1Budget Reality Check
Budget Level Definitions
| Budget Level | Monthly | Daily | Strategy |
|---|---|---|---|
| Small | Under $3,000 | Under $100 | This guide applies |
| Tiny | Under $600 | Under $20 | Extra consolidation needed |
2The 5 Core Rules for Small Budgets
Rule 1: Consolidate Everything
- One campaign (maximum 2-3)
- Minimum ad groups necessary
- One customer avatar focus
- One offer per campaign
Why: Google's AI needs data. Fragmented campaigns = fragmented learning.
Rule 2: Search Campaigns Only (To Start)
- Easiest to understand and manage
- Built-in purchase intent
- No creative assets required
- Best control for limited spend
Expand when: Profitable + sufficient conversion data
Rule 3: Bottom Funnel Keywords Only
| Use These | Avoid These |
|---|---|
| "[service] near me" | "what is [service]" |
| "emergency [service]" | "[service] vs [alternative]" |
| "book/hire [service]" | "how to [DIY version]" |
| "best [product] for [use]" | "[product] reviews" |
Why: High intent = higher conversion rate = better ROI
Rule 4: Pre-Qualify Through Ad Copy
Discourage non-ideal clicks with upfront information:
| Filter Type | Example |
|---|---|
| Budget | "Starting at $500" |
| Location | "For [City] residents" |
| Business | "Enterprise solutions" |
| Timing | "Same-day service" |
Trade-off: Lower CTR, but higher conversion rate
Rule 5: Conversion Tracking from Day 1
- Never optimize for clicks
- Set up conversion tracking before launch
- Use Maximize Conversions bidding
- Track what actually makes money
3Quick Setup Checklist
Before You Launch
- ☐ Conversion tracking installed and tested
- ☐ One primary conversion action selected
- ☐ Single customer avatar defined
- ☐ One offer selected (highest value)
- ☐ Bottom-funnel keywords only
Campaign Settings
- ☐ Search campaign type selected
- ☐ Display Network DISABLED
- ☐ Maximize Conversions bidding
- ☐ Ad schedule set (business hours)
- ☐ Location: "Presence only"
Ad Copy Requirements
- ☐ Pre-qualifying headline (price/location/requirement)
- ☐ Credibility marker included
- ☐ Clear call-to-action
- ☐ Matches landing page message
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4Bidding Strategy for Small Budgets
Strategy by Conversion Volume
| Conversions/Month | Strategy |
|---|---|
| 0-15 | Maximize Conversions (no target) |
| 15-30 | Maximize Conversions (still no target) |
| 30+ | Add Target CPA |
Why No Target CPA Early?
- Insufficient data for accurate targeting
- Restricts learning and volume
- May prevent any spend at all
When to Add Target CPA
- 30+ conversions per month
- Consistent performance for 4+ weeks
- Set target at current CPA or slightly above
5Common Small Budget Mistakes
Mistakes to Avoid
| Mistake | Why It Hurts | Fix |
|---|---|---|
| Too many campaigns | Fragments limited data | Consolidate to 1-2 |
| Broad match keywords | Wastes budget on irrelevant | Use exact/phrase only |
| Display Network enabled | Different intent, lower quality | Disable in Search |
| Performance Max too early | Needs 50+ conversions | Start with Search |
| Targeting too wide | Spreads budget thin | Start local/narrow |
6Weekly Optimization Routine
15-Minute Weekly Check
- ☐ Review search terms (add negatives)
- ☐ Check conversion tracking (still firing?)
- ☐ Note any disapproved ads
- ☐ Check spend vs. budget (on track?)
- ☐ Review Quality Score on main keywords
Monthly Review
- ☐ Full search term audit
- ☐ Keyword performance review
- ☐ Ad performance check
- ☐ Landing page review
- ☐ Budget reallocation if needed