How to use Google Ads to sell high-ticket products and services

You may be wondering what is the best way to run Google Ads, or how you can use Google Ads to target high-end or big-ticket clients or sell high-end products or services. You may also wonder how best to use Google Ads to sell your high-end services.

Google Ads is a powerful advertising platform, but you may not need the same results that Google Ads provides to most of their clients, especially If you are selling a high-ticket product or service. Instead of needing tons of clicks, you need a few clicks from the right people, people who can afford your product and/or service. So, if you need serious inquiries from serious clients, keep reading.

And now a quick disclaimer: this blog will not tell you how to set up a Google Ads campaign in detail or how much to spend. It also won’t tell you how to write a winning ad. There are a ton of YouTube videos and other posts out there that already talk about those topics and do a decent job of it. Instead, this post will tell you a few key steps to make (a few changes to implement) in your campaign that will help you succeed using Google Ads.

Also, before I forget, I want to credit my fellow ghostwriter, Rachel Landry, with most of the main points here, which she shared with many of her colleagues. Much of the info that follows comes from her years of using Google Ads to land business.

Seven tips to use Google Ads to target high-end buyers

With that in mind, here are seven (7) tips you should follow to land the right clients while avoiding paying for clicks made by people who are looking for something else.

Tip #1: When setting up your campaign, choose the custom option

This first tip is not new and you will hear many Google Ads gurus mention it, but it is key for running Google Ads campaigns that are selling high-end products or services.

When you first set up your campaign, Google will ask you to choose your objective. If you are selling high-ticket items or services, select the option to create your campaign without Google′s help. The option you want to click might be labeled something like Create a campaign without a goal’s guidance. By choosing that option you will retain the most control over how you set up your ad campaign. This piece of advice is hardly new, but it’s great advice to help you maintain control of your campaign to sell high-ticket items.

Tip #2: Select Search as your campaign type

After you choose your campaign objective, Google will next ask you what type of campaign you want to run. And again, every Google Ads guru I have ever watched or read says to select Search, especially if you are targeting high-ticket clients or are selling big-ticket items. Anything else will have you displaying your high-end product or service in front of impulse buyers. But because yours is not an impulse buy, you want to use Search instead so that you can your product or service is put in front of only those customers who are looking for it.

Tip #3: Run one campaign per ad group/product/service

This piece of advice was new to me. Instead of setting up one campaign and then having multiple ad groups run under it, each with multiple ads, you will have much more control over your ads if you create a separate campaign for every product or service you are selling. That way, you can stop, start, and tweak the ads for one product without affecting what your ads for your other products or services. Doing this also means that a more popular product or service won’t automatically use up funds that you are also allocating for other products or services. Each campaign can only use the funds you allocate to it, so when one campaign runs out of funds, the other campaigns will still be able to run.

Again, the key is keeping control over your ad campaign and not running ads for all of your products or services when you only need to run them for one or two.

This will entail more work when setting everything up, but it will pay off in the long run. Plus, this point is the foundation of everything else I’m mentioning here.

Tip #4: Run ads for specific locales and demographics

Now that you have created a separate campaign for each product or service (and their attendant key words), you can run that ad campaign to target whatever locale and type of buyer that makes the most sense for that product and/or service.

Because Google allows you to drill down and be as detailed as you want regarding who is clicking on your ads, you can run ads that target only those people who need and can afford your services. No longer do you need to cast a huge net and then catch a bunch of fish you don’t want and who will never be good clients or customers for you. When you drill down, your ad shows only to those clients who live in areas where the people there need and can afford what you’re offering.

Of course, trying to target your ads by geography and demographics isn’t new either, but now that you are running each ad group under its own campaign, your ability to micro-manage your ad’s targets is that much more enhanced. In other words, if you want to advertise to one city for a certain product and another city to a different product, you can. But if you had put both ad groups under the same campaign, you would only be able to target all of your ads to that one chosen location.

Note: I have found (and my ghostwriter colleague also mentioned this) that once you register as a Google Ads user and set up even just one campaign, Google will sending you messages and even calling you to get you to set up a call with them where they will help you get more clicks. When you talk to them, remember that your goal is to reach a wealthier audience rather than a wider audience. 

Again, your goals are different than most Google Ads users who need to attract tons of clicks to sell their lower-cost products, so if you talk to Google, make sure to implement strategies that will help you do that.

Tip #5: Write ads that target only one ad and product per keyword—no catchall ads

This tip is also not commonly mentioned. Basically, when you are ready to write your search ad, make sure that it targets only one product or service and that you don’t try to target another product with that same ad.  Sure, you may offer a dozen different services or products, but if you are selling a high-ticket service or product, your potential client is likely only searching for that one thing they need, so make sure that each ad directly addresses only that service, thus targeting your customer and their exact needs.

Running focused ads will also make them more relevant to Google, and the more relevant your ad, the higher Google will rank it, and the higher it will appear on the page.

Doing this will make your ad more effective and powerful and less like some sort of Swiss Army Knife of solutions. It will also help you track which ads are performing best and which services of yours are most in demand. Note: when you do this, you might see fewer impressions and clicks, but the clicks you get should be more qualified, and those who click will be more likely to be looking for what you are selling.

Tip #6: Make sure your website has relevant landing pages that answer the ads you’re running

I have heard this tip from several sources, but it is not often followed by those running their own Google Ads campaign. Simply put, not only does your ad have to target the keyword, the landing page on your website that it sends people to also needs to target the ad that sent them there. In other words, your website needs to have pages that are relevant to the searches you are targeting. For instance, if your ad targets those who want to buy a used Ferrari, your web page that the ad lands on (its landing page) had better talk about that and little else.

You may already have specific pages on your site for your different offerings, but if you don’t, your ads won’t be as effective. People are coming to your site to look for a solution or for help, so make sure that the page they land on gives them enough for them to click through and contact you.

Tip #7: Track and test to maximize your spend

If you take some time, use the brains the Good Lord gave you, and follow the above tips, you can run a successful Google Ads campaign(s) without having to hire an outside company. Every Google Ads guru will tell you that you need to note which ads perform best and adjust your ads and ad spend accordingly, so I won’t go into this here. If you want to know more, I recommend you search up videos and posts to help you test. However, if you have done everything I’ve noted so far, you already have a good start. The rest should hopefully be some fine tuning, but definitely do that fine tuning.

Bonus tip: bid high to make more money using Google Ads

In addition to the above directions, don’t forget to bid high enough to place higher in the ranked paid search results. And again, do some basic keyword research and know your market and your own offerings well before set up your campaign.

Google Ads is a large, powerful system, and if you follow the directions and tips I have given, you will find success in selling your high-end product or service.

Good luck!

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