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How the HECK Do Google Ads Work? (No BS Guide + High-Impact Ad Copy & ROI Tips)
What is Google Ads and Why Should You Care?
Imagine you're a business owner, launching a Google Ads campaign with a clear goal in mind: to attract more clients. But as you start, you realize the interface is overwhelming, and the decision-making process—search ads, display ads, performance max, etc.—feels like a maze.
Sound familiar?
You’re not alone. Google Ads can be tricky, but the good news is that once you break it down, it’s not all that complicated. The first step? Understanding which ad types to use and how to create compelling, high-converting ad copy.
Step 1: Google Ads Breakdown - Types That Work for Your Goals
There are a lot of Google Ads options, but knowing which one fits your business needs is the key to success. Here’s the rundown:
Ad Type
Best For
When to Use
Example
People actively searching for you
Use when someone searches for a service you offer
“Find a therapist near me”
Display Ads
Brand awareness & retargeting
Remind visitors of your services after they leave
Display ad on a mental health blog
Broad reach across platforms
Best for wide exposure using Google’s entire network
Appears across Google, YouTube, Maps
YouTube Ads
Emotional connection & storytelling
Use for storytelling with video content
30-second ad before a therapy vlog
Writing High-Converting Ad Copy
Now that you know the types of ads, let’s talk about the ad copy that turns clicks into conversions. Here are the formulas that will take your Google Ads to the next level:
Search Ads Swipe Formula:
[Keyword Focus] | Get Help from a [Specific Benefit] Expert
“LGBTQ+ Therapy That Gets You | Trauma-Informed, Affirming, & Accessible"
“Struggling with [Pain Point]? Get Support from Therapists Who Understand”
Display Ads Swipe Formula:
Image + Simple Text
“You Deserve Affirming Therapy. Start Healing Today”
“Need Support? Find an LGBTQ+ Therapist Who Truly Understands”
YouTube Ads Swipe Formula:
Short Video Script:
“Therapy should be a place where you feel seen, heard, and safe.”Text on Screen:
“LGBTQ+ Affirming Therapists Available Now.”
Call-to-Action: “Click below to schedule a free consultation.”
Step 2: Budgeting for Google Ads – How Much Should You Spend?
It’s easy to get caught up in the excitement of running ads, but how much should you actually spend?
Here’s a simple guide based on your budget and goals:
Budget Level
Recommended For
Expected Results
$5–$15/day
Small businesses testing ads
Slower results, but useful for learning & optimizing
$20–$50/day
Moderate ad spend for growing businesses
Steady results, best for growing services & courses
$100+/day
Scaling up businesses with proven offers
Fast results, best for expanding your reach quickly
Pro Tip:
Start with $15–$30/day, track performance for two weeks, and adjust based on the results.
Step 3: Tracking Your Google Ads ROI – What You Need to Know
It’s one thing to run ads, but how do you know if they’re actually working? Here’s how to track and measure your ROI:
If Your Ads Aren’t Working:
Low CTR? Try tweaking your headlines or using more specific keywords.
Low Conversion Rate? Your landing page might need improvement—make sure your CTAs are clear and concise.
Cart Abandonment? Simplify the checkout process and consider adding incentives or testimonials.
Case Study: The Power of Data
We once ran an ad campaign for an LGBTQ+ social service agency. One display ad image, which some found controversial, performed unexpectedly well:
Ad Image
Results
White AMAB person with rainbow sweatband and red lipstick
14 conversions in just a few days, doubling any other ad used in the previous month
The takeaway? Data doesn’t lie—don’t be afraid to lean into what your audience responds to, even if it’s unconventional.
Step 4: Ready to Start Seeing Results?
By now, you understand the basics of Google Ads:
The different types of ads and their uses
High-converting ad copy that works
How much to spend and how to track your results
Now it’s time to take action. If you’re ready to master Google Ads and see real ROI, don’t wait. The earlier you start, the quicker you’ll outpace your competitors.
Want to Learn More and Start Getting Results?
Join the Proud Academy to dive deep into advanced Google Ads strategies and learn how to create campaigns that drive real results. Don’t let your ads get lost in the noise—maximize your potential with the right strategies.
Partner with Proud Empowerment Business Solution to create an inclusive, engaging, and effective social media presence for your brand. Contact us today to start crafting a tailored content strategy that drives results and fosters lasting connections with your audience.
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