Investing in Google AdWords can be great for your ROI — if you know what you’re doing.

Google owns an impressive — and unsurprising — 74% of the search engine market (the second place leader, Chinese search engine Baidu, owns just 11%). It makes sense then to focus your PPC strategy there if you want to reach as many people as possible. And your profit potential for doing so is quite high. Advertisers earn about $2 in revenue for every dollar they spend in ads on the platform.

There’s a problem, though. Google AdWords can be confusing, and clearing up that confusion can be a major time suck. If you’re operating with a small business team (and small business budget), you might not have the resources to dedicate to figuring out all of the nuances of the AdWords platform. So to help you out, we’ve compiled our favorite quick and easy AdWords tips. Read on and start getting more out of your AdWords efforts.

1. Know Your Keywords

You can’t talk Google ads tips without talking keywords. It’s crucial that you know what keywords your audience is using to search for things within your industry. And if you don’t do your own research, Google might do the guessing for you — a strategy that isn’t likely to secure you the most qualified leads.

AdWords has a keyword planner that allows you to identify which keywords don’t fit your campaign. But internal awareness of what keywords do work is just as important. Put yourself in the shoes of the audience that you’re trying to reach. What words and phrases are they using when they’re looking for a business like yours? Then do additional keyword research to figure out the efficiency of that term. Ultimately, you want to focus on the keywords that are high volume, low competition, and priced to fit in your budget.

2. Create Solid Landing Pages

You need to focus as much on where your audience ends up when they click on your Google Ads as how they get there. And to do so, you’ll need to optimize your landing pages in such a way that they provide the value and/or information that the searchers who clicked were anticipating, and entice visitors to some action, such as signing up for your email list.

The best landing pages are those that are clear and concise, and that aligns with the ad they’re linked to. Use descriptive and compelling copy to outline the benefits on the page and to deliver your visitors what they’re looking for. This is a great place to use gated content since searchers have already shown interest and, therefore, may be more likely to share their contact information in exchange for valuable content resources.

3. Make Use of Geotargeting

Where Google AdWords really shines is with local search. People who find local information in their search results are more likely to visit the store in person, perhaps even the same day. This makes AdWords a major advantage for small businesses with a local presence, but you’ll need to maximize your use of geotargeting if you really want to put local PPC wins to work.

Geotargeting allows you to get very specific with where your desired audience is coming from. Instead of throwing your line out into the middle of the ocean, you can throw it into a pool of searchers in the precise location or locations of your choice. The result is more qualified clicks on your ads and potentially more traffic at your physical location.

4. Remove Ads That Under-Deliver

Don’t waste a penny on keywords that aren’t converting. Tracking the performance of PPC ads is important for all advertisers on the platform, but especially for small businesses with limited budgets. Money spent on under-performing keywords is money wasted — and money that could be spent on keywords that do actually get you the results that you’re aiming toward.

You already know that careful oversight of your marketing campaigns is key, and this goes double for your PPC campaigns since a simple tweak could be all that you need to boost the productivity of an ad. For an easy way to check up on how well ads are performing, take a look at the click-through rate. If it’s low, remove the ad and go back to the drawing board.

Small businesses have a lot to gain from Google AdWords. It may even end up being one of the most profitable digital marketing efforts that you make. Put in some time on the back end to do the foundational work that will make your ads will succeed — including dedicated keyword research and optimized landing pages — and then combine that with geotargeting and performance oversight. Following these tips will give you a major leg up on the AdWords platform and make all the difference between ads that fail and ads that hit it out of the park.