Answers to the most common questions business owners have about paid search advertising.
How much should a small business spend on Google Ads?
There's no universal answer because it depends on your industry, market, and competition level. A plumber in a mid-size city might start seeing results at $1,500 to $3,000 per month in ad spend, while a dentist in a competitive metro area might need $3,000 to $5,000 or more. What matters more than the raw budget is how efficiently that money is spent. We've seen businesses waste $5,000 a month on poorly targeted ads with nothing to show for it, and we've seen businesses generate consistent booked appointments at $1,500 a month with the right keyword strategy. During our audit, we'll recommend a budget based on your specific market, competitive landscape, and revenue goals.
How is Salois Digital's Google Ads management different from other agencies?
Three things set us apart. First, we track booked appointments and revenue — not just clicks and impressions. You'll know exactly which ad generated which customer. Second, we pair every campaign with our AI Voice Agent so the calls your ads generate actually get answered, qualified, and booked — instead of going to voicemail and dying. Third, we build dedicated landing pages for every campaign instead of sending paid traffic to your generic homepage. Most agencies do none of these things, which is why most small businesses feel like Google Ads "doesn't work" when the real problem is a broken funnel.
I tried Google Ads before and it didn't work. Why would this be different?
This is the most common thing we hear from new clients. In almost every case, the ads were generating clicks and even calls — but the leads leaked out before they converted. The three biggest culprits: broad keyword targeting that attracted tire-kickers instead of ready-to-book customers, sending traffic to a homepage instead of a focused landing page, and calls going to voicemail because nobody was available to answer. We fix all three. Our campaigns target only high-intent, service-specific searches. Every campaign has a dedicated landing page. And our AI Voice Agent ensures every call gets answered and every lead gets captured. The ads work — the rest of the system just needs to keep up.
How long does it take to see results from Google Ads?
Google Ads generate traffic almost immediately once campaigns go live — usually within the first 24 to 48 hours. You should expect to see your first phone calls and leads within the first week. However, the first two to four weeks are an optimization period where we gather data, refine keyword targeting, adjust bids, and improve ad copy based on real performance. Most campaigns hit their stride by the end of month one and continue improving from there. Unlike SEO, which takes months to build momentum, Google Ads deliver near-immediate visibility and a fast feedback loop.
What types of Google Ads campaigns do you run?
We focus on the campaign types that drive direct leads for local businesses: Search campaigns (text ads that appear when someone searches for your service), Local Service Ads (Google Guaranteed or Google Screened ads that appear at the very top of results with a trust badge), and call-only campaigns (ads designed specifically to drive phone calls on mobile devices). We don't waste your budget on Display campaigns or YouTube ads unless there's a specific strategic reason — for most local service businesses, Search and Local Service Ads produce the highest-quality leads at the lowest cost per acquisition.
Do I own my Google Ads account?
Absolutely. We set up campaigns in your own Google Ads account, which you own and control. If you ever decide to part ways, your account, campaign data, and conversion history stay with you. We don't believe in holding client accounts hostage — that's a tactic some agencies use to keep clients locked in. We keep clients because our results speak for themselves, not because we've trapped their data. You'll have full admin access to your account at all times and can review campaigns, budgets, and performance whenever you want.
What's the difference between Google Ads and SEO? Do I need both?
Google Ads put your business at the top of search results immediately — but you pay for every click. SEO builds your organic ranking over time so you eventually show up for free — but it takes months to gain traction. The ideal strategy uses both: Google Ads for immediate lead flow while SEO builds long-term visibility. Think of Google Ads as the faucet you can turn on and off for instant traffic, and SEO as the river that flows consistently once it's built. We recommend starting with Google Ads for immediate revenue, then layering in SEO to reduce your long-term cost per lead. Visit our SEO & AIO Optimization page to learn about our organic search services.
How do you report on Google Ads performance?
We provide monthly performance reports in plain language — no jargon, no vanity metrics. Every report includes total ad spend, number of clicks, phone calls generated (with recordings), form submissions, booked appointments, cost per lead, and cost per booked appointment. You'll also get a summary of what we optimized that month, what's working, and what we're testing next. We track everything from the initial ad click through to the booked appointment so you can see exactly how your advertising dollars are performing. If something isn't working, we tell you — and we fix it.
