Key takeaways
- Set up conversion tracking before you spend, or you'll be guessing.
- Start with one tightly themed Search campaign, not everything at once.
- Use phrase and exact match early, plus a good negative keyword list.
- Review the search terms report every week for the first month.
Why start with a Search campaign
Google Ads offers several campaign types: Search, Performance Max, Shopping, Display, Video (YouTube), Demand Gen and App. For a first campaign, Search is usually the best teacher. You choose keywords, write text ads and see exactly which searches triggered your ads.
That visibility helps you learn what your customers search for and how much a lead really costs, before you move to more automated campaign types.
Before you start: 3 things to prepare
- A clear goal: calls, WhatsApp chats, form leads or online sales. Pick one main action.
- A landing page that matches the ad, loads fast on mobile and makes that action easy.
- Your numbers: what a customer is worth to you and how much you can pay for a lead. Use our ROAS calculator or budget planner.
Create and set up your account
- Sign up at ads.google.com with your business Google account. Switch to Expert mode if you want full control over settings.
- Set the billing country to India and currency to INR. Currency can't be changed later.
- Set the correct time zone so reports and ad schedules line up with your business hours.
- Link Google Analytics 4 and, if you sell online, Google Merchant Center.
Set up conversion tracking
Conversion tracking tells Google which clicks became customers. Without it, smart bidding can't optimise and you can't judge results.
- Track your main action: form submissions, purchases, calls from ads or clicks on your WhatsApp button.
- Use Google Tag Manager or the Google tag to install tracking, then test it with Tag Assistant.
- Mark only real business outcomes as primary conversions. Page views aren't conversions.
Choose keywords and match types
Group keywords into tight themes. Each theme becomes an ad group with its own ads.
| Match type | Syntax | Shows for |
|---|---|---|
| Broad | ac repair | Related searches, including ones without your words |
| Phrase | "ac repair" | Searches that include the meaning of your phrase |
| Exact | [ac repair] | Searches with the same meaning as your keyword |
On a small budget, start with phrase and exact match so you control where your money goes. Add negative keywords such as free, jobs, salary, course, DIY (whatever doesn't fit your business) from day one.
Write your ads
Responsive search ads let you add up to 15 headlines and 4 descriptions. Google tests combinations automatically.
- Include the keyword theme in several headlines.
- Add your offer, price range or a proof point (“4.8★ on Google”, “Same-day service”).
- Mention your city or area for local businesses.
- Give a clear call to action: “Book a free visit”, “WhatsApp us now”.
Add assets (formerly extensions): sitelinks, callouts, call and location. They make your ad bigger and more useful.
Set budget, bidding and location
- Budget: choose a daily amount you can sustain for at least a month.
- Bidding: new accounts often start with Maximise clicks (with a max CPC limit) or Maximise conversions if tracking is reliable. Move to target CPA once you have steady conversions.
- Locations: target only areas you serve. Choose “Presence: people in or regularly in your targeted locations”.
- Schedule: run ads when you can answer calls and chats.
- Networks: turn off the Display Network for a Search campaign.
Your first 30 days
| When | What to do |
|---|---|
| Days 1–3 | Check ads are approved and conversions are recording. Don't change much. |
| Weekly | Review the search terms report. Add negatives and promising new keywords. |
| Weekly | Pause keywords that spend a lot with no conversions. |
| Day 14+ | Compare ads; replace weak headlines with new ideas. |
| Day 30 | Calculate cost per lead and decide whether to scale, fix or change approach. |