The Truth About Low Budget Google Ads Campaigns

By: Jyll Saskin Gales, Google Ads Coach

Have you ever wondered if you can dip your toes into Google Ads with a tiny budget? Maybe you're a small business owner thinking, "I'll just try it out with a few hundred bucks and see what happens."

But here's the thing: a super low budget on Google Ads might not be the best idea. In fact, it's probably a complete waste of your money.

Why? Because Google Ads needs data to work its magic. Think of it like this: you wouldn't expect to learn to play the piano by practicing for just five minutes a day, would you? You need consistent, dedicated effort to see real progress. The same goes for Google Ads. A small budget severely limits the data the system can gather, making it harder for your ads to find the right audience and deliver results.

Let's break down why a low Google Ads budget often doesn't work and what you can do instead. Here's what we'll cover:

• The "10 Clicks a Day" Rule: Discover a simple guideline to estimate a realistic starting budget.
• Why Patience is Key: Understand why it takes time for Google Ads to learn and optimize your campaigns.
• When to Focus on Organic Growth: Explore alternative strategies if you can't commit to a sufficient budget.
• How to Handle Budget-Conscious Clients: Learn how to set expectations and guide clients towards realistic investments.

The "10 Clicks a Day" Rule for Google Ads Budgeting

A good rule of thumb is to aim for at least 10 clicks per day per campaign. This gives the system the bare minimum data it needs to start optimizing and improving performance. But how do you figure out how much that will cost?

Easy! Use Google's Keyword Planner tool. It's free, and you don't even need to have an active campaign to use it. Just set up a Google Ads account and head over to the Keyword Planner to research your desired keywords and get an estimate of their cost per click. Multiply that cost by 10, and you'll have an idea of your daily budget.

Why Patience is Key in Google Ads

Even with a decent budget, it's important to remember that Google Ads needs time to learn. Don't get discouraged if your initial results aren't stellar. It's completely normal for things to be a bit rocky in the beginning.

For example, I once worked with a Google Ads coaching client who had taken over their account from a freelancer. After I helped them revamp their campaigns, their cost per click was initially a whopping $28! Per click! But after just one week, the average CPC dropped down to $10, which was much more in line with what we expected.

Another coaching client experienced a dip in their return on ad spend (ROAS) when we first started working together. Worrying, right? However, after a few weeks of optimization, their ROAS steadily climbed until their ads were more profitable than ever before.

The takeaway? You need both money and patience to succeed with Google Ads. The less money you have, the more patience you'll need.

When to Focus on Organic Growth instead of Ads

If you're strapped for cash and can't commit to a realistic Google Ads budget, it's often better to focus on organic growth strategies instead. This could include:

• Search Engine Optimization (SEO): Optimizing your website and content to rank in search results.
• Content Marketing: Creating valuable and informative content that attracts your target audience.
• Social Media Marketing: Engaging with your audience on social media platforms.
• Email Marketing: Building an email list and nurturing relationships with potential and previous customers.

These strategies take time and effort, but they can be very effective in the long run without the ongoing cost of paid advertising.

How to Handle Budget-Conscious Clients

If you're a Google Ads consultant or coach, you'll likely encounter clients who are hesitant to invest a sufficient budget. They might say something like, "I want to see it working before committing to more money."

In these situations, it's crucial to set clear expectations and explain why a low budget can hinder their success. You can even share examples of past clients who saw improved results after increasing their budget.

If a client insists on a budget that you know won't yield good results, it's perfectly okay to decline the project. Explain that you don't want to take their money if you're not confident that you can deliver a positive return on their investment. You might be surprised how often this honesty leads them to reconsider their budget.

Key takeaway: Don't fall into the trap of thinking a tiny Google Ads budget is better than nothing. Investing in a realistic budget and giving the system time to learn is essential for success. If you're not ready to commit to a sufficient Google Ads budget, focus on organic growth strategies instead.