Google Ads can put your business at the top of search results today, but it’s also an easy way to spend money with little to show for it. This is the approach we use with small businesses in Trinidad & Tobago running ads for the first time.
Start with one goal you can count
Before setting up anything, decide what a result looks like: a phone call, a WhatsApp message, a booking or a quote request. If you can’t count it, you can’t tell whether the ads are working. Set up conversion tracking for that one action first.
Choose a search campaign, not display
For a first campaign, stick to search ads, the text ads shown when people search Google. They reach people who are already looking for what you sell. Display and video campaigns build awareness, but they’re harder to measure and easier to waste money on.
Pick a small set of high-intent keywords
Focus on searches that show someone is ready to buy, like “emergency plumber Chaguanas” or “wedding photographer Trinidad price”, rather than broad terms like “plumbing”. Add negative keywords for searches you don’t want, such as “jobs”, “free” or “DIY”.
Keep the area tight
Only show ads where you actually serve customers. If you only work in South Trinidad, there’s no reason to pay for clicks from Tobago. Use location targeting set to people who are in your area, not just interested in it.
Set a realistic test budget
Work backwards from what a customer is worth. If an average job earns you TT$2,000 and roughly one in five enquiries becomes a job, each enquiry is worth up to TT$400 to you. That tells you how much you can afford per lead. Run the test for at least four to six weeks so you have enough data to judge.
Rule of thumb: don’t judge a campaign on its first week. Google needs time and data to learn which searches turn into results.
Send clicks to the right page
An ad for “AC servicing” should land on a page about AC servicing with a clear call or WhatsApp button, not on your home page. Matching the page to the ad is one of the biggest factors in what each lead costs you.
Measure what matters
Clicks and impressions are not results. Track cost per enquiry and, ideally, cost per paying customer. Review search terms weekly to cut wasted spend.
When to get help
If you’ve spent more than a few thousand dollars without a clear picture of what you got for it, it’s worth a review. Ask for a free audit and we’ll look at your account and your landing pages together.