As both you and I know, Google is the king of search engines. In a recent survey by Statista, 85% of over 10,000 U.S. consumers said they used it in the past 4 weeks.

That said, you're on the right path...Promoting your business on Google is a must.

I've been helping SMBs scale for more than 15 years. So, if you have any doubts, I can tell you with certainty that Google ads work for small businesses.

Your goal is to get on top of search engine results pages, and your question is...

How Can I Promote My Business on Google?

There are many ways to promote your business on Google. Creating a Business Profile, displaying your Product Listings, or utilizing search engine optimization is still free. However, Google's advertising options are much more effective. Search engine marketing offers many advantages for reaching your potential customers:

  • Google Maps Ads
  • Local Services Ads
  • Search Campaign Ads
  • Google Shopping Ads

Like the late Professor of Marketing Stuart H. Britt said many years ago:

"Doing business without advertising is like winking at a girl in the dark. You know what you're doing, but nobody else does"


I am Evan Ernst, founder of a Boutique Digital Marketing Agency in Spokane, WA. In this article, you'll learn about the 4 best options to market your business on Google.


1. Google Maps Advertising

example of promoting a business on google maps

A couple of years ago, creating a Google Business profile was enough to capture the attention of people in your area. Now, everyone has a profile, so that's no longer the case.

What I'm trying to say is...You must use Google Maps ads to appear at the top of local search results.

Here is how to start with this type of Google ads:

  1. Set up and verify your Google Business Profile.
  2. Link your Business Profile to your Google Ads account.
  3. Create a local search ad campaign targeting Google Maps.

I guess your next question is:

How you'll get charged to promote your business on Google Maps.

Google Maps ads operate on a pay-per-click model (PPC advertising). It's a cost-effective way to drive local traffic because you only pay for actual interest. In other words, you’ll be reaching people who are likely to convert.

Bottom line is...if you run a brick-and-mortar store, restaurant, or any enterprise that relies on foot traffic, Google Maps (Local Search) ads are your best option.


2. Google Local Services Ads

example of how google local services appear in search results

I'm not sure if you noticed, but in the previous section, I only mentioned businesses with physical locations. There is a reason for that. Over the last 12 months, we achieved much better results with LSAs for clients who run service-based businesses.

The process of starting with Local Services ads is similar to Google Maps advertising. However, there are some major differences...Here is what I mean:

  • Not all businesses are eligible for LSAs (yet)
  • There are additional verification processes
  • You'll be paying per lead and not per click

Now, you may see these as drawbacks, but...

Let me tell you about the benefits of promoting your business listing with Google LSAs.

››› When you pass the additional verifications, you'll get a Google Guaranteed or Google Screened badge. That's an extra trust factor that draws more attention when users search for what your business offers.

››› Being charged per lead is actually a good thing. It means that you'll pay only for actual interactions. And here is the best part...You decide if a lead is valid, and Google only charges you for new customers.

››› As I mentioned in my blog post on Local Services ads, LSAs are already appearing on Google Maps. That means your business will be likely to show up above Local Search ads.

To sum it up...although a bit more complicated, LSAs offer plenty of benefits for local businesses looking to start with Google advertising.


Before we move on to the next section, let me show you some stats provided by Status Brew.

  • 86% of people look up the location of businesses using Google Maps
  • 71% of people say that positive reviews made them more likely to use a business
  • 60% of smartphone users have contacted a business directly using the search results
  • 96% of consumers access Google Business profiles before making a purchasing decision

3. Google Search Ads

example of businesses advertising with google text search ads

These Google ads are very powerful for driving targeted traffic, increasing brand visibility, and boosting conversions. They use the PPC pricing model, and there are different factors determining the advertising cost.

The most common scenarios we use search ads at Ernst Media are:

  1. To help new businesses quickly get an online presence and generate sales/leads
  2. To maximize the results for companies that run time-sensitive promotions

The previous Google advertising options we discussed were ideal for local businesses. Search ads are one of the most effective ways to promote your business to a broader audience.

Companies focusing on B2B solutions or offering services across the country, and even nonprofits like Mind Share Partners, which we helped get 10x more ad clicks.

Here is what makes Google Search ads stand out:

  • High level of targeting (demographics, locations, etc.)
  • Ability to capture specific intent with relevant keywords
  • Immediate solution to searcher’s query at the right time
  • Some of the best click-through and conversion rates
  • Budget adjustment and easy to measure results (ROI)

The only drawback of these Google ads is that they're more complex. There are too many tweaks you can make in your Google ads account, which often leads to costly mistakes.

That's the reason many SMB owners trust us with their PPC campaign management.


4. Google Shopping Ads

example of google shopping ads

Shopping ads are a great way for e-commerce business owners to showcase products directly in Google search results. While search ads also allow adding images (after meeting certain requirements), they aren't so eye-catching.

I mean, Shopping Ads are specifically designed for product-based searches...it makes sense to be more engaging.

When people search for a product, they see a visual representation (image, price, discount, brand, etc.), which increases click-through rates. That isn't an assumption, but something I see in the metrics of every campaign we set up for a client.

To be honest, the setup isn't very simple, and I have another blog post explaining the structure of Shopping campaigns. So, I'll just highlight the three different ways you can promote your business on Google with Shopping ads:

Standard - Manual setup and optimization, which is more complex but offers full control

Smart - Automated, which makes it quick and easy but comes with a lot of limitations

Performance Max - AI-powered, automatically choosing where to display your ads

In conclusion, I'll say that Shopping campaigns serve their own purpose and have distinct advantages. When properly optimized, these pay-per-click Google ads are highly effective.


Ready to Start with Google Ads?

work with a boutique digital marketing agency to grow your business

Do You Need a Website for Promoting Business on Google?

You can advertise your business on Google without a website with Local Search and Local Services ads. However, a website or at least a landing page is needed for other formats, such as search, shopping, and display Google ads.

When a user clicks on one of your ads, they must be sent to a page that corresponds with the advertisement. There, you provide additional details to help them make an informed decision and calls to action to convert them into customers.


I think that's about it. If you have questions about any type of digital marketing suitable for a small business...drop a comment, send us a message, or get on a quick call with me. I'm always happy to help.


 

SHARE: