ROI. They can help you avoid common mistakes and ensure that your budget is spent wisely.

Hiring a Google Ads Agency is not just about outsourcing a task; it’s about partnering with experts who can bring value, insights, and results to your advertising efforts. Whether you’re a small business just starting with Google Ads or a large corporation looking to optimise existing campaigns, an agency can provide the support, expertise, and strategic guidance needed to succeed in the competitive digital advertising landscape.

How do I find the right Google Ads Agency?

Selecting the appropriate Google Ads Agency is a critical step for the success of your advertising campaigns. A suitable agency will grasp your business and its goals, and devise campaigns that engage your target audience effectively.

Begin by determining your specific needs and objectives. Whether it’s boosting brand awareness or driving sales, clarity on your goals is essential in choosing an agency that matches your vision. Next, research potential agencies, focusing on their online presence, client feedback, and track record. Examining client testimonials and case studies offers valuable insights into the agency’s proficiency.

Asking for references from the agency’s current or past clients provides a direct understanding of their work and the outcomes they’ve achieved. It’s also crucial to consider the agency’s experience in your sector and its expertise in Google Ads, as specialised knowledge can significantly impact campaign effectiveness.

The importance of clear and transparent communication can’t be overstressed. An ideal agency should provide consistent updates, detailed reports, and be readily available for queries.

Glush Agency exemplifies an effective digital marketing agency with extensive experience as Google Ads specialists. Their team is committed to crafting impactful, customized campaigns, as evidenced by their track record of delivering tangible results. Their client-focused approach and dedication to excellence make them a strong contender for businesses aiming for Google Ads success.

How much does an agency charge for Google Ads?

When it comes to hiring a Google Ads Agency, understanding the cost structure is essential. Agencies typically charge for managing Google Ads accounts using one or more of the following models:

  1. Flat Fee:

    Agencies may charge a monthly fee ranging from £500 to £4000. This model ensures consistent billing, making budgeting straightforward.

    Pros: Predictable monthly costs.
    Cons: The agency might not be incentivized to continually improve campaign performance, potentially leading to a static approach over time.

  2. Percentage of Ad Spend:

    This approach involves agencies charging 15%-30% of your total ad spend. It ties the agency’s revenue directly to the client’s ad budget.

    Pros: As your ad spend increases, so does the agency’s vested interest in managing your account.
    Cons: Higher ad spend doesn’t always equate to better campaign performance, and there could be a temptation to increase spending without corresponding returns.

  3. Performance-Based Model:

    In this model, agencies might charge based on specific performance metrics, like £30 per conversion. This structure incentivizes agencies to focus on campaign results.

    Pros: Aligns the agency’s efforts with tangible results, encouraging a proactive management style.
    Cons: Costs could escalate if your campaigns are highly successful, and there might be pressure to increase ad spend to boost conversions.

  4. A Mixture of the Above:

    Some agencies offer a hybrid model, combining various elements of the above pricing structures. This custom approach can be tailored to meet unique client needs and objectives.

    Pros: Flexibility to accommodate different priorities and budget constraints.
    Cons: Could be complex to understand and manage, depending on how the models are integrated.

Each pricing model offers its own set of benefits and challenges. The key is to choose a structure that aligns best with your business objectives, budgetary constraints, and desired level of agency involvement in your Google Ads campaigns.

How Do Google Ads Integrate with Other Digital Marketing Strategies in 2024?

In 2024, Google Ads continues to be a central component of comprehensive digital marketing strategies. Its integration with other digital marketing efforts is key to creating a cohesive and effective online presence. Here’s how Google Ads integrates with various digital marketing strategies:

  • SEO (Search Engine Optimisation): Google Ads complements SEO efforts by providing valuable keyword data that can inform content creation and optimization strategies. Ads drive immediate traffic while SEO builds organic reach, working together for a balanced search engine strategy.
  • Content Marketing: The insights gained from Google Ads campaign performance can guide content marketing strategies. Understanding what type of content resonates with your audience through ad engagement can inform your content creation, ensuring it’s tailored to user interests and search behaviours.
  • Social Media Marketing: Google Ads can be used in tandem with social media campaigns to target similar audiences across different platforms. This creates a unified message and brand experience for users whether they’re on a social platform or searching via Google.
  • Email Marketing: Integration of Google Ads with email marketing can be seen in remarketing strategies. Using data from email interactions, you can create targeted ad campaigns on Google to re-engage your email audience, driving conversions.
  • E-Commerce: For e-commerce businesses, Google Shopping Ads can be integrated with online store catalogues. This synergy allows for the promotion of products directly in the search results, complementing other digital marketing efforts like email promotions or social media campaigns.
  • Analytics and Data: Google Ads provides rich data that can inform broader marketing strategies. Using analytics from Google Ads, marketers can better understand customer behaviour, preferences, and the customer journey, aligning their overall marketing tactics accordingly.

In summary, in 2024, Google Ads will play a pivotal role in a holistic digital marketing approach, offering valuable insights and complementing various channels to create a robust and effective online marketing strategy.


Navigating the multifaceted world of Google Ads in 2024 requires a blend of strategic foresight, a deep understanding of the platform, and adaptability to changing digital trends. This article’s exploration of the 12 most pressing FAQs about Google Ads offers valuable insights for businesses strategising their online presence. From weighing the investment’s worth to understanding the nuances of managing campaigns effectively, either in-house or through specialised agencies, we have covered a spectrum of essential topics. The key takeaway is that Google Ads, while offering a powerful avenue for reaching target audiences, demands a nuanced approach to harness its full potential. As businesses continue to adapt to the evolving digital marketing landscape, the insights provided here serve as a guide to leveraging Google Ads effectively, ensuring their advertising strategies are both impactful and aligned with their broader marketing goals.

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