How to Do a Google Ads Campaign?

How to set up, manage, and scale Google Ads campaigns using keyword research, ad extensions, and conversion tracking.

In today's digital-first world, getting your business in front of the right audience at the exact moment they are searching for your products or services is the holy grail of marketing. While organic reach through SEO is a powerful long-term strategy, it often takes months to see significant results. This is where Google Ads (formerly known as Google AdWords) steps in as a game-changer. Google Ads is the online advertising platform developed by Google, allowing businesses to display brief advertisements, product listings, and video content within the Google ad network to web users. It operates primarily on a pay-per-click (PPC) model, meaning you only pay when someone actually clicks on your ad to visit your site. This creates a unique opportunity for businesses of all sizes to achieve a high return on investment (ROI) by targeting users with high commercial intent.

However, for the uninitiated, logging into Google Ads for the first time can feel like being dropped into the cockpit of a jumbo jet. There are countless settings, campaign types, bidding strategies, and metrics to decipher. Many beginners make the costly mistake of launching a campaign without proper structure, burning through their budget with little to show for it. The difference between wasting money and generating revenue lies in understanding the mechanics of the platform before you hit the "publish" button. A successful Google Ads campaign is not just about spending money; it is about investing it wisely based on data, keyword research, and user experience.

The platform has evolved significantly over the years. It is no longer just about text ads on a search results page. Today, Google Ads encompasses YouTube ads, display banners on millions of websites, app promotion ads, and shopping ads for e-commerce stores. This diversity allows you to reach potential customers whether they are actively searching on Google (Search Network) or casually browsing their favorite blog (Display Network). Understanding which network aligns with your business goals is the first critical decision you will make. A local plumber, for example, will find vastly more success with Search ads targeting "emergency plumber near me" than with a random display banner.

Furthermore, the algorithm now heavily relies on machine learning to optimize for conversions. Modern Google Ads success is a partnership between human strategy and automated bidding. You provide the data, the creative assets, and the targeting parameters, and the AI works to find the users most likely to take the desired action. This guide is designed to strip away the complexity and provide a clear, actionable roadmap. Whether you are looking to generate phone calls, sell products online, or drive traffic to a blog, this tutorial will walk you through the exact steps required to build a robust, profitable Google Ads campaign from scratch.

What Are the First Steps to Take Before Creating a Google Ads Campaign?

Before you even think about writing your first ad or selecting keywords, you must lay the groundwork. Skipping the planning phase is the number one reason why campaigns fail. The first step is to define your advertising goal with absolute clarity. What does success look like to you? Is it a phone call, a newsletter sign-up, a direct sale, or physical foot traffic to your store? Google Ads structures its campaigns around specific goals such as "Sales," "Leads," "Website Traffic," "Product and Brand Consideration," and "Local Store Visits." Choosing the right goal at the outset informs the rest of the setup, dictating which ad formats are available and how the bidding algorithm will optimize your results.

Next, you must set up conversion tracking. This is arguably the most crucial technical step. Imagine flying a plane with no instruments; you wouldn't know where you are going. Conversion tracking is your dashboard. It is a snippet of code (a tag) that you place on your website, specifically on the "Thank You" page that appears after a purchase or form submission. When a user clicks your ad and completes that action, the tag fires, telling Google that the click resulted in a conversion. Without this data, you are flying blind. You might be paying for clicks that are leading nowhere, or worse, you might pause a campaign that is actually profitable because you are only looking at click costs and not the revenue generated.

You also need to conduct a thorough audit of your website's landing pages. Your ad is a promise, and your landing page is where you deliver on that promise. If your ad promises "Buy Red Nike Air Max," the user should click through to a page specifically about Red Nike Air Max, not your homepage. A disjointed experience increases your bounce rate and hurts your Quality Score—a metric Google uses to determine your ad rank and cost-per-click. A high Quality Score (based on expected click-through rate, ad relevance, and landing page experience) can actually lower your costs and improve your ad positions.

Finally, you must establish a realistic budget. Google Ads operates on a daily budget average. Start conservatively with what you are comfortable spending. Remember, you are entering an auction. Some keywords are expensive (e.g., "insurance" can cost over $50 per click), while others are very cheap. Your budget will dictate your strategy. If you have a limited budget, you might need to focus on highly specific, long-tail keywords (like "handmade leather dog collar size small") rather than broad, expensive terms. The preparation phase ensures that when you launch your campaign, you are measuring the right things and sending traffic to a destination ready to convert them into customers.

How Do I Choose the Right Campaign Type and Settings?

Once your account structure and tracking are in place, it is time to create a new campaign. The first decision you face is choosing the campaign type. This is a fork in the road, and your choice should be 100% aligned with your business model. The main types include:

• Search Network: Text ads on Google Search results pages. Best for capturing users with high intent (people looking to buy or find information now).
• Display Network: Image or banner ads on millions of websites, apps, and YouTube. Best for building brand awareness and remarketing to people who have already visited your site.
• Shopping: Product listing ads with images and prices, appearing prominently in search results. Essential for e-commerce stores selling physical goods.
• Video: Ads that run on YouTube and other video partners. Great for storytelling and product demos.
• App: Ads designed to drive installations of mobile apps.
• Performance Max: A newer type that uses automation to show ads across all of Google’s inventory (Search, Display, YouTube, Gmail, Maps) based on your conversion goals. It is powerful but requires feeding it high-quality data.

After selecting your type, you must define the "General" settings. This includes naming your campaign (use a naming convention like "Search - Brand - US" for easy organization), and most importantly, deciding whether to opt into the Google Search Network and the Search Partners. Search partners can include websites like Amazon or Pinterest that show Google ads. While this can increase reach, the traffic quality can sometimes be lower than main Google Search, so beginners may want to uncheck this box initially to maintain control.

The "Networks" section is followed by the "Locations" and "Languages" targeting. This is where you tell Google who gets to see your ads. For a local business, you want to target a radius around your physical location. For an e-commerce store shipping nationwide, you target the entire country. Be mindful of the setting "Presence or Interest." By default, Google shows your ads to people who are in your targeted location, or who Google thinks are interested in your location. If you only want to serve ads to people physically in your city (e.g., a restaurant), you should change this to "Presence" only to avoid wasting money on tourists researching your city from abroad.

Finally, you will set your bidding strategy and budget. For beginners starting with Search campaigns, it is often recommended to start with "Manual CPC" (Cost-Per-Click) or "Maximize Clicks" to gather initial data. "Maximize Clicks" tells Google to spend your budget to get as many visitors as possible. This is good for early-stage data collection. However, if you have conversion tracking set up, switching to "Maximize Conversions" or "Target CPA" (Cost Per Acquisition) later will allow Google's AI to find the users most likely to buy. In this section, you also set your daily budget. Remember, Google can spend up to twice your daily budget on a high-traffic day, but it averages out over the month.

What Is the Secret to Effective Keyword Research and Selection?

Keywords are the foundation of your Google Ads campaign. They are the queries that trigger your ads to show. If you target the wrong keywords, you attract the wrong audience and burn through your budget. The secret is not to think like a business owner, but like your customer. What exact phrases would you type into Google if you needed your product or service? This requires empathy and research. A real estate agent might think of "real estate agent," but a customer is more likely to search for "realtor near me" or "homes for sale in [specific neighborhood]."

To find these gems, you need to use the Google Keyword Planner. This free tool (found within your Google Ads account) allows you to enter seed keywords related to your business. It will then generate thousands of keyword ideas, along with crucial data like average monthly searches and the estimated competition and bid ranges. The goal is to build a list of keywords that strike a balance between high relevance and reasonable competition. Do not just go after the "head terms" (short, generic, high-volume keywords like "shoes"). These are expensive and vague. Instead, build a robust list of "long-tail keywords" (longer, more specific phrases like "women's waterproof hiking boots size 7").

Once you have your list, you must understand Match Types. This is how you control how closely the user's search query must match your keyword for your ad to show. There are four main types:

• Broad Match: Your ad may show for searches related to your keyword. This casts the widest net but offers the least control. Example: "bicycle" could trigger for "car tires."
• Broad Match Modifier (deprecated but still in many accounts): You add a plus sign to words that must be present. Example: +bicycle +repair.
• Phrase Match: Your ad shows for searches that match a phrase, or close variations of that phrase, with the words in the same order. Example: "bicycle repair" could trigger for "best bicycle repair shop."
• Exact Match: Your ad shows for searches that have the same meaning or intent as your keyword. This offers the most control and highest relevance. Example: [bicycle repair] triggers for "bicycle repair" or "bike repair."

A best practice for beginners is to start with Phrase and Exact match keywords. Broad match can be a money pit without very tight bid controls and negative keywords (which we will discuss next). As you add keywords to your ad group, think about theming. Group tightly themed keywords together. For example, put all "leather sofa cleaning" keywords in one ad group and all "carpet stain removal" keywords in a different ad group. This allows you to write highly specific ads for each group, which dramatically improves your Click-Through Rate (CTR) and Quality Score.

How Do I Write Compelling Google Ads That Get Clicks?

You have the right keywords, and you are targeting the right audience. Now you need the creative hook. Your ad copy is your chance to stand out from the three or four other businesses competing for the same click. A compelling Google Search ad consists of a few key components: Headlines (up to 3), Descriptions (up to 2), a Display URL, and extensions. Every character counts, so you must be concise and persuasive.

The first headline is the most important element. It needs to grab attention and include your main keyword. If someone searches for "buy espresso machine," and your first headline says "Buy Espresso Machines Online," that keyword is bolded in the search results, making your ad stand out immediately. Use the second and third headline slots to add value propositions like "Free Shipping," "24/7 Support," or "30-Day Money-Back Guarantee." You can also use them to highlight your brand name. Google often shuffles these headlines to see which combinations perform best, so give the algorithm plenty of options.

Your description lines are where you sell the benefit. Do not just list features; explain how the feature helps the customer. Instead of "We sell durable hiking boots," try "Conquer any trail with our waterproof, durable hiking boots. Stay dry and comfortable on your next adventure." Include a call to action (CTA) like "Shop Now," "Get a Quote," or "Book Today." You want to create a sense of urgency or solve a specific pain point within the 90-character limit. Think about what makes your business unique. Is it free returns? 24-hour service? Eco-friendly materials? Put that in the description.

Beyond the core text, you must utilize Ad Extensions. These are additional pieces of information that expand your ad, making it larger and more useful. They significantly increase your ad's real estate on the page, which can improve your CTR. Key extensions include:

• Sitelink Extensions: Links to specific pages on your site (e.g., "Shipping Policy," "Sale Items," "Contact Us").
• Callout Extensions: Additional text highlighting perks ("Free Shipping," "Open 24/7," "Family Owned").
• Structured Snippet Extensions: Highlight a range of products or services ("Brands: Nike, Adidas, Puma").
• Call Extensions: Add your phone number to the ad for mobile users.
• Location Extensions: Show your business address and map marker.

Finally, embrace the power of testing. Never write just one ad. Google Ads allows you to create multiple ads per ad group. This is called A/B testing. Write two or three different ads, change the headline or the offer, and let them run. After a few hundred clicks, Google will show you which one has the higher CTR. You can then pause the loser and create a new variant to test against the winner. This iterative process of constant refinement is what separates average campaigns from great ones. The goal is to continuously improve your relevance and appeal to your target audience.

Why Are Negative Keywords and Landing Pages So Important?

Many beginners focus all their energy on the keywords they want to target and the ads they want to show. However, the real secret to profitability often lies in what you choose to exclude. This is the role of Negative Keywords. A negative keyword is a word or phrase that prevents your ad from being triggered by a certain search term. They act as a filter to keep irrelevant traffic away from your ads.

Imagine you sell luxury, brand-new watches. You bid on the keyword "watches." Without negative keywords, your ad could show for someone searching for "cheap used watches" or "how to repair a watch." These users are not your customers, and clicking your ad will cost you money without any chance of a sale. By adding "cheap," "used," and "repair" as negative keywords, you tell Google, "Do not show my ad to anyone searching for these terms." This refines your traffic, saves your budget for qualified leads, and improves your CTR, which in turn helps your Quality Score.

To find negative keywords, you must regularly review your Search Terms Report. This is a report within your Google Ads account that shows you the exact queries people typed in that triggered your ads. You will likely be surprised by some of the searches. You might find that a search for "men's shoes" triggered your ad for "women's shoes" if you used broad match. By adding "men's" as a negative keyword to your women's shoe ad group, you prevent this from happening again. Making it a habit to review this report weekly for the first few months of your campaign is essential for cost control.

Simultaneously, you must obsess over your Landing Page Experience. Clicking your ad is the first step; the landing page is the second. If the page loads slowly, is not mobile-friendly, or doesn't contain the information the ad promised, the user will hit the back button. This is called "pogo-sticking," and Google notices. It signals that your page was not a good result for that query, which can lower your Quality Score.

Your landing page should be an extension of your ad. It needs to deliver on the promise quickly. The headline on the landing page should match the headline of your ad. The content should be scannable and persuasive, guiding the user toward the conversion goal, whether that is a form, a phone call, or a purchase button. Remove unnecessary navigation links that might distract the user. The goal is to create a frictionless path from ad click to conversion. A great ad sending traffic to a poor landing page is like inviting guests to a party but locking the front door.

How Do I Monitor Performance and Optimize My Campaign?

Launching your campaign is not the finish line; it is the starting point. A successful Google Ads campaign is a living entity that requires constant care, monitoring, and optimization. You cannot simply "set it and forget it" if you want to achieve long-term profitability. The first step in monitoring is understanding the key performance indicators (KPIs). While clicks and impressions are nice to see, they are vanity metrics if they don't lead to business results. Your primary focus should be on Conversions and Cost Per Conversion.

To effectively manage your account, you need to understand the following metrics:

• CTR (Click-Through Rate): (Clicks / Impressions) * 100. This tells you how relevant and compelling your ads are. A low CTR usually means your ad isn't matching the user's search intent.
• Conversion Rate: (Conversions / Clicks) * 100. This tells you how effective your landing page and overall offer are. A low conversion rate suggests issues with your website or the product itself.
• Cost Per Conversion: Total Cost / Conversions. This is your "Tuition" for acquiring a customer. You need to know this number to ensure it is lower than the profit you make from a customer.
• Quality Score: A diagnostic tool (scored 1-10) that tells you how Google rates the quality of your keywords and ads. It is based on expected CTR, ad relevance, and landing page experience.

Armed with this data, you can begin the optimization process. Start with your keywords. Look at the keywords that are spending money but generating no conversions. Should you pause them? Lower their bids? Add more negative keywords? Conversely, look at the search terms report. Are there high-performing search terms that you aren't bidding on directly? Add them as new keywords. This is how you refine your targeting over time.

Next, analyze your ad schedule and locations. The "Dimensions" tab in Google Ads allows you to see performance by hour of the day and by geographic region. You might discover that your ads convert really well on weekdays from 9 AM to 5 PM, but poorly on weekends. You can then adjust your ad schedule to only show ads during your peak times. Similarly, if a specific city or state is generating a high cost-per-conversion, you might lower your bids there or exclude it entirely. The goal of optimization is to shift your budget away from what isn't working and funnel it into the segments, keywords, and audiences that are driving real business results. By committing to weekly reviews and incremental adjustments, you transform your Google Ads account from an expense into a highly efficient revenue engine.