When not to run Google Ads

One: there is no demand

Painter and decorator dublin draws about twenty searches a month. No budget and no expertise creates demand that does not exist, and a campaign in a trade like that will spend its budget on loosely related searches or not spend it at all.

Check first: find your trade in the click cost table and look at the volume column before the price column.

Two: you cannot measure what happens

Without conversion tracking, including calls, you will not know whether the money worked. Running ads blind for a few months and judging by feel is how businesses conclude that advertising does not work for them, when what did not work was the measurement.

Do first: tracking, then spend.

Three: you cannot handle the enquiries

Advertising produces enquiries at whatever rate the budget allows. A business already at capacity, or one where calls go unanswered at the times searches happen, is buying enquiries it will convert badly and reviews it will regret. In emergency trades in particular, an unanswered call is worse than an ad that never ran.

Four: the website cannot convert

The most common of the five. Traffic arrives at a page that does not say what the business does, does not show the phone number prominently, and takes six seconds to load on a phone. Every click paid for is a click wasted, and at Dublin prices in the dearer trades that is real money.

Do first: fix the landing experience. The money spent there works for the unpaid side too, which advertising never does.

Five: the budget is too small to learn anything

At thirteen dollars a click, a few hundred dollars buys a few dozen visits, which is not enough data to tell a good campaign from a bad one. The campaign will end inconclusively and the money will have bought neither customers nor knowledge.

Rule of thumb: if the budget cannot buy a few hundred clicks in your trade, either raise it, wait, or spend it on something with a clearer return.

Why a desk that sells this publishes it

Because the alternative is taking money from businesses in all five situations, which produces a short engagement, a poor result and an accurate bad review. The order-of-operations page argues for advertising where it makes sense, and this page is the other half of the same honest position.