You can be as specific, or as broad, as you like with this. You can pick and choose the hours and days your ads run and even bid more, or less, for certain times of the day. This is useful if you know that different days of the week or times are more important for your business, for example a food takeaway might be more interested in Friday and Saturday evenings.

Often new campaigns will start generating traffic on the same day the campaign is switched on. At first, the traffic might not be perfect as Google is still figuring out the best type of people to send to your site. This is known as the “learning phase”. The ads generally perform better at the end of, and after, the learning phase, which can take a few weeks. Although Google ads campaigns can generate results from day one, it is worth remembering that the more budget you spend, the more clicks you’ll get and the quicker the campaign will fully get up to speed.

Although, in theory you can use any amount of budget, to get a meaningful amount of data and traffic on your site, I always recommend to aim for 200 clicks a month. Although click prices differ wildly by industry and competition, many businesses can expect a cost of £1.50 a click. 200 clicks at £1.50 each is £300. This is the minimum amount of budget that I would recommend for a campaign.

Naturally, you won’t want everyone in the country to see your ads, that could waste a lot of budget very quickly. Thankfully, there are many different ways of narrowing down who sees your ads. This can be by age, gender, certain hobbies and interests, the industry they work in, the type of phone or computer they are using, the first part of their postcode or a x-mile radius of a specific town or location. This is especially useful if your business only serves a specific area, such as a 30 mile radius of your depot.