Google Ads can bring in work fast. It can also spend your budget fast on clicks that never become customers. Most of the waste we see in small business accounts comes from a handful of settings nobody checks.
This page collects our SEM in 60 seconds series in one place. Each episode is a short video with one Google Ads fix, and its own page with the steps. It’s for sole traders and small businesses running their own ads, and for anyone paying an agency who wants to ask the right questions.
The episodes
| # | Episode | What you’ll fix |
|---|---|---|
| 1 | The free credit small print | What you have to spend, and when the credit expires |
| 2 | Smart campaigns | What you give up for easy, and when to switch |
| 3 | The search terms report | The real searches behind your clicks |
| 4 | Negative keywords | Blocking searches that will never buy |
| 5 | Match types | Broad, phrase and exact in plain English |
| 6 | The location setting | Presence or interest, and who sees your ads |
| 7 | Landing pages | Sending each click to the page the ad promised |
| 8 | Headlines | Writing 15 headlines and pinning less |
New episodes go out on our Instagram. Follow along so you don’t miss the next one.
What is SEM?
SEM stands for search engine marketing: paying to appear in search results. For most Irish small businesses that means Google Ads. Search ads show above and below the normal results, marked as sponsored, and you pay when someone clicks.
SEO is the unpaid side. The two work best together. Our Google Ads vs SEO guide covers which to do first, and our on page SEO basics series covers the website side.
Is the Google Ads free credit really free?
It’s ad credit you unlock by spending a set amount first, usually within 60 days. Google checks it, applies it, and it expires 60 days after that. Budget as if it isn’t there.
Watch episode 1: the free credit small print
Should a small business use Smart campaigns?
They’re a fine way to start, but you get keyword themes instead of keywords and Google manages the bids. Check the search terms report, and move to Expert Mode when you want control.
Watch episode 2: Smart campaigns
How do you see what people searched before clicking your ad?
Open Campaigns, then Insights and reports, then Search terms. Sort by cost and look for searches that would never buy.
Watch episode 3: the search terms report
What are negative keywords?
Words that stop your ad showing, like “jobs” for a plumber. They don’t catch plurals or misspellings, so add those yourself, and keep a shared list.
Watch episode 4: negative keywords
Which match type should you use?
Broad matches related searches and is the default. Phrase and exact are tighter. On a small budget, start with phrase and exact, and add broad once conversion tracking is solid.
Why do people outside your area see your ads?
The default location option includes people who’ve shown interest in your area. Local businesses usually want Presence instead.
Watch episode 6: the location setting
Where should a Google ad send people?
To the page that matches the ad, not your homepage. Landing page experience is one of the 3 parts of Quality Score.
Watch episode 7: landing pages
How many headlines should a search ad have?
Responsive search ads take up to 15. Write different ones for your service, area and reasons to pick you, and pin as little as possible.
A 10 point Google Ads check
- Your search terms report has been checked in the last 30 days.
- You have a negative keyword list, applied to every campaign.
- Negatives include plurals and misspellings.
- Your main keywords use phrase or exact match, unless Smart Bidding has data to work with.
- Location options are set to Presence, unless you sell to visitors.
- Every ad lands on the page that matches it.
- Landing pages load fast on a phone and have a clear next step.
- Each ad has at least 10 different headlines.
- Few or no headlines are pinned.
- Calls, forms and bookings are tracked as conversions.
Paying an agency? Ask these 3 questions
- Do you check my search terms, and how often?
- Which searches have you blocked?
- Is my location option set to Presence, and why?
A good agency answers all 3 without a pause. Our guide to Google Ads agency rates in Ireland covers what you should pay.
Want a hand?
We’re a Google Partner agency in Dublin and Donegal. We manage Google Ads for small businesses from €500 a month, with ad spend paid to Google separately. See how we run Google Ads, or book a free 20 minute call.
Sources and further reading
- Google Ads promotional offers, Google Ads Help. Checked 28 October 2026.
- About Smart campaigns, Google Ads Help. Checked 28 October 2026.
- About the search terms report, Google Ads Help. Checked 28 October 2026.
- About negative keywords, Google Ads Help. Checked 28 October 2026.
- About keyword matching options, Google Ads Help. Checked 28 October 2026.
- About advanced location options, Google Ads Help. Checked 28 October 2026.
- About Quality Score, Google Ads Help. Checked 28 October 2026.
- About responsive search ads, Google Ads Help. Checked 28 October 2026.