Google Ads shows your ad to people at the moment they search for what you sell. That intent is why it works — and why mistakes are expensive. Follow these steps for your first campaign.
1. Set up the account properly
Create the account in Expert Mode (skip the simplified wizard), set the right time zone and currency, and link Google Analytics 4.
2. Track conversions before you spend
Track form submissions and calls (with a minimum call length, such as 60–120 seconds). Mark only real business outcomes as primary conversions. Test each one.
3. Choose keywords with buying intent
Words like “near me”, “quote”, “cost”, “company”, “emergency” and specific service names signal buyers. Start with exact and phrase match, grouped into tight themes of 5–20 keywords each.
4. Add negative keywords on day one
Block “free”, “jobs”, “salary”, “course”, “DIY” and anything else that is not a customer.
5. Write ads that match the search
Use the keyword theme in headlines, add a benefit, proof, an offer and a qualifier (“Homeowners only”). Add sitelinks, callouts and a call asset.
6. Send clicks to a matching landing page
One page per theme, headline matching the ad, a clear call to action and a click-to-call button on mobile.
7. Budget and bidding
Work out your maximum cost per lead first. Start with Maximise Conversions (or tightly capped manual bids), collect data, then set a realistic target CPA.
8. Check weekly
- Search terms report — add negatives and new keywords.
- Pause keywords with high spend and no conversions after enough data.
- Shift budget towards campaigns below your target.
Take the free course Google Ads from Zero to Profitable for the full click-by-click version.