For many small businesses, the world of online advertising can feel daunting. You know your customers are searching on Google, but the mechanics of setting up a campaign, choosing the right keywords, and ensuring your budget delivers results can seem like a maze. That’s exactly why From Search to Sale – Your First Google Ads Campaign Made Easy, written by Andrew Fairley of NotchDigital.co.uk, exists.

This easy to follow, step-by-step PDF guide is designed to demystify Google Ads for small business owners. It strips away the jargon, explains the fundamentals in plain English, and walks you step by step through creating your first successful campaign. Whether you’re a local tradesperson, a boutique retailer, or a service provider, this book shows you how to turn searches into sales.

Why Google Ads Matter for Small Businesses

Google Ads is one of the most powerful marketing tools available today. It allows businesses of any size to appear directly in front of people who are actively searching for their products or services. Unlike traditional advertising, where you pay to broadcast your message to a broad audience, Google Ads is intent-driven. That means your ad is shown to people who are already looking for what you offer.

For small businesses, this levels the playing field. You don’t need a huge budget to compete with larger companies. With the right targeting, messaging, and setup, even a modest campaign can generate meaningful leads and sales.

Andrew Fairley’s book recognises this potential and focuses on helping business owners harness it without being overwhelmed.

Breaking Down the Mechanics of Google Ads

One of the biggest challenges for newcomers is understanding how Google Ads actually works. The platform can appear complex, with its dashboards, bidding strategies, and endless options. From Search to Sale simplifies this by breaking the process into digestible sections:

Keywords and Search Intent: Learn how to identify the words and phrases your customers are typing into Google.
Ad Copywriting: Discover how to craft compelling headlines and descriptions that encourage clicks.
Budgeting and Bidding: Understand how to set a daily budget and choose bidding strategies that maximise your spend.
Targeting Options: Explore geographic targeting, device preferences, and audience segmentation.
Conversion Tracking: Learn how to measure success by tracking enquiries, purchases, or sign-ups.

By explaining each of these mechanics clearly, the book ensures you don’t just follow instructions blindly—you understand why each step matters.

Step-by-Step Campaign Setup

The heart of the book is its practical walkthrough of setting up your first campaign. Andrew Fairley guides readers through the process in a way that feels approachable and achievable.

Defining Your Goal Every campaign should start with a clear objective. Do you want more phone calls, online sales, or foot traffic? The book helps you define this goal so your campaign is built with purpose.
Choosing the Right Keywords Keywords are the backbone of Google Ads. The book explains how to use tools like Google Keyword Planner to find terms that balance search volume with relevance. It also highlights the importance of negative keywords—those you exclude to avoid wasting budget.
Writing Effective Ads Crafting ad copy is both an art and a science. Andrew provides templates and examples that show how to combine persuasive language with trust signals. The emphasis is on clarity and relevance, ensuring your ads resonate with the right audience.
Structuring Your Campaign The book explains how to organise campaigns and ad groups logically, making them easier to manage and optimise. This structure is crucial for long-term success.
Setting Budgets and Bids Many small businesses worry about overspending. The guide reassures readers by showing how to set daily limits and choose bidding strategies that align with their goals.
Tracking and Measuring Success Without measurement, you can’t improve. The book introduces conversion tracking, explaining how to link Google Ads with Google Analytics to see which clicks turn into customers.

Common Pitfalls and How to Avoid Them

Another strength of From Search to Sale is its focus on the mistakes small businesses often make when starting out. Andrew Fairley draws on years of experience to highlight pitfalls such as:

Targeting overly broad keywords that drain budget.
Writing vague ad copy that fails to stand out.
Ignoring mobile users, who often make up the majority of search traffic.
Neglecting to track conversions, leaving campaigns unoptimised.

By addressing these issues upfront, the book saves readers time, money, and frustration.

Why This Guide Stands Out

There are countless tutorials and articles about Google Ads online, but many are either too technical or too generic. What makes From Search to Sale unique is its focus on small businesses and its practical, step-by-step approach.

Written for Beginners: No prior knowledge is assumed. Every concept is explained clearly.
Action-Oriented: The book doesn’t just tell you what Google Ads is; it shows you how to set up your campaign.
UK Perspective: With Andrew Fairley’s background in UK digital marketing, the examples and tone resonate with British business owners.
Downloadable PDF: Easy to access, reference, and share with your team.

Who Should Read This Book?

This guide is ideal for:

Local businesses wanting to attract customers in their area.
Online retailers looking to drive targeted traffic to their websites.
Service providers such as plumbers, accountants, or consultants who want more enquiries.
Freelancers and entrepreneurs who need cost-effective ways to generate leads.

If you’ve ever felt that Google Ads was too complicated or too expensive, this book is written for you.

The Author: Andrew Fairley

Andrew Fairley is a freelance digital marketing consultant with years of experience specialising in helping businesses and agencies with digital campaigns, design, and messaging. With his deep understanding of Google Ad campaigns, Andrew has a knack for simplifying complex topics and making them actionable.

His work with BusinessTrust.co.uk, a family-run business directory, reflects his commitment to helping local businesses gain visibility and credibility online. From Search to Sale is an extension of that mission—empowering small businesses to take control of their advertising and grow with confidence.

Practical Benefits of Following the Guide

By the time you finish reading From Search to Sale, you’ll be able to:

Launch a Google Ads campaign with confidence.
Target the right customers at the right time.
Write ads that generate clicks and conversions.
Manage your budget effectively, avoiding wasted spend.
Measure results and refine your campaign for ongoing success.

These are not abstract promises. The book provides the tools, templates, and explanations you need to achieve them.

Why Now Is the Time to Start

Digital marketing is no longer optional. Customers expect to find businesses online, and Google remains the first place they look. If your competitors are running ads and you’re not, you risk losing valuable leads.

The good news is that starting doesn’t require a huge investment. With the guidance in From Search to Sale, even a modest budget can deliver measurable results. The sooner you begin, the sooner you’ll see the benefits.

From Search to Sale – Your First Google Ads Campaign Made Easy is more than just a how-to manual. It’s a confidence-building resource for small business owners who want to take control of their marketing. Written by Andrew Fairley of NotchDigital.co.uk, this downloadable PDF guide strips away complexity and empowers you to set up your first campaign with clarity and purpose.

If you’ve ever felt overwhelmed by Google Ads, this book is your roadmap. From defining goals to writing ads, setting budgets, and tracking conversions, it covers everything you need to know to turn searches into sales.

‘From Search To Sale – Your First Google Ads Campaign Made Easy’ is available to download now.
Download now: ‘From Search To Sale – Your First Google Ads Campaign Made Easy’

From Search to Sale: Your First Google Ads Campaign Made Easy – New Guidebook Launched