With more and more online retailers offering flower deliveries, it can be really tough to stand out from a crowded online market as an independent florist. But fear not, using Google Ads can be an effective way to help your florist website capture the attention of potential customers searching for flowers and flower deliveries online. Google Ads allows you to create ad campaigns that not only generate clicks to your florist website but also help to convert those visitors into paying customers.
Here’s our step-by-step guide to setting up successful Google Ads for your florist website (eflora or not):
1. Define Your Goals
Before launching any campaign, it’s essential to identify what you want to achieve. Clear objectives help you structure your campaigns and measure success, so you can tailor future ads and continue to drive orders.
Common goals for florists:
Increase online orders for same-day delivery.
Boost traffic to florist website for event-specific services like weddings or funerals.
Generate calls for custom floral arrangements.
Promote seasonal specials (e.g. Valentine’s Day or Mother’s Day).
2. Set Up a Google Ads Account
If you don’t already have a Google Ads account, you can create one in a few simple clicks at ads.google.com. You can even link it to your Google Analytics account to track your campaign performance and get a better understanding of what's resonating with your customers.
eflora subscribers - We can help with creating a Google Analytics account for your shop.
Click for a step by step guide on how to create your Google Ads Account
1. Go to Google Ads Website
Visit https://ads.google.com.
Click on the “Start Now” button in the top-right corner.
2. Sign In with a Google Account
Log in using your existing Google account. If you don’t have one, click “Create account” to set up a new Google account.
3. Provide Basic Business Information
Choose your preferred email notifications and language.
Enter your business name.
Add your florist website URL (this is the site you’ll be advertising e.g. www.efloraservices.co.uk).
4. Set Your Advertising Goals
Google Ads may ask what your primary advertising goal is (e.g. get more calls, website visits, or physical store visits). Choose your goal or skip to manual setup.
5. Choose Smart or Expert Mode
Smart Mode: Simplified setup for beginners. This is the setting we would recommend for florists.
Expert Mode: More advanced features for custom campaigns. (Click "Switch to Expert Mode" at the bottom if you prefer more control.)
3. Conduct Keyword Research
Keywords are the backbone of your Google Ads campaigns. Use tools like Google’s Keyword Planner or Semrush to identify terms your potential customers are searching for.
Here's a few effective keywords you could use to help drive traffic to your florist website:
“Same-day flower delivery near me”
"Flower delivery in <your location>"
“Wedding floral arrangements”
“Valentine’s Day roses”
“Birthday flower bouquets”
“Florist for funerals in <your location>”
Top tip! Focus on long-tail keywords like “affordable wedding florists in [city]” to attract more customers.
Our beginner's guide to SEO has some more tips on keyword research.
4. Choose the Right Campaign Type
Google Ads offers various campaign types, but for florists, the following work best:
Search Campaigns: These appear at the top of search results when someone types in relevant keywords.
Shopping Campaigns: Ideal for showcasing specific products like flower arrangements or gift baskets.
Local Services Ads: Help attract customers searching for florists in your area.
5. Create Compelling Ad Copy
Your ad copy needs to grab attention and compel users to click. Highlight what makes your floral business unique.
Tips for effective ad copy:
Include a strong call-to-action (e.g. “Order Now for Same-Day Delivery”).
Mention unique selling points (e.g. “Hand-crafted Flower Bouquets” or “Free Delivery Over £50”).
Use urgency during peak seasons (e.g. “Valentine’s Day Special: Limited Stock!”).
6. Leverage Ad Extensions
Ad extensions provide additional information and improve your ad’s visibility.
Useful ad extensions for florists:
Location Extension: Show your shop’s address to attract local customers.
Call Extension: Make it easy for users to call you directly from the ad.
Promotion Extension: Highlight discounts or special offers.
Sitelink Extension: Link to specific pages on your website like “Wedding Flowers” or “Seasonal Specials.”
7. Set a Budget and Bidding Strategy
Determine your daily budget and choose a bidding strategy based on your goals. For florists, “Maximise Conversions” or “Target ROAS (Return on Ad Spend)” are good options.
8. Target the Right Audience
Refine your audience targeting to ensure your ads reach the right people.
Key targeting strategies:
Location Targeting: Focus on your local delivery areas.
Device Targeting: With more than 50% of all online traffic coming from a mobile device, make sure you're targeting mobile as well as desktop.
Demographic Targeting: Adjust settings to target specific age groups or income brackets if relevant. Think about the usual types of customers who visit your shop, you could target similar audience or an entirely new demographic to entice a new type of customer.
9. Monitor and Optimise Campaigns
Launching your ad is just the beginning. Regularly monitor performance and make adjustments to improve your results.
Metrics we recommend you track:
Click-through rate (CTR): Are people clicking your ads?
Conversion rate: Are clicks turning into sales or enquiries?
Cost-per-click (CPC): Are you staying within budget?
Quality Score: Higher scores lower your CPC and improve ad rankings.
Our optimisation tips:
Pause underperforming keywords.
Test different ad copy variations to see what is resonating with your customers.
Adjust bids for top-performing keywords.
Use negative keywords to avoid irrelevant clicks (e.g. “fake flowers”).
Now using all of this, let's put it into practice. Here's our Step by Step Guide for creating your ad in Google Ads:
1. Choose Your Campaign Type
Once in Google Ads, click “+ New Campaign”.
Select a campaign goal, such as:
Sales
Leads
Website Traffic
Product & Brand Consideration
Brand Awareness & Reach
If unsure, select Create a campaign without a goal’s guidance to manually configure the campaign.
Available campaign types include:
Search: Text ads appear in Google search results.
Display: Visual banner ads appear on websites.
Shopping: Showcase your products in Shopping results.
Video: Ads shown on YouTube.
Performance Max: A mix of formats and placements.
App: Drive app downloads and engagement.
2. Configure Campaign Settings
Campaign Name: Pick something descriptive (e.g., "Search Ads for Birthday Bouquets").
Networks: Decide where ads will appear (e.g., Google Search Network, Display Network).
Locations: Select geographical targeting (counties, cities, or a radius around a location). We recommend your local delivery locations.
Languages: Choose the languages spoken by your target audience.
Budget and Bidding:
Set your daily budget.
Choose a bidding strategy based on your goal (e.g., maximise clicks, conversions, or target cost-per-action).
3. Create Ad Groups
Ad groups organise your ads under specific themes or keywords.
Add a name for the ad group (e.g., “Valentine's flowers”).
Define the keywords for this ad group. Use Google’s Keyword Planner for suggestions.
4. Create Your Ad
For a Search Campaign:
Final URL: The landing page for your ad.
Headline: Write up to three headlines (30 characters each).
Description: Add two descriptions (90 characters each) to describe your offer.
For Display or Video Campaigns, upload images, videos, or banners.
Preview the ad before moving on.
5. Set Up Ad Extensions (optional but we recommend it)
Add extra information to your ads, such as:
Sitelinks: Additional links to specific pages on your website.
Call Extensions: Add your phone number.
Location Extensions: Show your business address.
6. Review and Launch
Double-check all campaign details.
Set up billing information (if you haven't already done this).
Click “Publish” to start running your campaign.
Tips for Success
Track Performance: Use Google Ads Reports to monitor clicks and conversion rate.
Refine Targeting: Adjust locations, demographics, and keywords based on campaign performance.
Test Multiple Ads: Run A/B tests to find the most effective headlines and descriptions.
Use Negative Keywords: Exclude irrelevant searches to save money.
Google Ads can be a game-changer for florists looking to thrive in a crowded online market. By defining clear goals, targeting the right audience, and continually optimising your campaigns, you can ensure your business stands out and captures the attention of potential customers. Start small, analyse the results, and refine your approach to make the most of your advertising budget!
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