Imagine that you have a cool product or service, but people just don’t know that you exist. This is exactly the moment when it’s worth using search advertising. After all, it’s thanks to it that you can be found on Google by those who are currently looking for something similar to what you offer.

In this article, I’ll tell you as simply as possible – without complicated deadlines. How does search advertising work? What needs to be set up? And most importantly – how not to waste your budget, but on the contrary – get new clients?

What is search advertising and where does it appear?

Search advertising is when your ad appears in Google (or other search engines) above the search results as soon as someone enters a query related to your products or services.

For example, a person types in Google “sofa cleaning Kyiv” — and among the first results they see your ad with a number, price and “Order” button.

This is paid advertising, but payment is only for the click. That is, if a person just saw it, but did not click — no money is withdrawn. And this is very profitable, because you pay only for people who are really interested.

How it works: without complicated words

It all works quite simply:

  1. You sign up for Google Ads (this is the service through which everything is set up).

  2. Choose which words or phrases people will enter to see your ad.

  3. Write the ad text - short, clear, with a call to action.

  4. Specify how much you are willing to pay per click and what your daily budget is.

  5. When a person searches for something similar, Google decides whether to show your ad. If so, it appears at the top.

And then it's up to the user. If the ad is interesting and useful, he clicks and gets to your site.

A simple example

You have a dry cleaner. You want more clients in Kyiv.

🔎 A person writes: "wash carpet Kyiv"

➡️ Your ad with the text: "Carpet washing from 150 UAH. Free delivery. Call!" appears at the top

👆 A person clicks, goes to the site, leaves a request - you have a client.

And you paid, say, 8 UAH for this click.

What does an advertising campaign consist of?

Google Ads advertising consists of several levels. It's like boxes in a box:

Level What is this?
Company General topic (e.g. "Dry Cleaning Services")
Ad groups Divide by categories: "Carpet Cleaning", "Furniture Cleaning"
Announcements Texts that the user sees
Keywords Phrases for which the ad appears in the search results

What is needed to launch advertising

To make everything work, you need to:

  • Register an account in Google Ads

  • Specify a website (or at least an Instagram page, if you don’t have a website yet)

  • Think about what words people enter when they search for your services

  • Write an ad — it’s better to have 2–3 options, so that you can later understand which works best

  • Set a budget — for example, 150 UAH per day

What else is important?

  • Where does the ad lead? You can't lead a person to the main page where nothing is clear. It's better to create a separate page with one sentence, a clear title, prices and an "Order" button.

  • The page should be mobile-friendly . In 2025, more than 80% of people search for everything on their phone. If the site is slow or the text is small, you will simply lose customers.

  • Geo settings. If you work only in Lviv, there is no point in showing ads to all of Ukraine.

How to evaluate that advertising works

Google Ads has a lot of numbers, but focus on the simple ones:

  • Number of clicks. How many people clicked on the ad.

  • CTR (clickability). What % of those who saw the ad clicked. If less than 2%, something is wrong with the ad.

  • Conversions. How many people performed an action: bought, called by phone, filled out a form.

  • Cost per conversion. For example: spent 300 UAH → received 3 orders → one order costs 100 UAH.

What's new in 2025?

Performance Max is a new type of advertising campaign. You don't need to set everything up manually: just tell Google what you want (for example, more applications), and it will decide how best to display ads: in search, on YouTube, in Gmail, on websites.

Focus on mobile phones. If your site doesn't open on a mobile, Google can reduce impressions or make clicks more expensive.

Automatic bidding strategies. It is no longer necessary to manually write: "I want to pay 5 UAH per click." It is enough to say: "I want maximum applications," and the system will set it up itself so as not to overpay.

Typical mistakes of beginners

  1. They choose keywords that are too general. For example, "dress" is bad. "Buy an evening dress Kyiv" is much better.

  2. They don't add negative keywords. If you don't want to be found by the words "free", "do it yourself" - add them to the list of negative keywords.

  3. They don't test different ad options. And in vain. Sometimes one word can greatly affect the result.

  4. They place ads on the main page. This is a very common misconception. It's better to make a simple page with one sentence.

  5. They don't monitor the results. And then they wonder where the money disappears.

Tips that really help

✅ Think about how the client thinks. What words will they write when looking for your service?

✅ Write simply. No need for "unique high-quality services" - better "We clean sofas in 1 day. Free call-out."

✅ Place a call or request in Google Ads. This will make it easier to calculate what brings in money and what does not.

✅ Set aside at least 2-3 days for testing, do not expect results on the first day.

Conclusion: Is Search Advertising Worth the Money?

Yes. If:

  • You sell what people are actually looking for on the Internet

  • You have a website or at least a page where you can order

  • You are willing to spend a little time on settings and analysis

Search advertising can be a real driver for your business. Especially in 2025, when competition is high and user attention is gold. The main thing is to approach it wisely.