Google Ads for Beginners: How to Create Your First Campaign

Google Ads is one of the most effective ways to drive targeted traffic to your website. Whether you want to increase sales, generate leads, or boost brand awareness, a well-optimized Google Ads campaign can deliver great results.

In this guide, we’ll walk you through the step-by-step process of setting up your first Google Ads campaign, from keyword selection to optimization.

Step 1: Create a Google Ads Account

To start running ads, you need to set up a Google Ads account.

  1. Go to ads.google.com and click “Start Now”
  2. Sign in with your Google account or create a new one
  3. Choose “Switch to Expert Mode” (this gives you full control over your campaign)
  4. Click “Create a Campaign Without a Goal’s Guidance” to customize your setup

Step 2: Choose a Campaign Type

Google Ads offers different campaign types depending on your business goals.

  • Search Ads – Appear in Google search results when users search for related keywords
  • Display Ads – Image-based ads shown on websites within the Google Display Network
  • Shopping Ads – Product ads that appear in Google Shopping results
  • Video Ads – Ads displayed on YouTube videos
  • Performance Max – An automated campaign type that uses AI across multiple Google platforms

For beginners, Search Ads are the best option since they target users actively searching for your products or services.

Step 3: Define Your Campaign Settings

Once you’ve selected Search Ads, configure the campaign settings:

  • Campaign Name: Choose a name that helps you identify it later
  • Network Selection: Uncheck “Include Google Display Network” (for now, focus only on Search)
  • Locations: Select the country, region, or city where you want your ads to appear
  • Languages: Choose the languages your target audience speaks
  • Budget and Bidding: Set a daily budget (start with $10–$20 per day) and choose “Maximize Clicks” as the bidding strategy

Step 4: Find the Right Keywords

Keywords determine when and where your ads appear. Use Google Keyword Planner to find relevant search terms.

How to Find Keywords:

  1. In Google Ads, go to Tools & Settings > Keyword Planner
  2. Enter your product/service to see suggested keywords and their search volume
  3. Select high-intent keywords (e.g., “buy running shoes online” instead of “best running shoes”)
  4. Avoid broad keywords that may attract unqualified traffic

💡 Tip: Use long-tail keywords (phrases with three or more words) to get more targeted and cost-effective traffic.

Step 5: Create Your Ad Groups

An Ad Group is a collection of ads targeting a specific set of keywords.

For example, if you’re advertising a shoe store, you might create:

  • Ad Group 1: Running Shoes (keywords: “buy running shoes,” “best running shoes”)
  • Ad Group 2: Casual Shoes (keywords: “casual shoes for men,” “comfortable casual shoes”)

Organizing keywords into separate ad groups improves ad relevance and increases your Quality Score, reducing your cost per click (CPC).

Step 6: Write High-Converting Ads

Google Ads text ads contain three main parts:

  • Headline (Up to 30 characters) – Grab attention (e.g., “50% Off Running Shoes!”)
  • Description (Up to 90 characters) – Highlight benefits (e.g., “Shop the latest styles with free shipping”)
  • Display URL – Show a relevant URL (e.g., www.yourwebsite.com/runningshoes)

💡 Best Practices for Writing Google Ads:
✔️ Include your target keyword in the headline
✔️ Use numbers, discounts, or urgency (e.g., “Limited Time Offer”)
✔️ Add a strong call-to-action (e.g., “Shop Now,” “Get a Free Quote”)

Step 7: Set Up Ad Extensions

Ad extensions provide extra information and increase click-through rates.

Recommended Extensions:

  • Sitelink Extensions: Add links to important pages (e.g., “Shop Men’s Shoes,” “Find a Store”)
  • Callout Extensions: Highlight unique offers (e.g., “Free Shipping,” “24/7 Support”)
  • Structured Snippets: Show product categories (e.g., “Brands: Nike, Adidas, Puma”)
  • Call Extensions: Include a phone number so users can call directly

Adding extensions makes your ad more engaging and informative while improving ad rank.

Step 8: Launch Your Campaign and Monitor Performance

After reviewing your settings, click “Publish” to launch your campaign.

To track performance, go to Google Ads Dashboard and monitor key metrics:

  • CTR (Click-Through Rate): The percentage of users who click your ad
  • CPC (Cost Per Click): How much you pay per click
  • Conversion Rate: The percentage of visitors who take action (e.g., make a purchase)
  • Quality Score: Google’s rating of your ad relevance (higher scores reduce costs)

Step 9: Optimize Your Ads for Better Results

Once your campaign is live, make data-driven adjustments to improve performance.

✔️ Pause Low-Performing Keywords: Remove keywords with low CTRs and high CPCs
✔️ A/B Test Ad Variations: Try different headlines and descriptions to see what works best
✔️ Refine Audience Targeting: Exclude irrelevant locations or demographics
✔️ Adjust Bidding Strategy: Switch from Maximize Clicks to Maximize Conversions if your goal is sales or leads

Google Ads success comes from continuous optimization—test different strategies and improve over time.

Conclusion: Getting the Most Out of Google Ads

Creating your first Google Ads campaign may seem complex, but following these steps will set you up for success. Start with a small budget, test different ad variations, and optimize based on real performance data. Over time, you’ll learn how to maximize your return on ad spend (ROAS) and scale your campaigns profitably.

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