Google Ads for beginners · Step 4

How to run Google Ads: your first Search campaign

A well-built first campaign is simple: one goal, one service, a tight area, a short list of keywords and good ads. This guide walks you through each setting in the order Google shows them and explains which defaults to change.

Before you build: set up conversion tracking

A conversion is the action you want from a visitor: a phone call, a contact form, a booking. Conversion tracking tells Google Ads when one happens. Without it, you can see clicks and costs but not which keywords produce customers, and automated bidding has nothing to aim at.

Set it up before launch. In Google Ads, go to Goals > Conversions and create conversion actions for form submissions and calls from your ads, or import them from Google Analytics 4. Then test it: submit your own form and check that the conversion appears within a day or so.

Step 1: Choose the goal and campaign type

Click the plus button to create a new campaign. For a local service business, choose a goal like leads, or create a campaign without a goal if you prefer to set everything yourself. Then choose Search as the campaign type.

Search campaigns show text ads to people who are actively searching for what you sell, such as "emergency plumber near me". You choose the keywords and can see exactly which searches triggered your ads. That makes them the best place to learn.

Google will also suggest Performance Max and Display. Performance Max runs across Search, YouTube, Maps, Gmail and websites at once, and decides most things for you. Display shows image ads on websites to people who are browsing, not searching. Both can work later, but as a beginner you get less control and less insight from them, and they can spend quickly on low-intent traffic.

Step 2: Networks, locations and language

Networks: uncheck the Google Display Network, which is on by default in Search campaigns, and uncheck Search partners for now. Both send cheaper but usually lower-quality clicks. You can test Search partners later once you know your numbers.

Locations: enter the cities, postal codes or a radius around your business that you actually serve. Then open the location options and choose Presence: People in or regularly in your targeted locations. The other option, which includes people showing interest in your locations, can show your ads to someone on the other side of the country who once searched for your city.

Language: choose the languages your customers speak. This refers to the language settings of the user, not the language of your ads.

Step 3: Bidding and budget

Bidding is how Google decides how much to offer in each auction. You have two sensible starting options.

If conversion tracking is new and has not recorded anything yet, use Maximize clicks and set a maximum CPC limit, for example near the high end of the Keyword Planner range for your main keywords. The limit stops Google from paying $40 for a click you would never pay $40 for.

Once tracking is working and you have some conversions (a steady flow each month, not just one or two), switch to Maximize conversions so Google bids based on the likelihood of a lead.

Set the daily budget you worked out in the previous guide. Remember that Google can spend up to 2 times the daily budget on a single day, but not more than 30.4 times it in a month.

Step 4: Ad groups and keywords

An ad group is a set of closely related keywords that share the same ads. Create one ad group per service, for example "drain cleaning", "water heater repair" and "leak detection". This keeps ads specific to what each person searched.

Match types control how closely a search must match your keyword:

Exact match, written in brackets: [water heater repair]. Shows for that search and very close variants. Most precise.
Phrase match, written in quotes: "water heater repair". Shows for searches that include the meaning of your phrase, such as "water heater repair near me". A good balance for beginners.
Broad match, no symbols: water heater repair. Shows for anything Google considers related, which can be very loose. Use it only with Smart Bidding and solid conversion data.
Start with 5 to 15 phrase and exact match keywords per ad group, chosen from Keyword Planner.

Step 5: Negative keywords

Negative keywords are words that stop your ad from showing. They are free and they save more money than almost any other setting. Add a starter list at the campaign level before launch:

free, cheap (unless you compete on price)
jobs, job, hiring, salary, career, training, course
DIY, how to, tutorial, youtube
Services you do not offer, and towns you do not serve

Step 6: Write responsive search ads

A responsive search ad lets you enter up to 15 headlines (30 characters each) and up to 4 descriptions (90 characters each). Google tests combinations and shows the best performers. Aim for at least 8 to 10 distinct headlines.

Cover four things: the service ("Water Heater Repair"), the location ("Serving Austin Since 2010"), the offer or proof ("Same-Day Service", "Free Estimates", "Licensed and Insured") and a call to action ("Call Now for a Quote"). Only promise what you actually deliver. Send people to the page about that service, not the homepage.

Step 7: Add assets

Assets, previously called extensions, add extra information under your ad and make it larger. Add at least these:

Sitelinks: links to other pages, such as Services, Reviews, Pricing and Contact.
Callouts: short phrases like "24/7 Emergency Service" or "No Call-Out Fee".
Call asset: your phone number, so mobile users can call with one tap. Set it to show only during business hours if no one answers at night.

Step 8: Review and launch carefully

Before publishing, check the summary: Search network only, correct locations with Presence targeting, correct budget, bidding and conversion goal. Make sure the ads have no spelling mistakes and the landing page loads on a phone. When everything is right, enable the campaign.

If you build the campaign with an AI assistant through Ads Connector, new campaigns are created paused. Nothing spends until you review the preview and confirm the launch.

Your first week: read the search terms report

Your keywords are what you bid on; search terms are what people actually typed. Open Insights and reports > Search terms every two or three days during the first week. Add irrelevant searches as negative keywords and add good, specific searches as new keywords. Do not change bids or budgets every day; give the campaign at least a couple of weeks before bigger changes.

FAQ

What campaign type should a beginner start with?

Search. It shows ads to people actively looking for your service, you control the keywords, and you can see exactly which searches you paid for.

Should I turn off the Display Network in a Search campaign?

Yes, at the start. It is included by default and often brings cheaper, lower-quality clicks. Turn off Search partners too until you know your numbers.

Which keyword match type is best for beginners?

Phrase and exact match. They keep your ads close to what you sell. Use broad match only with Smart Bidding and enough conversion data.

How many keywords should I start with?

Around 5 to 15 per ad group, with one ad group per service. Fewer, well-chosen keywords are easier to manage and learn from.

How long does it take for Google Ads to work?

Ads can show within hours of approval, but expect 4 to 6 weeks of learning, adding negatives and adjusting before you judge results.

Can an AI assistant create the campaign for me?

Yes. With Ads Connector, Claude or ChatGPT can draft a Search campaign with ad groups, keywords and ads. It is created paused and only launches after you confirm.