Hey there, fellow photographers! If you're looking to attract more clients and grow your business, you've probably considered social media platforms like Instagram and Facebook. But have you ever thought about using Google Ads? This powerful tool can help you reach potential clients who are actively searching for your photography services. In this guide, we'll explore why Google Ads is a game-changer for photographers, share some insights on budgeting, and give you a step-by-step guide to setting up successful Google Search and Smart Campaigns. Let’s dive in!

Why Photographers Should Run Google Ads

Imagine this: someone is actively searching for a photographer in their area. They go to Google, type in "portrait photographer near me," and voila – your ad pops up right at the top! That's the beauty of Google Ads. Unlike social media ads that target users based on their interests, Google Ads targets users with high intent. These are people who are ready to book a photographer, making Google Ads an incredibly effective tool for attracting serious inquiries.

So, why should you run Google Ads versus another type of online advertising.

I’ll be honest, I use a combination of Meta (Facebook) Ads and Google Ads to bring clients into my business, but I have found Google Ads to be a serious game changer.

And here’s the reason–

When people search for photography services on Google, they’re often ready to book. For example, why would someone google “family photographer near me” if they weren’t interested in hiring a photographer to update their family portraits.

And with Google Search Ads, your ads can appear right at the top of search results, putting your services in front of potential clients at the exact moment they’re looking to hire a photographer.

Let’s Talk About Costs

You are probably wondering – how much do Google Ads cost? In the photography space, the cost per click (CPC) typically ranges from $3 to $10. The amount varies depending on your area and competition within the google ads marketplace. In my experience, I spend around $4.75 per click.

Unlike Facebook Ads which charges you every time your ad simply shows up in someone’s feed, Google Ads charges you only when your ad is clicked on.

So you will be charged the cost per click every time your ad is clicked.

The good news here is that if your ad is shown to someone in a search and they do not like the vibe of your ad, and they ignore it, you will not waste any money on an uninterested lead.

Ok but what do actual leads (aka photo inquiries cost)?

In my experience, the cost per conversion, which means the cost per lead, tends to be between $100 and $200 for high-ticket photography services. I consider high ticket photography anything over $1000 in spend.

While this lead cost might sound high, it’s actually quite profitable. For example, if you get 10 leads at $200 each, you’ll spend $2000. If you book 30% of these leads at an average sale of $2000, you’ll make $6000. That’s a return on ad spend (ROAS) of $4000!

You can of course lower your cost per lead or conversion by really dialing in your targeting with keywords, your ad copy, and your webpage that you are sending traffic to! More on all this in a minute.

Setting Up Google Search Campaigns

Alright, let’s get into the nitty-gritty of setting up your Google Search Campaigns. Here's a detailed "How to" guide:

Step 1: Do Your Keyword Research

Aside from targeting by location, keywords are mainly how you target your Google Search Ads. You will tell google the search terms you want your ad to appear for when somebody types them into Google.

So with that said, keyword research is the foundation of a successful Google Ads campaign. Start by thinking about what your potential clients might search for when looking for your photography services. Keywords like "portrait photographer near me," "wedding photography services," or "professional headshots" are great examples.

Google’s Keyword Planner tool can help you refine your list and discover new keyword opportunities. It provides data on search volume and competition for each keyword, helping you choose the most effective ones. Aim for keywords with high search volume but low competition to maximize your ad's visibility.

Step 2: Set Up Your Account Correctly & Get To Know Google Ads Manager

You will be working in Google Ads Manager, so you definitely want to understand the nuances here. Because you get charged by the click– Google will often try to guide you into setting up your ad to generate as many clicks as possible. This may sound good in theory, however, more clicks doesn’t necessarily mean more or higher quality leads. You really only want ideal clients to click on your ad so that you have a higher chance of converting clicks to leads and leads to clients.

It’s important to educate yourself– versus letting yourself be educated by Google’s “Experts” who are actually sales representatives– so that you don’t waste money or time.

In addition to understanding the Google Ads Manager, you will also need to set up your account for success by installing the Google Ads Tag & Conversion Tracking.

The Google Tag, also known as the global site tag, is a snippet of code that you add to your website. This tag allows Google to track user interactions and gather data on how your ads are performing. You’ll need to install this tag on every page of your website where you want to track conversions.

Conversion tracking is crucial for measuring the success of your campaigns. Here’s how to set it up:

Create a Conversion Action: In Google Ads Manager, go to “Tools & Settings” and select “Conversions.” Click on the “+” button to create a new conversion action.
Choose the Conversion Source: Select “Website” if you want to track actions taken on your website, like form submissions or bookings.
Google will prompt you through the next steps but essentially you will be telling google to track conversions through your Thank You Page.

Step 3: Have A Landing Page & Thank You Page

This brings me to my next topic– landing and thank you pages.

What is a landing page? Your landing page is where potential clients will arrive after clicking on your ad. This page should be directly related to your ad. For example– if your ad is focused on boudoir photography keywords then your landing page should focus on boudoir photography and what it’s like to work with you for a boudoir shoot. If people click your ad and get taken to your homepage where the first highlighted images are wedding photographs, they may think they are in the wrong place and bounce.

Make sure your landing page includes high-quality images, detailed descriptions of your services, and a clear call to action (CTA) encouraging visitors to contact you via your inquiry form.

Once your inquiry fills out a contact form they should be automatically redirected to a Thank You Page. Most web builders have this functionality. In squarespace, which is what I use, it’s called a post-submit redirect and can be found when you are building contact forms with their builder.

A Thank You Page is crucial for conversion tracking.

Google can follow the journey of someone from clicking your ad, to viewing your landing page, and making it to your thank you page– this is how google knows you got a lead or conversion from your ad.

Make sure your Thank You Page is simple and confirms that their submission was successful. You can also use this page to provide additional information or next steps like booking a call with you or joining your facebook group.

Step 4: Build Your Ad

Now that you have your keywords and landing pages ready, it's time to build your ad.

You will want to tell Google you are bidding for conversions, and you will want to define the location or region you want your ad shown in.

Then you will add your keywords which you researched into your ad.

Once you get through the basic ad set up steps, you will need to actually build the actual ad. Most of this is done by creating ad copy.

In Google Ads, Ad Copywriting is made up of headlines and descriptions. This is because google ads look like google search listings you would normally see on google.

Your ad's headline is the first thing potential clients will see, so make it attention-grabbing. Use keywords from your research to ensure relevance and appeal to what your clients are looking for. For example, "Empowering Boudoir Photoshoot" or "Professional Headshots – Book Today!"

The descriptions sit underneath your ad.

Your ad description should provide more details about your services and what sets you apart. Highlight any unique selling points, like "Luxury Photoshoot Includes Hair & Makeup, Posing & Styling” or "Specializing in Bespoke Studio Family Portraiture." Be concise but informative, and always include a strong call to action, such as "Contact Us Now for a Free Consultation" or "Book Your Session Today!"

You may also want to utilize ad extensions so your listing is bigger and grabs more attention on the google search results page.

What are ad extensions?

Ad extensions are additional pieces of information you can add to your ad, such as your phone number, or additional links to your website. These extensions take some time to thoughtfully build out but are worth the effort.

Step 5: Setting Your Budget

After you have built your ads, the last step before publishing will be setting your daily budget.

Google will suggest a budget based on its AI recommendations. You can choose their option or enter a custom budget. Starting with at least $10 a day (or $310 a month) is advisable. If you can’t invest this amount, it might indicate that you’re not ready for Google Ads.

Why? Well consider that if your leads cost $100 per lead and you only have a $300 ad spend per month you can only then get 3 leads per month. Since you are unlikely to convert all three into clients you may only add 1 extra client to your roster that month. Google Ads needs enough budget to actually give you results.

You might think your ads aren’t working but instead you just don’t have the right budget.

Regularly review your budget and campaign performance. Adjust as necessary to ensure you’re getting the best return on investment. Keep an eye on key metrics like clicks, conversions, and cost per conversion to optimize your campaigns effectively.

Step 6: Optimize Your Ads

Once your ad is up and running you cannot simply set it and forget it if you want to have the best results. You need to optimize your ads which does require checking in on your metrics

Optimizing ads means analyzing key data points like your cost per conversion, conversion rate, click through rate and determining what might improve your ad.

For example – if your conversion rate is low perhaps you need to adjust your webpage to make it more high converting. If you have a low click through rate (people are seeing your ad but aren’t clicking through to your landing page) you may need to adjust your ad copy. Why isn’t your ad resonating with searchers?

Or maybe your targeting is off. You should check your search terms report and consider adding additional keywords and or negative keywords.

What are negative keywords? Negative keywords are terms you don’t want your ad to show for, such as "free" or "cheap." This helps ensure your ad reaches more qualified leads. Adding negative keywords prevents your ad from being shown to users who are not likely to convert, saving you money.

Continuous optimization helps improve your campaign’s performance over time.

SUMMARY

Google Ads can be a game-changer for photographers looking to attract more clients and grow their business. By leveraging the power of search campaigns, you can reach potential clients who are actively searching for your services. Start with a clear strategy, create compelling ads, and continuously optimize your campaigns to achieve the best results.

For a deeper dive into mastering Google Ads and to learn advanced strategies to boost your photography business, check out my comprehensive course, Google Ads For Photographers. You can buy it >>HERE<<

I hope this blog gives you a solid foundation to get started with Google Ads and inspires you to take your digital marketing efforts to the next level. If you have any questions or need further guidance, feel free to reach out!

Google Ads 101: How Photographers Can Boost Leads and Bookings for Their Studios