How Does Google Ads Work

In this blog, I’ll explain how Google Ads work in search, how the Google search engine ranks content, and how you can start using it.

Even if you're completely new to it.I’m writing this not to “bamboozle” you with marketing jargon, but to be helpful and truthful.

At ClickAnthill, our goal is to show that marketing doesn’t need to be about tricks.

It’s about showing up when someone genuinely needs what you offer, both in real life and in the digital world.

What Is Google Ads?

Google Ads is Google’s paid advertising platform.

It allows you to place your business at the top of Google search results for keywords related to your product or service.

This is part of Search Engine Marketing (SEM).You only pay when someone clicks on your ad that’s why it’s called Pay-Per-Click (PPC).

How to Start – Choosing Keywords and Setting Up Your Website

Before you start running ads or choosing keywords for your website in general, you need to think like your customer.

Ask yourself:

• What would people search for if they were looking for my product or service?

• Is my website clear and helpful for those people?

• Is something I’m saying off-topic?

  
  

For example, if you own a coffee shop, your potential customers might search:

• “coffee shop near me”

• “best cakes in [your city]”

• “coffee and cake deals”

  
  

You should choose keywords that reflect what you actually offer. Then make sure your website or landing page clearly delivers on that promise.

This is super important because Google rewards relevance.

If someone clicks your ad and your site gives them what they expected, Google sees your ad as helpful — and you may even pay less per click.

How Does Google Ads Work?

Let’s go back to the coffee shop example:

Imagine you run a small local café that sells coffee and cakes.

Now you decide to put up a giant billboard that says:

“We sell coffee, cakes, with secret recipes!”

Sounds great, right? But if customers show up asking for recipes and you don’t actually sell them, they’ll feel misled and probably won’t return.

Google Ads works the same way. If you use keywords like “cake recipes” to get clicks — but your website doesn’t actually offer that — people will leave quickly. Google tracks this behaviour and will lower your ad’s performance.

This applies to both Google Ads and organic ranking. Remember, when you are truthfully promoting and talking about your business — your ads and your organic rank will both be higher.

That’s why relevance and honesty matter.

If someone searches “buy coffee near me,” and your ad leads them to a page that actually shows your menu, your location, and opening hours, that’s a good experience.

Google will reward that with better ranking and lower costs.

Google's Ranking System – How You Get to the First Page

Getting on the first page of Google can happen in two ways:

1. SEO (Search Engine Optimisation) or, as I would say, Organic Ranking

   This is the long game, where you improve your site’s content and structure over time to rank higher without paying for ads.

2. Google Ads (SEM) – This is the fast lane, where you can show up at the top today by paying for clicks.

Google doesn’t just show the highest bidder. It uses a system called Ad Rank, which is based on:

• Your bid (how much you’re willing to pay)

• Your Quality Score (how relevant and helpful your ad and page are)

• Expected performance (like click-through rate)

• Quality of your landing page (experience of customers on the page they open)

So yes, even small businesses can beat big companies — if their ads are more helpful and better matched to what people are searching for.

Google Ads vs. Social Media Algorithms

Here’s a simple way to compare them:

• Google Ads is like someone walking into a store and asking for something specific — “I want to buy coffee.”

• Social media ads are like showing someone a random coffee ad while they’re watching cat videos — they might be interested, but it’s less targeted.

Here I would again remind you: no matter if you are using Google, YouTube, or social media platforms relevance matters.

Don’t try to catch all the fish. Pick and choose your customer, niche, and target audience.

That’s why Google Search Ads are so powerful — people are already actively searching for what you offer. You just have to show up at the right time.

How to Get Started with Google Ads – Step by Step

1. Create a free account at ads.google.com.

2. Define your goal – more website visits, more calls, more shop visits?

3. Choose your keywords – what would people type into Google to find you?

4. Write a clear and honest ad that reflects your real offer.

5. Set your budget – even $5–$10 a day is a great start.

6. Link your ad to a relevant page that matches what your ad says.

7. Launch, monitor, and improve as results come in.

Final Thoughts

You don’t need a massive budget or a marketing degree to get started. You just need a clear offer, a relevant message, and a helpful website.

That’s why I created ClickAnthill - to help businesses grow by staying honest and useful. No fluff. No tricks. Just marketing that works.

If you’re feeling stuck, or you want someone to guide you through your first campaign, get in touch with me :)

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