How to Run Google Ads

Google Ads is one of the most powerful digital marketing platforms available today, enabling businesses of all sizes to reach potential customers at the exact moment they’re searching for products or services. With over 90% of global search traffic flowing through Google, running effective Google Ads campaigns can dramatically increase visibility, drive qualified traffic, and generate measurable returns on investment. Whether you’re a small local business, an e-commerce store, or a large enterprise, mastering how to run Google Ads is no longer optional—it’s essential for sustainable growth in the digital economy.

This comprehensive guide walks you through every critical step required to launch, optimize, and scale successful Google Ads campaigns. From setting up your first account to analyzing performance data and refining targeting strategies, you’ll gain actionable insights backed by industry best practices. By the end of this tutorial, you’ll have the confidence and knowledge to run high-performing campaigns that align with your business goals—whether that’s generating leads, increasing sales, or boosting brand awareness.

Step-by-Step Guide

Step 1: Define Your Campaign Goals

Before you create a single ad, you must clearly define what you want to achieve. Google Ads offers several campaign objectives, and selecting the right one determines how your ads are optimized and where they appear. Common goals include:

• Increasing website traffic
• Generating leads or form submissions
• Boosting online sales
• Driving phone calls
• Enhancing brand awareness

For example, if you’re a SaaS company offering a free trial, your primary goal should be lead generation. If you’re a local bakery, you may prioritize driving foot traffic with location-based ads. Your goal will influence your campaign type, bidding strategy, and success metrics. Always align your advertising goals with your broader business objectives.

Step 2: Create a Google Ads Account

To begin, visit ads.google.com and click “Start Now.” You’ll be prompted to sign in with your Google account. If you don’t have one, create a free Gmail account first. Once logged in, you’ll be guided through the account setup process.

During setup, you’ll need to provide:

• Your business name and website URL
• Your time zone and currency
• Your billing information (credit card or bank details)

Google requires billing information upfront, but you won’t be charged until your first ad is served. You can set daily budget limits to control spending. After completing setup, you’ll land on the Google Ads dashboard, where you can begin creating your first campaign.

Step 3: Choose the Right Campaign Type

Google Ads offers multiple campaign types, each designed for specific marketing objectives. Selecting the correct type is critical for campaign effectiveness. Here are the most commonly used options:

Search Campaigns

Search campaigns display text ads on Google Search results pages when users enter relevant keywords. These are ideal for intent-driven marketing—when someone is actively searching for what you offer. For example, someone searching for “best running shoes for flat feet” is likely ready to buy. Search campaigns are highly targeted and deliver strong ROI for businesses focused on conversions.

Display Campaigns

Display campaigns show visual banner ads across millions of websites in the Google Display Network (GDN), including blogs, news sites, and YouTube. These are excellent for brand awareness and retargeting users who have previously visited your site. Display ads use images, animations, or videos and are less direct than search ads, making them better suited for top-of-funnel awareness.

Shopping Campaigns

Shopping campaigns are exclusively for e-commerce businesses. They display product listings with images, prices, and store names directly in Google Search and Shopping tabs. To run these, you must link your Google Merchant Center account and upload a product feed. These campaigns are highly effective because they show real product data and are often clicked by users ready to purchase.

Video Campaigns

Video campaigns run on YouTube and partner sites. They’re ideal for storytelling, product demos, and brand building. You can choose from skippable in-stream ads, non-skippable ads, bumper ads, or discovery ads. Video campaigns are especially powerful when paired with remarketing lists to re-engage users who have interacted with your content.

Performance Max Campaigns

Performance Max (PMax) is Google’s most advanced campaign type, combining signals from Search, Display, YouTube, Gmail, and Discover into a single automated campaign. You provide assets (headlines, descriptions, images, logos, videos), set a budget, and define your goal. Google’s AI then optimizes placements and targeting across all channels. PMax is ideal for businesses with high-quality creative assets and clear conversion tracking.

Step 4: Set Your Budget and Bidding Strategy

Your budget determines how much you’re willing to spend daily on your campaign. Start conservatively—especially if you’re new to Google Ads. A $10–$50 daily budget is sufficient for testing. You can adjust it later based on performance.

Bidding strategies determine how Google spends your budget to achieve your goal. Google offers both manual and automated options:

• Manual CPC (Cost-Per-Click): You set the maximum bid for each keyword. Best for experienced advertisers who want granular control.
• Maximize Clicks: Google automatically bids to get you the most clicks within your budget. Good for traffic-focused campaigns.
• Target CPA (Cost-Per-Acquisition): You set a target cost for each conversion (e.g., $20 per lead). Google adjusts bids to meet that goal. Requires at least 15–30 conversions in the past 30 days.
• Target ROAS (Return on Ad Spend): You set a target return (e.g., 400% ROAS). Google optimizes bids to achieve that ratio. Requires conversion tracking and historical sales data.
• Maximize Conversions: Google automatically bids to get you the most conversions within your budget. Ideal for new accounts with conversion tracking enabled.

For beginners, start with “Maximize Conversions” if you have conversion tracking set up. Otherwise, use “Maximize Clicks” to gather data before switching to a more advanced strategy.

Step 5: Build Your Ad Groups and Select Keywords

Ad groups are containers for related ads and keywords. Each campaign should contain multiple ad groups, each focused on a specific theme. For example, if you sell running shoes, create separate ad groups for “best running shoes for men,” “running shoes for flat feet,” and “lightweight trail running shoes.”

Keyword research is the backbone of search campaigns. Use tools like Google Keyword Planner, SEMrush, or Ahrefs to find high-intent keywords with reasonable competition. Focus on:

• Long-tail keywords (e.g., “buy waterproof hiking boots size 10”)—they’re less competitive and more specific
• Exact match and phrase match keywords for tighter control
• Negative keywords to exclude irrelevant searches (e.g., “free,” “used,” “cheap”)

Use keyword match types strategically:

• Exact Match: [running shoes] — only triggers when users search for that exact phrase.
• Phrase Match: “running shoes” — triggers when the phrase appears in the search query, even with additional words.
• Broad Match: running shoes — triggers for related searches, synonyms, and variations. Use cautiously; can lead to wasted spend.

Organize keywords into tightly themed ad groups. This improves your Quality Score—a Google metric that affects ad rank and cost-per-click. Higher Quality Scores mean lower costs and better ad positions.

Step 6: Write Compelling Ad Copy

Your ad copy is your chance to persuade users to click. A strong Google Search ad includes:

• A compelling headline (up to 3 headlines of 30 characters each)
• A descriptive description (up to 2 descriptions of 90 characters each)
• A display URL (customizable path that appears after your domain)
• Extensions (sitelinks, callouts, structured snippets, call, location, etc.)

Best practices for ad copy:

• Include your primary keyword in at least one headline
• Highlight unique selling propositions (USPs): free shipping, 24/7 support, money-back guarantee
• Use action-oriented language: “Buy Now,” “Get Your Free Quote,” “Start Today”
• Create urgency: “Limited Stock,” “Offer Ends Soon”
• Test multiple variations (A/B testing) to see what performs best

Example for a running shoe retailer:

Headline 1: Best Running Shoes for Flat Feet

Headline 2: Free Shipping & Returns

Headline 3: Expertly Designed for Comfort

Description: Discover our top-rated running shoes engineered for arch support. Join 50,000+ runners who love our cushioned soles. Shop now and feel the difference.

Display URL: www.yourbrand.com/running-shoes

Always enable ad extensions. Sitelinks direct users to key pages (e.g., “Shop Men’s Shoes,” “Free Trial”), callouts highlight benefits (“2-Year Warranty,” “24-Hour Support”), and structured snippets showcase product categories (“Brands: Nike, Adidas, Brooks”). Extensions improve click-through rates by up to 15%.

Step 7: Set Up Conversion Tracking

Conversion tracking is non-negotiable. Without it, you can’t measure success or optimize effectively. Conversions are actions users take after clicking your ad: purchasing a product, signing up for a newsletter, calling your business, or downloading a guide.

To set up conversion tracking:

1. Go to “Tools & Settings” > “Conversions” in your Google Ads account.
2. Click “+ New Conversion Action.”
3. Select the type: website, app, phone call, or import from Google Analytics.
4. For website conversions, install the global site tag (gtag.js) on your website. If you use Google Tag Manager, add the tag there.
5. Define the conversion event (e.g., thank-you page URL, form submission button).
6. Assign a value if applicable (e.g., $50 for a sale).

Wait at least 15 conversions before making major optimization decisions. Google needs data to learn user behavior and optimize bids.

Step 8: Launch and Monitor Your Campaign

Once everything is configured, click “Save and Continue” to launch your campaign. It may take a few hours for ads to be approved and begin serving.

After launch, monitor your dashboard daily for the first week. Key metrics to watch:

• Click-Through Rate (CTR): Percentage of people who clicked your ad after seeing it. Aim for 2%+ on search.
• Cost Per Click (CPC): Average cost for each click. Compare to industry benchmarks.
• Conversion Rate: Percentage of clicks that result in a conversion. 3–5% is average; 10%+ is excellent.
• Cost Per Conversion: How much you spend to acquire a customer. Compare to your customer lifetime value (LTV).
• Quality Score: A 1–10 rating for keyword relevance, ad relevance, and landing page experience. Aim for 7+.

Use the “Campaigns” tab to view performance by ad group, keyword, and device. Look for underperforming keywords and pause them. Add high-performing keywords to new ad groups.

Step 9: Optimize Based on Data

Optimization is an ongoing process. After two weeks, analyze your data and make strategic adjustments:

• Pause keywords with high spend and zero conversions.
• Increase bids on high-converting keywords.
• Test new ad copy variations every 7–10 days.
• Add negative keywords to filter out irrelevant traffic.
• Expand targeting to similar audiences or locations.
• Adjust bids by device (mobile, tablet, desktop) based on conversion rates.
• Use audience targeting (in-market, custom intent, remarketing) to reach users with higher purchase intent.

Enable automated rules to save time. For example, create a rule that pauses keywords with a CPC above $5 and a conversion rate below 1%. Automation helps maintain efficiency as your account scales.

Step 10: Scale and Expand

Once your campaigns are profitable, it’s time to scale. Increase budgets on top-performing campaigns. Launch new campaigns targeting related keywords or audiences. Consider expanding to Performance Max campaigns to leverage Google’s AI across channels.

You can also:

• Create remarketing campaigns to target users who visited your site but didn’t convert.
• Use customer match to target email lists of past customers.
• Run discovery campaigns to reach users on YouTube, Gmail, and Discover.
• Integrate Google Analytics 4 to analyze user behavior beyond clicks.

Scaling requires careful monitoring. Don’t increase budgets by more than 20% at a time to avoid overspending before data stabilizes.

Best Practices

1. Prioritize Quality Score Over Bid Amount

Many advertisers focus solely on bidding higher to win ad placement. But Google rewards relevance. A high Quality Score (7–10) can help you rank above competitors even with lower bids. Improve Quality Score by:

• Using tightly themed ad groups
• Writing highly relevant ad copy
• Optimizing landing pages for user experience and speed

2. Use Negative Keywords Relentlessly

Negative keywords prevent your ads from showing for irrelevant searches. For example, if you sell premium coffee beans, add “free,” “cheap,” “instant,” or “coffee maker” as negatives. Review search term reports weekly and add new negative keywords to reduce wasted spend.

3. Optimize Landing Pages for Conversions

Your ad may attract clicks, but if your landing page is slow, confusing, or irrelevant, users will leave. Ensure your landing pages:

• Match the ad’s message and intent
• Load in under 3 seconds
• Have a clear, prominent call-to-action (CTA)
• Include trust signals (reviews, security badges, testimonials)
• Are mobile-responsive

Use tools like Google PageSpeed Insights and Hotjar to identify and fix usability issues.

4. Test, Test, and Test Again

Google Ads rewards experimentation. Run A/B tests on:

• Ad copy (different headlines, CTAs)
• Landing pages (different layouts, forms, offers)
• Bidding strategies (Maximize Conversions vs. Target CPA)
• Ad extensions (with vs. without callouts)

Let tests run for at least 14 days or until you have 100+ conversions per variation. Use Google’s built-in Experiments feature to test changes without disrupting live campaigns.

5. Leverage Audience Targeting

Beyond keywords, use audience signals to refine who sees your ads:

• Remarketing: Show ads to users who visited your site but didn’t convert.
• In-Market Audiences: Target users actively researching products like yours.
• Custom Intent Audiences: Reach users based on search behavior and interests.
• Customer Match: Upload email lists to target existing customers with upsell campaigns.

Audience targeting improves relevance and reduces cost-per-acquisition.

6. Monitor Competitor Activity

Use the Auction Insights report (under “Dimensions” > “Auction Insights”) to see how you compare to competitors. Look at metrics like:

• Impression Share
• Average Position
• Overlap Rate
• Above Impression Share

If competitors are dominating impression share, consider increasing bids or expanding keyword coverage.

7. Align with Google Analytics 4 (GA4)

Link your Google Ads account to GA4 for deeper insights. GA4 provides behavioral data like session duration, pages per session, and user flow. Use this to identify drop-off points and optimize your funnel.

8. Avoid Common Mistakes

Here are pitfalls to avoid:

• Using broad match keywords without negatives
• Running campaigns without conversion tracking
• Ignoring mobile performance
• Setting unrealistic ROAS targets too early
• Not reviewing search term reports
• Using the same ad copy across all campaigns

Tools and Resources

Essential Google Tools

• Google Keyword Planner: Free tool for discovering keyword ideas and search volume.
• Google Trends: Analyze search interest over time and by region.
• Google Merchant Center: Required for Shopping campaigns; upload product data feeds.
• Google Analytics 4: Track user behavior, conversions, and traffic sources.
• Google Ads Editor: Desktop app for bulk editing campaigns offline.
• Google Tag Manager: Manage tracking tags without editing website code.

Third-Party Tools

• SEMrush: Competitive research, keyword tracking, and ad spy tools.
• Ahrefs: Backlink and keyword analysis; excellent for content and SEO synergy.
• Optmyzr: Automation and optimization scripts for large accounts.
• AdEspresso: Simplified interface for testing and managing ads.
• Unbounce: Landing page builder optimized for conversion.
• Hotjar: Heatmaps and session recordings to understand user behavior.

Learning Resources

• Google Skillshop: Free certification courses on Google Ads, Analytics, and Shopping.
• Google Ads Help Center: Official documentation and troubleshooting guides.
• Search Engine Journal: Industry news and advanced tactics.
• PPC Hero: In-depth case studies and expert advice.
• YouTube Channels: “Google Ads” and “Nick Eubank” offer practical video tutorials.

Real Examples

Example 1: Local Plumbing Service

A plumbing company in Austin, Texas, wanted to generate more service calls. They created a Search campaign targeting keywords like “emergency plumber near me,” “leaky faucet repair Austin,” and “24-hour plumbing service.”

They used location targeting within 15 miles of downtown Austin, set a $40 daily budget, and used call extensions. They added negative keywords like “do-it-yourself” and “free estimates.”

After two weeks, their CTR was 6.2%, cost per call was $18, and they received 32 calls per week. They increased their budget to $70 and added a remarketing campaign targeting users who visited their service page but didn’t call. Conversion rate improved by 28%.

Example 2: E-commerce Store Selling Organic Skincare

An online retailer selling organic face serums launched a Shopping campaign linked to Google Merchant Center. They optimized their product feed with high-quality images, accurate titles (“Organic Vitamin C Serum 30ml – Brightening & Anti-Aging”), and detailed descriptions.

They ran a Performance Max campaign targeting users interested in “natural skincare,” “anti-aging products,” and “vegan cosmetics.” They used customer match to target past purchasers with a 15% discount offer.

After one month, ROAS was 520%. They scaled the campaign to $150/day and added YouTube video ads showcasing customer testimonials. Sales increased by 65% month-over-month.

Example 3: B2B SaaS Company Offering CRM Software

A startup offering a CRM tool for small businesses ran a Search campaign targeting keywords like “best CRM for small teams,” “affordable customer relationship software,” and “CRM with email integration.”

They used lead form extensions to capture emails directly in ads and linked to a dedicated landing page with a free trial signup. They set a Target CPA of $45 per lead.

After 30 days, they achieved a 12% conversion rate from clicks to leads and a CPA of $42. They then launched a Display remarketing campaign targeting users who visited the pricing page but didn’t sign up. This increased trial conversions by 40%.

FAQs

How much does it cost to run Google Ads?

There’s no fixed cost. You control your budget. Small businesses often start with $5–$50 per day. Costs vary by industry—legal and insurance keywords can cost $50+ per click, while local services may cost $2–$10. Focus on ROI, not just CPC.

How long does it take to see results from Google Ads?

You may see clicks within hours, but meaningful data takes 1–4 weeks. Google’s algorithms need time to learn user behavior. Avoid making changes too quickly. Wait for at least 15–30 conversions before optimizing.

Can I run Google Ads without a website?

Yes, but with limitations. You can run call-only campaigns or app promotion campaigns without a website. However, for lead generation or sales, a landing page is essential for credibility and conversion.

What is the difference between Google Ads and SEO?

Google Ads delivers immediate traffic through paid placements. SEO is organic, long-term traffic from ranking naturally in search results. Ads are faster; SEO is cheaper over time. Use both for maximum reach.

Do I need to be an expert to run Google Ads?

No. Google’s interface is user-friendly, and automated tools help beginners. Start small, follow best practices, and learn from data. Many successful advertisers began with no experience.

Can I run Google Ads on a mobile device?

Yes, Google Ads has a mobile app for iOS and Android. You can monitor campaigns, adjust budgets, and pause ads on the go. However, for setup and optimization, use a desktop for better visibility and control.

What happens if I don’t pay for Google Ads?

If your payment fails, your campaigns will pause until billing is resolved. Google will attempt to charge your card again. If unresolved for 30 days, your account may be suspended.

How do I know if my Google Ads are working?

Track conversions. If you’re getting clicks but no leads or sales, your landing page or targeting is flawed. If you’re getting conversions at a cost below your profit margin, your ads are working.

Should I use automated bidding or manual bidding?

Beginners should use automated bidding (Maximize Conversions). Experienced advertisers with historical data can use Target CPA or ROAS. Manual CPC is best for granular control but requires constant monitoring.

Can I run Google Ads for free?

No. Google Ads is a pay-per-click platform. However, Google sometimes offers free credits to new users (e.g., $50–$200 for signing up). These are promotional and expire after a set time.

Conclusion

Running Google Ads is not a one-time setup—it’s a continuous process of testing, learning, and optimizing. The platform rewards precision, relevance, and data-driven decision-making. By following the steps outlined in this guide—from defining goals and selecting campaign types to writing compelling ads and tracking conversions—you position yourself to achieve measurable, scalable results.

Success in Google Ads doesn’t come from spending more—it comes from spending smarter. Focus on quality over quantity, relevance over volume, and long-term value over short-term clicks. Use the tools, embrace the data, and never stop testing.

Whether you’re a solo entrepreneur or part of a marketing team, mastering how to run Google Ads opens doors to targeted, high-intent audiences across the world’s largest search engine. Start small, stay consistent, and let performance guide your next move. With patience and persistence, Google Ads can become the most powerful growth engine in your digital marketing toolkit.