Introduction to Creating a Google Ads Campaign
I will provide a comprehensive, step-by-step advanced tutorial on creating a Google Ads campaign from scratch. Well you may ask? Who am I? I am a specialist with 9 years of experience running a Google Ads and Meta Ads agency. The goal is to help digital marketing experts & e-commerce brand owners generate leads and sales effectively through Google Ads.
Setting Up a Google Ads Account
First step: create or sign in to a Google account via ads.google.com. Most users already have a Google account (e.g., Gmail users).
If not, creating a new Google account is quick and necessary for accessing Google Ads services. The Google Ads account setup page offers new advertisers various promotional ad credit offers that vary by country and time (e.g., £400 credit after spending £400 in the UK). Everyone should choose the offer that fits their expected ad spend, typically the smallest if unsure.
I recommend you to carefully select and claim of the promotional offer before starting as if you choose a wrong offer, & are unable to spend the required amount promotion won’t be applicable.
Also, make sure to check the deadline of the promotion
Account Setup Details and Options
Sometimes auto-fills business information (name and website URL) from the associated Google account.
- Advertisers can adjust the landing page destination, including options to direct traffic to a website, business profile, phone number, or app.
- It’s usually preferable to send traffic to a website or Google Business profile.
- The presenter advises skipping automatic campaign creation during account setup to better control the process later.
- Correctly setting billing country, time zone, and currency is crucial to avoid issues with billing or reporting later.
Billing, Payment Profiles, and Payment Methods
- Payment profiles auto-populate from the Google account but can be changed or added if needed.
- Most advertisers fall under the “business” category; charities and other categories exist but are less common.
- Tax information is optional and location-dependent.
- Payment methods include credit/debit cards and bank accounts; adding multiple methods is recommended to avoid payment failures that could suspend or disable the account.
- Google places a temporary authorization hold (e.g., £10) on cards, which is removed within about a week.
- Google’s billing system charges monthly or when a billing threshold is reached; invoices may not directly match spend, which can be confusing but is normal.
Google Ads Expert Consultation Option
- New advertisers may qualify for a free consultation with a Google Ads expert, typically via phone or messaging app.
- The presenter advises taking this offer but cautions that the quality of advice can vary.
- Not all advertisers qualify for this service, which depends on location and account eligibility.
Campaign Creation: Selecting Campaign Objectives
- The campaign objective is critical because it guides Google’s AI optimization toward the desired outcome.
- Common objectives for beginners: Sales or Leads.
- Avoid choosing “Website Traffic” unless you have a very specific strategy, as it brings clicks without guaranteed conversions.
- Sales campaigns are for direct online purchases; leads campaigns are for generating inquiries, calls, or bookings that convert offline.
- Other objectives include local store visits, app promotions, and awareness, but these are less relevant for beginners.
- The video’s example uses the Leads objective.
Campaign Types Overview and Recommendations
| Campaign Type | Description & Use Case | Presenter Recommendation |
|---|---|---|
| Search | Ads appear on Google Search results for relevant keywords | Best for beginners, straightforward with clear user intent |
| Performance Max | Combined campaign type across all Google properties (YouTube, Shopping, Display) | Powerful but complex; use after gaining experience with Search campaigns |
| Demand Gen | Includes YouTube, Discovery, Gmail ads (mixed formats) | Catch-all, more complex |
| Display | Banner ads across websites, often for remarketing | Useful but better after Search |
| Shopping | Product image ads in Google Shopping results | Great for e-commerce |
| Video | YouTube video ads | Good for brand awareness |
- Beginners should start with Search campaigns to capture high-intent users.
- Performance Max works well after gathering conversion data from Search campaigns.
Choosing Conversion Types Within Leads Campaign
- Multiple conversion methods can be selected: website visits, phone calls, store visits, app downloads, lead form submissions.
- The video uses website visits as the conversion action, sending users to the website URL.
Bidding Strategy Explained
- Default bidding for leads and sales campaigns is Maximize Conversions, which aims to get the highest number of conversions within the budget.
- Alternative bidding options include “Maximize Clicks” (focuses on traffic, usually cheaper clicks but lower conversion quality).
- Bidding on conversions prioritizes showing ads to users most likely to convert, even if cost per click (CPC) is higher.
- Conversion Value bidding is recommended for sales campaigns with varying values per conversion (e.g., leads for $500 vs $10,000 services). It optimizes for highest value outcomes.
- Target Cost Per Action (CPA) bidding is advanced and not recommended for beginners initially.
- There is an option to bid specifically for new customers to avoid spending on existing clients, but this is also an advanced feature.
Network and Location Targeting
- Deselect the Display Network to focus solely on Search Network to ensure ads show only on relevant Google Search results.
- Target geographic locations where the business operates or delivers services.
- Location targeting can be broad (country-level) or specific (cities, radius targeting).
- Exclusions can be added to remove unwanted areas (e.g., excluding Wales if targeting Bristol area).
- Avoid over-narrowing location targeting unnecessarily; broader targeting allows Google to optimize better.
Keyword Match Types and Recommendations
| Match Type | Description | Use Case & Notes |
|---|---|---|
| Broad Match | Ads show for searches related to keywords, including loosely related phrases | Not recommended for beginners due to broad, irrelevant traffic |
| Phrase Match | Ads show if the search query contains the exact phrase or close variations | Good balance, recommended for core keywords |
| Exact Match | Ads show only if the search query exactly matches the keyword or close variants | Highly targeted, reduces wasted spend |
- The presenter advises avoiding broad match initially due to risk of irrelevant clicks and wasted budget.
- Start with phrase and exact match keywords, gradually expanding keyword sets as data accumulates.
- Keywords should be specific and closely aligned with the advertised service/product to improve conversion rates.
- Examples of keyword selection and appropriate match types are demonstrated.
Creating Responsive Search Ads
- Responsive search ads automatically combine multiple headlines and descriptions to find the best-performing combinations.
- Final URL should point to a relevant landing page, not just the homepage (e.g., a dedicated Google Ads service page).
- Display path is a customizable, user-friendly URL shown in the ad for clarity.
- Headlines should include keywords and benefits, be clear and relevant (e.g., “Google Ads Agency,” “Generate More Leads”).
- Pinning important headlines (e.g., brand or service name) ensures they always appear in ads.
- Descriptions provide additional persuasive information and calls to action (CTAs), such as “Schedule a call today” or “View case studies.”
- Google’s AI-generated headlines and descriptions are a starting point but often require manual refinement for clarity and relevance.
Ad Extensions (Assets)
- Ad extensions increase ad size and provide additional links or information, improving click-through rates (CTR).
- Key extensions to add initially:
- Sitelinks: Direct users to specific pages (e.g., Case Studies, Contact Us, Service Pages).
- Callouts: Short snippets emphasizing key benefits (e.g., “Agency that cares,” “Outstanding service”).
- Other extensions (promotions, structured snippets, call extensions) exist but are more advanced.
- Extensions help ads stand out and improve performance.
Setting Campaign Budget
- No “perfect” budget exists; budget depends on business size and goals.
- Start with an amount you can afford to lose without financial strain, because initial campaigns may not be immediately profitable.
- Avoid budgets too small to generate meaningful data or results, and avoid excessively large budgets that waste money.
- Scale budgets upward as campaigns prove successful.
- Google provides budget and conversion estimates, but these are often inaccurate for new accounts.
Campaign Review and Conversion Tracking Importance
- Before publishing, review all settings: campaign objective, bidding, networks, location, keywords, ads, and budget.
- Conversion tracking setup (ideally via Google Analytics linked to Google Ads) is critical to:
- Measure actual conversions (e.g., bookings, sales).
- Enable Google Ads AI to optimize bidding and targeting effectively.
- After publishing, Google reviews ads for policy compliance before going live.
Post-Launch Campaign Management and Optimization
- Do not “set and forget” campaigns; monitor results regularly.
- Analyze keyword and ad performance: pause underperforming keywords/ads, add new ones based on data.
- Continuously optimize to improve conversion rates and ROI.
- The presenter references additional videos for advanced optimization techniques.
Closing and Encouragement
- The presenter congratulates viewers for completing the tutorial and encourages ongoing learning and optimization.
- Invites viewers to subscribe and comment for feedback and future video ideas.
- Offers agency services for those who prefer expert management of their Google Ads campaigns.
Key Insights and Recommendations
- Start with a Google account and carefully set up your Google Ads account, including billing and payment details, to avoid complications.
- Choose your campaign objective (Sales or Leads) carefully because it drives Google’s optimization efforts. Avoid “Website Traffic” for beginners.
- Start with Search campaigns to capture high-intent users and gain experience. Expand to Performance Max or other types later.
- Use phrase and exact match keywords initially; avoid broad match to prevent wasted ad spend on irrelevant traffic.
- Create responsive search ads with clear, relevant headlines and descriptions, pinning key phrases for consistency.
- Add ad extensions (sitelinks and callouts) to improve ad visibility and CTR.
- Set a budget you can afford to lose, start small, and scale as you learn what works.
- Implement conversion tracking to measure results and enable optimization.
- Monitor and optimize campaigns regularly; Google Ads success requires ongoing management.
- Consider professional agency support if the process seems overwhelming or if you want better results faster.
Summary Table: Google Ads Campaign Setup Key Steps
| Step | Description | Tips/Notes |
|---|---|---|
| 1. Google Account Setup | Sign in or create a Google account | Necessary for Google Ads; check billing info carefully |
| 2. Account Creation | Create Google Ads account, claim promotional offer | Offers vary by location/time; select best fit |
| 3. Campaign Objective | Choose Sales or Leads | Drives optimization; avoid Website Traffic for beginners |
| 4. Campaign Type | Select Search campaign | Best for beginners; Performance Max later |
| 5. Location Targeting | Target areas relevant to your business | Use radius and exclusions as needed |
| 6. Keyword Selection | Use phrase and exact match keywords | Avoid broad match initially to reduce wasted spend |
| 7. Ad Creation | Build responsive search ad with relevant headlines, descriptions | Pin important headlines; refine AI suggestions |
| 8. Ad Extensions | Add sitelinks and callouts | Enhance ad size and provide additional info |
| 9. Budget Setting | Set affordable budget; start small and scale | Don’t overspend before testing |
| 10. Conversion Tracking Setup | Link Google Analytics & Google Ads to track conversions | Enables data-driven optimization |
| 11. Launch & Monitor | Publish, monitor, analyze, optimize campaigns regularly | Pause poor performers; test new keywords and ads |
This summary encapsulates the entire tutorial’s core teachings, providing a structured, clear roadmap for beginners to follow when setting up their first Google Ads campaign.