Whether you run a small e-commerce store, a local plumbing business, or a coaching brand, Google Ads allow you to show up at the exact moment someone is looking for what you offer. That is the magic of search intent, and when used correctly, it is incredibly powerful.
But let us be honest. There is a lot going on, campaign types, bidding strategies, match types, conversions, and it is easy to get overwhelmed.
This guide will take you step by step through the process of setting up a Google Ads campaign that actually works. You will learn how to organise your campaign, find the right keywords, write compelling ads and track your results. And yes, we will keep the jargon to a minimum.
Why Google Ads Matter for Your Business
Before we jump into the setup, let us talk about why Google Ads deserve your attention.
Google processes over 8.5 billion searches per day. That means your future customers are probably on Google right now, typing in something related to your product or service. The question is: will they find you?
With Google Ads, you can:
- Appear at the top of Google Search results instantly
- Target customers who are actively searching for your offering
- Control your budget and only pay when someone clicks
- Track every lead, sale or call that comes from your ads
Unlike social media, where people are scrolling for entertainment, Google users are in problem-solving mode. They are more likely to take action, and that is why Google Ads convert so well.
Step 1: Create a Google Ads Account
Let us start at the beginning.
- Go to ads.google.com
- Click Start now
- Log in with your Google account
- Choose Switch to Expert Mode (bottom link, this gives you full control)
Google will try to guide you through its simplified Smart Campaign setup, but trust us, Expert Mode gives you flexibility and better results in the long run.
Step 2: Set Up Conversion Tracking
Before you launch anything, make sure you can measure success. Conversion tracking allows you to see which clicks lead to meaningful actions, such as:
- Form submissions
- Phone calls
- Purchases
- Newsletter signups
To set up conversion tracking:
- In your Google Ads account, click Tools and settings (top right)
- Under Measurement, select Conversions
- Click the blue plus button and choose your conversion type
- Follow the prompts to install the conversion tracking tag on your website
If you are using platforms like Shopify, WordPress or Squarespace, most have plugins or built-in settings that make this process easier. Google also provides instructions for using Google Tag Manager, which is a more advanced but flexible method.
Step 3: Define Your Campaign Goal and Type
Now we are ready to build the campaign.
Click New campaign and choose your goal:
- Sales: to drive purchases
- Leads: to get form submissions or enquiries
- Website traffic: to bring more people to your site
- Brand awareness: to increase visibility
- App promotion: if you are promoting an app
Choose the option that matches your objective.
Next, select the campaign type:
- Search: text ads that appear on Google Search
- Display: image ads that appear on websites
- Shopping: product listings for e-commerce
- Video: YouTube ads
- Performance Max: combines all formats, using automation
For this guide, we will focus on Search campaigns, which are ideal for targeting high-intent keywords.
Step 4: Choose Your Campaign Settings
Now it is time to tell Google where, when and how you want your ads to run.
Networks:
Uncheck Search partners and Display Network for now. These options can spend your budget on placements outside Google Search, which might dilute your results. You can test them later.
Locations:
Choose your geographic targeting carefully. Are you serving all of Australia? Only Brisbane? Select Enter another location and be specific.
Languages:
Stick with English unless your site caters to multilingual users.
Budget:
Start with a daily budget that feels comfortable. Even $15 to $30 per day can produce results in a well-targeted campaign.
Bidding:
For beginners, start with Maximise clicks or Maximise conversions if you have tracking set up. You can switch to manual CPC (cost per click) or target CPA (cost per acquisition) later once you have data.
Step 5: Set Up Ad Groups and Keywords
This is where the structure of your campaign really matters. Each ad group should focus on a tightly themed set of keywords and ads.
For example, if you are a plumber in Melbourne, you might have:
- Ad Group 1: Emergency Plumbing, with keywords like emergency plumber Melbourne
- Ad Group 2: Blocked Drains, with keywords like drain unblocking Melbourne
To choose keywords:
- Use the Google Keyword Planner
- Type in services or products your customers are looking for
- Review the monthly search volume, competition and suggested bid
Choose high intent keywords that signal someone is ready to take action. Avoid generic or research-based terms like how to fix a toilet unless you are running a content strategy.
Use different match types:
- Exact match [example]: Only matches that specific phrase
- Phrase match “example”: Matches searches containing the phrase
- Broad match example: More flexible, but less targeted
Use negative keywords to block irrelevant searches, like free, DIY, or jobs.
Step 6: Write Effective Ads
Now it is time to write your actual ad copy. Each ad group should contain at least 2 to 3 ads.
A standard Search ad includes:
- Headlines: Up to 15 different options (only 2 to 3 will show at once)
- Descriptions: Up to 4 variations (2 show at a time)
- Display URL: What shows under your ad
- Final URL: Where users land when they click
Tips for writing better ads:
- Include the keyword in the headline
- Focus on benefits, not just features
- Add social proof, urgency or a unique selling point
- Include a strong call to action: Book online today, Call now, Get a free quote
Use Google’s Responsive Search Ads to allow flexibility in how your ad appears based on user behaviour.
Step 7: Add Extensions
Ad extensions improve your ad’s visibility and can increase click-through rates. Some valuable ones include:
- Sitelinks: Add extra links to your site (e.g. Services, Contact, Reviews)
- Callout Extensions: Highlight perks (e.g. 24/7 support, free delivery)
- Structured Snippets: Show product categories, services or brands
- Call Extensions: Add a click-to-call button on mobile
- Location Extensions: Show your business address on Google Maps
You can add extensions at the campaign or account level. Use as many as are relevant.
Step 8: Launch Your Campaign and Monitor Performance
After reviewing your settings and ad previews, click Publish to launch your campaign. Your ads will usually start serving within a few hours, pending Google’s review process.
Once live, check in daily during the first week. Look at:
- Impressions: How often your ad is shown
- Clicks: How many people clicked on it
- CTR (Click Through Rate): Should ideally be above 2 percent
- CPC (Cost Per Click): Lower is better, but quality is key
- Conversions: Your goal is sales, leads or calls
Use this data to make small improvements. Pause underperforming keywords, test new headlines or adjust your bidding strategy.
Step 9: Keep Testing and Optimising
A good Google Ads campaign is never finished. You should regularly:
- Add new keywords
- Remove low-performing ads
- Adjust bids based on time of day or device
- Improve landing pages for better conversion rates
- Test different copy, offers or call-to-actions
Use the Recommendations tab in your Google Ads dashboard to see suggestions, but do not accept them blindly. Think critically about whether they match your business goals.
Avoid These Common Mistakes
Even experienced advertisers trip over the same hurdles. Here are a few to avoid:
- Setting one ad group with dozens of unrelated keywords
- Sending traffic to your homepage instead of a targeted landing page
- Not setting up conversion tracking
- Letting Google choose everything on auto-pilot
- Forgetting to check your account regularly
When to Hire a PPC Specialist
Google Ads can drive serious results. But it is also easy to waste budget without a clear strategy.
If you:
- Struggle to choose the right keywords
- Feel unsure about bidding strategies
- Are running campaigns but not seeing results
- Do not have time to manage ongoing optimisation
Then it might be time to bring in a professional.
A PPC specialist can:
- Structure your campaigns for performance
- Find the most profitable keywords
- Write compelling ad copy that actually converts
- Track return on ad spend with precision
- Scale what works and cut what does not
We connect businesses with vetted PPC specialists who know how to make your Google Ads spend work smarter, not harder.
Still Not Sure Where to Start?
Setting up a Google Ads campaign is one of the fastest ways to get in front of your ideal audience. Whether you are aiming for more sales, more leads or more awareness, the platform gives you full control over who sees your message and when.
To recap, you have now learned how to:
- Set up your account and conversion tracking
- Choose the right campaign type and bidding strategy
- Target the right people with the right message
- Write ads that actually get clicks
- Launch, monitor and improve your campaign over time
Hire a PPC specialist through Cemoh and make every dollar count.