How to Keep Your Google Ads Costs Under Control

Google ads cost control methods

Today, all businesses have an active presence online. Currently, the COVID-19 pandemic has impacted our lives, affecting the way we shop. Customers prefer shopping online and businesses are ready to bring them their favorite brand at their fingertips.

Every business targets a different group of customers, so the kind of promotion that applies to each business varies. That means you would need to plan your budget based on the customer category you target.

At Seattle New Media, we keep implementing newer and innovative online marketing strategies along with campaigns guided by data acquired from Google Ads and Analytics. Ours is a digital marketing agency that focuses on advertising campaigns to help meet your business requirements.

How to plan your Google Ads budget effectively?

Before that, it is important to understand how pay-per-click works. Pay-per-click advertising, such as Google Ads, makes it easier to control how much you spend and how you spend it. Use Google Ads budget management to bid on keywords that people search, related to your business, on Google. Whenever a relevant search is made, it is a chance to display your ads in Google search results.

In case, an ad gets clicked and it leads to a visitor to your website, you will have to pay for your bid. All you have to do is strategize a proper plan and track if your campaign is working. And based on the results, you can maximize or minimize your ads budget to reach out to a newer base of audience.

Let us explore how to plan your Google Ads budget?

Setting your goals

You need to be very clear about your goals. What do you want to achieve from this online advertising? Are you looking to attract more traffic? Do you plan to build brand awareness, focusing on a particular customer demographic?

Once you are clear of your goals, you can start working on strategies that can help you meet these goals and make maximum profit out of the budget that you have set. If you plan smartly, you can set a maximum monthly ad budget in such a way that ad bids can automatically be adjusted to optimize results, to help achieve your goals, such as increasing clicks or calls. You can further implement bidding strategies, such as cost per acquisition (CPA).

Linking your Google Ads and Analytics account

You can find out the number of times your ads appeared in searches, referred to as “ad impressions”, or whenever the ads get clicked, using Google Ads. But these interactions won’t let you identify the reason for the conversion, such as a customer making a purchase, making a call, or any desired action they have taken.
So how do you understand what led your customers to click your ad and visit your site? You can use Google Analytics, which is a free tool to understand customer decisions. You get information on when a visitor clicked your ad when they left your website, and this information could help in transforming your business decisions and ad campaign planning.

Sometimes, if users are not clicking your ads or if they leave your website immediately after visiting the site, that means something is not right. Maybe, you can try using a different set of keywords for your ads campaign rather than spending a lot of money on keywords that don’t work.

When you make relevant changes to the keyword set, you are likely to provide an enhanced experience to your potential customers, leading to conversions. A relevant set of keywords could also improve your ad’s quality score – which is an important factor when strategizing your Google Ads budget, thereby lowering your average cost per click.

Planning your budget

Planning your budget is a factor that will help maintain your Google Ads costs under control. Try to stick to the budget that you’ve set for the month. With Google Ads, you can set a daily limit on the budget that is spent to display your ad. Sometimes, the daily limit might seem to be on the higher side.

Google will analyze the daily search traffic. Based on the traffic and the frequency of search, Google will display your ads frequently. When the traffic is considerably low, your ads will be shown less frequently.
Experts recommend giving it some time before making too many changes to your campaign so that you do not end up overspending.

Target higher position in search results

The ads that rank highest in search results are considered to be successful. But ads that appear below the higher-ranking ones are also capable of driving traffic, at a lower cost-per-click. Keep these points in mind when you are optimizing your advertising strategy.

Google recommends using long-tail keywords

Google recommends using long-tail keywords or longer keyword phrases (that come with three or more words). Mostly, these keywords are less popular, which makes competition for these keywords lower. This, in turn, means these keywords have a lower average cost-per-click.

Since they are more specific, they tend to attract more people who are likely to visit or call your business. You can use the Keyword Planner tool to find relevant long-tail keywords for your campaign.


With Google Ads, you can always track the results of your online marketing campaigns. Based on the results, you can plan on expanding your strategies or refining these within your budget. Use the data obtained from Google Ads and Analytics to implement new strategies until you find that advertising campaign that fits your business goals.

Would you like some help with your Google Ads management or for planning your budget? Then, reach out to our team at Seattle New Media.