How to Run Google Ads Step by Step (Beginner Friendly Guide)

 Want your first Google Ads campaign live—properly—without wasting money? This guide walks you through everything a beginner needs: setup, tracking, keywords, ads, launch, and optimization. Follow it end-to-end and you’ll have a clean, measurable campaign running today.

What you’ll set up

  • A Google Ads account (in Expert Mode, not the limited “smart” flow)

  • Conversion tracking (so you pay for results, not guesses)

  • A Search campaign with tight ad groups, responsive search ads, and essential assets

  • A simple 30-day optimization plan

Prerequisites (5-minute checklist)

  • A working website/landing page with a clear CTA (form, call, purchase)

  • Business goals (e.g., “10 leads/week” or “ROAS ≥ 3x”)

  • Starter budget (₹1,000–₹3,000/day or $20–$50/day is fine for testing)

  • Business email (Gmail or Workspace)

Step 1: Create your account the right way

  1. Go to ads.google.com and sign in.

  2. When Google prompts you to create a campaign, click “Switch to Expert Mode.”

  3. Choose “Create an account without a campaign.”

  4. Set your billing country, time zone, and currency.

  5. Add Billing details (Tools & Settings → Billing → Settings).

Tip: Expert Mode unlocks full control over bidding, keywords, negatives, and tracking—non-negotiable for success.

Step 2: Turn on conversion tracking (before you advertise)

You must measure what matters (leads/sales), not just clicks.

Option A: Track website actions via Google Ads

  1. Tools & Settings → Measurement → Conversions → New conversion action → Website

  2. Enter your domain; Google will scan for events.

  3. Create or select events like ‘Lead’ (form submit), ‘Purchase’, or ‘Phone call’ click.

  4. Install the Google tag (either directly on your site or via Google Tag Manager).

  5. Verify status turns “Recording conversions.”

Option B: Import from GA4 (recommended if GA4 is set up)

  1. In GA4: Admin → Product Links → Google Ads Links → Link your account.

  2. In Google Ads: Tools & Settings → Linked accounts → Google Analytics (GA4) → Link & Import conversions (e.g., purchase, generate_lead).

Also track calls

  • Assets → Calls; set up call reporting and count call conversions (e.g., calls ≥ 60 seconds).

Step 3: Do quick keyword research (10–20 minutes)

Use Keyword Planner: Tools & Settings → Planning → Keyword Planner → “Discover new keywords”.

  • Start with 3–5 core topics (e.g., “digital marketing agency,” “google ads services,” “ppc agency near me”).

  • Grab intent keywords (buyers) rather than info-only terms.

  • Note estimated CPCs and volumes.

Match types (keep it simple)

  • Exact [google ads agency] = strict, highest relevance

  • Phrase "google ads agency" = includes your phrase

  • Broad google ads agency = flexible, needs smart bidding + negatives

Starter negative keywords (add to campaign)

free, jobs, career, internship, salary, DIY, pdf, torrent, course, tutorial,
how to, review, reviews, complaint, complaints, cheap, coupon, discount code

(Adjust if any of these are actually relevant to you.)

Step 4: Build a clean Search campaign

  1. New Campaign → goal: Leads or Sales (or “Create without a goal’s guidance”).

  2. Campaign type: Search.

  3. Conversion setting: select the conversion action(s) you set up.

  4. Networks: Uncheck “Include Google Display Network.” (Keep Search only.)

  5. Locations: Target your service areas.

    • Location options → select “Presence: People in or regularly in your targeted locations.”

  6. Languages: Set your customers’ language(s).

  7. Budget: Start with a realistic daily number (e.g., ₹1,500/day or $30/day).

  8. Bidding:

    • If conversions are set up: Maximize Conversions (add a tCPA later once you have 30–50 conversions).

    • If not ready yet: Maximize Clicks with a CPC cap (temporary) until tracking is live.

Step 5: Create tight ad groups (theme = 1 intent)

Make 3–5 ad groups to start, each tightly themed. Example for a services business:

  • Ad group 1: google ads agency, google ads services, google ads management

  • Ad group 2: ppc company, ppc management services, pay per click agency

  • Ad group 3: local ppc agency near me, google ads expert near me

Aim for 5–15 keywords/ad group. Prefer Exact and Phrase to start. Add Broad later if using smart bidding + strong negatives.

Step 6: Write winning Responsive Search Ads (RSAs)

Each ad group should have 1–2 RSAs.

Fill these fields fully:

  • Headlines (up to 15): include main keywords, benefits, objections, and CTAs.

  • Descriptions (up to 4): expand value, proof, and urgency.

  • Paths: e.g., /google-ads/management

Proven headline ideas

  • “Google Ads Management”

  • “Get More Leads in 30 Days”

  • “Certified PPC Experts”

  • “No Long-Term Contracts”

  • “Free Audit in 24 Hours”

  • “₹X Cr+ Ad Spend Managed” (or $X+ Managed)

  • “Transparent, Real-Time Reporting”

  • “ROI-Focused PPC”

Strong descriptions

  • “We plan, launch & optimize campaigns to lower CPL and scale revenue. Free audit.”

  • “Dedicated strategist, weekly reporting, and conversion tracking included.”

  • “Stop wasted spend. Start with a clean build in 7 days.”

  • “Results-driven PPC for service businesses & eCommerce.”

Pinning? Minimal. Let Google test combinations. Pin only if compliance or brand rules require it.

Step 7: Add essential assets (extensions)

Assets boost CTR and Quality Score.

  • Sitelinks: Pricing, Case Studies, About, Contact

  • Callouts: No Contracts, Fast Setup, Transparent, Dedicated Manager

  • Structured Snippets: Services: Strategy, Setup, Optimization, Reporting

  • Call Asset: Your phone number (with call reporting)

  • Image Asset: Clean brand images/hero shots

  • Location Asset: If you have a physical office

  • Lead Form Asset: If you want in-ad form submissions

Step 8: Final pre-launch QA checklist

  • ✅ Correct campaign objective, Search only, right locations

  • ✅ Conversions selected and verified

  • ✅ UTMs on final URLs (e.g., ?utm_source=google&utm_medium=ppc&utm_campaign={{campaignid}})

  • ✅ Ad policies compliant (no excessive punctuation, claims backed)

  • ✅ Negatives loaded

  • ✅ Ad schedule (business hours for calls, or 24/7 if forms)

  • ✅ Billing active

Hit Publish.

Step 9: Day 1–30 optimization plan

Days 1–3

  • Don’t overreact. Let the system learn.

  • Check that conversions are recording and pages load fast (Core Web Vitals basics).

Days 4–7

  • Search Terms Report: Add negatives for irrelevant queries.

  • Pause any bleeding keywords (high spend, zero conversions).

  • Improve Ad Strength (aim for “Good” or “Excellent”).

  • Shift budget to best ad groups.

Week 2

  • Test new headlines and sitelinks based on queries.

  • If you have 20–30+ conversions, consider switching to Maximize Conversions with a tCPA (start tCPA ≈ your observed CPL).

  • Try adding Broad match to top ad groups only if you’re on smart bidding and keep a strong negative list.

Weeks 3–4

  • Consolidate winners (ads, keywords).

  • Adjust location bid modifiers (boost where CPL is lower).

  • Add RLSA (remarketing audiences) to Search.

  • If e-commerce, consider a Performance Max campaign alongside Search.

KPIs & simple formulas

Lead gen

  • CPC = Cost / Clicks

  • CVR = Conversions / Clicks

  • CPL = Cost / Conversions

  • Goal: CPL ≤ target (e.g., ≤ ₹1,000 per lead)

E-commerce

  • ROAS = Revenue / Ad Spend

  • Goal: ROAS ≥ 3–5× (depends on margins)

Budget math (example)

  • If Avg CPC = ₹50 and CVR = 5% → 20 clicks per lead → CPL ≈ ₹1,000

  • Want 10 leads/week → ~₹10,000/week → ~₹1,400/day

Landing page quick wins (massive impact on CPL/ROAS)

  • One clear CTA above the fold (Call / WhatsApp / Form).

  • Proof: logos, testimonials, case stats.

  • Fast load (<3s), mobile-first layout.

  • Message match: headline repeats the ad’s promise/keyword.

  • Minimal distractions; show price/offer where possible.

Common beginner mistakes (and fixes)

  • No conversion tracking → Set up before spending.

  • Too many mixed themes in one ad group → Split by intent.

  • Using Broad without negatives or smart bidding → Start with Exact/Phrase.

  • Leaving Display network on in Search campaigns → Turn it off.

  • Weak ads → Fill all RSA assets; test benefits + proof + CTA.

  • Ignoring search terms → Add negatives 2–3×/week initially.

Optional: Quick Performance Max (PMax) starter (if you sell online)

  • Prep: product feed (for Shopping) or solid creative (images, videos).

  • Conversions must be reliable.

  • Provide clear audience signals (top keywords, custom segments).

  • Give it budget runway and 2–3 weeks of learning before big decisions.

Copy-paste templates

Negative keywords (starter)

free, jobs, internship, career, salary, how to, tutorial, course,
syllabus, pdf, torrent, review, reviews, complaint, complaints, cheap,
discount code, coupon

UTM template

?utm_source=google&utm_medium=ppc&utm_campaign={{campaign.name}}&utm_term={{keyword}}&utm_content={{adgroup.name}}

RSA skeleton

  • H1: {Primary Keyword}

  • H2: {Big Benefit/Outcome}

  • H3: {Social Proof/Years/Cert}

  • H4: {Offer or Guarantee}

  • H5: {CTA Now}

  • D1: {Who it’s for + Value + CTA}

  • D2: {Proof + Differentiator + CTA}

FAQ

How much should I spend to start?
₹1,000–₹3,000/day ($20–$50/day) is enough to learn quickly without overspending.

When will I see results?
Meaningful data in 7–14 days. Optimization compounds after 3–4 weeks.

Manual CPC or Automated?
If conversions track reliably, use Maximize Conversions → then tCPA. If not, use Maximize Clicks temporarily with a CPC cap and switch once tracking is healthy.

Should I use Broad match?
Yes—but only with smart bidding, strong negatives, and after Exact/Phrase establish baseline performance.

Your next 15 minutes

  1. Switch to Expert Mode and set billing.

  2. Create Conversions (form submit, purchase, calls).

  3. Build 1 Search campaign → 3–5 tight ad groups → full RSAs + assets.

  4. Launch with Maximize Conversions (or temporary Max Clicks) and start your negatives routine.

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