is google ads still a thing?

If you're a new business owner asking "is Google Ads still a thing?" — not only is it very much alive, it remains one of the highest-intent, fastest-ROI digital marketing channels available in 2025. But like any powerful tool, it rewards those who understand how to use it and punishes those who don't. After managing over $350 million in Google Ads spend across hundreds of accounts, I can tell you with confidence: the question isn't whether Google Ads works — it's whether you're ready to make it work for your business.

Google Ads in 2025: Still the Dominant Intent-Based Platform

A common question in the r/googleads community comes from new business owners who've heard mixed things about paid search — some swearing by it, others claiming it's too expensive or "dead." The reality is nuanced. Google processes roughly 8.5 billion searches per day. When someone types "tax consultant near me" or "how to file business taxes," they're not passively scrolling — they're actively looking for a solution. That's the fundamental power of search advertising that no social platform has been able to replicate.

The original thread that inspired this post is a perfect example: someone founding a tax consultancy with no clients, trying to figure out where to invest their first marketing dollars. That scenario has a very clear answer — and it starts with understanding what Google Ads actually is and what it can do for a service-based local business.

Understanding Why Google Ads Makes Sense for a New Service Business

Before we get into the how, let's talk about the why. New businesses face a brutal cold-start problem: no brand recognition, no referral network, no organic search rankings. SEO is a long game — you could be 12–18 months away from ranking on page one for competitive keywords. Social media organic reach is throttled. That leaves paid media as the primary lever for generating leads quickly.

Here's what makes Google Ads uniquely powerful for a new tax consultancy or similar service business:

• Intent alignment: People searching for "tax consultant for small business" are ready to hire. You're not interrupting them — you're answering their question.
• Geographic targeting: You can limit your ads to people within 10 miles of your office, or target a specific city or metro.
• Budget control: You can start with as little as $500–$1,000/month and scale based on results.
• Speed to market: A well-structured campaign can be live and generating leads within 48–72 hours of setup.
• Measurability: Every dollar is traceable to impressions, clicks, calls, and form fills.

Google Ads vs. Other Channels: What Should a New Business Choose?

As practitioners often discuss in r/googleads, the "which channel" debate is one of the most common for new advertisers. The honest answer is that it depends on your business type, budget, and timeline for results. But let's break it down with a practical comparison.

For a tax consultancy targeting small businesses or individuals, my recommendation is a two-pronged approach: Google Local Services Ads (LSA) as the primary lead gen engine, backed by Google Search Ads for broader keyword coverage. Here's why LSA is particularly powerful for this use case.

Don't Sleep on Google Local Services Ads (LSA)

LSAs appear above traditional search ads — literally at the very top of the page. They show your business name, rating, phone number, and a "Google Guaranteed" or "Google Screened" badge. For financial professionals like CPAs and tax consultants, the Google Screened badge builds immediate trust.

The key difference from standard Search: you pay per lead, not per click. In the tax and accounting vertical, LSA lead costs typically range from $30–$80 per verified lead. For a service where the average client is worth $500–$5,000+ annually, that math works extremely well.

How to Set Up Google Ads Correctly as a New Business

Here's where most new advertisers fail: they open a Google Ads account, accept Google's recommended "Smart Campaign" setup, spend $1,000, and get nothing. Then they conclude "Google Ads doesn't work." The platform works — the setup was just wrong. Let me walk you through how to do it right.

Step 1: Define Your Conversion Actions First

Before you write a single ad, decide what "success" looks like. For a tax consultancy, this is likely:

• Phone calls from your website (minimum 60-second duration to qualify as a lead)
• Contact form submissions
• Appointment bookings

Install Google Ads conversion tracking via your website or Google Tag Manager. This is non-negotiable. Without it, you're flying blind.

Step 2: Keyword Research with Intent in Mind

For a tax consultant, the highest-intent keywords look like:

• "tax consultant [city name]"
• "small business tax help near me"
• "CPA for self employed [city]"
• "business tax filing service"
• "tax preparation for LLC"

Avoid broad, low-intent terms like "taxes" or "tax advice" — these attract informational searchers, not buyers. Use phrase match or exact match keywords when starting out. Broad match requires conversion data (ideally 30–50+ conversions per month) to perform efficiently, and you don't have that yet.

Step 3: Build a Tightly Themed Campaign Structure

A simple starting structure for a tax consultancy might look like this:

• Campaign 1: Local Tax Services
  • Ad Group 1: Tax Consultant (near me, local)
  • Ad Group 2: Small Business Tax
  • Ad Group 3: Self-Employed / Freelancer Tax

Each ad group should have 2–3 Responsive Search Ads (RSAs) with 15 headlines and 4 descriptions that speak directly to that group's intent. Keep your messaging specific — an ad for "small business tax" should mention small businesses, not just "tax services."

Step 4: Set a Realistic Budget and Bidding Strategy

For a new account with zero conversion history, start with Manual CPC or Maximize Clicks with a max CPC cap. Do not use Target CPA or Target ROAS until your campaign has at least 30–50 conversions in the past 30 days. Smart bidding is powerful, but it needs data to function properly.

Budget guidance for a local tax consultant:

• Minimum viable budget: $1,000–$1,500/month (anything less and you're unlikely to gather enough data)
• Recommended starting budget: $2,000–$3,000/month for the first 60–90 days
• Expected CPC range: $8–$25 for tax-related keywords in most US markets (major metros can be $30–$50+)
• Expected conversion rate: 5–12% from click to lead with a well-optimized landing page

Step 5: Build a Dedicated Landing Page — Not Your Homepage

This is where 70% of budgets leak. Sending paid traffic to a generic homepage is one of the most expensive mistakes in PPC. Build a dedicated landing page for each ad group that:

• Mirrors the keyword and ad messaging exactly
• Has one clear call to action (call now or fill out this form)
• Shows your credentials, reviews, and any trust signals (Google Screened badge, professional associations)
• Loads in under 3 seconds on mobile
• Has a prominent phone number (click-to-call on mobile)

What Results Should You Realistically Expect?

Setting realistic expectations is critical — both for your own patience and for evaluating whether a campaign is actually failing or just in its learning phase.

Here's a general timeline for a local service Google Ads campaign:

1. Days 1–14: Data collection. Your ads are gathering impression, click, and initial conversion data. CPCs may be higher as Quality Scores develop. Don't make major changes.
2. Weeks 2–4: First optimizations. Review search term reports daily, add negative keywords aggressively, pause underperforming keywords. You may start seeing first leads.
3. Month 2: Optimization mode. Adjust bids based on performance by device, time of day, and geography. Test ad copy variations. You should be generating consistent leads by now.
4. Month 3+: Scaling phase. If Cost Per Lead is within acceptable range, increase budget. Consider transitioning to Smart Bidding if you have sufficient conversion volume.

For a tax consultancy, a realistic Cost Per Lead after a proper 60-day optimization period is $50–$150 per qualified lead in most US markets. If you're closing even 20% of those leads at an average client value of $800–$1,500, the math becomes very favorable very quickly.

Google Ads Mistakes That Kill New Campaigns

As practitioners often discuss in the r/googleads community, the same avoidable mistakes show up again and again in new accounts. Here's what to watch out for:

• Accepting Google's automated recommendations blindly: Many suggestions are designed to increase spend, not ROI. Evaluate every recommendation critically.
• No negative keywords from day one: Before you launch, build a negative keyword list of 50–100 terms (e.g., "free," "DIY," "jobs," "software") to prevent obvious wasted spend.
• Running ads 24/7 without an ad schedule: For a local business, most qualified leads come during business hours. Review your conversion data by hour and day, then schedule your ads accordingly.
• Ignoring mobile performance: In 2025, 60–70% of local service searches happen on mobile. If your landing page isn't mobile-optimized, you're wasting the majority of your budget.
• Starting with Performance Max before proving out Search: PMax is a powerful campaign type but requires conversion data and clear creative assets. New accounts should prove ROI with Search first.
• No call tracking: If you don't track phone calls as conversions, you're likely underreporting leads significantly and your bidding strategy will be making decisions on incomplete data.

What to Do Next: Your 5-Step Action Plan

If you're a new business owner ready to invest in Google Ads — or an advertiser reconsidering the platform — here's exactly what to do:

1. Apply for Google Local Services Ads first. If you're a tax consultant, CPA, lawyer, or similar professional, LSA should be your first move. The Google Screened badge and pay-per-lead model make it the highest-trust, lowest-risk entry point into Google's paid ecosystem. Visit ads.google.com/local-services-ads to start the verification process.
2. Set up conversion tracking before spending a single dollar. Install Google Ads conversion tracking for phone calls (website call tracking), form submissions, and any booking system you use. Without this, every dollar you spend is unaccountable.
3. Build a dedicated landing page for your campaign. Don't send traffic to your homepage. Create a page specifically designed to convert visitors into leads, with a clear headline, trust signals, one CTA, and a fast mobile experience.
4. Launch a tight Search campaign with phrase and exact match keywords. Start with a budget of $1,500–$2,500/month, Manual CPC bidding, and 2–3 tightly themed ad groups. Build a negative keyword list before launch.
5. Commit to a 90-day optimization window. Review your search term reports weekly, add negatives, test ad copy, and refine your targeting. Evaluate performance at 60–90 days, not at day 14. The businesses that win with Google Ads are the ones that treat it as an ongoing system — not a one-time setup.

Google Ads is absolutely still "a thing" — in fact, for intent-based local service businesses, it remains the single most powerful paid channel available. The practitioners who thrive on the platform aren't the ones with the biggest budgets; they're the ones who set up their campaigns correctly, track everything, and optimize consistently over time. Start smart, start tight, and the results will follow.