In the digital age, online advertising has become an indispensable tool for businesses, especially small to medium sized businesses aiming to increase their online visibility and drive targeted traffic.

We love Google Ads in that it really does allow every business regardless of size to get visibility. It’s accessible to all and no business is too small to advertise on Google. Google Ads, with its vast reach and targeting options, is a popular choice for many businesses. While the allure of managing your own Google Ads account might seem enticing, there are significant risks involved that could potentially outweigh the benefits. Let's explore these risks in detail to understand why entrusting experts might be the smarter choice for small business owners.

1. Inadequate Knowledge and Expertise:
Effective Google Ads management requires a deep understanding of its intricate features, ad formats, bidding strategies, and keyword optimisation. Small business owners who lack experience in online advertising might not be fully equipped to make informed decisions. Inadequate knowledge could lead to poor campaign setup, incorrect targeting, and ineffective ad copy, resulting in wasted ad spend and minimal return on investment (ROI).

2. Complex Account Setup:
Setting up a Google Ads account might seem straightforward at first, but the devil is in the details. A small oversight during the setup process can have detrimental consequences for your campaigns. From choosing the right campaign type to configuring the proper ad extensions and conversion tracking, there are numerous elements that need to be managed precisely to ensure optimal performance. Without proper guidance, crucial settings could be missed, leading to subpar results.

3. Ad Budget Mismanagement:
One of the most critical aspects of any advertising campaign is budget allocation. Small business owners who manage their own Google Ads account might struggle to determine an appropriate budget for their goals. Overspending or underspending can both lead to problems – overspending burns through the budget quickly without delivering the expected results, while underspending might limit the campaign's reach and impact.

4. Ineffective Keyword Selection:
Selecting the right keywords is fundamental to the success of a Google Ads campaign. Small business owners might rely on generic keywords or choose terms that are too competitive, which could result in high costs per click (CPC) and poor ad placement. Additionally, selecting irrelevant or low-quality keywords might lead to unqualified clicks that don't convert, further draining your budget.

5. Poor Ad Copy and Creatives:
Crafting compelling ad copy and visuals that resonate with your target audience requires skill and creativity. In an attempt to cut costs, small business owners might create subpar ad content that fails to capture users' attention and interest. Without persuasive ad copy and eye-catching visuals, your ads may blend into the digital noise and fail to generate clicks and conversions.

6. Limited Time and Resources:
Running a small business demands significant time and attention, and managing Google Ads campaigns can be time-consuming. Juggling both responsibilities can result in rushed decisions and lack of monitoring, causing campaigns to veer off course. Effective Google Ads management requires constant monitoring, adjustments, and optimisation to achieve optimal results – something that might be challenging for busy small business owners.

7. Inaccurate Tracking and Measurement:
Accurate tracking and measurement are essential for assessing the success of your campaigns and making informed decisions. Small business owners who manage their own Google Ads account might not set up conversion tracking or not set it up correctly, leading to inaccuracies in measuring conversions. Without reliable data, it becomes impossible to gauge the effectiveness of your campaigns accurately.

8. Missed Opportunities:
The world of digital advertising is dynamic, with trends, algorithms, and consumer behaviors constantly evolving. Small business owners who are not deeply immersed in the digital marketing landscape might miss out on opportunities to leverage new features, technologies, or strategies that could significantly enhance their campaigns.

Conclusion: Seek Professional Expertise
While managing your own Google Ads account might seem like a cost-effective approach, the risks associated with inadequate knowledge, mismanagement, and missed opportunities can lead to far-reaching consequences for your business. We’ve seen it happen too many times. To truly harness the potential of Google Ads and achieve a strong ROI, it's advisable for small business owners to consider enlisting the expertise of digital marketing professionals. Experienced professionals can not only set up and manage campaigns effectively but also continually optimise them for the best possible results, leaving you with more time to focus on what you do best – growing your business.

Remember, the world of online advertising is complex, and sometimes, seeking professional guidance is the most prudent choice for long-term success. If you’d like to find out more about how we can help, please get in touch for a no obligation chat with one of our directors.