Marketero · Entrevistas
How To CRUSH Google Ads with a Small Budget in 2026
30 ideas de marketing sacadas de «How To CRUSH Google Ads with a Small Budget in 2026», de Ben Heath - Google Ads. Sobre todo de canales de adquisición…
- 30 ideas despiezadas
- Fuente Ben Heath - Google Ads
- Dura 56 min
- Publicada en 2025
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Configura el seguimiento de conversiones antes de activar campañas publicitarias
Canales de adquisiciónAntes de gastar presupuesto en plataformas de anuncios, se debe configurar el seguimiento de conversiones en vez de comenzar optimizando por clics, ya que los algoritmos de aprendizaje automático dirigen la pauta hacia usuarios propensos a realizar la acción exacta indicada.
point. Number nine, optimize for conversions from day one. Now, a lot of Why don't I just get started optimizing for say clicks? That'll get me up and running quicker. That is not something I'd recommend you do. I'd recommend that you get conversion tracking set up before you spend a penny because the difference in how Google will optimize your campaign and the results that you get is absolutely massive. If you tell Google you want as many clicks as possible, that's what Google will get you. Those people won't necessarily go on and convert. Whereas, if you say to Google, I want leads, I want…
Escúchalo en el minuto 24:03
Precalificar y repeler clics no aptos mediante el copy fijado en el anuncio
Mensaje y copywritingIncluir y fijar (pin) filtros explícitos como precios base, requisitos de edad o ubicación en los titulares de Google Ads disuade a usuarios no cualificados antes del clic, protegiendo el presupuesto de búsqueda de tráfico no rentable a costa de un menor CTR.
six is to pre-qualify with your ad copy. that. With Google search, you don't pay unless people actually interact with your ads. And that means you can put people off that aren't suitable from clicking in the first place. Make sure you don't spend money advertising to those people and make your budget go have a headline in there like this starting at $500 per month. Now, what's that going to do if that's in our ads as a headline? That's going to prevent anyone who's looking to pay significantly less than that from clicking in the first place. They'll go, set up. So, what I'd recommend if…
Escúchalo en el minuto 16:34
Maximizar la relevancia y el espacio visual del anuncio para reducir el CPC
Canales de adquisiciónPara aumentar el nivel de calidad y reducir el costo por clic en campañas iniciales de búsqueda, se deben usar palabras clave en los titulares, redactar copy directo enfocado en beneficios sin rodeos creativos y añadir todas las extensiones de anuncio pertinentes para ocupar el mayor espacio posible en pantalla.
relevance. So, the cheapest clicks on Google are the ones that Google wants to higher relevant score and a higher relevant score equates to a lower cost improve your ad relevance, right? So use your keywords and your headlines. Pretty make sure clear benefit driven copy. Don't try and be clever. Don't try and moment. So clear, benefit driven copy. Don't be clever. Don't try and make to be. And then make sure you add in all the ad extensions, the ad assets, site take up as much space on the page as mobile. That's more likely to get the click, increases your click-through rate, and that's what…
Escúchalo en el minuto 42:36
Medición y experimentosLas decisiones y optimizaciones de campañas publicitarias deben guiarse estrictamente por métricas primarias de rentabilidad (ROAS o costo por conversión) y nunca por métricas secundarias o de vanidad (como CTR, clics o impresiones). Las métricas secundarias deben utilizarse exclusivamente como herramientas de diagnóstico para identificar el cuello de botella cuando una métrica primaria falle.
chase vanity metrics. So things like CTR, your click-through rate, impressions, the number of clicks you generated, they don't mean anything if you aren't getting conversions. If you don't have a good return on ad spend, if Always measure your success, not just which matters to your business most, which is almost certainly your cost per conversion or your return on ad spend. You're like, "Right, but the return on ad spend is significantly worse. Your cost per conversion is worse, and you They're really useful as things to dig into, but only after you've done your optimization, your decision-m…
Escúchalo en el minuto 32:31
Optimizar campañas de bajo presupuesto mediante microconversiones
Canales de adquisiciónCuando una cuenta de Google Ads no genera suficiente volumen de conversiones finales (compras o leads) para que el algoritmo aprenda y optimice, conviene configurar microconversiones (como añadir al carrito, 50% de scroll o tiempo mínimo en página) en lugar de recurrir a la optimización por clics.
intelligently. Okay, so a lot of Google operate with smaller budgets, run into generating enough conversions for Google to be able to learn and optimize account, what you can do is you can train Google to optimize for micro conversions as opposed to full event to optimize for could be add other options, things like 50% scroll conversion if they've spent a certain optimize. Therefore, I'll just optimize for clicks. Someone who has scrolled 50% of the landing page is more valuable than someone who has just clicked. So better that Google optimizes for them. leads, then this could be a good…
Escúchalo en el minuto 40:15
Consolidar el presupuesto publicitario en una sola oferta para acelerar el aprendizaje algorítmico
Canales de adquisiciónCuando el presupuesto publicitario es limitado, concentrar todo el gasto en una única oferta permite acumular conversiones rápidamente para que el algoritmo de optimización obtenga los datos necesarios para rendir.
want you to focus on one offer only. What we need to do when you're operating with a small budget is consolidate as much as possible because Google needs data to optimize your campaigns to work out how to get you the best performance consolidate. If we're advertising 10 different offers, it's going to take ages for you to generate enough conversions for each of those offers for Google to work out how best to advertise that offer and how to get your best results. Whereas, if that's focused all in on one offer, on one customer avatar, that takes far less time and you're going to see better…
Escúchalo en el minuto 13:41
Concentrar presupuestos de búsqueda limitados exclusivamente en el fondo del embudo
Canales de adquisiciónLas cuentas publicitarias con presupuestos pequeños deben orientar todas sus palabras clave y textos de anuncios a usuarios en la etapa final de compra (bottom of the funnel) con alta urgencia e intención transaccional, evitando gastar recursos en búsquedas informativas del tope o medio del embudo.
recommendation is to target the bottom of the funnel exclusively. So, when it about that as a small budget Google advertiser. It's one of the best things you can do. So, basically, just target that bottom of funnel people. Just target the people that are right there ready to go. You don't want to be ads and targeting people that are searching for things where it's like, "Oh, they're about to buy." You can tell clearly today. Like all the language is geared up to be like, "Right, come on. You're right there. You know you've got an issue. Thought about it. Get it done. Get it done right now."…
Escúchalo en el minuto 26:58
Medición y experimentosLas decisiones y optimizaciones de campañas publicitarias deben guiarse estrictamente por métricas primarias de rentabilidad (ROAS o costo por conversión) y nunca por métricas secundarias o de vanidad (como CTR, clics o impresiones). Las métricas secundarias deben utilizarse exclusivamente como herramientas de diagnóstico para identificar el cuello de botella cuando una métrica primaria falle.
chase vanity metrics. So things like CTR, your click-through rate, impressions, the number of clicks you generated, they don't mean anything if you aren't getting conversions. If you don't have a good return on ad spend, if Always measure your success, not just which matters to your business most, which is almost certainly your cost per conversion or your return on ad spend. You're like, "Right, but the return on ad spend is significantly worse. Your cost per conversion is worse, and you They're really useful as things to dig into, but only after you've done your optimization, your decision-m…
Escúchalo en el minuto 32:31
Optimizar páginas de destino mediante un único CTA, congruencia con el anuncio y velocidad
ConversiónPara duplicar conversiones con el mismo presupuesto de tráfico, la página de destino debe tener una sola llamada a la acción clara sin distracciones, mantener estricta congruencia con el mensaje y la oferta prometida en el anuncio, y garantizar una alta velocidad de carga.
21, spend at least as much time improving your landing page as you do landing page doesn't convert, nothing budget, it doesn't cost you any extra to have a landing page that converts at twice the rate. You've already paid. from Google. If you can convert at twice the rate, you get twice as many this criteria. Right, so firstly, keep one clear call to action. You don't want Make sure your landing page follows on from the promise of the ad. There has to be congruity there. The best results specific landing pages that match the messaging in the ad, that match the offer, that match the searchers…
Escúchalo en el minuto 52:55
Canales de adquisiciónRevisa el informe de términos de búsqueda en Google Ads para detectar consultas atípicas que generen conversiones rentables de manera consistente. En lugar de dejarlas en anuncios genéricos, crea anuncios con copy específico y landing pages dedicadas a esas búsquedas para captar clientes a menor costo aprovechando que la competencia no las optimiza.
account. You want to come in to insights and reports and then go ahead and click on this search terms. And what you're looking for in your search terms report are unusual queries, things that you wouldn't necessarily have thought ahead of time that would convert very well, but are converting well. So things it's generating conversions. [clears throat] It's it's a profitable it's likely that your competitors also well, and therefore, no one's really that mean? You can create ads with specific language that speaks to the can also build landing pages that confirm that and also speak specifically…
Escúchalo en el minuto 30:40
Canales de adquisiciónCon un presupuesto publicitario reducido, evita pujar por términos genéricos masivos dominados por grandes empresas y enfócate en palabras clave de nicho específico, alineando el texto del anuncio y la página de destino a ese perfil exacto para reducir el costo por clic y elevar la conversión.
compete where you can't win. So, there and go after the head terms, like the main keywords with all the search intent, you are just going to get beaten up by the big players with much larger often you can find angles that they ignore or they don't focus on as much sort of intent adjacency where you can play in that space where it's far less expensive. You're going to pay a lot can win through specificity and say like actually we're competing on this level because we actually serve these people clever about it. Instead of just you could go for something like best insurance for accountants…
Escúchalo en el minuto 21:33
Priorizar campañas de búsqueda sobre Performance Max al operar con bajo presupuesto
Canales de adquisiciónLas cuentas con presupuestos reducidos deben comenzar enfocándose en campañas de búsqueda en Google Ads, ya que capturan intención directa, no exigen la producción de recursos visuales o de video costosos y no dependen del gran volumen previo de conversiones que necesita el algoritmo de Performance Max para optimizar.
let's start with number one, which is to stick to search campaigns. So, when you first option here is search. And that's where I think most small budget Google advertisers should live. Search is the searched for pop up. There's intent there. They're looking for something. from a advertiser skill standpoint. A lot of the other campaign types require ad creative. So they require videos or imagery to make work. That can be hard businesses. They cost money. You need a advertisers can start with search, particularly if they're operating with a small budget, and then look to expand to certain level…
Escúchalo en el minuto 2:18
Optimizar la landing page mediante tests A/B en lugar de centrarse solo en los anuncios
ConversiónMuchos anunciantes gastan todo su esfuerzo ajustando campañas de publicidad pagada ignorando la landing page. Realizar pruebas A/B en el diseño, esquema de colores, estructura y contenido de la página de destino es indispensable para maximizar la tasa de conversión y hacer que el presupuesto rinda más sin coste extra.
with. And they'll constantly be tweaking and playing around with their Google ad campaigns and not thinking well actually what if we did change up the color scheme on this page or what if we did move these elements around or include a little bit more include a little bit less. There are tools you can use to split test different landing page variations and find which works best. The businesses that convert the best postclick from Google Ads or any digital marketing platform to be honest, they spend a lot of time and effort split testing and designing landing page. The your time and effort…
Escúchalo en el minuto 55:17
Canales de adquisiciónAl gestionar campañas de Google Ads con presupuestos muy ajustados, no conviene esperar a alcanzar significancia estadística para optimizar; se deben pausar o eliminar rápidamente las palabras clave y anuncios que muestren menor rendimiento para concentrar el capital únicamente en lo rentable.
in the wrong way. Number 10 is to cull aggressively and early. So what do I until the data is statistically significant. Well, that advice changes when you're operating with a small budget, particularly with a tiny budget, because you just don't have the budget to waste and you don't have the time to forward and get the stuff that's not performing very well out of there. Pause. Remove those underperforming elements because, like I said, you just don't have the budget to waste. as you in the early days, it's all about being as profitable as possible. So, anything that's not doing that for you…
Escúchalo en el minuto 25:34
Medición y experimentosLas campañas publicitarias deben evaluarse y optimizarse en función del tiempo que toma recuperar la inversión para adquirir a un cliente (CAC payback) y no limitarse a un coste por conversión plano, ya que el payback tiene en cuenta el valor monetario real que el cliente aporta al negocio.
that's to think in terms of CAC payback as opposed to just your cost per conversion. CAC being cost to acquire a customer. So, how long does it take for you to recoup the money you have invested to acquire a customer in the first place and optimize around that as opposed to just a cost per conversion number because that factors in how much those customers are worth to you, which
Escúchalo en el minuto 49:52
Mantén consistencia en las campañas publicitarias con presupuestos reducidos
Canales de adquisiciónEn campañas publicitarias con presupuestos bajos y poco volumen de conversión, los cambios frecuentes de ofertas, audiencias o palabras clave reinician el aprendizaje algorítmico y destruyen los datos acumulados; la consistencia y la optimización gradual superan al ajuste constante.
Number seven is to embrace campaign monotony. And what do I mean by that? So boring consistency beats constant tinkering, constant adjustments, constant fiddling. And a lot of small budget Google advertisers, they're there restarting campaigns, switching you're refreshing things and changing particularly with a small budget, when you're not generating tons of conversion volume, it really hurts because it destroys valuable learning and you're sort of resetting each time and Google's go through that." So with small budgets in particular, best results come from steady optimization, keeping…
Escúchalo en el minuto 20:09
El incremento del valor de vida del cliente (LTV) permite pagar un CAC más alto y escalar
Retención y relación con el clienteLos anunciantes avanzados a gran escala no compiten buscando el menor costo por conversión, sino aumentando el valor de vida del cliente mediante modelos de suscripción, recurrencia y retención, lo que les permite costear un costo de adquisición (CAC) más elevado y seguir siendo rentables.
why you want to invest a lot of time and effort into increasing your customer lifetime value. How can you get them to buy again? How can you get people on subscription and recurring models? How you spend? Is because if you can make more money from each customer, you can afford to pay more to acquire that customer. That's going to make your campaigns more profitable. And that's what's going to help you scale and get actually, one of the big misconceptions advertisers is that the best Google advertisers pay less in terms of cost per conversion than the beginner Google would expect, but they're…
Escúchalo en el minuto 51:00
Canales de adquisiciónDesactiva la expansión de URL final si operas un negocio de servicios o necesitas controlar estrictamente las páginas de destino con testimonios y embudos de captación; mantenla activa solo en sitios como e-commerce con catálogos amplios de productos.
Then you've got this option here, which is final URL expansion. So send traffic to the most relevant URLs on your website when it's likely to result in or not you use this very much depends on your website. Let's say you're advertising a product range, for to different URLs. This makes a lot of sense. If you're a service based business and you really want to make sure that people go through to certain pages where they're more like to become just don't convert. If we're advertising for our business as a marketing agency, we want to be very specific with the pages people come through to. So…
Escúchalo en el minuto 7:08
Consolidar campañas y grupos de anuncios para acelerar la fase de aprendizaje en Google Ads
Canales de adquisiciónAl operar con presupuestos reducidos en Google Ads, se debe concentrar la inversión en una sola campaña y el menor número posible de grupos de anuncios por oferta y avatar, permitiendo al algoritmo acumular datos rápidamente y salir de la fase de aprendizaje.
So, one customer avatar, we've got one offer that we're advertising, and really, I want to stick to one campaign and as few ad groups as possible. We really want to consolidate down because going to take Google much longer to optimize, to generate the data it needs to learn. Let's consolidate that down. one campaign if possible and as few adsets as we can and allow Google to get out of that learning phase and optimize
Escúchalo en el minuto 16:01
Filtrar clics no deseados hipersegmentando el copy del anuncio
Mensaje y copywritingCon presupuestos publicitarios bajos, redactar anuncios que incluyan términos específicos de alta gama y ubicaciones de alto poder adquisitivo precalifica al usuario, evitando clics desperdiciados y atrayendo clientes con mayor disposición de pago.
that I want you to focus on one very specific customer avatar. Don't try and speaking to no one. And when you have a small budget, you need to get really clear in your messaging exactly who you serve, exactly who should click on your ad, who shouldn't. We'll talk more about valuable ones. So speak to one very high valuable customer avatar. So let me give Transform your Kensington home with a bespoke Italian kitchens, you can see is a part of London that's very expensive. The properties there are very expensive. People who live there typically have a lot of money. So, if that area, specifying…
Escúchalo en el minuto 10:06
Detectar vacíos en los mensajes de la competencia mediante el Centro de Transparencia de Anuncios
Mensaje y copywritingAnalizar los anuncios de competidores directos en el Centro de Transparencia de Google Ads permite identificar omisiones en sus propuestas (como falta de urgencia, claridad en precios o enfoque local) para explotarlas como ventajas competitivas en el propio copy y elevar el CTR y la conversión.
18 is to mine competitor insights the go into your auction insights report and you can see which other businesses are also running ads alongside yours, which your direct competitors on Google. Then you can go to the Google Ads transparency center and check out those this point, try and find things that they're not doing, mistakes that they're they have gaps in their messaging. Most they're not emphasizing urgency in their ad copy and their messaging. They're not emphasizing localess. That can be a out and you see your your click-through rate and your conversion rates go
Escúchalo en el minuto 45:33
Canales de adquisiciónLa adopción de herramientas de IA generativa en plataformas publicitarias no debe ser de 'todo o nada', sino de utilizarlas como acelerador inicial actuando siempre como filtro humano para ajustar tono de marca, keywords y copies generados.
mention about AI Max and this applies to all AI tools when it comes to Google advertising is that it's not a case of either use it or don't. It's a case of use it and then be the filter. Some of the stuff it produces is going to be fantastic. some of the stuff it produces going to go, "Ah, that's not quite right for our brand. That doesn't really actually fit with what we're looking to do." And it's absolutely fine to go in and edit and adjust and and do things It's very much a I will use it, but I'm the filter. I'm going to craft it and
Escúchalo en el minuto 9:34
Canales de adquisiciónLa adopción de herramientas de IA generativa en plataformas publicitarias no debe ser de 'todo o nada', sino de utilizarlas como acelerador inicial actuando siempre como filtro humano para ajustar tono de marca, keywords y copies generados.
mention about AI Max and this applies to all AI tools when it comes to Google advertising is that it's not a case of either use it or don't. It's a case of use it and then be the filter. Some of the stuff it produces is going to be fantastic. some of the stuff it produces going to go, "Ah, that's not quite right for our brand. That doesn't really actually fit with what we're looking to do." And it's absolutely fine to go in and edit and adjust and and do things It's very much a I will use it, but I'm the filter. I'm going to craft it and
Escúchalo en el minuto 9:34
Integrar anclas de credibilidad directa en los titulares de búsqueda para presupuestos reducidos
Mensaje y copywritingAl operar con presupuesto bajo captando tráfico en la parte baja del embudo, no hay margen para construir confianza a través de múltiples impactos; se debe proyectar credibilidad instantánea insertando anclas de confianza directas (como número de clientes, reseñas de 5 estrellas o certificaciones) en los titulares y páginas de destino.
is to use one-click credibility. So, when you're operating with a small budget, you don't have the budget to create lots of different touch points search and going after the bottom of funnel. Now, that means we need to try and establish credibility and create trust at a glance as opposed to doing it we need it to happen instantly, which means we need to include trust anchors in ad copy and in landing pages, right? 27 characters actually trusted by 1,200 businesses over 500 plus five-star add this in as a headline trusted by 1200 plus businesses and then we could only time we put an ad in…
Escúchalo en el minuto 48:01
Canales de adquisiciónEn negocios de servicios y B2B con presupuesto publicitario limitado, restringir la pauta a días y horas laborales (como de lunes a viernes de 9:00 a 17:00) evita quemar entre un 30% y un 40% del presupuesto en momentos de baja conversión y permite contactar a los leads de inmediato.
Advertising only 9 to5 if you're B2B So for a lot of B2B businesses looking to generate leads, I think a 9 to5 makes quickly. And we know speed to contacting a lead matters when it comes to conversion rate. So we can add in a as a small budget advertiser, you do not want to be burning 30% 40% of your budget when people don't convert for
Escúchalo en el minuto 36:45
Activar el remarketing y la carga de audiencias desde fases tempranas con poco presupuesto
Canales de adquisiciónNo es necesario esperar a acumular audiencias masivas para implementar remarketing; subir listas de correos y superponer audiencias tibias en campañas de búsqueda maximiza el retorno de la inversión publicitaria y alimenta los algoritmos de optimización de la plataforma.
Next, make sure you leverage remarketing lot of small budget advertisers because not what I would recommend. I'd recommend that you take advantage of email list, even if it's not very big, is uploaded to your ad account. that's going to provide Google with more data for better targeting, better your return on ad spend. Because we that's where the best return on ad spend search campaigns. You can layer in those
Escúchalo en el minuto 38:29
Promocionar ofertas de mayor valor al iniciar campañas sin datos históricos
Oferta y precioAl comenzar a hacer publicidad sin historial de ventas, conviene publicitar las ofertas de mayor precio porque el costo de adquisición no escala proporcionalmente al valor del producto, facilitando alcanzar la rentabilidad.
Now, if you don't have that data around your best sellers, your relatively new business, I'd recommend that you advertise your higher value products and services first because it is much easier to be profitable when you're selling something that's more expensive. When you sell something that's say 10 times as much as something else, it rarely costs you 10 times as much to generate that customer in the first place. So,
Escúchalo en el minuto 14:38
Medición y experimentosUn costo por conversión o lead aparentemente alto (por ejemplo, 50 USD) resulta económico si el valor generado por lead para el negocio es superior (por ejemplo, 500 USD); la rentabilidad debe medirse contra el retorno de la inversión publicitaria y el valor del cliente, no por el costo unitario aislado.
is really important. Like $50 cost per lead might be really expensive to some businesses, but it's not. It's actually really cheap if each lead is worth $500 to your business, right? Based on your conversion rates and how much money you make. So, a lot of small advertisers look at a campaign, they look at results, and think that's too expensive. are worth this to you, this is like an 8x return on ad spend. And they're like, where you can invest a dollar and get eight out, that seems pretty good to me. But they're just seeing like the initial cost per lead or or sometimes even cost
Escúchalo en el minuto 50:12
Clasificación de presupuestos pequeños y reducidos en Google Ads
Canales de adquisiciónEn Google Ads, un presupuesto pequeño corresponde a menos de 3.000 dólares al mes (100 $/día o menos), mientras que un presupuesto muy reducido o diminuto se sitúa por debajo de los 600 dólares al mes (20 $/día o menos); por debajo de estos umbrales la cuenta requiere un enfoque táctico distinto al de grandes anunciantes.
So I would classify a small Google Ads budget as anything less than $3,000 per month. So $100 per day or less. And I would classify a tiny Google Ads budget as anything less than $600 per month or $20 per day or less. Now, I totally appropriate classification. And beneath that amount, beneath that sort of $100 a day amount, there are specific things that you want to do differently from through really does apply to those businesses operating with budgets, $3,000 or less per month. Like I've
Escúchalo en el minuto 0:30
Canales de adquisiciónEl uso de las herramientas de optimización generativa AI Max en campañas de Google Search genera en promedio un 14% de incremento (uplift) en conversiones o valor de conversión.
wording gets a 14% increase in the gives advertisers that use it a 14% uplift on their results on average, Google search. Typically say 14% more conversions or conversion value, what I
Escúchalo en el minuto 5:47
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