How to Set Up Google Ads Search Campaigns (With a Free Google Ads Checklist)
If you own a business and are wondering how to set up Google Ads the right way, you’re in the right place. A properly built Google Ads Search campaign can generate highly qualified leads by showing up exactly when someone is searching for what your business offers.
In this guide, we’ll walk you through the essential steps to launch your campaign successfully. And to make things easier, we’ve created a free Google Ads checklist you can download and follow along with.
Whether you’re launching your first campaign or looking to improve results from an existing one, this guide is packed with best practices to help you get more out of your Google Ads investment.
1. Settings & Strategy: Lay the Right Foundation
One of the most important steps in learning how to set up Google Ads is choosing the right settings from the start. These settings control where your ads show, how much you spend, and how your campaign is structured.
Start by selecting your campaign objective—most businesses will benefit from choosing “Leads” or “Website traffic.” Next, make sure you’re only targeting the Search Network, since Display placements can eat up your budget quickly without intent-based traffic. Use location targeting to reach your specific service areas. We recommend to start with a smaller geographical area if you are working with a smaller budget – that way, you can be more competitive in that specific area.
For bidding, beginners often start with “Maximize conversions” to let Google’s machine learning optimize your bids. If you want more manual control later, you can switch to Enhanced CPC or Target CPA once you have conversion data.
2. Keywords: Target the Right Searchers
When it comes to setting up your Google Ads search campaigns that actually convert, keywords are everything. These are the terms that trigger your ads, and choosing the wrong ones can lead to wasted spend fast.
Start by brainstorming what your ideal customer would type into Google when looking for your product or service. Tools like Google Keyword Planner or SEMrush can help you find relevant terms with good search volume. Don’t overlook intent—someone searching “plumber near me” is far more likely to convert than “how to fix a toilet.”
It’s also important to understand match types:
- Exact match offers tight control ([plumber near me])
- Phrase match offers flexibility with relevance (“emergency plumber”)
- Broad match reaches the widest audience (but often with less precision)
Finally, build a strong negative keyword list to block irrelevant traffic—terms like “free,” “DIY,” or “jobs” might not align with your goals.
3. Ad Creation: Craft Compelling, Clickable Ads
Once your keywords are set, it’s time to create ads that convert. Each ad group should contain 2–3 responsive search ads tailored to your target keyword themes.
Responsive search ads allow you to enter multiple headlines and descriptions, which Google then tests in different combinations. Focus your messaging on what makes your offer compelling. Highlight specific services, promotions, or unique selling points—and don’t forget to include a clear call-to-action like “Get a Free Quote” or “Book a Demo.”
Also, match your headlines to your keywords. If someone searched “Accounting Software for Small Business,” that exact phrase should appear in at least one headline. This increases ad relevance and Quality Score, which can lower your cost per click.
4. Assets & Extensions: Make Your Ads Bigger and Better
Ad extensions (now called “assets” in Google Ads) enhance your ads by giving searchers more ways to interact. They also make your ad take up more space on the search results page—often increasing click-through rates by 10–15%.
There are several types of extensions you should add:
- Sitelinks direct users to additional pages like Services, About, or Pricing
- Callouts highlight features like “Locally Owned” or “Certified Experts”
- Structured snippets list product categories or service types
- Call extensions make it easy for mobile users to tap and call
Using multiple assets also increases your ad rank, even if your budget is modest. The more relevant and helpful your ad looks, the better chance you’ll have at winning top placement in the Google results.
5. Landing Page: Align with Your Ads and Convert
Even the best Google Ads campaigns will fall short if the landing page doesn’t do its job. The landing page is where users take action—so it must load quickly, be mobile-friendly, and match the message in your ad.
For example, if your ad headline says “Free Consultation for Roof Repair,” your landing page should have the same offer above the fold with a simple contact form. Avoid sending users to your homepage unless it’s specifically optimized for conversions.
Also consider your load time—pages that load slowly (especially on mobile) result in higher bounce rates and lower Quality Scores, which increases your cost per click.
It can be beneficial to add case studies, reviews, or testimonials to your landing page. Potential customers are swayed by the experiences previous customers have had with your business.
Lastly, use A/B testing! Google Ads provides an A/B testing tool where you can test different variables within your campaign, including landing pages, so you can see what format resonates with users more and converts better.
6. Conversion Tracking: Measure What Matters
If you’re serious about growing your business with Google Ads, it is very important to track conversions. That’s how you know what’s working—and what’s not.
You can track actions like:
- Form submissions
- Phone calls (from call extensions or call tracking numbers)
- Online purchases
- Button clicks or lead magnet downloads
Use Google Tag Manager or connect your Google Analytics 4 account to import existing events as conversions. Then, assign a value to each conversion so you can calculate return on ad spend (ROAS) and optimize accordingly.
Without conversion tracking, Google Ads will just report on impressions and clicks—which won’t help you make smart decisions.
Ready to Launch? Let’s Recap
Launching a successful Google Ads campaign requires more than turning it on and hoping for the best. By following a proven setup process—and using our Google Ads checklist—you can launch confidently and focus on driving real business results.
Here’s a recap of what we covered:
- Dialing in your campaign settings and bidding strategy
- Choosing high-intent keywords
- Writing search ads that match what people are looking for
- Adding ad extensions that drive clicks
- Sending traffic to optimized landing pages
- Setting up conversion tracking so you can measure success
📥 Download Your Free Google Ads Checklist
Get our free Excel-based Google Ads checklist to guide you step-by-step through the campaign setup process.
Need help setting up or managing your campaign? Whether you’re running your first campaign or scaling a high-volume account, our team can help you get better results from Google Ads.
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ABOUT THE AUTHOR
Laura Cisewski
Laura graduated from North Dakota State University in the Fall of 2015. She has a marketing background working for NDSU Athletics Marketing Department and the Minnesota Twins. As our Digital Marketing Manager, she leads the digital marketing team and assists them with how to bring the most value to our clients. Laura enjoys campaign ideation, taking part in client meetings and solving complex issues.