If you’ve just launched a startup or are planning to build one, you know how important it is to reach your target audience. Thereby
Google Ads can play a decisive role

Google Ads can be a valuable tool for start-ups to achieve their goals. With a targeted strategy, start-ups can use Google Ads to reach their target group, generate attention and win new customers.

In this article, we’ll take an in-depth look at Google Ads for startups and show you how to get the most out of it.

About Google Ads

Google Ads is an online advertising platform that allows companies to place their ads in Google’s search results, on other Google platforms and in the Google Display Network. The ads are only displayed when users search for certain terms or visit websites on which ads are displayed.

For start-ups, Google Ads can be an effective tool for attracting new customers and increasing online presence. This is because Google Ads offers the following advantages:

  • Reach: Google Ads enables start-ups to present their ads to a large number of potential customers.
  • Targeting: Startups can target their ads to specific audiences to optimize their marketing spend.
  • Efficiency: Google Ads is a pay-per-click model in which advertisers only pay when users click on their ads.

Why is Google Ads relevant for startups?

Start-ups often have a limited budget and must therefore use their marketing expenditure efficiently. Google Ads offers startups the opportunity to target their ads to specific audiences in order to reduce their costs.

In addition, start-ups often have a short attention span. Google Ads enables start-ups to place their ads quickly and effectively in order to attract the attention of potential customers.

After all, start-ups operate in an often highly competitive market. Google Ads enables start-ups to stand out from the competition by placing their ads in a more targeted and efficient way.

Google Ads Startups

Specific challenges for start-ups

Startups have some specific challenges to overcome when using Google Ads.

These challenges are mainly due to the limited resources and high competitive pressure that start-ups face.

Lower budget

Start-ups generally have a smaller budget than established companies.

It is therefore important to use Google Ads efficiently. This means that start-ups should target their ads precisely to their target group and calculate their bids carefully.

Shorter attention span

Start-ups generally have less time to publicize their brand and their products or services.

It is therefore important to generate attention quickly and effectively with Google Ads. This can be achieved through the use of strong call-to-actions and concise messages.

High competitive pressure

Startups operate in an often highly competitive market.

It is therefore important to stand out from the competition. This can be achieved through the use of creative ad copy and unique offers.

Lack of expertise

Lack of expertise is one of the biggest challenges for start-ups in Google Ads. Start-ups often don’t have the time or resources to learn all about Google Ads and acquire the necessary knowledge. This can lead to inefficient campaigns that waste money and time.

Consequences of inefficient Google Ads campaigns

Inefficient Google Ads campaigns pose a significant risk, especially for start-ups, as they can hinder the achievement of marketing goals and jeopardize the financial stability of the entire company.

An untargeted or poorly executed Google Ads strategy can have a significant negative impact. For start-ups, which generally have limited financial resources, it is crucial that every investment in advertising measures contributes to company growth.

However, if these investments are misdirected due to inappropriate keywords, immature bidding strategies or irrelevant content, the resulting ineffective campaigns can only generate costs instead of profits.

Examples of ineffective Google Ads campaigns

Campaigns that target the wrong keywords do not reach the desired target group

An example of this would be a campaign for a start-up that has developed a new product that improves indoor air quality. An inefficient campaign could be targeted at the keyword “air purifier”. This would generate a lot of clicks, but not necessarily from people who are interested in the start-up’s innovative product.

Better keyword research could lead to keywords such as “improve air quality” or “improve indoor air”, which appeal to a more precise target group.

Campaigns with bids that are too high are uneconomical

An example of this would be a campaign for a start-up that is launching a new product on the market that uses a new technology. The product is very innovative and has the potential to open up a large market. An inefficient campaign could bid too high for the keyword “new technology”. This could result in the start-up paying a lot of money for clicks that do not lead to leads or sales.

Better budgeting could lead to the start-up receiving more clicks with lower bids and better achieving its marketing goals.

Ads and landing pages that are not appealing to potential customers are not effective

An example of this would be a campaign for a start-up that launches a new product that changes the way we work. An inefficient ad might only contain the text “Experience the future of work!”. Although this ad is appealing, it contains no information about the product or its benefits.

A better ad could include information about the product and its benefits, as well as a strong call-to-action.

Consequences of ineffective campaigns

Financial burden

Inefficient campaigns can represent a considerable financial burden for start-ups. Start-ups pay for clicks that do not lead to leads or sales. This can lead to start-ups spending a lot of money on clicks that don’t lead to results.

Waste of time

Inefficient campaigns can also be a waste of time. Start-ups need to invest time and resources to adapt and optimize campaigns to achieve the desired results. This can lead to a delay in achieving marketing objectives.

Missing marketing targets

Inefficient campaigns can cause start-ups to miss their marketing targets. Start-ups cannot achieve their marketing goals if their campaigns are not effective. This can lead to a loss of customers and sales.

Strategies for overcoming challenges

Startups can pursue the following strategies to overcome the specific challenges of using Google Ads:

Focus on the target group

Creation of personas:

Startups should know their target group precisely and align their Google Ads campaigns accordingly. This can be achieved by creating personas that describe the demographic, psychographic and behavioral characteristics of the target group. Personas are fictional characters that embody the characteristics and needs of a specific target group. By creating personas, start-ups can tailor their ads more specifically to the needs of their target group.

Target group targeting

Startups can target their Google Ads campaigns to specific user groups with the help of target group targeting. This can be based on demographic characteristics, interests or behavior. Target group targeting allows start-ups to reduce their advertising costs and increase the likelihood that their ads will be seen by relevant users.

Focus on search campaigns with particularly relevant keywords

Keyword research

Startups should focus on the relevant keywords that their target group is searching for. This can be achieved by carrying out keyword research. Keyword research helps start-ups to identify the terms that their target group searches for in search engines. By using relevant keywords, startups can present their ads to users who are most likely to be interested in their products or services.

Focus on search campaigns

Search campaigns can be set up so that they are only displayed to people who are searching for specific products or services. This helps start-ups to optimize their advertising spend and target their ads only to people who are most likely to be interested.

3 tips for the use of particularly relevant keywords

  1. Use long-tail keywords: Long-tail keywords are less general terms that users search for. They are usually less competitive than short-tail keywords and therefore have a higher potential for users to click on your ads.
  2. Use relevant keyword phrases: Keyword phrases are combinations of several keywords. They are usually even more relevant than individual keywords and can help your ads to be found by users searching for exactly your products or services.
  3. Test different keywords: Startups should test different keywords to find out which ones work best. They can do this by using different keyword sets in their Google Ads campaigns and monitoring the performance of these keyword sets.

Creation of exceptional ad texts

Creating exceptional ad copy takes time and effort, but it’s worth it.

With a little creativity and experimentation, you can create ad copy that grabs users’ attention and motivates them to click on your ad.


An important component of every ad text is a strong call-to-action. A call-to-action is an instruction that tells users what to do after they have clicked on the ad. A strong call-to-action is clear, concise and encourages users to perform the desired action.

Here are some tips for creating a strong call-to-action:

  • Use strong verbs that motivate users to act.
  • Be specific and tell users exactly what you want from them.
  • Use urgency to get users to act quickly.

Concise message

Users usually only have a few seconds to read an ad. It is therefore important to make the ad texts as short and concise as possible. A concise message is clear, easy to understand and memorable.

Here are some tips for creating a concise message:

  • Concentrate on the most important information you want to convey.
  • Use simple language that everyone understands.
  • Use strong images or videos to support your message.

Exceptional ad texts

To create exceptional ad copy, you need to go beyond the basics and offer something new and innovative. Here are some ideas on how to make your ad copy stand out:

  • Use humor or surprise to grab users’ attention.
  • Tell a story to captivate users.
  • Use visual elements to support your message.
  • Experiment with different styles and formats to find out what works for your target group.

Testing and optimization

Testing different campaign settings

Startups should test different campaign settings to achieve the best performance. This can be based on factors such as keyword targeting, bids and ad texts. By testing different campaign settings, startups can improve the performance of their ads and reduce their costs.

Continuous monitoring of performance

Startups should regularly monitor the performance of their Google Ads campaigns to find opportunities for optimization. This can be achieved by using Google Ads tools and functions. By continuously monitoring performance, startups can ensure that their ads are effective and achieve their goals.

Expansion of Google Ads strategies for start-ups

Startups can pursue the following strategies to overcome the specific challenges of using Google Ads:

Use of Google Ads conversion tracking

Conversion tracking is an important component of Google Ads. It enables start-ups to measure and optimize the performance of their campaigns. Conversion tracking works by startups defining goals that they want to achieve, e.g. the purchase of a product or signing up for a newsletter. When a user achieves a conversion, this is recorded by Google Ads.

Conversion tracking can help startups optimize their marketing spend and achieve their goals.

Get advice from experts

If you’re not sure how to use Google Ads for your startup, get advice from experts. There are a number of
Google Ads agencies and consultants
that specialize in supporting start-ups in the use of Google Ads.

About the Author

as 1
CEOat|alexander.sperber@unitedads.de| + posts

Alexander Sperber ist Chief Executive Officer von UnitedAds, einem Unternehmen, das sich auf digitale Marketingstrategien spezialisiert hat. Mit fast zwei Jahrzehnten Erfahrung hat er sich als Experte in den Bereichen Google Ads und Suchmaschinenoptimierung (SEO) etabliert. Unter seiner Führung hat sich UnitedAds durch innovative Ansätze zur Verbesserung der Online-Sichtbarkeit und zum Erfolg im digitalen Marketing einen Namen gemacht.

How online stores save CPC on Google Shopping s

Recent Posts