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All lessons in Google Ads for Beginners Lesson 0.4 of 24

Module 0: Introduction to PPC

  1. 0.1What is PPC?
  2. 0.2PPC vs SEO vs SEM
  3. 0.3How the Google Ads auction works
  4. 0.4PPC platforms compared

Module 1: Planning Your First Campaign

  1. 1.1Setting PPC goals
  2. 1.2Setting a Google Ads budget
  3. 1.3PPC keyword research
  4. 1.4Google Ads keyword match types
  5. 1.5Negative keywords

Module 2: Building the Campaign

  1. 2.1How to create a Google Ads account
  2. 2.2Campaign and ad group structure
  3. 2.3Location, language, and schedule
  4. 2.4Google Ads bidding strategies

Module 3: Writing Ads That Get Clicks

  1. 3.1How to write responsive search ads
  2. 3.2PPC ad copy formulas
  3. 3.3Google Ads assets
  4. 3.4PPC landing page best practices

Module 4: Tracking Results

  1. 4.1Google Ads conversion tracking
  2. 4.2What is Quality Score?
  3. 4.3PPC metrics that matter
  4. 4.4Google Ads search terms report

Module 5: Optimizing and Scaling

  1. 5.1Your first 30 days
  2. 5.2Common Google Ads mistakes
  3. 5.3Your PPC action plan

PPC platforms compared

Your roadmap for this lesson

  • What Google Ads, Microsoft Ads, and Meta Ads each do best
  • The difference between search, display, and social ads
  • Which platform to start with on a small budget

Short answer

Google Ads is the best first PPC platform for most Philippine businesses because people search on Google when they are ready to buy. Microsoft Ads reaches Bing users at lower cost but smaller volume. Meta Ads on Facebook and Instagram is best for awareness and products people do not search for yet.

Search vs display vs social

Ads reach people in three main ways.

Search, display, and social ads compared by buying intentSearch adsThey look for youHigh intentDisplay adsBanners on sitesLow intentSocial adsPosts in feedsBuilds demand
Search catches people ready to buy. Display and social reach people before they search.

Search ads show when someone types a search. The person is already looking. Example: “birthday cake Naga City.”

Display ads are banner or image ads on websites and apps. The person is reading or browsing something else.

Social ads appear in feeds on Facebook, Instagram, or TikTok. The person is scrolling, not searching.

Search catches people with high buying intent. Display and social are better at getting noticed and reminding people.

The main platforms

PlatformWhere ads showStrengthBest for
Google AdsGoogle Search, YouTube, Maps, partner sitesHuge search volume, high intentServices, local shops, leads
Microsoft AdsBing, Yahoo, partner sitesOften lower cost per clickReaching desktop and office users
Meta AdsFacebook, Instagram, MessengerDetailed audience targetingProducts, events, awareness

Google has most of the search market in the Philippines, so it brings the most search traffic. Microsoft Ads can still work for B2B services, since many office computers use Bing by default.

Meta Ads often charges per 1,000 impressions by default instead of per click. You can still pay for results, but the setup works differently from Google search ads.

Which to start with

Start with Google Ads search if people already search for what you sell, you offer a local service like repairs or deliveries, and you want leads, calls, or bookings.

Start with Meta Ads if your product is new and few people search for it, your product is visual, like food or fashion, or you want people to message your Facebook Page.

This course focuses on Google Ads search campaigns. They give beginners the clearest link between money spent and customers gained.

Try it: platform match quiz

1. A plumber in Pasig wants calls from people with leaking pipes today.
2. A home baker launches a new ube cheese pandesal flavor nobody has heard of.
3. An accounting firm wants office managers who use work computers.
4. Which ads usually have the highest buying intent?
5. How are Meta Ads often priced by default?

Common mistakes

  • Starting on every platform at once. Your budget gets split too thin to learn anything.
  • Using display ads when you need search. Display brings cheap clicks with low buying intent.
  • Judging Meta and Google by the same numbers. Social clicks usually convert less, but cost less too.
  • Ignoring where your customers already are. Ask them how they found you.

Your action

Ask three recent customers how they first found your business. Did they search, see a post, or hear from a friend? Use their answers to pick your first platform.

Key terms

Search ads
Text ads shown on search results pages.
Display ads
Image or banner ads shown on websites and apps.
Social ads
Ads shown in social media feeds.
Microsoft Ads
The ad platform for Bing and partner sites.
Meta Ads
The ad platform for Facebook, Instagram, and Messenger.
CPM
Cost per 1,000 impressions, a common way social ads are priced.

Questions beginners ask

Is Google Ads better than Facebook ads?

Not always. Google is better for active searchers. Facebook is better for reaching people before they search.

Is Microsoft Ads worth it in the Philippines?

It can be for B2B, but search volume is much smaller than Google.

Can I run Google Ads and Meta Ads together?

Yes, once one is working well. Start with one.

Related lessons

Want someone to run your Google Ads while you learn? The team at Remar Digital can help.