Maximizing Your ROI with Google Ads: A South African Business Guide

Google Ads South Africa is one of the most effective ways to target people that are searching for your products or services. In this article we will dive into the different ways you can reach those people in a cost effective way.

A dynamic pay-per-click (PPC) advertising platform, Google Ads, formerly known as Google AdWords, enables companies to advertise their goods or services on Google search results pages and other websites that form part of the Google Network.

Through the platform’s keyword-based methodology, businesses can target a certain audience who are looking for related goods or services via keywords. This raises the likelihood that potential customers will see their advertisements, which eventually leads to a higher return on investment (ROI).

Businesses using Google Ads can select from a variety of ad formats, including search ads, display ads, video ads, shopping ads, and app ads, to most effectively reach their target audience. Most of these ad formats have different 

Google Ads South Africa - Increase ROI

The Pricing Model of Google Ads in South Africa

The cost of Google Ads in South Africa can be complicated because it depends on the level of competition for a given keyword or sector. One of the main factors that influence CPC is the advertising industry. Certain industries, such as legal services and insurance, tend to have higher CPCs than others, like eCommerce or education. Additionally, the keywords that an advertiser is targeting also play a role in determining CPC. Generally, more specific and niche keywords will have a lower CPC than broader, more general keywords.

Google collects payments for Google Ads on a monthly basis, and advertisers can choose to pay either by credit card or through an invoice. Advertisers can also set up automatic payments, which allows Google to automatically charge the advertiser’s account each month. Additionally, advertisers can set a monthly budget for their campaigns, which helps them control their spending and avoid overspending on their ad campaigns.


How to decrease your average CPC

Long-tail keywords

The use of long-tail keywords is one way to lower CPC. Compared to shorter, more generic keywords, long-tail keywords are longer, more precise phrases. A long-tail keyword might be “purchase running shoes,” as opposed to a more basic term like “shoes.” Businesses can reach their intended audience while spending less per click by focusing on long-tail keywords. You will need to do some keyword research to see if the long-tail keyword has sufficient search volumes and if the CPC is actually lower than using generic keywords.

Geographic areas

Another strategy is to target geographic areas. Businesses can lessen competition and minimize their CPC by focusing on a certain city or region. For instance, a company situated in Cape Town could prefer to concentrate its efforts on the city rather than the entire nation of South Africa. The great thing about Google Ads is that you can actually target multiple different geographical locations in your campaign.

Improve campaigns & ad groups

A common strategy is also to improve your ad groups and campaigns. This can involve testing various ad layouts and targeting options as well as routinely reviewing the success of advertisements and keywords and making improvements as necessary. Businesses can minimize their CPC by consistently improving their campaigns to boost the relevance and efficacy of their adverts.

Negative keywords

The final, and most effective strategy a business can utilize, is the use of negative keywords. By implementing relevant negative keywords to your campaigns, you are able to limit certain search terms people use to find your ad on the SERP (search engine result page). Let’s take John who sells cake as an example. John sells cakes in Pretoria and he wants to advertise on Google that he specializes in wedding cake and birthday cakes. John realizes that there is a search term “wedding cakes tasting” costing him a lot of money and not bringing in any leads. John decides to add this search term to his negative keyword list. By adding the search term “wedding cake tasting” to his negative keyword list, John’s Google Ads will not display on the SERP. It will however still display if anyone uses the keyword “wedding cakes”


What types of Google Ads campaigns are there?


Search Campaign:

Search campaigns allow advertisers to place text ads on Google SERP when certain keywords or phrases are entered by users. These ads are highly targeted and are shown to users who are actively searching for products or services that are related to the advertiser’s business. Advertisers can choose to target specific keywords, geographic locations, and devices, and can also set a maximum bid for each keyword. This type of campaign is great for businesses looking to drive targeted traffic to their website and increase conversions.

Display Campaign:

Display campaigns allow advertisers to place image or text ads on Google Network websites such as YouTube, Gmail, and millions of other websites that participate in the Google Display Network. These ads can be targeted by demographics, interests, and topics, and can be used to increase brand awareness and reach a wider audience. The ads are shown to users who are browsing content on these websites and can be a great way to increase brand visibility and drive traffic to the advertiser’s website.

Video Campaign:

Video campaigns allow advertisers to place video ads on YouTube and other video-sharing platforms. These ads can be targeted to specific demographics, interests, and topics, and can be used to increase brand awareness, drive website traffic, and promote products or services. Video ads can be placed before, during, or after a video, and can also be used to increase brand visibility on YouTube.

Shopping Campaign:

Shopping campaigns allow advertisers to promote their products on Google search results pages. These ads show product details such as prices, images, and reviews, and can be targeted to geographic locations, and devices. This type of campaign is great for eCommerce businesses looking to increase sales and is ideal for businesses that sell physical products.

App Campaign:

App campaigns allow advertisers to promote their mobile apps on Google Play and the App Store. These ads are highly targeted and can be used to increase app downloads and engagement. Advertisers can set a budget and target specific demographics, interests, and devices. This type of campaign is great for businesses that have a mobile app, and are looking to drive more downloads and increase engagement.


Working with a Google Ads Agency in South Africa


Businesses that partner with a Google Ads agency should expect greater campaign results. An agency with experience will have a thorough understanding of the platform and be able to assist businesses in creating strategies that will help them target their ideal customers and lower their cost per click. They can also offer continuous monitoring and optimization to guarantee that campaigns are generating the highest ROI.

Agencies generally charge a monthly fee to manage your Google Ads South Africa campaigns. Included in the monthly fee generally includes the following:

  • Campaign Monitoring & Advice
  • Monthly Reports
  • Conversion Set up
  • Distributing budget effectively
  • Keyword research



In conclusion, Google Ads is an effective advertising platform that may assist South African companies in connecting with their target market and achieving their objectives. Businesses of all sizes can use Google Ads to advertise their goods or services thanks to its adaptable price structure.

Businesses can reduce their CPC and get the most out of their advertising budget by adopting a variety of methods, including using long-tail keywords, focusing on certain geographic areas, and optimizing their ad groups, and implementing negative keywords.

Additionally, collaborating with a Google Ads South Africa agency may offer the knowledge, direction, and optimization required to guarantee that the ads are generating the highest ROI possible.

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