Google Ads Ottawa

Ottawa small businesses don't lose money on Google Ads because their keywords are too expensive.

They lose money because the account was set up once and left to run on autopilot.

I've reviewed Ottawa Google Ads accounts where the business owner proudly showed me a dashboard with high impression share and low cost per click. Then we looked at the search terms report. The account was paying for searches from people looking for free estimates, DIY fixes, and other cities entirely.

That's the problem with autopilot. Google will take your budget and spend it anywhere if you let it.

What makes Ottawa different from other Canadian markets

Ottawa is smaller than Toronto but has its own competitive pockets. The government and tech sectors mean a lot of businesses here compete for the same searches. Cost per click runs lower than Toronto in some trades, but lead quality varies more.

I've noticed Ottawa businesses often serve both Ontario and Quebec from one account. That doesn't work without separate campaign structure. A search from Gatineau needs different messaging than a search from Orleans or Kanata. Mixing them in one campaign makes it hard to see what's actually working.

The other Ottawa-specific issue is neighbourhood targeting. The Valley, Orleans, Kanata, Barrhaven, each has different competition levels and different customer expectations. A one-size-fits-all campaign misses those nuances.

The one change that moves the needle for most Ottawa accounts

It's not the bid strategy. It's not the ad copy. It's the search terms report.

Most Ottawa accounts we review have never had a negative keyword list built. Every irrelevant click is teaching Google the wrong thing about the campaign. Over time, those clicks become expensive habits.

One client asked why calls suddenly dropped. Nothing was wrong with Google Ads. Their phone provider had changed the tracking number during a website redesign. The account looked fine. The data was broken.

We fixed the number and calls came back. The ads hadn't changed. The tracking had.

What to do before you increase your Ottawa Google Ads budget

Look at your search terms report. Find the searches that have nothing to do with your services. Add them as negative keywords. Do this for two weeks before you think about raising budgets.

If your landing page doesn't match the ad promise, fix that first. Ottawa clicks are too expensive to waste on generic homepages.

Ottawa small businesses don't need more traffic. They need the right traffic. The kind that picks up the phone and calls during business hours.