Google Ads can feel overwhelming at first, but when you break it down into simple steps, it becomes a repeatable recipe. This guide walks you from idea to launch in a way that makes you think: “Ok, I can actually do this.”
Want help setting this up the smart way? You can book a quick strategy call and we will map out your first profitable campaign together.
We will move in this order:
- Identify your revenue streams and key offers
- Define your ideal customer and create a customer profile
- Plan your funnel (TOFU / MOFU / BOFU)
- Create landing pages and optimize them (including basic SEO)
- Define clear goals and KPIs
- Choose the right Google Ads campaign types
- Build the actual campaign in Google Ads (click by click)
- Monitor, optimize, and improve over time
Step 1: Identify Your Revenue Streams And Key Offers
Before you touch Google Ads, you need to know what you are actually trying to sell with this campaign. Not everything in your business deserves ad spend. Start by listing your main revenue streams:
- Your core products or services
- High margin offers
- Packages or retainers that bring recurring revenue
Ask yourself:
- Which offers have the best profit margin?
- Which offers already sell well through word of mouth?
- Which offers are strategically important right now (new launch, seasonal, etc.)?
For your first campaigns, focus on offers that are both profitable and proven. Many PPC practitioners recommend prioritizing high margin products because every conversion from ads has acquisition cost attached to it.
If the margin is too small, your ROI gets squeezed fast (Src: DigitalPosition).
Result of this step: a short list of 1 to 3 offers you want this campaign to generate revenue from.
If you want a second set of eyes on your offer list, share it with us and we will recommend what to lead with in your campaigns. Start here: Marketing help and ad strategy support.
Step 2: Define Your Ideal Customer And Build A Simple Customer Profile
Next, you decide who this campaign is for. This is where you build your basic Ideal Customer Profile (ICP). An ICP is simply a description of your perfect customer for a specific offer. It includes things like demographics, problems, goals, and buying behavior (Src: TripleDart; Src: Mediaboard).
Create a simple profile like this:
- Who they are: Age, role, location, type of business or personal situation.
- Problem: What painful or annoying thing are they dealing with that your offer solves?
- Goal: What outcome are they trying to reach? More sales, less stress, more time, better health, etc.
- Search behavior: What would they type into Google when they are looking for a solution like yours?
Example for a web design service:
- Owner of a small service business in the US
- Has an outdated website that does not bring leads
- Wants more calls and quote requests without spending 10 hours a week on marketing
- Searches for things like “website redesign cost“, “small business web designer“, “fix my WordPress site“
When you define this clearly, it becomes much easier to pick keywords, write ad copy, and design landing pages that feel “this is exactly what I was looking for” to that person (Src: HubSpot).
Result of this step: a one paragraph description of your ideal customer for this offer.
If you want help tightening your ICP and message for paid campaigns, you can book a short discovery call and we will define it with you in real time.
Step 3: Plan Your Funnel (TOFU / MOFU / BOFU)
Now you connect the dots between “stranger who has never heard of you” and “customer who just paid you.” This is your funnel.
A simple way to think about it:
- TOFU (Top of Funnel) – Awareness: People who do not know you yet. They might just be discovering they have a problem.
- MOFU (Middle of Funnel) – Consideration: People who know the problem and are actively looking at different options and providers.
- BOFU (Bottom of Funnel) – Conversion: People who are almost ready to buy and just need a nudge to choose you (Src: StableWP; Src: AdEspresso).
For Google Ads, you can map this like:
- TOFU: YouTube video ads, Display ads, and broad informational Search queries (“how to get more leads from my website”). Your goal is to get attention and clicks.
- MOFU: More specific Search campaigns (“WordPress web designer for small business”), maybe remarketing lists seeing more detailed content or case studies.
- BOFU: High intent Search (“hire web designer near me”), Shopping campaigns (for ecommerce), and remarketing ads that push people back to your pricing or checkout pages (Src: SEOCOM).
You do not have to launch a complex multi layer funnel on day one, but you should at least decide:
- Which stage your first campaign is targeting (usually MOFU or BOFU to start)
- What content or offer you will show at that stage (free consult, discount, free trial, quote form, etc.)
Result of this step: a simple sketch of your funnel, with 1 main entry point (ad) and 1 core action you want people to take at the end (lead or sale).
Want a done for you funnel map that lines up with your services and budget? Check out the overview here: Marketing strategy and funnel planning.
Step 4: Create Dedicated Landing Pages And Optimize Them (Plus Basic SEO)
If your ads are the invitation, your landing page is the party. If the party is boring, messy, or confusing, people leave. Google Ads performance is heavily influenced by your landing page quality and relevance. A strong landing page can lower your cost per click, increase conversions, and improve your Quality Score in Google Ads (Src: The Media Captain; Src: Huble; Src: LanderLab).
4.1 One Page, One Purpose
Each main offer you advertise should have its own dedicated landing page. Avoid sending all traffic to your homepage. Instead:
- Match the page headline to the promise in your ad.
- Keep the page focused on one main action (book a call, request a quote, buy the product, sign up for a trial).
- Remove unnecessary distractions and menu items if possible.
4.2 Core Elements Of A High Performing Landing Page
- Clear headline: It should confirm what the user clicked on. Example: “Get A Custom Website That Brings You Leads Within 30 Days.”
- Subheadline: Briefly explain who it is for and what the main benefit is.
- Hero section with Button or form above the fold, such as “Request A Free Quote” or “Start Free Trial.”
- Benefits section: Bullet points explaining what they gain, tied directly to their problems and goals.
- Social proof: Testimonials, reviews, client logos, case studies.
- Simple form: Only ask for what you truly need for the first step.
- Fast load time: Use caching, image optimization, and a decent host. Slow pages hurt conversions and can reduce your Quality Score (Src: NitroPack).
4.3 Basic SEO For Landing Pages
Even though this guide is focused on ads, basic SEO helps your Quality Score and can bring extra organic traffic over time.
- Include your main keyword in the page title, meta description, H1, and a few times in the body content.
- Use variations of the keyword that match what your ideal customer actually types in.
- Add alt text to images that describe what is shown using natural language.
- Make sure the page is mobile friendly and easy to navigate.
Result of this step: at least one focused, fast, mobile friendly landing page that matches your offer and your ad messaging.
If you want someone to build or fix your landing pages for conversions, you can start a project here: Website development and landing page builds.
Step 5: Define Clear Goals And KPIs
Now you answer the question: what does success look like for this campaign? Without a clear goal, it is impossible to tell if the campaign is working or worth scaling.
Common Google Ads goals:
- Brand awareness: Impressions and reach.
- Website traffic: Clicks and click through rate (CTR).
- Leads: Form submissions, demo requests, calls, free trials.
- Sales: Purchases, revenue, Return On Ad Spend (ROAS).
- App activity: Installs and in app events for mobile apps.
Make your goal specific, measurable, and tied to time. For example:
- “Get 30 qualified leads in 30 days at $40 or less per lead.”
- “Generate $5,000 in online sales in month one with ROAS of 3x or higher.”
Then decide your main KPIs:
- Cost per lead
- Cost per sale (CPA)
- Conversion rate (conversions / clicks)
- ROAS (revenue / ad spend)
This is how you align the campaign with business objectives instead of just “getting clicks” (Src: HawkSEM – Campaigns 101).
Result of this step: one primary goal, a couple of KPIs, and a simple statement like: “If I hit these numbers, this campaign is a win.”
If numbers are the part you avoid, we can help set targets and tracking for you. Learn more here: Scalable plans and ROI focused support.
Step 6: Choose The Right Google Ads Campaign Types
Google Ads is not one single format. There are multiple campaign types, and each one fits certain goals better than others. Here is a simplified overview (Src: HawkSEM – Campaign Types; Src: VendLab):
6.1 Search Campaigns
What it is: Text ads on Google search results pages.
Best for: Capturing people who are actively searching for what you offer. High intent.
Example searches: “emergency plumber near me”, “best project management software”, “hire web designer”.
This is usually the best first campaign type for most service businesses and many B2B offers.
6.2 Display Campaigns
What it is: Image and responsive banner ads across websites, apps, and Gmail.
Best for: Brand awareness, retargeting, staying visible to people who have visited your site before.
Use this to keep your brand in front of people and to bring back visitors who did not convert on the first click.
6.3 Video Campaigns (YouTube)
What it is: Video ads on YouTube and across Google’s video partners.
Best for: Storytelling, education, and top of funnel awareness at scale.
Great if you can demonstrate the product, share a quick story, or show social proof in a dynamic way.
6.4 Shopping Campaigns (For Ecommerce)
What it is: Product based ads with image, price, and merchant name that show in Shopping results and often at the top of search.
Best for: Online stores selling physical products.
This is often the highest intent traffic in ecommerce because shoppers see the product and price before clicking.
6.5 App Campaigns
What it is: Ads that promote a mobile app across Google Search, Play Store, YouTube, and Display.
Best for: Driving installs and in app actions for your mobile app.
6.6 Demand Gen (Discovery style)
What it is: Visual ads across YouTube feed, Discover, and Gmail, focused on demand generation.
Best for: Mid funnel engagement and visually showcasing products or content to high intent audiences who are not actively searching yet.
6.7 Performance Max Campaigns (PMax)
What it is: A goal based campaign type that uses machine learning to show your ads across all Google channels from one campaign: Search, Display, YouTube, Discover, Gmail, and Maps (Src: Google Ads Help; Src: HawkSEM – Performance Max).
Best for: When you have a clear conversion goal (sales or leads) and want Google to automatically find the best converting traffic across all surfaces.
For your first campaigns, a very common strategy looks like:
- Search campaign targeting BOFU and MOFU keywords.
- Remarketing campaign on Display or Demand Gen to bring visitors back.
- Performance Max or Shopping (if you have ecommerce products and a product feed).
Result of this step: decision on which campaign type you will start with and which ones you will add later as you scale.
If you want a recommendation for your specific business and budget, you can send a quick overview and we will map it out for you. Start here: Marketing and ads help.
Step 7: Build The Campaign In Google Ads (Dummy Proof Setup)
Now we move into the platform itself. These steps assume you are using Google Ads in Expert Mode, which gives you full control (and is worth using, even for beginners).
7.1 Create The Campaign And Select A Goal
- Go to ads.google.com and log in or create an account.
- Click the blue New Campaign button.
- Choose your objective: Sales, Leads, Website traffic, etc. Pick the one that aligns with your goal from Step 5.
- Choose “Create a campaign without a goals guide” if you want full manual control. If you are new, letting Google guide you based on your goal is fine for now (Src: HawkSEM – Campaigns 101).
7.2 Choose Campaign Type
Select the campaign type you decided on in Step 6 (for example, Search). The next screens will depend on this choice.
7.3 General Settings
- Give your campaign a clear name like “Search – US – Web Design Leads”.
- For Search campaigns, uncheck “Include Display Network” at first, so your budget is focused on search only.
- Leave other defaults alone unless you know you need to change them.
7.4 Location And Language Targeting
- Choose the countries, regions, or cities you want to target.
- Use “Presence” (people in your targeted locations) rather than “Presence or interest” in most local or regional campaigns.
- Select the language your customers use and your site is in (for example, English).
7.5 Budget And Bidding
- Set a daily budget you are comfortable testing with. For example, $15 to $50 per day to start, depending on your market.
- Choose a bidding strategy:
- Maximize conversions: good if you have conversion tracking set up and want leads or sales.
- Maximize clicks: ok for early testing if you do not have conversion tracking ready.
- Manual CPC: gives you full control but requires more management.
Smart bidding strategies like Maximize Conversions use machine learning to adjust bids based on how likely a search is to convert (Src: Google Ads Help – Quality Score).
7.6 Audience Options (Optional, But Powerful)
For Search campaigns, you can usually leave audiences as “Observation” and let keywords do the main targeting. Later, you can:
- Layer in in market or affinity audiences to adjust bids for people more likely to convert.
- Use remarketing lists to bid more aggressively on people who have already visited your site.
7.7 Create Ad Groups And Add Keywords
- Create your first ad group with a tight theme. For example, “website redesign” or “ecommerce web design.”
- Add 10 to 20 keywords that match what your ideal customer would search. Use phrase and exact match to start:
- Phrase match example: “web design for small business”
- Exact match example: [web designer near me]
- Think about intent:
- High intent: “hire web designer”, “web design quote”
- Mid intent: “web design ideas for small business”
- Add obvious negative keywords like “free”, “template” or anything that indicates users you do not want.
You can always refine keywords later using the Search Terms report once the campaign runs.
7.8 Write Your Ads (Responsive Search Ads)
- Create at least one Responsive Search Ad per ad group (two is better for testing).
- Add 8 to 15 different headlines using different angles:
- Keyword focused: “Small Business Web Design Services”
- Benefit focused: “Turn Your Website Into A Lead Machine”
- Offer focused: “Free Website Audit Included”
- Urgency or “Book Your Free Strategy Call Today”
- Add 2 to 4 descriptions (90 characters max). Focus on:
- What they get
- Why you are different
- Clear call to action
- Set the final URL to your landing page from Step 4.
- Add ad assets (extensions):
- Sitelinks: other useful pages (pricing, case studies, contact).
- Callouts: short benefit phrases like “No Long Term Contracts”, “Fast Turnaround”.
- Call extension (for phone calls) if relevant.
Google will show you an ad strength indicator. Improve it by adding variety in your headlines, including keywords naturally, and avoiding repetition (Src: HawkSEM – Campaigns 101).
Sometimes you need to ignore the strength indicator…as it’s more of a guideline and not always engineered towards your goals.
7.9 Set Up Conversion Tracking
Before you launch, set up conversion tracking so you know what is working.
- In Google Ads, go to Tools & Settings > Conversions.
- Create a new conversion action for:
- Website purchases
- Lead form submissions
- Click to call events
- Install the Google tag directly on your site or through Google Tag Manager.
- Test a conversion yourself and check that it shows up in Google Ads after some time.
Without conversion tracking, you are basically flying blind and Smart Bidding cannot optimize properly.
7.10 Review And Launch
Finally, double check:
- Campaign type, locations, budget, and bidding.
- Ad groups and keywords.
- Ad copy and URLs.
- Conversion tracking is installed.
Click Publish. Your ads will go into review and then start serving. It may take a few hours for impressions and clicks to appear.
Result of this step: a live campaign that is capable of producing real data, leads, and sales.
If you want a pro to build the campaign inside your account so you can skip the tech headaches, you can book a build and audit session here.
Step 8: Monitor, Optimize, And Iterate
Launching is not the finish line, it is the starting point. Google Ads rewards regular tuning. The good news is that most improvements come from a few repeatable actions.
8.1 Watch The Right Metrics
Check your account a few times per week and look at:
- Impressions: Are your ads getting shown at all?
- CTR: Are people actually clicking? Very low CTR suggests your ad is not relevant or attractive.
- Conversion rate: Are clicks turning into leads or sales?
- Cost per conversion / ROAS: Are you within your target from Step 5?
If CTR is low, improve your ad copy or tighten keywords. If conversion rate is low, focus on your landing page.
8.2 Clean Up Keywords And Search Terms
- Use the Search Terms report to see what people actually typed before clicking.
- Add irrelevant phrases as negative keywords so you stop paying for bad traffic.
- Find new good phrases and add them as targeted keywords.
8.3 Test Ad Variations
- Create new headlines that:
- Highlight different benefits.
- Test different offers or hooks.
- Try stronger calls to action.
- Pause ads that spend money but never generate conversions.
8.4 Improve Landing Pages Over Time
- Test new headlines and hero sections.
- Make the main CTA more obvious and above the fold.
- Reduce form fields to lower friction.
- Increase trust signals (testimonials, reviews, guarantees).
Better landing pages improve conversion rate and can improve your Quality Score, which can lower your cost per click (Src: Huble; Src: LanderMagic).
8.5 Scale What Works
- Shift budget toward campaigns, ad groups, and keywords that hit your goal KPIs.
- Raise budgets slowly on winners instead of suddenly doubling overnight.
- Consider adding Performance Max or additional campaign types once you have a solid baseline.
If you want an ongoing partner to handle the testing and optimization while you focus on running the business, check out how we work with clients long term here: Website and campaign maintenance.
Turning This Guide Into Your Repeatable Recipe
You now have a full high level system:
- Pick profitable offers.
- Define a clear ideal customer.
- Map a simple funnel.
- Build relevant, fast landing pages.
- Set concrete goals and KPIs.
- Choose the right campaign types for your goal.
- Set up the campaign inside Google Ads with clear structure.
- Watch the data, fix what is broken, and scale what works.
This guide is your foundation. It can easily expand into a full course where each step (ICP, funnel design, landing page optimization, campaign structure, and advanced optimization) gets its own lesson and live examples. For now, this is enough to get you from “I have no idea where to start” to “I can confidently launch and control a real campaign.”
If you are ready to shortcut the learning curve and have a campaign built with you or for you, you can schedule a consultation here or browse more resources on the guides and tutorials page.