The Basics of Google Ads for Artists on a Budget

As an artist trying to grow your business online, visibility is everything. But with social media reach fluctuating and organic search taking time, you might be wondering: Should I invest in Google Ads? The answer: Yes—but smartly and strategically. Google Ads can be a powerful way to get your art, prints, or website in front of people who are already searching for what you create. And you don’t need a massive budget to see results. Here's how to get started.

What Are Google Ads (and How Do They Work)?

Google Ads are the sponsored listings you see at the top of Google search results. When someone searches for something like:

·         “original oil paintings for sale”

·         “South African wildlife art”

·         “custom pet portraits near me”

Your ad can appear at the top—if you’ve set up a campaign targeting those keywords.

You only pay when someone clicks on your ad (hence the term "pay-per-click" or PPC). So, you’re not paying just to show up—you’re paying for potential buyers to visit your site.

Start Small with a Clear Goal

Before spending a single cent, define your goal. Ask:

·         Do I want to sell a specific piece or collection?

·         Do I want more traffic to my online store?

·         Do I want to build my email list by offering a freebie or art guide?

Choose one specific action and build your ad campaign around it. A tight focus helps you avoid wasting money. Example Goal: “I want to sell 5 limited-edition lion prints this month.”

Set a Budget That Works for You

You don’t need thousands to advertise on Google. Start with a daily budget as low as R50–R100 (about $3–$5). Google will only spend up to your daily limit. Use Google Ads' Smart Campaigns to simplify setup—they’re designed for small businesses and creatives with limited time or experience.

Tip: Set your campaign to Manual CPC (cost-per-click) so you can cap your maximum bid and stay in control.

Choose the Right Keywords

This is where things get powerful.

Instead of broad terms like:

·         “art” or “painting” (way too general)

Use more specific, buyer-focused keywords like:

·         “original oil painting of elephants”

·         “custom pet portrait Cape Town”

·         “large botanical art prints for bedroom”

Use free tools like:

·         Google Keyword Planner

·         Ubersuggest

Focus on long-tail keywords—phrases that are longer, more specific, and less competitive.

Write a Strong, Clear Ad

Your Google ad only gives you a short space to catch someone’s eye, so make every word count:

Headline Example:

“Original Elephant Oil Paintings – Buy Wildlife Art by Jane Smith”

Description Example:

“Limited edition oil paintings inspired by South Africa’s wild beauty. Free local shipping. Only 10 prints available.”

Use a strong call to action like:

·         Shop Now

·         View Collection

·         Order Your Custom Portrait

And make sure the link goes directly to the relevant product or page, not just your homepage.

Send People to a High-Converting Landing Page

Once they click your ad, where do they land?

If your page is cluttered, slow, or confusing, they’ll leave—costing you money with no return. So make sure your landing page:

·         Loads quickly

·         Features your art clearly

·         Explains what’s for sale and why it’s valuable

·         Makes it easy to buy, contact you, or take the next step

Track Results (and Tweak Often)

Google Ads gives you detailed analytics. Watch:

·         Which keywords are performing?

·         How many clicks turn into sales?

·         Which ads are costing more than they’re making?

Turn off underperforming keywords or ads. Test new headlines, new landing pages, or even better-targeted locations (like people in your province or country). This is where you refine and maximize your return on a small budget. Google Ads aren’t just for big brands with massive budgets. With a little planning and a lot of focus, you can use them to promote your art, get in front of new collectors, and make real sales—even with a tight wallet.

Ready to Take Your Art to the Next Level?

Whether you’re just starting out or already thriving as an artist, there’s always more to explore and learn. Visit my Resources Page for exclusive free and paid courses, powerful creative tools, and inspiring art business resources — all designed to help you grow, create, and succeed.