Google Ads can put your business in front of people searching for exactly what you sell. But the default settings are designed to spend money, not necessarily to make you money. This beginner’s guide walks through setting up a first Search campaign that is focused, measurable and profitable.
1Set Up Conversion Tracking First
Before spending anything, define what counts as a result: form submissions, calls, WhatsApp clicks or purchases. Set these up as conversions using Google Tag Manager or GA4 imports. Without tracking, you cannot tell which keywords make money.
2Start With a Search Campaign
Search campaigns show text ads to people actively searching. They are the easiest to control and the best place to start. Turn off the Display Network and search partners initially, and switch from ‘expert mode’ defaults to settings you understand.
3Choose Keywords and Match Types
Start with exact and phrase match for high-intent keywords, and review search terms weekly.
- Exact match: closest control, e.g. [website design company]
- Phrase match: includes the phrase in context
- Broad match: widest reach, best with strong conversion data
- Negative keywords: exclude searches like ‘free’, ‘jobs’, ‘course’
4Write Relevant Ads
Use responsive search ads with headlines that include the keyword, your main benefit, proof and a call to action. Add sitelinks, callouts and call assets to take up more space and improve click-through rate.
5Budget and Bidding
Start with a daily budget you can sustain for at least a month. Use Maximise Clicks or manual CPC to gather data, then move to Maximise Conversions or Target CPA once you have consistent conversions.
6Optimise Weekly
Review search terms, add negatives, pause poor keywords, test new ad headlines and improve landing pages. Small weekly improvements compound into much lower cost per lead.
Frequently Asked Questions
How much should I spend on my first Google Ads campaign?
Enough to get meaningful data in your market, often the equivalent of a few hundred to a few thousand dollars per month depending on CPCs.
What is a good click-through rate for Google Ads?
For Search campaigns, many businesses see between 3% and 8%, but it varies by industry and ad position.
Should I use broad match?
Broad match can work well with smart bidding and strong conversion data. Beginners usually start with exact and phrase match for control.
Why are my ads not showing?
Common reasons include low bids, low Quality Score, budget limits, disapproved ads or very narrow targeting.
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