Competing in the freelance arena is increasingly challenging, as acquiring new clients depends not only on having skills. You also need to know how to showcase them at the right time and place, and with Google Ads, you can achieve this.

The popularity of Google Ads is not mere coincidence. Its potential can help you boost your personal brand, establish yourself in your niche, and generate greater opportunities.

But what is Google Ads, and what is it used for?

Find out below.

Google Ads: Attract More Clients with Digital Advertising

What is Google Ads?

It is a service designed by Google for companies, brands, and freelancers to promote their products/services in search results. One of the few digital marketing tools capable of making you stand out from the competition.

What is it used for?

Google Ads serves to:

• Increase the visibility of any business.

• Attract qualified traffic to your website.

• Generate conversions, whether in the form of sales, sign-ups, calls, or other objectives you have as a freelancer.

In simple terms, it serves to showcase your brand just when someone is searching for what you offer.

Why is Google Ads important for your business?

More than just a platform, it is a resource that allows you to advertise your freelance business to gain immediate visibility.

In 2025, having a website or social media presence is no longer sufficient. You need to go a step further to capture the attention of potential clients at the crucial moment. Hence the importance of investing in paid services like Google Ads.

Moreover, the tool not only gives you visibility in the search engine but also on relevant platforms such as YouTube, Maps, applications, and millions of associated websites.

Keep in mind that many of your freelance competitors are already using Google Ads to reach their target audience. So don't hesitate to take advantage of it as well.

How does Google Ads work?

The platform operates like a real-time marketplace. That is, when someone searches for something on Google, an auction is triggered among the ads that want to appear for that search.

It also operates under a pay-per-click (PPC) model, meaning you will only pay if the person interacts with your ad. However, you can select the keywords your ideal client might use, as well as how much you are willing to pay per click.

While the amount invested is important to appear at the top, it is not the only factor considered. Google also evaluates how relevant and useful your ad is.

Therefore, opportunities will increase if your content is clear, well-written, and responds to what is being searched for, even if your bid is not the highest.

Once the campaign is launched, you must adjust, measure, and optimize to ensure your ads perform and achieve the expected ROI.

What types of campaigns can you create in Google Ads?

With Google Ads, it is possible to create different campaigns, each with a different function and objective. Choosing the right type will depend on what you want to achieve, which is key to connecting with the right people and not wasting your money.

If you're considering launching your campaign as a freelancer, here are the most common types:

Search Campaigns

These are the ads that Google shows you when you search for a product or service. Perfect if you want to capture the attention of those who already have a clear intention to hire a service or buy.

As a freelancer, this type of campaign can help you get leads ready to contact you.

Video Campaigns

These are video ads that engage the viewer with images, sound, and visual storytelling through platforms like YouTube.

The campaign serves to present your portfolio, explain your services creatively, connect with your clientele, and expand your reach.

How does Google Ads YouTube work?

• You choose your objective (increase views, brand recognition, etc.).

• Define your audience (by age, interests, location, etc.).

• Upload the video.

Then, Google takes care of showing it to the most relevant people. This can be before, during, or after watching other videos, or perhaps as a suggestion on YouTube's homepage.

Shopping Campaigns

They are designed to promote products with great sales potential, with a visual, direct, and conversion-oriented format.

Here, products are shown with their image, selling price, and your store's name in search results. At the same time, they appear in Google Shopping, a kind of showcase that can also increase your reach.

Display Campaigns

These are banner or image ads focused on websites, apps, or platforms that are part of Google's network.

This type of campaign is used to generate brand presence and reach broader audiences. Similarly, it is useful to stay present even if the user/client is not actively searching for you.

App Campaigns

If your specialty is app development and you want to promote one, this type of campaign will be useful to advertise on channels such as:

• Google Play.

• YouTube.

• Gmail, among other applications within Google's Display Network.

Besides gaining recognition and reach, it allows generating new conversions focused on your target audience.

How to create a basic campaign in Google Ads: Step by step

Below, we explain a simple process on how to create your first campaign in Google.

1. Select an objective

Once you open your free Google Ads account, select "+ New campaign." The first thing the page will ask you is to choose an objective, which, as we mentioned, can be:

• Generate traffic to your website.

• Increase sales.

• Get more leads, etc.

This way, Google will know what to do to optimize your ads based on what you want to achieve.

2. Choose a campaign

Next, go to "Campaign settings" and determine which type of campaign will bring you closer to your objective:

• Search (ads in the search engine).

• Display (banners on websites).

• Video (on YouTube).

• Shopping (physical products).

• App (application promotion).

Remember, this will depend on the product/service, the format you prefer, and the channel where your audience operates.

3. Define your audience and segmentation

During the initial setup, establish basic data: location, language, devices, and the type of audience you want to reach.

You can segment by interests, demographics, browsing habits, and include cities, countries, or even a specific radius.

Example:

• If you sell physical products, select the areas where you can ship.

• If you offer local services (like photography, consulting, or classes), focus on your area.

This part is essential for your ads to reach only the people most interested in your freelance business.

4. Set your budget and bid

You must also decide how much money to invest in your daily campaign and what your bidding strategy will be. That is, how Google will determine when and how to show your ad.

In this regard, Google Ads offers 3 pricing models:

• Cost per click (CPC): you will pay for each click your ad receives.

• Cost per thousand (CPM): you will pay when your ad reaches a thousand impressions.

• Cost per engagement (CPE): you will only pay if the conversion occurs. That is, if the user makes a purchase, downloads a file, fills out a form, or another action.

Choosing one or the other is key to balancing investment and performance.

5. Select keywords

In search campaigns, this step is essential.

These are the words or phrases your potential clients would type into Google to find services like yours.

You can use tools that help you identify the most relevant ones with good search volume. Google itself provides a keyword planner, but there are also other alternatives like SEMrush or Ahrefs.

6. Set Up Ad Groups

Organize your keywords into thematic groups and link them to specific ads.

Let’s say you work as a freelance graphic designer—you can have one group for logos and another for web design. With this structure, you’ll show more relevant messages based on the search, improving overall performance and ad quality.

Of course, each group should have its own keywords.

7. Create Your Ad

It’s time to write your ad, with a compelling headline, a clear description, and a strong call to action. It’s also a good idea to add the destination URL—this is the page people will land on after clicking.

Make sure that the content is consistent with what you're promising in the ad.

8. Add Ad Extensions

Extensions serve to enrich your ads with additional information, for example:

• Phone number.

• Location.

• Links to featured texts or specific sections of your website.

These extensions can increase your visibility and improve your click-through rate. At the same time, they offer more reasons for the user to interact with you.

Next, review all settings before launching the campaign: targeting, budget, bids, keywords, and ad copy.

Once you’re ready, click “Publish” and start monitoring its performance.

Tips to Optimize Your PPC Campaigns

Being visible on Google doesn’t guarantee results. In fact, making a difference depends on how you use each part of your campaign to attract and convert.

To do that, you need to fine-tune three key elements:

1. Keywords with Intent

It’s not about using lots of keywords, but choosing the right ones—those with real intent to buy, hire, or contact.

In this case, research is crucial, as is using phrase match, since there are different match types.

Match types tell Google how closely a search must relate to your keyword:

• Broad match: your ad appears with related searches.

• Phrase match: your ad shows if the search includes your exact keyword phrase, even if there are other words before or after.

• Exact match: it’s triggered only if the user types your keyword exactly.

• Negative match: used to exclude keywords you don’t want to trigger your ad.

Tip: Use phrase or exact match for control and add negative keywords to avoid irrelevant clicks. It’s also smart to group them by theme or intent to display more precise ads.

2. Clear and Relevant Ads

If you want your ad to succeed, make sure it tells the user exactly what they’ll get by clicking. Ideally:

• Include the keyword in the headline.

• Use clear calls to action like “Contact me today.”

Try out different versions to see which one delivers better results.

3. High-Converting Landing Pages

The ad attracts the client/user, but the landing page convinces them. It should be simple, focused, and consistent with what you promised.

The goal is to make taking action easy—whether leaving their information or requesting a quote, for example. And of course, it should be responsive on all devices.

This can make the difference between just a click and a new client.

Key Metrics You Should Track and Analyze

To find out if your campaign is working or needs adjustments, it’s important to measure and analyze your Google Ads results.

Luckily, there are a few indicators that can help—you just need to monitor them closely:

• CTR (Click Through Rate).

• CPC (Cost Per Click).

• Conversion rate.

• Impressions.

• Quality Score.

• Cost per conversion.

• ROI (Return on Investment).

• Average ad position.

• Bounce rate on landing page.

• Optimization score (according to Google Ads).

Although there are plenty of platforms to find freelance jobs, Google Ads is a direct way to attract clients. Being on top of the search results isn’t enough—it’s about doing it with purpose and results.

But with a well-thought-out strategy, you can place yourself in a privileged position over the competition.

Do you already have clients abroad, or is that your target audience?

You need an efficient way to get paid—and we’ve got it for you.

With DolarApp, you can receive payments in digital dollars from abroad while keeping your money safe. Ultimately, you’ll be able to convert it to your local currency whenever it suits you best, at a competitive exchange rate.