How to Set Up and ‘Do’ Google Ads

Google Ads, formerly Google AdWords, is a powerful advertising platform that can help businesses of all sizes reach their target audience and achieve their marketing goals. Whether you want to drive more traffic to your website, generate more leads, or increase your sales, Google Ads can be an effective tool to help you achieve your goals. In this article, we will guide you through setting up and running a successful Google Ads campaign.

Step 1: Define Your Goals and Budget

The first step in setting up a successful Google Ads campaign is to define your goals and budget. What do you want to achieve with your advertising? Do you want to increase website traffic, generate leads, or boost sales? Once you have identified your goals, you can determine the budget needed to achieve them.

Your budget will depend on several factors, including the competition for your target keywords, the industry you operate in, and the geographic location you are targeting. You can use Google’s Keyword Planner tool to get an idea of your target keywords’ average cost-per-click (CPC).

Step 2: Choose Your Target Audience and Keywords

The next step is to choose your target audience and keywords. Your target audience is the people you want to reach with your ads. You can choose to target your ads based on factors such as age, gender, location, interests, and behavior.

Keywords are the search terms people use to find products or services like yours. You will want to choose keywords relevant to your business and with a high search volume. You can use tools like Google’s Keyword Planner or SEMrush to find relevant keywords for your campaign.

Step 3: Create Your Ads

Once you have defined your goals, budget, target audience, and keywords, it is time to create your ads. Google Ads offers a variety of ad formats, including text ads, display ads, and video ads.

Text ads are the most common type of ad on Google. They contain a headline, two lines of description text, and a display URL. You can create multiple variations of your text ads to see which ones perform best.

Display ads are visual ads that appear on websites that are part of Google’s ad network. They can include images, videos, or other interactive elements. You can create both static and animated display ads.

Video ads are short videos that can be played on YouTube or other websites that are part of Google’s ad network. You can create your video ads or use existing video content.

Step 4: Set Up Your Campaign

Once you have created your ads, it is time to set up your campaign. You must choose the type of campaign you want to run (Search, Display, Video, Shopping, or App), set your budget, and choose your target audience and keywords.

You will also need to set your bid strategy. You are willing to pay this amount for each click on your ads. Google offers a variety of bid strategies, including manual bidding, automated bidding, and enhanced CPC bidding.

Step 5: Monitor and Optimize Your Campaign

Once your campaign is up and running, monitoring its performance and adjusting as needed is essential. You can use Google Ads’ reporting tools to track your campaign’s performance and identify areas to improve.

Some key metrics to monitor include:

  • Click-through rate (CTR)
  • Cost-per-click (CPC)
  • Conversion rate
  • Cost-per-conversion
  • Return on ad spend (ROAS)

Based on your campaign’s performance, you may need to adjust your keywords, ad copy, or bid strategy. You can also use A/B testing to test different ad variations and see which ones perform best.

  1. Use ad extensions: Ad extensions are additional pieces of information that can be added to your ads, such as a phone number, location, or links to specific pages on your website. Ad extensions can help increase click-through rates and improve the effectiveness of your ads.
  2. Use negative keywords: You want to exclude negative keywords from your campaign. By adding negative keywords, you can ensure that your ads are only shown to people searching for products or services relevant to your business.
  3. Test different ad formats: Google Ads offers a variety of ad formats, including text ads, display ads, and video ads. Testing different ad formats can help you identify which ones work best for your business.
  4. Focus on the quality score: Quality score is a metric that measures the relevance and quality of your ads, keywords, and landing pages. Higher quality scores can help improve your ad rank and lower your cost-per-click.
  5. Use remarketing: Remarketing allows you to show ads to people who have visited your website or interacted with your business. Remarketing can increase conversions and improve the effectiveness of your ads. 


Setting up and running a successful Google Ads campaign requires careful planning, ongoing optimization, and a commitment to testing and experimentation. By following the steps outlined in this article and implementing best practices, you can maximize your return on investment and achieve your marketing goals.



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