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How-to Guide for Low Cost Advertising in Google

Small Advertising Budget is usually concern among Small Medium Enterprises (SMEs).Adwords Small Budget Campaigns.jpg


Their Advertising Budget is not high enough to contend with their competitors, whose advertising budget is huge, thus it does not mean they’ll leave the battlefield. Now, the Small Sized Business advertisers have a good option “Google AdWords” to create on-line presence of their products/services.






Google AdWords is not only relevant for a big firm which has only high advertising budget but also smart advertising platform for Small Sized Business (SMB) can take advantage of AdWords.. Google AdWords features many tools that can be used to get the best possible results within the small advertising budget. Through AdWords, one can narrow down the targeting to avoid the situation of facing Limited by Budget.


Google Adwords Tool.jpg

 1.) Network Selection: - Google allows the advertisers to run the campaigns on Google Search Network and Google Display Network (GDN), thus if you have small budget then run only the Search Network Campaigns.  Campaigns on GDN get high click and impression as compare to search network. Therefore avoiding Google Display network campaigns for small budget is a good tactic for budget management.

 2.) Keyword Selection: - Every campaign requires good-- keyword Strategy-- to get the best possible results. So use the--Brand and Long Tail Keywords-- that best describe your business. e.g.—instead of using “pizza delivery” use “pizza delivery near new york airport”


 In addition to that, one can create a good keyword strategy and small ad groups by using the AdWord's internal keyword Planner (Previously known as Keyword Tool).


3.) Negative Keyword:-“Negative Keywords" are as necessary as "positive keywords” in Google AdWords campaigns. Negative keyword prohibits your ads to appear in Google Search Engine Results Page (SERP) on ‘irrelevant search terms.

         In this way- -advertisers will manage their budget for only keywords that trigger Qualifying Visitors.


4.) Search Query Report: - Search query reports(SQR) give the exact search term that is used by users and your ads appear on Google SERP on that particular keywords phrase. So, one can use this tool to find the "good keywords" as well as "negative keywords".


5.) Conversion Tracking: - If you are running--direct response campaigns, then it is essential to trace each conversions through Google AdWords Conversion Tracking. Because it will tell you which Campaigns, Ad Groups, Keywords, Ads are performing best for you at the same time suggest you where you can control your spend.


User Location and Geographic Dimension Report.png6.) Geo Targeting and Location Segment Report:-Through Google AdWords you can run the campaigns at city, country, state, DMAs (Designated Market Areas) etc. Thus it becomes absolutely vital to run the campaigns that area, where it performs well.


You can find the Geographical Area granular data in the Location and User Dimension Report. Then you can change your campaigns targeting setting and select top performing geographical area that gives better “ROI and conversion”. So, in this way—you can control your advertising budget.


7.) Day Parting/Ad Scheduling:-Day Parting tool allows Run/Stop the ads at certain time and days or Peak /Slow hours.

      Let’s Say--- Your business serves customers only 10 AM to 4 PM, and Monday to Friday. Then you can run your campaigns only business hours Monday to Friday by Ad Scheduling settings.


8.) Choose an Ad Delivery Method: - An Ad Delivery tool determines how often your ads appear throughout the day. AdWords features two ad delivery settings:-


  1. Standard—“Shows ads evenly over time”
  2. Accelerated—“show ads as quickly as possible.”


Ad Delivery Setting.PNG


Standard Setting --is good when you want to show your ads over a period of day. It will make your ad impression throughout the day in order that you cannot receive all your clicks at early on.


Accelerated Setting – when you want to receive as much as possible clicks until your budget is depleted.  

If you are small advertisers and your budget is exhausted by mid day, therefore in this situation AdWords will show your campaigns Limited by Budget. Thus to bypass this situation choose the setting of Standard in Ad Delivery.


So in this way you can control your low advertising budget and receives as much as possible clicks throughout the day.


9.) Remarketing: -Remarketing is a great tool that can be used for the business which has low advertising budget.



   Remarketing--allows you to show your ads to the visitors that have previously visited on your website and shown the interest of your product/service. Remarketing gives you better ROI and Conversion, so you can set your valuable advertising budget on this, if you have small advertising budget.


10.) Remarketing List of Search Ads (RLSA):- RLSA is a feature that lets you customize your search Ads campaign for people, who have already visited your site. RLSA is very good for low budget because you can target broad match keywords using the free organic traffic. You can set your bids, create customize ads, or select keywords keeping in mind that these visitors have previously visited your website.


11.) Device Targeting Campaigns: - AdWords campaigns run on all devices –laptop/computer, tablet, and mobile. Though in Enhanced campaign, you can target the entire device simultaneously but it has the features bid modifier at device level. Thus you can decrease the bid at the mobile device level in order to target only laptop/desktop and also keep the low bid at the desktop/laptop device and increase the bid for mobile device so as to target only mobile device.

Let’s say—you want to run campaigns on desktop/laptop/tablet only then you can set the “-100%” bid in mobile device, similarly you can also increase the bid 300% more, when you want to run your ads on mobile device and you need to decrease the desktop bid at the same time.



Summary:-These are the some good points that helps to optimize the “limited budget campaigns”. But please make sure that you to analyze the data on every aspect of campaigns, ad-groups, keywords, ad copy etc to get the best possible results within the advertising budget.



Please put your valuable thoughts in the comment box below, If you have some more tips to handle small budget campaigns in AdWords in order to make them profitable.

 [Edit:-Added more point]

about Rakesh Kumar

I have been working on Google Adwords & Bing Ad Center since April 2010. I am Google Adwords Certified in Fundamental and Advance. I have worked on International and Domestic (Indian) campaigns for clients. I have also done extensive in-house campaigns within my organization. I have worked across various verticals and industries. I am very thankful to the Google Team for creating AdWords Community which promotes peer learning and keeps one updated on latest developments in AdWords.

Mini-CM Community Manager
October 2013 - last edited October 2013

Great article, Rakesh. I particularly like the screenshots. 


Thanks for posting, 


varun v
October 2013

Is this are basic to start with for paid search , any tips for startup doing 1st time.



kushal s
October 2013

Very Good Article Rakesh 


Few more points 


1. Avoid Dynamic Search Ads: These ads are not triggered by specific keywords chosen by you. Instead they are displayed when someone searches for anything related to the content of your landing page. While this seems convenient, it often results in irrelevant impressions and clicks, which push your daily budget up.



2. Bidding Strategy: Instead of letting AdWords automatically adjust your bid, set it manually to match the ad position and cost per acquisition that you desire. Bid according to the location that you want to target. Your AdWords account tells the Geographical Location of your past traffic.

If you think that you are reaching the daily budget for a certain campaign, try to lower your bid so that you can be visible for a longer time without much change in your campaign’s performance.




October 2013

How many small businesses do you think have the ability to set all of this up effectively?? So then they need to employ a professional to put it all in place, and then there's not much budget left!


I agree with the ideas above, but in practice small business advertisers find it hard to afford the real cost of running these campaigns effectively and even then they have to deal with conversion rates and hope there's some margin left if they do manage to get any sales.

Rakesh Kumar Top Contributor
October 2013

Thanks guys for your kind word, it really help me to write moreSmiley Happy


@ Varun, in order to start the advertise through Google Adwords you learn the Bsaic of AdWords.

You can follow the link that help you how to start the Google AdWords Campaigns.

 I really appreicate if you post this question in discussion column.


@Kushal, thanks kushal for adding more points.


@ Splashweb,Yes i agree with you but If you you want to promote your business through Google AdWords, you need to learn the Google AdWords tools or either you can hire a agency/expert individual.

If you are doing yourselfy, starts spending a very small budgets and increase it as you learn the tools and  get ROI.

Its all depends you how you manage.


Abhi P
October 2013

Nice post Rakesh! couple of pointers based on managing several small biz campaigns..


Small business campaigns don't have so much room for trial and error. So i would start off with a smaller budget and a test market. For e.g. if your client provides services in 10-15 cities, i would start off with few cities say 2-3 cities and test out the strategy. The first couple of months is crucial to test and measure the ROI. Once this test works out well, you can convince the customer to invest more and most often they want to. They just need the ROI. So convince them to start with a smaller budget, experiment, provide results and gain their confidence to spend more and get higher results.

Estella Muzito
October 2013

Good job Rakesh.


Frequency Capping is a good savings tool to limit the number of times an ad is served to the same user on  the Display Network, especially on popular sites.

October 2013

Thank you so much sir



Miguel C
October 2013

Great Article Rakesh,


How many relevant keywords would you recomend in these cases, and how about the "Unkow" ages and genders groups, should we pause this in the remarketing campaings?


Also, how many groups would you recommend to try at the beginning and should we stop the ones not converting as well? at what time?


Thanks for the tips, these has been very helpfull

Jared G
October 2013

@Anon, I felt the same way you did 2 years ago, but you'd be surprised how easy it is once you start reading the available information.  I've also found that when the adwords team reaches out to you, which they will, take advantage of every bit of information they offer you as it's one-on-one and directly involves you and your compaany.  I can suggest a couple other things, start out with just a couple keywords to get your feet wet and stay away from the display network until you're completely comfortable with Adwords.  And If it gives you inspiration, we went from a job or two each month (10k) two years ago utilizing adwords to $125,000/mo. this year and I expect that to double next year and I've done it all myself.....and I'm a "Wood guy", NOT a "computer guy"


And Thanks Rakesh and EVERYONE on the adwords team!