Google Ads Campaign: A Practical Guide

In today's digital age, establishing a robust online presence is crucial for any business owner or entrepreneur. One of the most effective ways to do this is through paid advertising, and more specifically, a Google Ads Campaign. In this blog post, we'll delve into the world of Google Ads, equipping you with the knowledge and tools to create successful, revenue-generating campaigns.

Google Ads Campaign Fundamentals: Paid Advertising

What is Paid Advertising?

Paid advertising, also known as pay-per-click (PPC) advertising, is a marketing strategy where businesses pay a fee each time their ad is clicked. It's a quick and effective way to drive targeted traffic to your website, boosting visibility and potential conversions. 

The Importance of Paid Advertising

In a HubSpot study, it was reported that 68% of marketers stated that paid advertising is “very important” or “extremely important” to their overall marketing strategy. While Search Engine Optimisation (SEO) is essential for organic traffic, PPC offers distinct advantages:

  • Immediate Visibility: Unlike organic methods, paid advertising provides instant visibility for your business.
  • Targeted Reach: You can precisely target your desired audience based on demographics, location, interests, and more.
  • Cost Control: You have full control over your budget, allowing you to set daily caps and adjust spending as needed.

Google Ads

What is Google Ads?

Google Ads, formerly known as Google AdWords, is Google's advertising platform that allows businesses to display ads on Google's search engine and network of partner sites. It's the most popular PPC advertising platform and offers a range of powerful tools to help businesses reach their target audience.

Setting Up Your Google Ads Campaign

Creating a Google Ads Account

To get started with your Google Ads campaign, follow these steps:

  1. Visit the Google Ads Website: Go to and click "Start Now."
  2. Sign in or Create an Account: You can use your existing Google account or create a new one.
  3. Set Up Your First Google Ads Campaign: Google Ads will guide you through the process, starting with campaign type, such as Search, Display, Performance Max, Video, etc. 
  4. Define Campaign Settings: This includes selecting the target location, language, and setting a daily budget.
  5. Choose a Bidding Strategy: Decide how you want to bid for your ads (e.g., manual, CPC, automated bidding, etc.).
  6. Create Ad Extensions: There are additional pieces of information that enhance your ad, such as location information, sitelinks, callouts, and more.

Google Ads Example

Campaign Structure

It is important that you structure your campaigns to fit your range of products and services. Try to understand the information below before you go ahead with setting up your Google Ads campaign.

  • Campaigns: These are the highest-level organisational unit in Google Ads. They house one or more ad groups, targeting settings, and budget settings. For example, if you’re a tech company like Apple, you might have separate campaigns for laptop and mobile devices.
  • Ad Groups: Within each campaign, you’ll create ad groups. Ad groups contain a set of related keywords and ads. For instance, in a campaign for mobile devices, you might have ad groups for iPhone 15 Pro, iPhone 14 and iPhone SE.
  • Ads: This is where you create the actual content that users will see. It includes headlines, descriptions, display URLs, and final URLs. Writing compelling ad copy is crucial for attracting clicks.

Google Ads Campaign Hierarchy

Setting Google Ads Campaign Goals and Budgets

Before you set up your Google Ads campaign, think about your campaign goals and budget allocations:

  • Campaign Goals: Clearly define your objectives. Are you aiming for leads, sales, website traffic, or something else? Each goal will shape how you set up and optimise your campaign.
  • Budgeting: Allocate your budget based on your goals. Google Ads provides options for daily budgets and bid strategies. Be mindful of your budget constraints and adjust as necessary to maximise results. Quick Tip: Start off by working out how much you are willing to spend on advertising per month, work out what percentage of that budget you want to allocate to Google Ads, and then calculate your daily budget.

Finding the Right PPC Keywords

Importance of PPC Keywords

Keywords in PPC are pivotal for targeting. They’re the words or phrases that trigger your ads when users search. Understanding intent is crucial for attracting the right audience and driving conversions.

Using Keyword Tools for PPC

The following tools will help you find keywords for your campaigns:

  • Google Keyword Planner: For Google Ads, it offers search volume, competition, and bid estimates, along with keyword suggestions.
  • SEMrush and Ahrefs (for PPC): Great for competition analysis, keyword research, and ad copy insights in PPC campaigns.
  • WordStream Free Keyword Tool: User-friendly tool generating relevant keywords, offering suggestions, search volume, and competition data.

Long Tail Keywords

Long-tail keywords (specific and longer phrases, typically three to five words) hold value in PPC. They often have lower competition and attract users with higher intent to convert. Consider using them in ad groups.

Negative Keywords: A Critical Component

Exclude irrelevant terms with negative keywords. For instance, if selling luxury watches, use "cheap" or "discount" as negatives to avoid misdirecting budget.

By effective keyword selection and management, your ads will reach the right audience, increasing the likelihood of clicks and conversions. Regularly refine your keyword list for optimal campaign performance.

Targeting Your audience

There are many tools at your disposal to ensure you target the right audience for your business.

Demographics and Location Targeting

  • Location Targeting: Specify the geographical areas where you want your ads to be shown. This can be as broad as targeting an entire country or as specific as a single city.
  • Demographic Targeting: Choose the age, gender, parental status, and household income of your target audience. This ensures your ads reach the right people.

Audience Segmentation

  • Remarketing Lists for Search Ads (RLSAs): This allows you to re-engage with users who have previously interacted with your website.
  • Customer Match: Upload a list of your customers' email addresses, which Google will then use to target ads specifically to them.
  • Similar Audiences: This tool helps you reach people who have similar characteristics to your existing customers.

By using these targeting options, you can make sure your ads are seen by the most relevant audience, increasing the chances of conversion.


Linking Google Ads to Google Analytics is essential for campaign optimisation. In Google Ads, go to 'Linked accounts' under 'Tools & Settings' and connect to Google Analytics. This integration offers crucial insights into post-click user behaviour. Track metrics like bounce rate and session duration to refine targeting and optimise landing pages. It also helps attribute conversions to specific campaigns, providing a clear ROI. For more information on Google Analytics Setup and Google Analytics Metrics, check out our web design blog.

Do You Need Google Ads Marketing?

By harnessing the power of Google Ads, entrepreneurs and business owners can drive targeted traffic to their websites, resulting in increased leads and conversions. Remember, successful campaigns require constant monitoring, adjustment, and optimisation. Stay committed to refining your approach, and you'll see the positive impact on your bottom line. If you would like a skilled agency to run your PPC advertising campaigns, then contact us today!