To start using Google Ads, sign in at ads.google.com with a Google Account, create a campaign, choose a goal (like Website traffic or Leads), pick a campaign type (most beginners start with Search), set a daily budget, choose keywords that match what customers search for, write your ads, and add billing. Your ads can start showing after Google reviews them, usually within a day. Set up conversion tracking early so you can see which ads actually bring sales or leads.
This beginner’s guide walks through each step, explains the key terms, and shares tips to avoid wasting money. Google updates the Ads interface often, so button names may differ slightly.
Key terms to know
| Term | What it means |
|---|---|
| Campaign | A set of ads with one budget, goal, and settings |
| Ad group | A group of related keywords and ads inside a campaign |
| Keyword | A word or phrase that triggers your ad in search results |
| CPC | Cost per click, what you pay when someone clicks your ad |
| Bidding strategy | How Google sets your bids, such as Maximize clicks or Maximize conversions |
| Conversion | A valuable action, like a purchase, sign-up, or call |
| Quality Score | Google’s rating of how relevant your keywords, ads, and landing page are |
Step 1: Create your account
- Go to ads.google.com and click Start now.
- Sign in with your Google Account and enter your business name and website.
- If Google suggests a Smart campaign, you can use it for a simpler setup, or switch to Expert Mode (often via a link like “Switch to Expert Mode” or “Create an account without a campaign”) for full control.
Step 2: Choose a goal and campaign type
- Click + New campaign.
- Choose an objective, such as Sales, Leads, or Website traffic.
- Pick a campaign type.
| Campaign type | Where ads show | Good for |
|---|---|---|
| Search | Google search results | People actively looking for what you sell. Best first campaign. |
| Performance Max | Across Google (Search, YouTube, Display, Maps, Gmail) | Businesses with conversion tracking and good creative assets |
| Display | Websites and apps in Google’s network | Awareness and remarketing |
| Video | YouTube | Brand awareness and video promotion |
| Shopping | Shopping results with product images | Online stores (needs Google Merchant Center) |
Step 3: Set your budget and bidding
- Daily budget: Start small, such as an amount you’re comfortable spending for a month of testing. Google may spend up to twice your daily budget on some days but aims to average it over the month.
- Bidding: Beginners often start with Maximize clicks for traffic, then switch to Maximize conversions once conversions are tracked.
- Locations and languages: Target only the areas you serve.
Step 4: Choose keywords
- Use the Keyword Planner (under Tools) to find search terms and estimated costs.
- Start with 10 to 20 specific keywords per ad group, grouped by theme.
- Use match types: broad (widest reach), “phrase” (must include the meaning of the phrase), and [exact] (closest control).
- Add negative keywords for searches you don’t want, such as “free” or “jobs.”
Step 5: Write your ads
- Search campaigns use responsive search ads: you provide up to 15 headlines and 4 descriptions, and Google tests combinations.
- Include your main keyword, a clear benefit, and a call to action.
- Add assets (formerly extensions) such as sitelinks, callouts, and phone numbers.
- Send people to a landing page that matches the ad.
Step 6: Set up conversion tracking and billing
- Go to Goals > Conversions and create a conversion action, such as purchases or form submissions.
- Install the Google tag on your website, or connect Google Analytics or Google Tag Manager.
- Add a payment method in Billing.
- Publish your campaign.
Tips to avoid wasting money
- Check the Search terms report weekly and add irrelevant terms as negatives.
- Turn off Display Network expansion in Search campaigns at first, so ads only show on search.
- Review Google’s automatic recommendations carefully before applying them.
- Give campaigns a couple of weeks to gather data before making big changes.
Frequently asked questions
How much does Google Ads cost?
You set the budget. Costs per click vary widely by industry and location, from under a dollar to much more in competitive fields.
Is there a minimum spend?
No required minimum, but a very small budget may limit how often your ads show.
How long until I see results?
Ads can get clicks within days, but optimizing for conversions usually takes several weeks of data.
Kermit Matthews is a freelance writer based in Philadelphia, Pennsylvania with more than a decade of experience writing technology guides. He has a Bachelor’s and Master’s degree in Computer Science and has spent much of his professional career in IT management.
He specializes in writing content about iPhones, Android devices, Microsoft Office, and many other popular applications and devices.