Articles on Google advertising
Simple answers for business owners: how much advertising costs, how to choose a specialist and why budgets sometimes disappear without leads.
When a freelance Google Ads specialist is a better fit than an agency
A freelance specialist usually suits small and medium businesses with one or two ad channels: you talk directly to the person running the account and pay for one role rather than several. An agency makes sense when you need a team across several areas or cover during absences.
Google Ads updatesNew Google Ads settings in autumn 2026: what to watch
In autumn 2026 Google Ads added automatic promotions pulled from websites and new channel priority settings. Some changes switch on without your involvement, so it's worth checking your account.
AnalyticsHow to track leads from Google ads: forms, calls, messengers
To know how many leads your ads brought in, you need Google Tag Manager, Google Analytics 4 and separate conversions for forms, calls and each messenger. The main rule: one lead must be counted once.
Campaign typesSearch campaign or Performance Max: what a service business should choose
Service businesses should usually start with Search campaigns: they appear to people already looking for the service and give you more control. Performance Max is added once there is conversion data and enough budget.
Google Ads updatesAI Max in Google Ads: what changes for service businesses
AI Max is a set of Google Ads features that extends Search campaigns beyond your keywords and changes ad copy. Google is moving some campaigns to it automatically, so it's worth checking your account.
Search termsSearch terms and negative keywords in Google Ads: how to clean up traffic
The search terms report shows what exactly people typed before clicking your ad. Negative keywords block your ads from irrelevant searches. The more often you check, the less budget goes to random clicks.
MistakesWhy Google ads waste your budget: the main causes
Most often the budget disappears because of irrelevant search terms, wrong location settings, no lead tracking or a page that doesn't persuade people to leave a request.
Choosing a specialistHow to choose a Google Ads specialist: what to look at and what to ask
You can spot a good Google Ads specialist by the specifics: they show case studies with numbers, calculate a forecast before launch, build campaigns in your account and explain reports in plain language.
BudgetHow much Google advertising costs in Ukraine and what it depends on
The cost of Google advertising consists of two separate payments: the budget you pay Google for clicks and the specialist's fee. There's no single price, because the cost per click depends on the niche, city and competition.