Pay per Click advertising is the results at the top of google with links. Google Ads are highly prominent, but they do cost money - though they aren't necessarily always expensive. It's important to note that not everyone clicks on Advert links and Ad-blockers can be installed within browsers to block ads. They can however be useful as a short term strategy to rapidly build your
client base in the early months of your practice.

What you need to know 

• You'll need to set a budget stating how much you're willing to spend in total on Google Ads. Ideally you will setup a monthly advertising budget. 
• You'll need to decide how much you are willing to spend on a click of your advert 
• Google takes a fee out of your budget when an ad participates in an auction 
• You can use the Google Keyword Planner to set a budget for advertising, as you can find the suggested bid estimates for key words to help you determine your advertising budget. 

Google Ads can be a useful strategy when your website is well developed with a clear information, easily navigable and capable of providing your potential client with everything they need to choose your service. Google ads can be expensive so it's wise to trial them for a week or two to see if they work for you, carefully monitoring their effectiveness. 

How do you set up a Google Ads campaign?

Select your advertising objective and choose a goal.

• Sign in to your Google Ads account.
• Click Campaigns.
• Click the plus button, then select New campaign.
• Select your advertising objective for the campaign.
• Choose your conversion goals and click Continue.
• Choose your campaign type and click Continue.

Select a campaign type

Your campaign type determines the places online where customers will find your ads.. If you selected a goal, you’ll be given the options
for the best campaign types to achieve it.

You might find these two campaign types helpful to start with -  

Search: Text ads on search results
Local: Promote your locations on many channels

Bid and budget

Start off by picking a budget you are prepared to commit. Run it for a week or so and see what the results are like. Google Ads provides you with a whole host of analysis tools. From these you will be able to review key measures like:

• The average position of your ad
• The number of clicks you received
• The number of impressions - these indicate how often your ad has
  appeared in search results
• The effectiveness of your ads - you should create multiple ads with different messages so that you see which yield the best results
• Which keyword combinations are yielding the best results (i.e. most clicks and conversions)