Advertising, explained

How online ads really work.

Where your money goes, why some ads win the top spot, and how Google Ads and Meta Ads turn a rupee into an enquiry. Explained with real ad previews.

Google AdsCatch people who are searchingSee the journey vsMeta AdsReach people who are scrollingSee the journey

Your budget, explained

Where does your money go?

You set the budget. Google charges for clicks; Meta mostly charges for views. A good landing page then decides how many of those visitors become enquiries. Move the sliders to see the maths.

Budgetyou control it
Auctionbid × quality
Clicksyou pay here
Landing pageconverts visits
Enquiriesyour customers

Monthly budget ₹15,000Average cost per click ₹38.59Landing page conversion rate 8%

389clicks

31enquiries

₹482per enquiry

Example only. ₹38.59 is the average CPC from our managed campaign report; your real cost depends on industry, city and competition. Raising the conversion rate is often cheaper than buying more clicks.

The ad auction

The highest bid does not always win.

Google ranks ads by Ad Rank: your maximum bid multiplied by a quality score (ad relevance, expected clicks and landing-page experience). A better ad can beat a bigger budget, and pay less per click.

Advertiser ABid ₹50 × Quality 4

Ad Rank 200Position 2

Advertiser B (you, with a great ad)Bid ₹30 × Quality 9

Ad Rank 270Position 1 · pays about ₹22.23

Advertiser CBid ₹40 × Quality 3

Ad Rank 120Position 3

Advertiser B pays just enough to beat the next Ad Rank: 200 ÷ 9 + ₹0.01 ≈ ₹22.23 per click, less than its ₹30 bid. Simplified example of Google’s published auction model.

Two ways onto Google

Paid keywords vs organic SEO keywords.

The same Google page has two kinds of results. Paid results are bought per click and appear instantly. Organic results are earned with SEO and keep working without paying for each click.

	Paid (Google Ads)	Organic (SEO)
How you appear	Top of Google, marked “Sponsored”	Below the ads, earned by relevance
What you pay	Every click (CPC)	No cost per click; you invest in content and SEO work
Speed	Live within days	Usually 3–6 months to build
When you stop	Ads disappear instantly	Rankings keep bringing visitors
Visitor trust	Good for urgent, ready-to-buy needs	Higher trust for research and comparison
Best keywords	“ac repair near me”, “pest control price”	“why is my AC not cooling”, “best pest control method”

ac repair varanasi

Paid · you pay per click

Sponsoredyourbusiness.inAC Repair in 60 Minutes · From ₹299

Sponsoredrivalservice.inSame-Day AC Service · Book Online

Local pack · Business Profile SEO

Your Business · 4.8★ Cool Care · 4.5★ AC Point · 4.3★

Organic · earned with SEO

yourbusiness.in › ac-repairAC Repair & Service in Varanasi

Doorstep repair for all brands…

justdial.comTop AC Repair Services in Varanasi

Find the best AC repair near you…

Illustration of a Google results page. Layouts vary by search, device and location.

Google Ads

From a search to a phone call.

Follow one rupee through a Google Ads campaign, step by step. Scroll, and watch the path light up.

ac repair near me ac service varanasi ac repair course free ac repair
Step 1 · Keywords
Choose the searches you want to win
We pick buying-intent keywords like “AC repair near me” and block wasteful ones like “AC repair course”.
Daily budget₹500
₹15,000 / month cap
Step 2 · Budget
Set a daily budget you control
You decide the daily spend. Busy days can use up to twice that, but Google never charges more than 30.4× your daily budget in a month. Pause any time.
You
Rival A
Rival B
Ad Rank = Bid × Quality
Step 3 · Auction
A live auction runs in milliseconds
Every time someone searches, Google compares advertisers by bid and ad quality. The best combination wins the top spot.
Step 4 · Your ad shows
Your ad appears above the results
Marked “Sponsored”, with your call, directions and website buttons, right when the customer is ready.
₹38.59average cost per click in our managed campaign
Step 5 · Click
You pay only when someone clicks
Seeing your ad is free. Each click costs a few rupees to a few hundred, depending on competition.
Call nowWhatsApp
Step 6 · Landing page
The click lands on a page built to convert
A fast page that matches the ad, with call, WhatsApp and form buttons above the fold.
New enquiryFrom ad: “ac repair near me”
Step 7 · Enquiry tracked
Every call and form is counted
Conversion tracking tells Google which clicks became customers, so it finds more people like them.
Cost per lead going down
Step 8 · Optimise
Cut waste, push winners, repeat
Every week: remove bad searches, improve ads and move budget to what brings enquiries at the lowest cost.

Real snapshot

Real Google Ads previews: where your ad can appear.

These screens come from the Google Ads preview tool for a real campaign. One ad, eight placements across Google’s network. Grey boxes and the words “Headline” and “Description” are Google’s placeholders for your own images and text.

Google Search
Map ad
Shown to people nearby who search for your service, with Call and Directions buttons.
Google Search
Text ad
Sits above the organic results, marked “Sponsored”.
Display Network
Banner ad
Appears on websites and apps your customers browse.
Display Network
Full-screen app ad
Shown between screens inside mobile apps.
YouTube
Home feed ad
Placed among recommended videos on YouTube’s home page.
YouTube
Watch page ad
Shown beside and below the video being watched.
Discover
Feed card
A visual card in the Google app’s Discover feed.
Gmail
Inbox ad
At the top of the Promotions tab, opening like an email.

Watch the 27-second tour

The same placements as a short, gap-free reel. Share it with your team or on your stories.

Download reel

Meta Ads

From a scroll to a WhatsApp chat.

Facebook and Instagram ads work the other way round: you find the customer before they search. Scroll through the journey.

Varanasi · 10 km · 25–55 · Homeowners
Step 1 · Audience
Pick who should see your ad
Location radius, age, interests and behaviours, or a “lookalike” of your past customers.
Summer AC check-up₹299 · Book today
Step 2 · Creative
Make something worth stopping for
A short reel or bold image with a clear offer. On Meta, the creative does most of the targeting work.
Feed Reels Stories Messenger WhatsApp
Step 3 · Placements
Choose where it appears
Facebook and Instagram feeds, Stories, Reels, Messenger and WhatsApp click-to-chat. Meta can also choose automatically.
Bid
Action rate
Ad quality
Total value decides who wins
Step 4 · Auction
Meta runs its own auction
Meta weighs your bid, how likely people are to act on the ad and its quality, then shows the best ad to each person.
bp
Your BusinessSponsored
Book your AC service
Send WhatsApp message
Step 5 · They scroll
Your ad appears in their feed
People are not searching. They discover you while scrolling, which is why the first second matters.
Hi, I saw your ad. Price for AC service?
Hello! It’s ₹299. Can we book you for today?
Step 6 · Tap
One tap opens a chat or form
Click-to-WhatsApp and instant lead forms let people enquire without leaving the app.
Lead recordedAudience: Homeowners 30–50
Step 7 · Measure
Pixel and Conversions API report back
Tracking tells Meta which people enquired, so it finds more people like them.
More leads, same budget
Step 8 · Optimise
Refresh creatives, scale winners
Ads tire after a few weeks. We test new creatives and shift budget to the audiences bringing the cheapest leads.

Side by side

Google Ads or Meta Ads? Usually both.

Google captures demand that already exists. Meta creates demand and keeps you remembered. Here is how they mirror each other.

Google Ads

Meta Ads

They searched for it

Why people see it

They are scrolling and discover it

High: ready to buy now

Intent

Interest: build demand and recall

Per click (CPC)

You usually pay

Per 1,000 views (CPM) or per result

Search, Maps, Shopping, YouTube

Best formats

Reels, Stories, Feed, WhatsApp chats

Urgent services, high-value searches

Best for

Offers, launches, local awareness, retargeting

Paired with a fast landing page

Works best when

Paired with strong video and images

Google, Google Ads, YouTube, Gmail, Meta, Facebook, Instagram and WhatsApp are trademarks of their owners. BusinessPro is an independent agency and is not affiliated with Google or Meta.

Ads questions, answered.

Do I pay if people only see my Google ad?

No. On Google Search you pay only when someone clicks. Being seen is free. Some Display and YouTube campaigns can charge per view instead, and we tell you which before launch.

Why is my cost per click higher than my competitor’s?

Google rewards relevance. A better quality score from a relevant ad and a fast landing page can lower what you pay per click, even against bigger budgets.

Should I use Google Ads or Meta Ads?

Google is best when people already search for your service. Meta is best for offers, awareness and reaching people before they search. Most local businesses do best with Google first, then Meta for retargeting and offers.

Is SEO better than paid ads?

They do different jobs. Ads bring enquiries quickly but stop when you stop paying. SEO takes months but keeps working. A healthy plan uses ads now and builds SEO for later.

Want ads that bring enquiries, not just clicks?

Get a free audit of your Google Ads or Meta Ads, or start with a plan for your first campaign.

Get my free growth audit Get my free strategy call Call 9451100556

How online ads really work.

Where does your money go?

The highest bid does not always win.

Paid keywords vs organic SEO keywords.

From a search to a phone call.

Choose the searches you want to win

Set a daily budget you control

A live auction runs in milliseconds

Your ad appears above the results

You pay only when someone clicks

The click lands on a page built to convert

Every call and form is counted

Cut waste, push winners, repeat

Real Google Ads previews: where your ad can appear.

Map ad

Text ad

Banner ad

Full-screen app ad

Home feed ad

Watch page ad

Feed card

Inbox ad

Watch the 27-second tour

From a scroll to a WhatsApp chat.

Pick who should see your ad

Make something worth stopping for

Choose where it appears

Meta runs its own auction

Your ad appears in their feed

One tap opens a chat or form

Pixel and Conversions API report back

Refresh creatives, scale winners

Google Ads or Meta Ads? Usually both.

Ads questions, answered.

Want ads that bring enquiries, not just clicks?