Google Ads is one of the most powerful marketing tools available to small businesses. It's also one of the easiest ways to burn through a budget with nothing to show for it. The difference is almost entirely in how you approach it — and whether the timing is right for your business.

Here's an honest assessment of when Google Ads makes sense and when it doesn't.

What Google Ads Actually Is

Google Ads (formerly Google AdWords) lets you pay to appear at the top of search results for specific keywords. When someone searches "plumber in Silverdale," you can pay to be the first result they see — above the organic results and even above the Local Pack.

You pay per click. When someone clicks your ad, you're charged. If they don't click, you pay nothing. (For search ads — display and video ads work differently.)

When Google Ads Makes Sense for Small Business

You need leads immediately

Local SEO takes 3–6 months to produce significant results. Google Ads produces results the day you launch. If you've just opened a business, launched a new service, or are in a genuine slow period, ads can bridge the gap while organic rankings build.

Your service has high customer value

If a new customer is worth $1,000–$10,000+ to your business, you can afford $50–$200 per lead from Google Ads and still profit handsomely. For businesses where a first transaction is $50, the math is much harder.

You have high-intent, specific keywords

Google Ads works best for people who are already in buying mode. "Emergency plumber near me" or "roof replacement estimate Bremerton" are high-intent searches — the person is ready to hire. These convert well from ads.

You're in a market with strong seasonal demand spikes

If your business has predictable busy seasons (tax prep in March, HVAC in August), targeted seasonal ads during peak demand periods can deliver excellent ROI.

When Google Ads Doesn't Work Well

Your website doesn't convert

Ads drive traffic. If your website doesn't turn visitors into leads (unclear value prop, no phone number, slow loading, no CTA), you're paying for clicks that go nowhere. Fix the website first.

You haven't set up conversion tracking

Without conversion tracking, you can't tell which clicks become customers. You're flying blind. Never run Google Ads without proper tracking in place.

Your organic and local presence is non-existent

Many people skip paid ads when they see organic results — especially for local searches where the Map Pack builds strong trust. Running expensive ads while competitors have 80 reviews and a top Map Pack position often underperforms. Build local SEO foundations first.

You're in a low-margin business

With some local service keywords costing $20–$50+ per click, a 3–5% conversion rate means $400–$1,700 per customer acquired. If your average job is $200, this doesn't work.

Local SEO vs. Google Ads: The Right Framing

This isn't an either/or decision — it's a sequencing question:

  1. Build local SEO foundations first — GBP, citations, reviews, website optimization. This creates a platform that produces free, compounding traffic indefinitely.
  2. Add Google Ads once foundations are solid — Now ads amplify a working system instead of compensating for a broken one.
  3. Use ads strategically — Target specific high-value keywords, seasonal periods, or geographic areas you want to expand into.

The businesses that use both effectively — strong organic + strategic paid — are very hard to compete against.

Budget Realities for Kitsap County

Local CPCs in Kitsap County are generally lower than major metros. Some realistic ranges:

  • Home services: $8–$25/click
  • Legal/financial: $15–$50/click
  • Healthcare/dental: $10–$40/click
  • Restaurants/retail: $1–$5/click

A $500–$1,000/month budget is workable for many Kitsap markets if the campaign is well-managed and converting properly.

Bottom Line

Google Ads is worth it when: your organic presence is solid, your website converts, you have tracking set up, and your customer value justifies the cost per lead. It's not a magic traffic machine — it's an amplifier that works well on top of good fundamentals.

Start with local SEO foundations → and a free audit →

Buzz Cue — Poulsbo, WA. We help Kitsap County businesses build marketing that actually works. Talk to us →