If you’re a business owner in Nigeria, you’ve probably considered Google Ads. But the big question is, how do you ensure your campaigns don’t just burn money, but actually bring in real customers? Done right, Google Ads can be a powerful engine for growth. Here’s how to run ads that convert:
Understand and Define Your Campaign Goals
Before launching any campaign, be clear on what “convert” means for you. Is it:
- Customer calls?
- Online purchases?
- Email signups?
- WhatsApp messages?
Your goal will influence how you set up the campaign. For many Nigerian businesses, search campaigns are most effective in capturing high-intent customers. As one PPC growth play in Nigeria showed, “ intent-first Search campaigns” work well when you build ad groups around precise keywords
Use Proper Targeting & Keyword Strategy
Keyword Research
Use Google’s Keyword Planner or similar tools to find local, intent-based keywords. Prioritize long-tail keywords (phrases with 3–6 words) such as “affordable web designer in Lagos” or “cake delivery in Abuja.” These often have less competition and convert better.
Match types matter:
- Use exact match for high-intent terms.
- Use phrase match for a slightly broader reach.
- Use negative keywords to filter out irrelevant traffic and reduce wasted spend
Geo-Targeting / Location Settings
Set your ad locations smartly. Rather than targeting all of Nigeria, focus on cities or regions where your customers are — Lagos, Abuja, Port Harcourt, etc. This ensures you’re not wasting budget on irrelevant searches
Craft Converting Ad Copy
Ad copy needs to attract attention and push action. Here’s how to write ads that convert:
- Use clear headlines that speak directly to the user’s need (“Dry Cleaning in Ikeja – Same Day Pickup”)
- Include your value proposition: Why should someone click your ad? Is it fast delivery, low price, or trusted service?
- Use ad extensions: Call extensions let users call you directly, location extensions show where you are, and sitelinks can take users to key pages (pricing, contact, services).
- Use local language or slang only if it resonates with your traffic. It can make the ad more relatable
Set Your Budget & Bidding Strategy
Google Ads can feel expensive if you don’t manage the budget well — but you don’t need to spend a fortune to get started.
- For testing, many Nigerian SMEs start with a ₦150,000–₦500,000/month budget for Google Ads.
- Use a manual CPC bid or max-clicks strategy at first to control how much you pay per click.
- Once you have conversion data, consider smart bidding options like Target CPA (cost per acquisition), which automates your bid to maximize conversions.
- Use ad scheduling, so your ads only run during times when potential customers are most likely to convert
Create Landing Pages That Convert
Clicks are only part of the equation. If your landing page is weak, many users will bounce. To improve conversions, try these tips:
- Make sure the landing page matches your ad — headline, message, and offer should all align.
- Highlight trust signals: reviews, local testimonials, or business credentials make a big difference for Nigerian audiences.
- Make your page mobile-friendly and fast — many Nigerians use their phones to browse.
- Use clear Calls to Action (CTAs): “Call Now,” “Send WhatsApp Message,” “Get Quote,” etc.
Track Conversions & Measure Performance
You must measure success to optimize properly. Here’s how:
- Set up conversion tracking in Google Ads. Track actions meaningful to your business: phone calls, form signups, WhatsApp clicks, etc.
- Use Google Analytics and Google Tag Manager to get deep insight into user behavior.
- Regularly review metrics like Click-Through Rate (CTR), Cost Per Click (CPC), Conversion Rate(CVR), and Cost per Acquisition.
- Use call-tracking tools or WhatsApp Business integration if your leads often convert via calls or chats.
- Optimize weekly: remove irrelevant search terms, reallocate budget to top-performing ad groups, and refine your bids.
Navigate Payment & Currency Challenges in Nigeria
One of the tricky aspects of Google Ads in Nigeria is payment: Google doesn’t accept Naira (₦) as a billing currency on Ads.
Here are two common solutions:
- Use a USD virtual card (from services like Chipper Cash, Grey, or Cleva) to fund your Google Ads account.
- Use a third-party service like AdPay, which allows you to pay in Naira and handles the USD conversion for Google.
Make sure you pick a payment method you’re comfortable with and that includes reasonable fees
Conclusion
Running Google Ads in Nigeria is absolutely worth it, but only when you do it strategically. By setting clear goals, choosing the right keywords, targeting precisely, writing compelling ads, building conversion-optimized landing pages, and constantly measuring results, you can turn your ad spend into real, scalable ROI.
At Glamourgan Advertising, we specialize in executing Google Ads campaigns tailored to the Nigerian market. These campaigns don’t just get clicks, but drive sales, leads, and long-term customer value.
If you’re ready to stop guessing and start growing, let’s talk strategy. Contact Us