How I'd approach Google Ads for an AV rental business
Two tricky targeting problems, a possible campaign strategy, and one important question: can we generate profitable leads?
Your Google Ads are working. So why are you running out of cash?
Published October 2026. Last updated October 2026.
Here's a problem I didn't expect.
A profitable Google Ads campaign can cause real cash flow pressure.
I've seen this in smaller businesses running Google Ads for the first time, and in bigger businesses when we scaled up aggressively.
Cash flow pressure can happen when there is a long time between paying for the ads, and getting paid for the resulting work.
I've seen it in several different industries:
- Tourism: You have to advertise heavily in December and January to capture summer bookings. But the bulk of the money only comes in July and August.
- Immigration: You pay Google for ads today, but the client pays you in three tranches over the next two years.
- Industrial valves: Again you pay the ad costs now, but major engineering projects can take years between the initial enquiry and getting paid.
Obviously not every business has this problem:
- A plumber might get a call in the morning, fix the leak that afternoon and get paid before leaving.
- An emergency dentist might see a patient and collect payment on the same day.
- A house cleaning service might schedule the work for a few days after the enquiry and get paid afterwards.
The answer is to think not just about how much it costs to win a sale from Google Ads, or how much you'll make from that sale, but also when you'll get paid.
Then work out how much cash you'll need to cover the gap, and make sure you've got enough in reserve.
Otherwise you could end up being a victim of your own success.
If the way I think resonates with you I'd like to give you a copy of my book Profitable Google Ads. You can grab yours at https://pete-bowen.com/book
Most Google Ads Problems Aren't Google Ads Problems
If my writing resonates with you, I'd like to give you a copy of my book, Profitable Google Ads. The book was written for business owners, but many PPC professionals have found it valuable too.
Before you download it, what describes you best?
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