by Francis Rodino

September 19, 2022

Try a google search on your phone. what do you see? The whole screen is Google Ads, then maps, then the businesses with the most SEO equity. So if your SEO isn’t top-notch (long-term investment) you want to have Google Ads ALWAYS ON.

Google Ads accounts need to be managed and optimised. Results can vary, Google changes its algorithm and prices constantly, what worked once may well not work today, and you need a strategy that joins up your 1. Offer 2. Ads 3. Landing Page 4. Conversion System 5. Sales Process.

Success in paid advertising is an art and a skill and very few businesses get it right or have the investment/mindset/long-term view to create a predictable selling system for their businesses.

More often than not, many businesses back out and stop everything when they have a bad month. This opens up the market to your competition and gives you no chance to scale.

Don’t do Google Ads unless you have a decent daily budget and the capacity to manage, monitor and optimise the campaign (either yourself or pay an agency).

A disciplined sales process is critical.

How quickly you contact the lead and what you say on the phone is KEY.

Many businesses “dabble” in paid ads, have mixed results then stop.
Don’t invest money you don’t have. Marketing should be considered a long-term investment and results along the way can vary.

Google Ads is not a solution to a business problem.

More leads = more quotes = more sales = more people (hiring) = more delegating.

That means you need to shift from working IN the business to ON the business, leveraging systems, tech and people.

The way to scale is through advertising. Word of mouth and referrals will get you only to a “point”.

Most businesses are leaving huge amounts of money on the table because they don’t have a marketing and sales “system”. They focus on the limited market of 3% who are ready to buy and totally neglect the other 77% who need to be nurtured. (20% will never buy).

Even when they buy software, they rarely know how to leverage it, let alone increase sales of organic leads (free), or put in upsell/cross-sell systems.

One of the big mistakes small businesses make is they invest in paid ads, but don’t make fundamental changes to their business operations. For example, a sales process for a referral or organic lead from your website IS NOT the same as a cold PPC lead.

Hope this is useful to stimulate your thinking!

PS.
When you stop your google ads, it completely screws up all the optimisation and learning (Google’s AI) and you essentially lose a big chunk of the data accumulated, that has taken months to build.

Common mistakes and learnings to get your Google Ads RIGHT!

Try a google search on your phone. what do you see? The whole screen is Google Ads, then maps, then the businesses with the most SEO equity. So if your SEO isn’t top-notch (long-term investment) you want to have Google Ads ALWAYS ON.

Google Ads accounts need to be managed and optimised. Results can vary, Google changes its algorithm and prices constantly, what worked once may well not work today, and you need a strategy that joins up your 1. Offer 2. Ads 3. Landing Page 4. Conversion System 5. Sales Process.

Success in paid advertising is an art and a skill and very few businesses get it right or have the investment/mindset/long-term view to create a predictable selling system for their businesses.

More often than not, many businesses back out and stop everything when they have a bad month. This opens up the market to your competition and gives you no chance to scale.

Don’t do Google Ads unless you have around £50 a day budget and the capacity to manage, monitor and optimise the campaign (either yourself or pay an agency).

A disciplined sales process is critical.

How quickly you contact the lead and what you say on the phone is KEY.

Many businesses “dabble” in paid ads, have mixed results then stop.
Don’t invest money you don’t have. Marketing should be considered a long-term investment and results along the way can vary.

Google Ads is not a solution to a business problem.

More leads = more quotes = more sales = more people (hiring) = more delegating.

That means you need to shift from working IN the business to ON the business, leveraging systems, tech and people.

The way to scale is through advertising. Word of mouth and referrals will get you only to a “point”.

Most businesses are leaving huge amounts of money on the table because they don’t have a marketing and sales “system”. They focus on the limited market of 3% who are ready to buy and totally neglect the other 77% who need to be nurtured. (20% will never buy).

Even when they buy software, they rarely know how to leverage it, let alone increase sales of organic leads (free), or put in upsell/cross-sell systems.

One of the big mistakes small businesses make is they invest in paid ads, but don’t make fundamental changes to their business operations. For example, a sales process for a referral or organic lead from your website IS NOT the same as a cold PPC lead.

Hope this is useful to stimulate your thinking!

PS.
When you stop your google ads, it completely screws up all the optimisation and learning (Google’s AI) and you essentially lose a big chunk of the data accumulated, that has taken months to build.

Common mistakes and learnings to get your Google Ads RIGHT!

Try a google search on your phone. what do you see? The whole screen is Google Ads, then maps, then the businesses with the most SEO equity. So if your SEO isn’t top-notch (long-term investment) you want to have Google Ads ALWAYS ON.

Google Ads accounts need to be managed and optimised. Results can vary, Google changes its algorithm and prices constantly, what worked once may well not work today, and you need a strategy that joins up your 1. Offer 2. Ads 3. Landing Page 4. Conversion System 5. Sales Process.

Success in paid advertising is an art and a skill and very few businesses get it right or have the investment/mindset/long-term view to create a predictable selling system for their businesses.

More often than not, many businesses back out and stop everything when they have a bad month. This opens up the market to your competition and gives you no chance to scale.

Don’t do Google Ads unless you have around £50 a day budget and the capacity to manage, monitor and optimise the campaign (either yourself or pay an agency).

A disciplined sales process is critical.

How quickly you contact the lead and what you say on the phone is KEY.

Many businesses “dabble” in paid ads, have mixed results then stop.
Don’t invest money you don’t have. Marketing should be considered a long-term investment and results along the way can vary.

Google Ads is not a solution to a business problem.

More leads = more quotes = more sales = more people (hiring) = more delegating.

That means you need to shift from working IN the business to ON the business, leveraging systems, tech and people.

The way to scale is through advertising. Word of mouth and referrals will get you only to a “point”.

Most businesses are leaving huge amounts of money on the table because they don’t have a marketing and sales “system”. They focus on the limited market of 3% who are ready to buy and totally neglect the other 77% who need to be nurtured. (20% will never buy).

Even when they buy software, they rarely know how to leverage it, let alone increase sales of organic leads (free), or put in upsell/cross-sell systems.

One of the big mistakes small businesses make is they invest in paid ads, but don’t make fundamental changes to their business operations. For example, a sales process for a referral or organic lead from your website IS NOT the same as a cold PPC lead.

Hope this is useful to stimulate your thinking!

PS.
When you stop your google ads, it completely screws up all the optimisation and learning (Google’s AI) and you essentially lose a big chunk of the data accumulated, that has taken months to build.

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About the author 

Francis Rodino

Francis has spent over two decades launching global digital marketing campaigns and delivering ROI for some of the world's best-known brands. From the BBC to Fifa, Playstation and Virgin, in 2018 Francis set out to make a bigger impact helping established Trades businesses harness marketing technology and cutting-edge digital strategies to increase sales, gain greater control and free up their time grow a business that runs itself.