- Use standard Google Ads (not Smart/Express). Start a Search campaign with a clear goal.
- For brand‑new accounts: run Maximize Clicks in week 1 to gather data, then test Target Impression Share (Top) in week 2 with a Max CPC cap.
- Set locations to Presence: In your target area. Start with Phrase/Exact after an initial data pass. Control budget manually. Install enhanced conversions ASAP.
1) Create/Access Your Google Ads Account
Search “Google Ads”, click through, and choose Start now. Sign in with Gmail. If Google tries to push you into Smart/Express mode, switch to Expert/Standard. You’ll see the full dashboard (Campaigns, Ad groups, Ads, Keywords, Audiences, Settings).
Why standard mode? Full control over goals, bidding, match types, negatives, and extensions. It’s the foundation for profitable optimization.
2) Choose Your Goal (and Why It Matters)
You’ll see goals like Sales, Leads, Website traffic, Brand awareness & reach, Product & brand consideration, Local store visits, and Create without a goal. Pick the one that reflects your primary KPI today — you can adjust later.
Quick guidance:
- Leads → services, bookings, demos
- Sales → e‑commerce or direct transactions
- Website traffic → early‑stage data collection
- Brand/Local → visibility for locations & searches near me
3) Pick a Campaign Type
For your first build, select Search. Other types:
- Performance Max — multi‑network automation; great later once you have conversion data
- Display — awareness, retargeting
- Shopping — e‑commerce + Merchant Center
- Video — YouTube reach & action
- Demand Gen — YouTube/Discover/Gmail prospecting
4) Set Objectives & Tracking
Select Website visits, enter your URL, and name your campaign clearly (e.g., Search_US_Leads_Plumbing_Dallas). Enable Enhanced Conversions (captures hashed first‑party data to improve attribution). Add a conversion action on your thank‑you page or final step.
Minimum tracking to launch:
- Primary conversion (lead or purchase)
- Micro‑conversions (e.g., time on page, key page views) for early signals
5) Bidding Strategy (Beginner‑Safe)
- Week 1: Maximize Clicks with a Max CPC limit. Purpose: collect search term data quickly and cheaply.
- Week 2: Switch to Target Impression Share (Top of results) at ~60–70% with a Max CPC cap (1.1–1.3× your historic CPC). Purpose: secure consistent top visibility on your best keywords while you refine ads and negatives.
- Graduation: After 30–50 conversions in ~30 days, test Maximize Conversions or Target CPA.
Why this sequence? New accounts lack data. Clicks feed the algorithm and your analysis. TIS then locks in the real estate that drives CTR and lead quality.
6) Budget & CPC Math You Can Use
A simple back‑of‑napkin:
- Estimate conversion rate (e.g., 4%).
- Determine acceptable CPA (e.g., $80 per lead).
- Max CPC ≈ CPA × Conversion Rate =
$80 × 0.04 = $3.20. - Daily budget ≈ (Target monthly spend ÷ 30) or Leads needed × CPA ÷ 30.
Start lean. You can always scale once you see stable lead quality.
7) Networks, Locations & Presence
Keep to the Search Network initially. For Locations, choose countries/regions/cities you can truly serve. In Location options, select Presence: People in or regularly in your targeted locations (avoid “interest” reach). Exclude irrelevant areas.
Add languages spoken by your audience and your website’s language.
8) Keyword Strategy
Use Google’s suggestions as a starting point, but don’t accept broad chaos.
- Start with a discovery pass if you need data, then tighten to Phrase and Exact.
- Build an initial negative list: free, jobs, career, pdf, cheap, torrent, sample, how to become, meaning, definition, near me (if not relevant), etc.
- Group keywords by tight themes for ad relevance (2–10 per ad group).
9) Ads & Extensions
Write 2–3 Responsive Search Ads per ad group. Pin critical headlines if needed (Brand | Main Value Prop | Keyword). Add Sitelinks, Callouts, Structured snippets, Call (if you answer), and Location (if local). Use UTM parameters for Analytics clarity.
Landing Pages: Match search intent. Keep forms short on mobile. Add proof (logos, reviews), clear CTA, and fast load times.
10) Review & Publish
Google will show an Optimization Score. It’s a nudge, not a law. Publish when:
- Tracking is verified
- Keywords are tight
- Ads/Extensions are live
- Budgets/bids are capped realistically
11) What to Do in the First 30 Days
Daily: Check spend, disapproved ads, search terms (add negatives). Weekly: Review Auction Insights, Top/Absolute Top IS, CTR by query, location & schedule performance. Trim waste. Bi‑weekly: Test TIS targets, refresh RSAs, adjust CPC caps.
Key metrics: CTR, Conv. rate, CPA, Search Top IS, Budget‑lost IS, Impression‑overlap & Position‑above (competitors).
Common Pitfalls (and Fixes)
- Launching in Smart/Express → Switch to Standard.
- Worldwide reach by accident → Use Presence: In.
- Accepting Google’s auto budget → Set your own and scale by results.
- Running only Broad match → Tighten to Phrase/Exact; add negatives.
- No Max CPC cap on Clicks/TIS → Costs spike.
- Launching without conversion tracking → Install enhanced conversions early.
Copy‑Paste Checklists
Pre‑Launch (10 items):
- Standard mode ✓
- Goal & type set ✓
- Tracking installed (thank‑you page) ✓
- Bidding = Max Clicks (cap) ✓
- Locations + Presence: In ✓
- Languages ✓
- Keywords grouped + negatives ✓
- 2–3 RSAs + extensions ✓
- UTM tags ✓
- Final QA ✓
Week‑2 Switch: TIS (Top) 60–70%, Max CPC cap.
Graduate: Max Conversions / tCPA after enough data.
Final Thoughts
A good campaign isn’t a one‑time setup. It’s a weekly habit: clean queries, smarter placements, better offers, faster pages. Start simple, protect your budget, and earn your way to automation.
Need help? My team and I can audit your build, set realistic TIS targets, and create your keyword & negatives plan.
