Running Google Ads without a proper strategy is like filling a leaking bucket. The water keeps going in, but the bucket never fills. In this guide, we'll plug the leaks.
The 3 Biggest Mistakes Indian SMBs Make on Google Ads
Mistake 1: Using Broad Match Keywords
If you're a dentist in Koregaon Park, you don't want to pay ₹80/click for someone searching "dentist" in Nagpur. Use exact match and phrase match keywords, and build a tight negative keyword list from day one.
Mistake 2: Sending Ads to the Homepage
Your homepage is for everyone. Your ad landing page should be for one specific person, with one specific problem, and one specific call to action. Dedicated landing pages consistently improve conversion rates by 200-400%.
Mistake 3: Not Tracking Conversions Properly
If you can't see which keywords are generating phone calls and form fills, you're flying blind. Set up Google Ads conversion tracking and import Google Analytics goals before you spend a single rupee.
The Right Campaign Structure for Indian SMBs
We recommend starting with 3 campaign types:
- Search campaigns for people actively looking for your product/service
- Local campaigns to drive foot traffic and calls from nearby searchers
- Remarketing campaigns to re-engage website visitors who didn't convert
Budget Allocation That Works
For a starting budget of ₹15,000/month, we typically allocate: 60% to Search, 25% to Remarketing, 15% to testing new ad copies. As you gather data over 60-90 days, you can optimize based on actual performance.
When to Hire an Agency vs DIY
DIY is viable up to ₹10,000/month if you're willing to learn. Above that, the opportunity cost of your time and the risk of wasted spend makes professional management worthwhile — especially in competitive industries like real estate, healthcare, and education.