Launching a Google ad looks easy at first glance: a few clicks, enter your card and the ad is running. That’s exactly why many businesses spend their first money on clicks that bring nothing. This guide walks you through the whole process – from setting up your account, through choosing keywords and a budget, to evaluating the results – so you know what you’re doing and why.
What Google Ads is and who it’s for
Google Ads is Google’s advertising system. The best-known format is search ads: when someone types in, say, “boiler repair Bardejov”, ads from businesses targeting that phrase appear above the regular results. You pay per click, not per impression, which is why this kind of advertising is also called PPC (pay per click).
The big advantage is timing. You reach people at the moment they’re looking for something themselves. That’s why Google Ads suits businesses whose products or services people already search for – online stores, tradespeople, repair services, accommodation and B2B services.
Step 1: Set up your Google Ads account the right way
To get started, you need a Google account (such as Gmail). You sign in on the Google Ads website and the system walks you through some basic questions. Have these ready:
- your company name and website address,
- country, time zone and currency (you can’t change these later),
- your main goal – sales, inquiries or website visits,
- your company’s billing details and a payment card.
During setup, Google may offer you a simplified campaign. If you want control over your keywords and budget, switch to Expert Mode.
Two things not to forget:
- The account must belong to you. If an agency or freelancer manages your ads, give them access to your account. That way, the campaigns and your data history stay yours even if you end the partnership.
- Secure your account. Turn on two-step verification – the account is connected to your money.
Step 2: Set up conversion tracking before you launch
A conversion is the action you want people to take after clicking: an order, a submitted form, a phone call. Without conversion tracking, you only see clicks and money going out, not results.
- Set up conversions directly in Google Ads or import them from Google Analytics 4.
- For an online store, also track the order value so you can see how much your ads earn.
- Test each conversion before launch – place a test order or submit the form.
Only once tracking works does it make sense to put money into campaigns.
Step 3: Choose the right keywords
Keywords are the phrases your ad should show up for. Start with a list of what your ideal customer would type into Google:
- the names of the products and services you offer,
- the problems you solve (“leaking faucet”, “boiler not heating”),
- your location, if you operate in a specific city or region,
- synonyms and everyday expressions.
Then check the list in Keyword Planner, right inside Google Ads. It shows you estimated search volume and competition.
Choose wisely. Lots of people search for general terms like “windows”, but many of them are just looking around. Longer, more specific phrases like “custom pvc windows Prešov price” get fewer searches, but with a much higher chance that people will buy.
The match type matters too – how closely a search has to match your keyword:
- Broad match – your ad can also show for related searches. The widest reach, but also the most irrelevant clicks.
- Phrase match – the search has to include the meaning of your phrase.
- Exact match – your ad shows for searches with the same or a very close meaning.
Don’t forget negative keywords. If you sell new windows, exclude terms like “used”, “free” or “DIY”. You’ll save on clicks from people who would never buy.
Step 4: Set your budget
In Google Ads, you set an average daily budget. On some days Google may spend more, but over a month it won’t exceed roughly 30.4 times your daily budget.
How much to invest depends on the cost per click in your industry, the number of keywords and how many clicks you need to see the first results. At the start, set an amount you can afford to invest in learning, and only increase it once the campaign brings in conversions. Our recommended budget calculator will help you estimate it.
If your budget is small, concentrate it on fewer keywords with clear buying intent rather than spreading it across everything.
Step 5: Choose a campaign type
- Search – text ads in Google results. The best start for most businesses, because you catch people with active demand.
- Performance Max – an automated campaign that shows ads across Google’s channels. For online stores with good tracking it can work brilliantly, but without quality data it easily burns money. More in our article when Performance Max campaigns are a gold mine.
- Shopping – products with a photo and price right in the search results. You need Google Merchant Center and a product feed for them – a file with data about your products.
- Display – banners on websites and in apps. Better suited to building awareness.
- Video – ads on YouTube.
Remarketing isn’t a separate campaign type, but an audience. It means reaching people again who have already visited your website, and you can use it in several campaign types.
Step 6: Build your campaign and write your ads
A campaign has a simple structure. The campaign sets the budget, location and language. Ad groups within it bundle similar keywords, and each ad group has its own ads.
- Each ad group should have a narrow theme, for example “PVC windows” in one and “aluminum doors” in another.
- A responsive search ad lets you enter up to 15 headlines and 4 descriptions. Google combines them and gradually learns which combinations work best.
- Use keywords, specific benefits and a clear call to action in your headlines (“Book a free measurement visit”).
- Add assets – links to subpages, your phone number, address, extra callout text. Your ad will be bigger and more useful.
- Send people to a page that matches the ad. Someone who clicks an ad for aluminum doors should land on a page about aluminum doors, not on your homepage.
Step 7: Track and optimize your results
Launching isn’t where the work ends – it’s where it begins. Check your account regularly in the first few weeks.
Metrics to keep an eye on:
- Clicks and CTR – how many people clicked and what share of impressions that is. A low CTR suggests the ad didn’t grab attention or is showing for the wrong searches.
- Average cost per click – how much one visit costs you.
- Conversions and conversion rate – how many clicks turned into orders or inquiries.
- Cost per conversion – how much one customer or inquiry costs you.
- ROAS – return on ad spend, meaning how many euros of revenue each euro you put into ads brings in. You can calculate it with our ROAS calculator.
How to approach optimization:
- Once a week, check the search terms report and add irrelevant terms to your negative keywords.
- Give more room to keywords that bring conversions. Limit or pause the ones that only spend.
- Don’t change everything at once. Make one change and give it time so you can see its effect.
- If you get lots of clicks and few conversions, the problem is often on your website – in the offer, the price or the form.
- Set up alerts or automated rules so you find out when your cost per click or number of conversions changes significantly.
You’ll find more practical advice in our article the best Google Ads tips.
The most common beginner mistakes
- Launching a campaign without conversion tracking.
- Broad match only, with no negative keywords.
- All ads pointing to the website’s homepage.
- One ad group with a hundred different keywords.
- Accepting Google’s recommendations automatically, without thinking.
- Judging results after three days and turning off the campaign before it has collected enough data.
When to get help
You can handle a simple search campaign on your own with this guide. Expert help pays off when you have an online store with lots of products or a bigger budget, when your campaigns are running but you don’t know whether they’re making money, or when you simply don’t have time for regular management.
Frequently asked questions
How much does Google advertising cost?
You pay for clicks, and their price depends on the competition in your industry and the quality of your ad and landing page. You set the budget yourself and can change it or pause the campaign at any time.
What campaign type is best for a small business?
For most small businesses, a search campaign is the best place to start. It catches people who are looking for your service or product right now.
How long does it take for a campaign to start working?
Ads can start showing right after approval. Fine-tuning the campaign and collecting enough data to make decisions usually takes a few weeks.
Can I manage the ads myself?
Yes, Google Ads is available to everyone. But set aside time for tracking setup and regular check-ins – a campaign nobody keeps an eye on can burn through a budget fast.
Want your Google ads to turn clicks into customers? See how we do Google Ads – we’ll set up tracking, campaigns and regular reporting, all in an account that’s yours, not ours.
