Google is the number 1 search engine in the world – and the right ads are the perfect way to reach your target audience.
Digital advertising isn’t a luxury anymore—it’s a must, especially if you’re a new company trying to fill your sales funnel.
But where do you start? What goals should you set (beyond just “sell more stuff”)? And most importantly, how do you track your success and determine the costs?
Let’s Get Started
Google Ads (formerly Google AdWords) allows you to write an ad, place a bid, and then sit back and relax as the leads come rolling in. Sounds easy, right? It can be – as long as you put in the work!
Creating a successful Google Ads campaign involves a bit more finesse than just a “set it and forget it” approach. Google Ads operates on a pay-per-action model. This means you only pay when someone clicks on your ad—or completes your chosen action. The cost can vary and be influenced by keyword competition, search volume, and even time of day.
When you set up your ad, you’ll specify your “maximum bid”—the highest amount you’re willing to pay for a click, view, or other actions. Your bidding options include:
- Cost-per-click (CPC): Pay when someone clicks your ad.
- Cost-per-mille (CPM): Pay per 1,000 ad impressions.
- Cost-per-engagement (CPE): Pay when a user engages with your ad (like signing up for a list or watching a video).
If your max bid is $2 but Google values that click at $2.55, your ad won’t show. Set it at $2.56, and you’re more likely to win that spot.
Your maximum bid is different from your overall campaign budget. You can set a daily budget and let Google optimize bids, or fine-tune each bid yourself. For example, with a $1,000 budget, you could run a 30-day campaign with a $33 daily budget or a 14-day campaign at $66 per day.
Then, there’s the Quality Score—a 1-10 rating Google uses to gauge how relevant your ad is for a particular keyword. A higher score often leads to better ad performance because your ads match user intent.
How to Create a Google Ads Campaign in 5 Steps
- Open a Google Ads Account
Start by setting up your Google Ads account. Enter your business name and website URL, and link any Google-owned accounts like YouTube or Google My Business.
- Create Your First Campaign
Click “New campaign” on the Google Ads dashboard. Choose your campaign goal—whether it’s web traffic, conversions, or leads—and continue. For web traffic, Google offers multiple ad formats to choose from.
- Set a Bidding Strategy
With your goal and ad format in place, it’s time to tell Google how much you want to spend. Set your budget and decide what you want to optimize for (like clicks or conversions). For beginners, it’s a good idea to let Google optimize bids automatically.
- Target Your Audience
This is where you tell Google where to find your customers. Select your target locations and languages. If you’re more advanced, you can upload custom audiences or refine your demographics.
- Create Ads
Now, it’s time to create your ads. Google will guide you through adding your URL, keywords, and ad copy. You’ll need:
- A URL
- Up to 15 headlines
- Up to 4 descriptions
- Images
- Sitelinks (4 or more specific links under your ad)
- Callouts (e.g., “free delivery” or “open 24/7”)
We recommend you start simple and refine as you go. Our digital team continually reviews and adjusts any Google Ad campaigns, allowing us to alter the messaging and improve results.
Your Success Starts Here
Mastering Google Ads requires time, money, and effort, but it’s worth it when done well. From setting up campaigns to optimizing bids and targeting, there’s a lot to manage—but you don’t have to do it alone.
At beMarketing, our digital marketing experts are pros at all things Google Ads, and we already have the pay-per-click tools you need. Whether you’re starting fresh or fine-tuning an existing campaign, we’ve got you covered.
Ready to turn up the heat on your Google Ads? Let beMarketing take care of the details so you can focus on running your business. Let’s get your campaigns live and start bringing in the leads today!