How to make an advertisement on Google

Google Ads is a pay-per-click platform that helps businesses connect with potential customers through search results, YouTube, Gmail, and partner websites. Here’s how to get started:

Set Up Your Google Ads Account
- Use your Google account to sign up.
- Choose your country, currency, and time zone (these settings are permanent).
- Enter accurate business details for verification and ad delivery.
Add Billing Information
- Use a verified credit card or bank account for automatic payments.
- Google will charge monthly or when you hit a spending threshold.
Choose Campaign Goals
- Sales: Drive purchases or bookings.
- Leads: Collect customer information.
- Website Traffic: Increase site visits.
- Brand Awareness: Promote your business to more people.
Select a Campaign Type
- Search Ads: Text-based and appear in search results.
- Display Ads: Visual banners on partner websites.
- Video Ads: Short ads on YouTube.
- Performance Max: Automated ads across all Google platforms.
- Shopping Ads: Product listings for e-commerce.
- Local Ads: Target nearby customers.
Target Your Audience
- Use geographic targeting, demographics (age, income), and interests.
- Refine with "Presence" settings to focus on local customers.
Write Effective Ads
- Use clear, specific headlines and descriptions.
- Highlight unique features and include a strong call-to-action (e.g., "Order Today").
- Add extensions like site links, call buttons, or location details.
Set Budgets and Track Performance
- Start with a daily budget ($10–$50 for small businesses).
- Choose a bidding strategy like Manual CPC or Maximize Conversions.
- Track metrics like conversion rate, cost per conversion, and click-through rate.

How to Set Up Your Google Ads Account

Creating Your Google Ads Account

To get started, log in using your existing Google account. Head over to Google Ads and click on "Start now" to begin the setup process.

During the setup, you’ll need to select your country, currency, and time zone. For instance, if you’re in the United States, choose "United States", set the currency to U.S. dollars, and select the appropriate time zone (e.g., Eastern for New York or Pacific for California). Keep in mind that these settings are permanent and cannot be changed later.

Next, enter your business details, including your company name and primary business address. Providing accurate information is essential as it helps Google verify your business and ensures your ads are delivered effectively, especially in local markets.

Setting Up Billing Information

Once your account details are confirmed, the next step is setting up your billing information. This is a required step, as Google needs verified payment details to run ads.

Your billing profile will include three essential components: your country (United States), currency (U.S. dollars), and your business address.

For payment methods, you can use credit cards or bank account details. When entering your credit card information, make sure the billing address matches the one on file with your card issuer. Any mismatch could result in payment failures, which might interrupt your campaigns.

In the U.S., Google uses automatic payments, meaning you’ll be charged after your ads have run. Billing occurs either monthly or when you hit a pre-set spending threshold, whichever comes first. Unlike some other countries, manual payments are not an option in the United States.

It’s important to note that Google no longer accepts prepaid cards for automatic payments. Stick to traditional credit cards, debit cards, or bank accounts. To avoid disruptions, it’s a good idea to add a backup payment method, such as a secondary credit card.

When you add a new payment method, Google might place a temporary pre-authorization hold on your card. This is a small charge that’s usually reversed within a week and is used to verify your payment method.

After entering your payment information, take a moment to review and accept the Google Ads Terms & Conditions. These terms include important details about ad policies and billing practices, so it’s worth a quick read.

Choosing Campaign Goals

The next step is selecting the right campaign goals to align with your business objectives. These goals help Google recommend campaign types and features that suit your needs, streamlining the setup process.

Sales goals: Ideal for e-commerce businesses or service providers aiming to drive purchases or appointment bookings directly from their ads.
Lead generation goals: Perfect for businesses that need to collect customer information before making a sale, such as real estate agents, insurance brokers, or B2B companies.
Website traffic goals: Great for businesses looking to increase visits to their website, especially if they have strong, conversion-focused content.
Brand awareness goals: Designed to get your business name in front of more people. This is often used by local businesses entering competitive markets or companies launching new products.

You’re not locked into your initial choice – goals can be adjusted later as your business priorities shift. Many businesses start with one objective and refine their approach based on early campaign results. These foundational steps set the stage for the more advanced campaign strategies and audience targeting that come next.

How to Choose the Right Campaign Type

Types of Google Ads Campaigns

Google Ads offers six campaign types, each tailored to reach customers at different stages of their buying journey. Picking the right one can help align your advertising strategy with your business goals.

Search campaigns are a go-to option for most businesses. These text-based ads appear when users search for specific keywords related to your products or services. For example, a local plumber might target phrases like "emergency plumber near me" or "water heater repair." These ads are ideal for capturing customers actively searching for solutions.

Display campaigns focus on visual ads, such as banners, shown across Google’s partner websites. They’re perfect for introducing your brand to people who may not yet be searching for your services. For instance, a fitness studio could display workout-themed ads on health and wellness blogs to spark interest among potential clients.

Video campaigns let you advertise on YouTube and other video platforms. With over 2 billion monthly logged-in users on YouTube, this format is great for showcasing products, sharing testimonials, or creating emotional connections. A local restaurant might use short, engaging videos to highlight their signature dishes and attract food enthusiasts.

Performance Max campaigns take advantage of Google’s machine learning to automatically place ads across all Google properties, including Search, Display, YouTube, and Gmail. You simply provide goals, a budget, and creative assets, and Google optimizes placement for the best results. This option works well if you’re looking for broad coverage without the hassle of managing separate campaigns.

Shopping campaigns are designed for e-commerce businesses selling physical products. These ads show product images, prices, and store information directly in search results. For example, a user searching for "running shoes" might see a grid of product listings from various retailers, making it easy to compare options.

Local campaigns are perfect for businesses that rely on foot traffic. These ads appear on Google Search, Maps, YouTube, and the Display Network, targeting people in your area. A bakery could use local campaigns to attract customers within a 5-mile radius, encouraging them to stop by for fresh pastries.

How to Pick the Best Campaign for Your Goals

The best campaign type depends on your business objectives and where your customers are in their buying process. Start by defining what success looks like for your business.

If your goal is to generate immediate sales or leads, Search campaigns are the way to go. These ads target users who are already looking for what you offer, making them highly effective for conversions.

For businesses aiming to build awareness and reach new audiences, Display and Video campaigns are excellent choices. These formats introduce your brand to people who might not yet realize they need your services, helping you stand out in competitive markets.

Performance Max campaigns are a great fit if you want to simplify your advertising efforts while maximizing reach. They’re especially useful if you’re short on time or unsure which Google platforms will deliver the best results.

If you’re an e-commerce business, Shopping campaigns should be a top priority. These ads provide potential customers with essential product details upfront, making them ideal for comparison shopping.

For businesses that depend on local customers, Local campaigns are essential. Whether you run a restaurant, retail store, or healthcare practice, these ads help drive foot traffic by targeting nearby users.

Budget also plays a role. Search campaigns can be more expensive in competitive industries, while Display campaigns are often more budget-friendly due to lower cost-per-click rates. Video campaigns may require additional investment in creative production but can deliver strong engagement.

Once you’ve chosen the right campaign type, the next step is refining your audience targeting to ensure your ads reach the right people.

Campaign Type Comparison

Campaign Type	Best For	Where Ads Appear	Ad Format	Typical Use Case
Search	Immediate sales/leads	Google search results	Text ads	Plumber targeting "emergency repair" searches
Display	Brand awareness	2M+ partner websites	Image/banner ads	Fitness studio reaching health website visitors
Video	Engagement/storytelling	YouTube, video partners	Video ads	Restaurant showcasing signature dishes
Performance Max	Maximum reach	All Google properties	Multiple formats	Small business wanting broad coverage
Shopping	Product sales	Google Shopping, Search	Product listings	Online retailer selling running shoes
Local	Foot traffic	Search, Maps, YouTube, Display	Multiple formats	Bakery targeting nearby customers

Many businesses find success by running multiple campaign types simultaneously. For example, a local auto repair shop might start with a Search campaign to capture leads for "brake repair", then add a Local campaign to drive in-store visits, and later use Video campaigns to highlight their expertise.

The key is to focus on the campaign type that aligns most directly with your primary goal. As you gain experience and see results, you can expand your strategy to include other formats. Up next: fine-tuning your audience targeting for even greater impact.

Google Ads Tutorial for Beginners [Updated for 2025]

How to Target Your Audience

Getting your ads in front of the right people is crucial to avoid wasting money. Google Ads offers tools to help you focus on those most likely to buy from you.

Geographic Targeting

Geographic targeting controls where your ads appear. You can target by country, state, city, ZIP code, or even a custom radius. This ensures your budget is spent in locations where your customers live or shop.

Start with your service area. For a local business, like a dental office or a handyman service, a 10-25 mile radius around your location is a good starting point. E-commerce businesses, on the other hand, might target entire states or regions where shipping is cost-effective. Keep in mind, Google enforces a minimum radius of 0.6 miles (1 km) for privacy reasons.

The "Presence" vs. "Presence or Interest" setting can have a big impact on your results. By default, Google uses "Presence or Interest", which shows ads to people either physically in your target area or those who’ve shown interest in it. This can lead to wasted clicks. For example, if you own a Miami restaurant, someone in California searching for "Miami restaurants" isn’t likely to be your customer.

Switch to "Presence" targeting to focus only on people physically within your area. This is especially useful for businesses like local shops, healthcare providers, or service companies that rely on in-person visits. While you’ll reach fewer people, they’ll be more likely to convert.

ZIP code targeting works well for businesses with specific customer profiles. For instance, a high-end jewelry store might target affluent ZIP codes, while a budget grocery chain could focus on middle-income neighborhoods. You can upload specific ZIP codes or use Google’s demographic data to find areas that match your ideal customer profile.

Don’t forget about location exclusions to avoid wasting money on irrelevant clicks. For example, if you’re a contractor in Dallas who doesn’t serve distant suburbs, exclude those areas to keep your budget focused on profitable locations.

Once your geographic targeting is set, refine your audience further by aligning demographics and interests with your business goals.

Demographic and Interest Targeting

Demographics and interests allow you to reach people based on who they are and what they care about. Google creates these audience segments by analyzing user behavior across its network. Matching your targeting to where customers are in their buying journey can make a huge difference.

Age and gender targeting is ideal for products with a clear audience. For example, a women’s clothing boutique might focus on women aged 25-54, while a retirement planning service might target those aged 50 and older. However, it’s smart to start with broader ranges and then narrow down based on performance data.

Household income targeting helps premium brands focus on shoppers who are more likely to afford their products. Luxury car dealers or upscale restaurants often see better results targeting the top 30% of income earners. Meanwhile, budget-friendly businesses might focus on lower income brackets.

Interest-based targeting comes in two main forms:

Affinity audiences help you build brand awareness by targeting users with long-term interests, like health or cooking.
In-Market audiences focus on people actively researching specific purchases, like "Auto & Vehicles" or "Home & Garden." These are better for conversion-driven campaigns. For example, a landscaping company might target "Lawn & Garden" in-market audiences rather than broader "Home Improvement" affinity audiences.

Custom audiences allow you to create your own targeting based on keywords, websites, or apps related to your business. For instance, a personal trainer could create a custom audience of people who visit fitness websites, search for workout-related terms, or use fitness apps. This tailored approach often delivers better results than Google’s pre-built audiences.

A common mistake is starting with overly broad targeting. Instead, begin with 2-3 specific audience segments and expand based on what works. It’s easier to scale successful campaigns than to fix poorly targeted ones.

Language and Market Settings

Once you’ve defined your audience, make sure your messaging aligns with their language and preferences. Language targeting might seem straightforward, but small adjustments can significantly improve performance.

English language targeting in the U.S. covers most users, but don’t overlook local nuances. Cities like Miami, Los Angeles, and New York have large Spanish-speaking populations. If your business serves these communities, consider running separate campaigns with Spanish-language ads and landing pages.

Cultural adjustments can also make your ads more relatable. For example, Americans are more familiar with pounds, miles, and Fahrenheit than metric units. A fitness ad mentioning "losing 20 pounds" resonates more with U.S. audiences than "losing 9 kilograms." Similarly, use U.S. currency formats ($1,234.56) and references that fit American culture.

Market timing is another key factor. If you’re targeting the entire U.S., remember time zone differences. Ads scheduled for 6 PM Eastern Time will appear at 3 PM Pacific Time. Adjust your campaign timing to match when your audience is most active. For example, restaurant ads perform well during lunch and dinner hours in each time zone, while B2B services often see better results during standard business hours.

Seasonal adjustments help you capitalize on shopping patterns and holidays. Retailers should prepare for events like Black Friday, back-to-school season, and major holidays. Service providers might adjust their campaigns around tax season (for accountants) or spring cleaning (for home services).

How to Create and Improve Your Ads

Once you’ve zeroed in on your audience, the next step is crafting ads that grab attention and inspire action. Your ad copy is often the first interaction potential customers have with your business, so it needs to stand out and connect with them immediately.

Writing Effective Ad Copy

Good ad copy speaks directly to your audience’s needs and offers clear solutions. The trick? Focus on benefits over features while staying within Google’s character limits.

Start with the headline – it’s the first thing people notice. Make it relevant to the keywords you’re targeting. For example, instead of something generic, use a specific phrase like "Emergency Plumber in Chicago." This not only grabs attention but also aligns with what your audience is searching for.

Address pain points in your descriptions. Don’t settle for vague statements like "We offer quality services." Instead, be specific: "Fix your leaky pipes in under 2 hours" or "Same-day appointments available." These details tell customers exactly what they’ll get and when.

Incorporate numbers and specifics wherever possible. A promise like "Save up to 30%" is far more compelling than "Save money." Similarly, "Free estimate in 24 hours" beats "Fast estimates" by being more concrete. Americans tend to respond well to clear, measurable benefits.

Tailor your call-to-action (CTA) to match where your audience is in their decision-making process. For those still researching, use CTAs like "Learn More" or "Get Free Quote." For ready-to-buy customers, go with direct ones like "Order Today."

Google’s Ad Strength tool can provide real-time feedback on your ad’s headlines and descriptions, suggesting tweaks to improve performance. Ads with higher Ad Strength scores often see better click-through rates and lower costs.

Avoid overused phrases like "best quality" or "great prices." Instead, highlight what sets you apart. For instance, "Family-owned since 1985" or "Licensed electricians available 24/7" adds a personal and unique touch.

Create multiple options – try 8–10 headlines and 3–4 descriptions. Google will automatically test combinations to find out what works best, saving you time and effort.

Adding Ad Assets and Extensions

Ad extensions can make your ads more engaging and informative, often leading to higher click-through rates. These extra features provide users with additional reasons to choose your business.

Sitelink extensions: Highlight specific pages of your website, such as "View Menu", "Make Reservation", or "Contact Us." These links give users multiple ways to interact with your business right from the search results.
Call extensions: Perfect for service-based businesses, these allow customers to call you directly from the ad. They’re especially useful for urgent services like plumbing or medical care.
Location extensions: If you’re a local business, these display your address and even the distance from the searcher. They also include a link for directions, making it easier for customers to find you.
Price extensions: Showcase your pricing upfront to help qualify leads. For example, a cleaning service might use "House Cleaning – Starting at $89" or "Office Cleaning – From $45/visit."
Structured snippet extensions: Highlight specific aspects of your business, such as services offered or amenities. A gym might use "Amenities: Pool, Sauna, Personal Training, Group Classes" to showcase its offerings.
Image and video assets: Visual elements like photos or short videos (15–30 seconds) can make your ads more appealing. For example, a restaurant could use enticing food images, while a contractor might show before-and-after project photos.
Promotion extensions: Highlight special deals or discounts. For example, "25% Off – Black Friday Sale" or "Free Shipping on Orders Over $50." Adding time-sensitive details can create urgency.

Testing and Previewing Your Ads

Testing is essential to finding out what resonates most with your audience. Small tweaks can lead to big improvements in performance.

Use Google’s Ad Preview and Diagnosis tool to see how your ads appear without affecting your data. This tool can also help identify issues like budget constraints or ad disapprovals.
A/B testing is key. Test one element at a time – like a headline – by creating two versions of an ad. Let them run for 1–2 weeks or until they’ve gathered at least 100 clicks. Keep the better-performing version and test another variation against it.
Dedicate 20% of your initial budget to testing during the first few weeks. This allows you to refine your ads before scaling up.
Avoid running multiple Responsive Search Ads in the same ad group. This can dilute the data Google uses to optimize your ads. Treat each Responsive Search Ad as its own test, updating headlines and descriptions based on performance.
Regularly check campaign-level asset reports to see which elements perform best. Google provides detailed insights, such as impression share and performance ratings. Use this data to pause underperforming assets and create new ones.

Finally, preview all changes before making them live. A small mistake in ad copy or targeting settings could waste your budget, so double-check everything to ensure it aligns with your campaign goals.

How to Set Budgets and Track Performance

Once your account and campaign types are set up, the next step is to manage your budgets and track performance effectively. This is where your efforts start translating into tangible results. By setting realistic budgets and keeping a close eye on performance, you can build an advertising system that works for your business.

Setting Your Daily Budget

Your daily budget determines how much Google can spend on your ads each day. Think of it as a safeguard – it ensures you don’t overspend while allowing your ads to appear when opportunities arise.

For the initial testing phase, small businesses often allocate daily budgets between $10 and $50, while medium-sized businesses may spend $50 to $200 per day. However, keep in mind that your industry’s cost per click (CPC) plays a big role. In industries with higher CPCs, a smaller budget might result in limited clicks, which could restrict the data you need to improve performance.

Be aware that Google might exceed your daily budget on high-traffic days, but the average spend will align with the budget you’ve set. If you’re running multiple campaigns with the same goal, consider using a shared budget. This allows Google to automatically allocate funds where they’ll have the most impact.

To see if budget constraints are holding you back, monitor your search impression share. If you’re losing impressions due to budget limits and your ads are delivering good results, it might be worth increasing your daily spend.

Choosing Your Bidding Strategy

Your bidding strategy determines how Google uses your budget to achieve your goals. Here are a few common strategies to consider:

Maximize Conversions: This option uses machine learning to adjust bids, aiming to get as many conversions as possible within your budget. It’s most effective when you have at least 30 conversions over 30 days.
Target CPA (Cost Per Acquisition): With this strategy, you specify the amount you’re willing to pay for each conversion. For example, if a new customer is worth $200 to you, you might set a target CPA of $40. This works best with at least 15 conversions in a 30-day period.
Manual CPC: This method gives you full control over individual keyword bids. It’s a good choice for new accounts with limited data or when you want to test specific keywords aggressively. You’ll never pay more than your set maximum bid.
Target ROAS (Return on Ad Spend): Ideal for e-commerce businesses, this strategy focuses on achieving a specific return on your ad spend. For example, you might aim for $4 in revenue for every $1 spent (a 400% ROAS). To use this effectively, you’ll need to track conversion values and have at least 20 conversions in the past 30 days.

If you’re just starting out, Manual CPC is a smart choice for the first 2–4 weeks. This allows you to gather data and refine your approach. Once you have enough conversion data, you can switch to automated strategies like Maximize Conversions or Target CPA. Avoid changing bidding strategies too often – each adjustment needs 2–3 weeks to fully optimize.

With your budget and bidding strategy in place, the next step is to focus on tracking the metrics that matter most.

Tracking and Analyzing Results

Tracking the right metrics is the key to improving your campaigns. The difference between success and failure often lies in measuring performance accurately and acting on what you learn.

Before you spend a single dollar, set up conversion tracking. Define valuable actions – such as purchases, form submissions, app downloads, or calls lasting over 60 seconds – and mark them as distinct conversion actions.

Here are some key metrics to monitor:

Conversion Rate: This measures how well your ads turn clicks into actions. The median conversion rate across industries is 4.61%, but this can vary depending on your niche.
Cost Per Conversion: This shows what you’re spending to achieve each customer action. The median cost per conversion is $34.61, though this will differ by industry.
Click-Through Rate (CTR): A good indicator of your ad’s relevance. The median CTR for search ads is 4.99%, and a CTR below 2% might mean your ad copy or keywords need improvement.

"It isn’t enough to measure the final outcome alone. You also need to track intermediate metrics to understand where consumers might be getting stuck – essentially bottlenecks in the marketing funnel."

Sunil Gupta, Harvard Business School Professor

Another critical factor is your Quality Score, which influences both ad placement and cost. Google rewards ads that are relevant and engaging with better placement and lower costs. Regularly review your Quality Score and work on improving ad relevance, expected CTR, and landing page experience – especially for keywords with low scores.

Using Google Analytics, you can dive deeper into post-click behavior, such as whether visitors are bouncing or engaging with your site. Check your search terms reports to discover new keyword opportunities and add negative keywords to block irrelevant traffic.

During the first month of your campaign, aim to check in every few days. Once things stabilize, a weekly review should be enough. Pay attention to sudden changes in cost per conversion, conversion rate, or impression share – these could signal market shifts, competitor activity, or technical issues.

Key Points for Google Ads Success

Running a successful Google Ads campaign starts with nailing down the basics and keeping your focus on the essentials. The foundation of any great campaign lies in understanding and applying these core principles.

Set clear objectives from the start. Before you even think about launching a campaign, figure out exactly what you want to achieve. Once your goals are clear, choose the campaign type that aligns best with those objectives. Whether it’s Search, Display, Video, Shopping, or Performance Max, each option is designed to reach customers at different stages of their journey.

Double-check your setup and account details. Make sure your account is fully completed and linked to your business profiles. Google Ads offers real-time notifications to flag potential issues with your targeting, bidding, budget, or other settings that could impact performance. Take the time to address these alerts before hitting "launch". The campaign navigation menu is a handy tool for spotting and fixing any problems.

Use real-time data to refine your strategy. Don’t expect perfection from your first campaign. Start with a modest budget and use the data you collect to fine-tune your approach. Pay attention to key metrics like conversion rate, cost per conversion, and click-through rate – these tell you more about success than vanity metrics ever could. Be sure to set up conversion tracking early on and define which actions matter most for your business.

Keep testing, learning, and adapting. Google Ads rewards businesses that continuously improve their strategies. Even if your campaigns aren’t perfect from the start, every click and conversion is a chance to learn more about your audience and refine your approach for better results.

FAQs

What mistakes should I avoid when creating my first Google Ads campaign?

When launching your first Google Ads campaign, there are a few common mistakes you’ll want to steer clear of to ensure your efforts pay off. One big misstep? Skipping in-depth keyword research. Including long-tail keywords is crucial – they help you attract traffic that’s more likely to engage with your ads. Without this step, you risk targeting the wrong audience entirely.

Another frequent mistake is setting up your campaign and then neglecting it. Ads that aren’t monitored and adjusted can quickly drain your budget without delivering results. Regularly review your bids, refine your keyword list, and tweak your ad copy to keep everything aligned with your goals.

Finally, don’t underestimate the value of negative keywords and conversion tracking. Negative keywords ensure your ads don’t pop up for irrelevant searches, helping you avoid wasted spend. Meanwhile, tracking conversions gives you the data you need to measure performance and fine-tune your return on ad spend (ROAS). By addressing these elements, you’ll build a campaign that’s both efficient and effective.

What’s the best bidding strategy for my Google Ads campaign?

The bidding strategy you choose for your Google Ads campaign should align closely with your specific objectives. For instance, if your main goal is to drive more traffic to your website, automated strategies like Maximize Clicks can be a solid choice. On the other hand, if you’re aiming to generate more conversions, options like Maximize Conversions or Target CPA (Cost Per Acquisition) can help you stay within budget while achieving your desired results. For those focused on boosting revenue, Target ROAS (Return on Ad Spend) is tailored to optimize for the highest return.

The key is to match your strategy with what you want to achieve – whether that’s increasing clicks, acquiring leads, or growing sales. Keep a close eye on your campaign’s performance and be ready to tweak your bidding approach to stay on track with your goals.

How can I improve my ad’s Quality Score to get better placement and lower costs?

To boost your ad’s Quality Score and secure better placements at lower costs, focus on crafting ad copy that aligns closely with your keywords and mirrors the content on your landing pages. This alignment plays a huge role in how your Quality Score is determined.

Make sure your landing pages deliver a smooth user experience. They should load quickly, be simple to navigate, and feature clear calls-to-action. Since many users browse on their phones, having a mobile-friendly design is a must. Keep refining your keywords, ad groups, and bids regularly to stay relevant and maintain strong performance. Incorporating negative keywords can also help by filtering out irrelevant searches, ensuring your ads connect with the right audience while trimming unnecessary expenses.