Get in front of people who are already looking.
Google Ads is the fastest way to get leads — because you're reaching people at the exact moment they're searching for what you offer. But it can also burn money fast if it's not managed properly. I'll be straight with you about both.
People are actively searching
Plumbers, accountants, retailers, consultants. Any business where clients Google before they buy. Search intent is high, conversion is fast.
Long sales cycles, low intent
When people don't know to search for your product yet, or your sales cycle is very long. SEO or awareness campaigns might be a better starting point.
More qualified leads
Average improvement for clients switching from self-managed campaigns to professionally optimised ones.
Three ways to advertise on Google.
Search Ads
Text ads at the top of Google results. You show up when someone searches for exactly what you offer. The most direct route to new clients.
Shopping Ads
Product listings with photos and prices right in Google results. Essential for online stores. I run these for my own products too.
YouTube Ads
Video ads that build brand awareness. Great for businesses with a longer buying cycle where people need to get to know you first.
Mistakes that waste your budget.
Targeting too broadly
Without proper keyword research and negative keywords, Google will happily spend your budget on people who'll never buy from you.
Sending clicks to your homepage
If someone searches 'emergency plumber Port Elizabeth' and lands on your generic homepage, they're gone. You need specific landing pages.
No conversion tracking
If you can't see which clicks turn into actual calls or sales, you're flying blind. This is the first thing I check.
Set it and forget it
Google Ads needs ongoing attention — reviewing search terms, adjusting bids, testing new copy. Neglected campaigns always waste money.
10× Google Ads certified.
Google Ads changes constantly. I stay certified because it keeps me sharp and up to date. I've been through the certification process 10 times — not for show, but because the platform evolves and I need to evolve with it.
In an industry full of people calling themselves “experts”, certification is a standard worth asking about.
Verify on Google PartnersHow to know if your ads are working.
Click-Through Rate
What % of people who see your ad click it. Low CTR usually means the wrong audience or weak ad copy.
If 1,000 people see your ad and only 2 click it, something about your message isn't connecting with the right people.
Cost Per Click
What each click costs you. Varies by industry and helps shape your budget.
A click in the legal or financial industry can cost R80 or more. A click for a local service business might cost R8. Knowing your CPC tells you whether your budget is realistic for your market.
Conversion Rate
What % of clicks become a lead or a sale. This is where the real value is.
If 100 people click your ad and only 1 contacts you, that's a 1% conversion rate — and usually means something on your website is letting you down, not the ad itself.
Cost Per Lead
Total spend divided by total leads. Compare this to what a new client is actually worth to you.
If you spend R5,000 and get 10 leads, your cost per lead is R500. Whether that's good or bad depends entirely on what a new client is worth to your business. This is the number that tells you if your ads are actually working.
I focus on leads and cost per lead. Not impressions, not reach. What's actually making you money.