Google Ads for a business: when it pays off and when it does not.

The Dial Agency team · Updated 13 October 2026

When Google Ads pays off

• People already search for your service. "Roof repair", "dentist in Kaunas", "solar system price". If nobody types it, there is nothing to buy.
• One customer is worth enough. Clicks for commercial searches in Lithuania can cost several euro each. That is fine when a customer is worth hundreds or thousands, and painful when the margin is small.
• You can answer quickly. Someone who searched and clicked is ready now. If the call goes to voicemail, the click is wasted.
• The page matches the search. A search for "heat pump installation" should land on a page about heat pump installation, with a price guide and a way to ask.

When it does not

• Nobody searches for the product yet, because it is new. Use Meta ads to create demand instead.
• The website is slow or confusing on a phone. Fix that first, or you pay to send people to a page that loses them.
• There is no tracking. Without conversion tracking you cannot tell which searches bring customers, and you will keep paying for the wrong ones.

What a realistic test looks like

Pick a small set of searches that show clear intent to buy, in the regions you serve. Add negative keywords for jobs, free, DIY and brands you do not sell. Send each ad to a page that matches it. Run for three to four weeks with a budget that allows a few hundred clicks, then look at cost per enquiry, not cost per click. That is enough to know whether to scale, change or stop.

The mistakes that burn budget

• Broad match keywords with no negatives, so you pay for searches that have nothing to do with you.
• Sending every ad to the home page.
• Letting the campaign run for months with nobody looking at the search terms report.
• Judging it by clicks and impressions instead of enquiries and customers.

We run Google Ads as part of our paid media service, judged by enquiries and orders, and we tell you in the first call whether search is the right channel for your business.