You run Google Ads by opening a Google Ads account in Expert Mode, creating a Search campaign, picking 5–10 exact-match keywords your customers actually search, writing a clear ad that leads to a dedicated landing page, setting a $10/day budget, and tracking every phone call or form submission from day one. You pay only when someone clicks.
Account Setup (Do This Once)
Go to ads.google.com, sign in with a permanent Gmail account.
Immediately click “Switch to Expert Mode” (skip the guided setup to avoid budget waste).
Add billing: Tools & Settings > Billing & Payments. Add a card or bank account. No charges until ads run.
Campaign Structure
Google Ads hierarchy: Campaign > Ad Group > Ads & Keywords.
For your first campaign, create:
1 Search campaign
1 Ad group inside it
5–10 tightly related keywords
1 responsive search ad
Find Your Keywords
List how customers describe your service (e.g., “emergency plumber near me”).
Type those phrases into Google, note autocomplete suggestions and “Related searches” at the bottom of the results page.
Inside Google Ads: Tools & Settings > Keyword Planner > Discover new keywords. Enter a broad term, set your location, get monthly search volumes.
Pick keywords with clear buyer intent and low-to-medium competition. For local businesses, always include city/modifiers.
Add them to your ad group in exact match (brackets like
[emergency plumber austin]) or phrase match (”emergency plumber austin”). Avoid broad match until you have data.
Write the Ad (Responsive Search Ad)
Provide at least 8 headlines and 4 descriptions. Google mixes them automatically.
Headlines (30 characters each):
Include main keyword in at least two.
State your unique value: “Same-Day Service,” “Free Quote.”
Add a call to action: “Call Now,” “Book Online.”
Mention location if local.
Descriptions (90 characters each):
Describe exactly what the customer gets.
Use plain language. No ALL CAPS.
Example: “Burst pipe? We answer 24/7. $0 call-out fee. Fixed in 60 mins or free. Tap to call now.”
Final URL:
Never point to your homepage. Build a dedicated landing page that exactly matches the ad’s promise. If the ad is “emergency plumbing,” the page must show your emergency number, a form, and immediate proof of availability.
Budget, Bidding, and Location
Daily budget: $10/day. Google may spend up to double on some days, but the monthly total won’t exceed $10 × 30.4.
Bidding: Choose Maximize Clicks for your first campaign. Switch to Maximize Conversions only after you have at least 15 tracked conversions per month.
Location: Set a radius around your business (e.g., 15 km) or select the cities you serve. Use “Presence: People in or regularly in your targeted location.”
Schedule: Run 24/7 unless you know you never get business at night.
Conversion Tracking
Without tracking, you can’t know if ads work.
Track calls from the ad:
Add a call extension and enable a Google forwarding number. It records calls generated by the ad.
Track form submissions or purchases:
Go to Tools & Settings > Measurement > Conversions.
Create a conversion action (e.g., “Contact form submit”).
Google gives you a snippet of code. Place it on the “Thank You” page users see after completing the action. Or use Google Tag Manager if you have it.
Launch and Wait
Hit publish. Do not touch anything for at least 5 days. The system needs a learning phase. Every pause or edit resets it.
Read the Numbers (After 5–7 Days)
Open your campaign. Focus on these metrics:
Impressions – Is the ad showing at all? Very low impressions = keywords with no search volume or bid too low.
Clicks – Are people clicking?
CTR (Click‑Through Rate) – 3–5% is good. Below 1% means your ad isn’t matching intent.
CPC (Cost per Click) – Varies by industry. Know your average.
Conversions – Calls or form submissions.
Cost per conversion = total spend ÷ conversions. If it’s less than your profit per customer, you’re profitable.
The Search Terms Audit
Go to Keywords > Search Terms to see the actual phrases people typed that triggered your ad.
Add irrelevant searches as negative keywords immediately. Example: if you sell “custom wedding cakes” and see “free cake recipes,” add “free” as a negative keyword. Do this weekly to stop budget leaks.
Scale Profitably
Pause keywords that spent money but never converted.
Increase budget on ad groups with a profitable cost per conversion by 20% every few days.
Test a second landing page or a new ad variation. Change only one element at a time.
Critical Mistakes That Wipe Out Budget
Using broad match with no negative keywords.
Sending clicks to your homepage instead of a dedicated landing page.
No conversion tracking – flying blind.
Changing settings daily out of anxiety.
Ignoring the search terms report for weeks.
Running ads without a call extension if you want phone calls.
Quick Launch Checklist
Google Ads account in Expert Mode, billing added.
One Search campaign with one ad group.
5–10 exact/phrase-match keywords with clear buyer intent.
Responsive search ad with 8 headlines, 4 descriptions, and a dedicated landing page URL.
Call extension enabled.
Conversion tracking code installed on thank-you page.
Daily budget $10, Maximize Clicks bidding, correct location radius.
Launched. No changes for 5 days.
After 5 days, review search terms, add negatives, and adjust.