What a Google Ads campaign looks like for small and medium businesses
For a small or medium business, a Google Ads campaign is usually a search ad. Someone types what they are looking for, sees your ad and lands on a page where they can send an enquiry, call or message you on WhatsApp. With search ads you usually pay for a click, not for an impression.
A campaign has several parts that must work together: an offer people search for, an ad that describes it clearly, the page the ad leads to, enquiry measurement and someone who regularly reviews what is happening. If one part is missing, the others cannot make up for it.
A small business usually starts with one service in one area. A business with several services can advertise more of them, but even then it makes sense to start with one offer and see what the data shows. Choose the first service by what brings you the most work and what customers search for most often.
When Google Ads makes sense and when it does not yet
It makes sense when people already search for what you sell, when you can say clearly which service you advertise and where you provide it, and when someone in the business answers enquiries. A campaign brings enquiries. The work still depends on your reply and your offer.
Ads can test interest in a clearly defined service faster than waiting for a new page to gain organic visibility. That does not mean a campaign is profitable at once. You still need preparation, working measurement and enough time to gather useful data.
It does not make sense yet when you cannot handle new enquiries, when you do not know what a good enquiry means for you, or when the service cannot be explained simply on one page. In that case it is better to sort out the offer and the page first.
What it costs at Midaz
There are two separate costs. The first is our fee for the work. The second is the ad budget, which you pay to Google. Launching one Google Ads campaign with conversion tracking costs 230 KM. Launching two campaigns with conversion tracking costs 370 KM. Monthly campaign management costs 690 KM per month.
Prices exclude VAT. VAT, where it applies, is shown in the quote. The ad budget is paid to Google and is not included in the price. Prices are valid from 15 November 2026.
We agree the amount of the ad budget before work starts, and the scope and terms in writing. The account and the data stay yours. The first conversation is free.
What to prepare before you start
Prepare a short description of the service you want to advertise, the area where you provide it, a link to your website and your view of what a good enquiry is. Decide who in the business answers enquiries and who records which ones became work.
Check that the form really delivers messages, that the page works on a phone and that the promises in the ad match your offer. If you invite people to call, someone must answer during the advertised hours.
Also prepare the question you will ask yourself after the first results: what you will do if enquiries arrive but are not the right ones, and what you will do if there are hardly any. The more clearly you decide this before launch, the easier the results are to read.
How to read the first results
Do not look only at the number of clicks. Look at how many enquiries arrived, how many fit your offer and how many became work. The first two numbers say something about the campaign. The third also says how the business handles enquiries.
Review the searches that triggered your ads too. If some come from people looking for free advice, jobs or products you do not sell, exclude those searches. The search terms report in the Google Ads account shows the actual searches, except rare ones that Google leaves out.
Before you raise or lower the budget, reread what you planned as a test. A good test has a condition for continuing, changing the approach or stopping the spend. If you have none, write it down before the next change.
Common mistakes
Counting clicks instead of enquiries. A click on a button is not the same as a received enquiry, and an enquiry is not the same as a sale. Without working measurement you do not know what the campaign really brings.
Too much at once. If the budget cannot cover every service and area, narrow the first test to an offer you can deliver well. If you change everything at the same time, it is hard to know what affected the result.
No record of outcomes. When nobody records which enquiries became work, the campaign is judged by clicks alone. Agree who does this and share the feedback with the person who runs the campaign.
Raising the budget too early. A bigger budget makes sense only when you can handle more qualified enquiries. Ongoing campaign work is described on the Google Ads campaign management page.
Frequently asked questions
What is a Google Ads campaign and how does it work for a small business?
For a small business it is usually a search ad. Someone types what they are looking for, sees your ad and lands on a page where they can send an enquiry, call or message you on WhatsApp. With search ads you usually pay for a click, not for an impression.
When does a Google Ads campaign make sense for a business?
When people already search for what you sell, when you can say clearly which service you advertise and where you provide it, and when someone answers enquiries. A campaign brings enquiries, and the work still depends on your reply and your offer. If you cannot handle new enquiries or the service cannot be explained on one page, sort that out first.
What should I prepare before launching a Google Ads campaign?
A short description of the service you advertise, the area where you provide it, a link to your website and your view of what a good enquiry is. Decide who answers enquiries and who records which ones became work. Check that the form really delivers messages and that the page works on a phone.
How do I read the first results of a campaign?
Do not look only at clicks. Look at how many enquiries arrived, how many fit your offer and how many became work. Review the searches that triggered your ads too, because unsuitable ones should be excluded.
What costs does a Google Ads campaign involve?
There are two separate costs: the fee for the work of whoever sets up and runs the campaign, and the ad budget, which you pay to Google. The amount of the ad budget should be agreed before work starts.
The value is not a promised number of customers. Look for a controlled test of your offer and clearer information for the next decision. The work after launch is described on the Google Ads campaign management page, and the costs in the guide how much Google Ads costs in Bosnia.
