Marketing for Photographers • Photography Business Resources • Written by Lindsay Herkert

Google Ads for Photographers: How This One Decision Grew My Photography Business by 450%
TL;DR
If you’ve ever wondered whether Google Ads for photographers are actually worth it, you’re not alone. The short answer is yes—but only when they’re used strategically.
After moving from San Diego to Austin, I had to rebuild my photography business from scratch. Social media alone wasn’t bringing in enough inquiries, so I decided to try Google Ads. That one decision helped my photography business grow by more than 450% over several years.
In this post, I’ll share how Google Ads for photographers actually work, why they’re different from social media marketing, and what you should have in place before running ads.
Want the Quick Version? Watch the Video
If you’d rather hear the story directly, I explain how Google Ads for photographers changed my business in the short video below.
In the video, I cover:
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Why I almost talked myself out of running ads
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How Google Ads differ from social media marketing
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The ripple effect consistent inquiries had on my business
Why Did I Start Using Google Ads for Photographers?
When my family moved from San Diego to Austin, I found myself in a situation many photographers face at some point.
I was starting over.
I didn’t know anyone locally. My previous client base was hundreds of miles away. And like most photographers in that position, I turned to the place we’re all told to focus our marketing energy: social media.
I posted consistently. I shared behind-the-scenes moments. I tried to stay active and visible.
But if I’m being honest, it wasn’t bringing in the steady inquiries I needed to rebuild my business.
Around that time, I started researching Google Ads for photographers.
The idea made sense: instead of hoping people would stumble across my work on Instagram, I could show up when someone was actively searching for a photographer.
The catch?
It was going to cost about $300 a month, and at that point my photography business was bringing in around $11,000 a year (it was a rough start after moving cities). Spending money on advertising felt risky.
So I thought about it for months before finally deciding to try it.
How Did Google Ads for Photographers Grow My Business?
The results surprised me.
The first year I ran Google Ads, my income increased by about 55%. And this was during 2020—a year when many photographers were simply trying to stay afloat.
But the real impact happened over time.
Over the next several years, using Google Ads for photographers helped my business grow by more than 450%.
The most interesting part wasn’t just the increase in bookings.
It was what happened after the inquiries started coming in consistently.
Instead of constantly worrying about where my next client would come from, I was able to focus on improving my photography, raising my prices, and creating a stronger experience for the families I photographed.
In other words, my marketing stopped feeling like a constant hustle and started functioning like a system.
Why Do Google Ads for Photographers Work So Differently Than Social Media?
One of the biggest reasons Google Ads for photographers can be so effective is because Google works differently than social media.
Platforms like Instagram and Facebook are based on interruptive marketing.
People are scrolling through their feed to see friends, entertainment, or inspiration. When your content appears, it interrupts that experience.
Google, on the other hand, is built around intent.
When someone types something like:
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“Family photographer near me”
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“Newborn photographer Austin”
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“Senior portraits Round Rock”
They’re already looking for a photographer.
They’ve moved past inspiration and into decision-making.
That’s what makes Google Ads for photographers so powerful. Instead of trying to convince someone they want photos, you’re simply showing up when they’re already searching.
According to research from Google, billions of searches happen every day, many of them from people actively looking for local services.
When Do Google Ads for Photographers Work Best?
While Google Ads for photographers can be incredibly effective, they’re not a magic button.
They tend to work best when a few important pieces are already in place.
First, you need a clear photography niche. Google works best when it understands exactly what service you provide.
Second, you need a website that converts visitors into inquiries. If someone clicks your ad and lands on your website, the site needs to clearly communicate your work, your professionalism, and how to contact you.
Third, your pricing needs to support the investment. Ads are a marketing expense, so your pricing structure needs to leave room for that cost while keeping your business profitable.
Without those elements in place, ads can still send traffic to your website—but those visitors may not turn into bookings.
For more insight into how Google Ads work, this overview from Search Engine Journal explains the basics of how search-based advertising functions.
What Do Most Photographers Get Wrong About Google Ads for Photographers?
One of the biggest misconceptions about Google Ads for photographers is that you simply turn them on and clients start booking.
In reality, successful ads involve testing and something many photographers overlook: optimization.
Optimization means adjusting your ads over time so they attract the right clients.
It involves:
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Refining keywords
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Improving ad copy
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Eliminating wasted spending
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Identifying which searches bring your best clients
This is often the difference between photographers who say Google Ads work incredibly well and those who say they wasted money.
The profitability happens in the optimization process.
Final Thoughts on Google Ads for Photographers
Looking back, the decision to try Google Ads for photographers felt like a big risk at the time.
Spending $300 a month on advertising when my business was bringing in $11,000 a year didn’t feel comfortable.
But that one decision changed the trajectory of my photography business.
Not just because of the revenue growth, but because it allowed me to build a business with consistent inquiries, better clients, and the breathing room to focus on the work I love.
If you’re curious about how to start using Google Ads for photographers, I’ve created a free tutorial that walks through how to set up your first Google Ad step by step.











