What Is Google Ads? How PPC Works and What It Costs

What is Google Ads, and is it worth the money for your business? Google Ads can bring enquiries within days — or burn through a budget with nothing to show for it. The difference is in the setup and the weekly management. This guide explains how Google Ads works, which campaign types suit which goals, what Google Ads costs in India, how it compares with Meta ads, and how to choose a Google Ads agency in Kanpur you can trust.

What is Google Ads and how does PPC work?

Google Ads is Google’s advertising platform. Your ads appear on Google Search, YouTube, Gmail, Google Maps and millions of partner websites, and you pay mainly when someone clicks — which is why it is called pay-per-click (PPC) advertising.

Each time someone searches, Google runs an instant auction. Your position depends on your bid and on the quality of your ad and landing page. Google calls this Quality Score: relevant ads with good landing pages can win better positions at a lower cost per click. That is why Google Ads management is as much about ads and pages as it is about bids.

Types of Google Ads campaigns

Most service businesses start with Search, add remarketing, and test Performance Max once conversion tracking is reliable.

What does a Google Ads agency in Kanpur actually do?

Launching ads is the easy part. The results come from the work done every week afterwards. As a PPC company in Kanpur, our Google Ads management covers:

• Keyword research — finding the searches with buying intent and the ones to exclude.
• Negative keywords — blocking searches that waste money, such as “free”, “jobs” or “course” when they do not fit.
• Ad copy and extensions — clear offers, sitelinks, call and location assets, and regular A/B testing.
• Landing pages — fast, focused pages built to convert, not your homepage.
• Conversion tracking — forms, calls and WhatsApp chats tracked in Google Ads and GA4.
• Bid and budget optimisation — moving spend to the keywords, times and locations that bring leads.
• Reporting — cost per lead, conversion rate and leads, every week and every month.

How much does Google Ads cost in India?

You decide your budget; Google never charges more than you set over a month. What you pay per click depends on your industry, location and competition. Clicks for education, healthcare, real estate and legal services are usually more expensive than for niche products.

The number that matters is cost per lead or sale, not cost per click. A campaign with expensive clicks can still be highly profitable if the landing page converts well and the leads are qualified.

At iGen, your ad budget is paid directly to Google from your own Google Ads account. Our management fee is quoted separately as a fixed monthly amount, so you always see exactly what Google charged.

Landing pages: where PPC profit is really made

Two advertisers can pay the same price per click and get completely different results. The difference is almost always the landing page. A page that converts well has:

• One clear goal — a call, a form or a WhatsApp chat, not ten competing links.
• A headline that matches the search — someone searching for “MBA admission 2026” should land on a page about exactly that.
• Proof — reviews, results, accreditations and recognisable client names.
• A short form that works on mobile, plus a tap-to-call button and a WhatsApp option.
• Fast loading — every extra second on a phone costs enquiries.

We build or improve landing pages as part of every PPC engagement, because doubling the conversion rate halves your cost per lead without changing the budget.

Remarketing: bringing back the people who did not enquire

Most visitors leave without calling the first time. Remarketing shows them relevant ads on YouTube, Gmail and partner websites over the following days and weeks — a reminder of your offer, a testimonial or a limited-time deadline. For considered purchases such as admissions, treatments, property and B2B orders, remarketing often brings back a meaningful share of the final enquiries at a lower cost than new traffic.

Industries where paid search works especially well

• Education and coaching — course and admission searches peak at predictable times of the year.
• Healthcare — patients search for specialists and treatments with clear intent.
• Real estate and interiors — high-value enquiries that justify a higher cost per lead.
• Manufacturing and B2B — buyers search for products, specifications and suppliers.
• Local services — repairs, legal, financial and home services where people need help quickly.

If your customers search for what you sell, a well-managed search campaign can bring qualified enquiries within days.

Google Ads vs Meta Ads: which should you use?

Many businesses get the best results by using both: Google Ads to capture people already searching and Meta ads to reach new audiences. Our performance marketing service manages both together.

What you receive every month

Clear reporting is part of the service, not an extra. Each month you get a short summary covering spend, clicks, leads and cost per lead by campaign; the search terms that brought enquiries and the ones we blocked; tests that ran and what we learned; and the plan for the next month. Because the account belongs to you, every number in the report can be checked directly in your own dashboard at any time. If a campaign is not paying for itself, we say so and change it — or recommend pausing it.

Why most Google Ads accounts waste money

When we audit new accounts, the same problems appear again and again:

1. No conversion tracking, so the campaign optimises for clicks instead of leads.
2. Broad keywords without negatives, paying for irrelevant searches.
3. Sending traffic to the homepage instead of a focused landing page.
4. Automated campaigns with bad data, which learn from the wrong signals.
5. Nobody checking the search terms report every week.

Fixing these usually lowers the cost per lead before any budget increase.

How to choose a Google Ads expert or PPC company in Kanpur

• Ask to see results with real numbers: cost per lead, conversions and spend.
• Make sure the Google Ads account is created in your name and you have admin access.
• Check that ad spend and the agency fee are billed separately.
• Ask how often the account is optimised — it should be every week.
• Choose a Google Ads agency in Kanpur that also understands landing pages and tracking, because that is where most of the profit is made.

If you would like expert help, explore our Google Ads management or request a quote for your business.

Frequently asked questions