How To Setup Your Google Ads Account & Campaign

You now know how Google Ads works. And you know the top reasons as to why advertising on Google Ads is worth your time, money and effort.

Now it’s time to capitalize and create your free Google Ads account to get started ASAP.

In this section, we will walk you through the setup process and show you the key factors most people miss in the setup process that hinders their progress and advertising potential.

Without further ado, here’s how to setup your account for success.

To create or login to Google Ads account, click this link

If you already have a Google Ads account or any Google account, you can continue by filling your login details.

But if you don't have an account or any google accounts, click on "create account" to create one

Note that when you first create a Google Ads account, Google will try to force you to use Google Ads express campaign.

Google Ads express is for beginners who doesn't know much about how to create a successful account.

Its quick and easy to create but it's also the fastest way to lose money on Google Ads

When you use Google Ads express account, you are giving Google complete control over everything pertaining to creation and management of your campaigns.

When you use Google express account, your ads will get shown to a lot of irrelevant search terms.

How to switch back from express to normal Google Ads campaign

When logging in to your ads account for the first time, you'll see that Google express account is the default account.

To switch to the main account and set it as your default, click on switch to expert mode at the bottom of the page.

When you click on the "switch to expert mode", you will be directed to another page where you'll create a campaign.

But if you already have an account and logged in, click on the campaign button on the right hand screen of your account.

Next click on the plus sign button

A new window will pop up after you click the + sign button.

When a new window pops up, click on "New campaign"

Your next step is to select the goal of your campaign.

What should be the goal of your campaign

Since the goal of your campaign is for potential customers to fill a form on your website or to call your business, the goal of your campaign would be to generate leads.

Select the "leads" box as shown below

Next, select your campaign type. Since you're running a search campaign, you'll select "search" as shown on the image below.

Next, you'll be asked to select ways you want to reach your goals.

Since you need potential customers to visit your website and fill a form, then your goal will be website visit.

If you're also open for potential customers to call you, you can also select phone calls.

Once you select website visit and phone calls, you'll be prompted to add your website url and phone numbers.

Add them and click continue

Next step is to name your campaign.

To name your campaign, change the default name Google gave to your new campaign with your preferred choice.

How to choose a campaign name

You can name your campaign based on the type of customers you wish to get from that campaign.

For example, if you are a lawyer and the campaign is specifically to generate bankruptcy clients, then you can name your campaign "Bankruptcy Campaign"

If you're a contractor looking for remodeling clients, you can name your campaign "Remodeling"

Next step is to unchecked the display network box.

Next step is to choose the location you want to target and the language people in that location speak.

You can do that by entering the region, city or post code you are targeting.

Do the same thing to select the language your customers speak.

Note: by default, Google will choose your country as your target location and the common language spoken in your country.

Next step is to add the amount you want to spend daily on your campaign.

Here is an article I wrote that will help you determine the right daily budget for your campaign

Next step is to choose a bidding strategy.

There are five bidding strategy to choose from. We have:

  • Conversion
  • Conversion value
  • Clicks
  • Impression share

 By default, your bidding strategy is set for clicks and we will leave it at that.

For a new campaign without any data, focusing on getting more clicks is the best option to build up data before switching to other forms of bidding

Next is to add your ads extension

What is Ads extension

Extensions expand your ad with additional information—giving people more reasons to choose your business. 

They typically increase an ad's click-through-rate by several percentage points.

Extension formats include call buttons, location information, links to specific parts of your website, additional text, and more.

Google has a lot of extension but for this tutorial, we'll only use the most important ones for your business.

The most important ones are:

  • Call extension
  • Sitelinks  extension
  • Callout extensions
  • Structured snippet

What is call extension?

Call extensions let you add phone numbers to your ads, which can significantly increase click-through rates.

When your call extensions show, people can tap or click a button to call your business directly from search result page.

How to add call extension

By default, Google added the phone number you added when setting up the campaign and so we'll leave it like that.

What is sitelink extension?

Sitelinks can take people to specific pages on your site.

For example, if you are targeting the keyword family lawyer.

The keyword "family lawyer" is not specific and family law has many branches like divorce, child custody or child support.

Sitelinks will help people navigate to the right page based on the type of service they need from a family lawyer.

How to add sitelink extension

Click on sitelinks extension as shown on the image below

Click on "new sitelink extension"

After you click new sitelink extension, you'll be required to fill four areas in order to create a site linke

  1. Sitelinke text: This is the name of your sitelink. The best name to give your sitelink is the name of the service you render on the page you want to take people to.
  2. Description line 1: This is where you'll description the benefit of your service
  3. Description line 1: This is where you'll add a call to action
  4. Final URL: This is where you'll add the url of the page you want to take people to.

Callout extension

Callout extension helps Highlights your business offerings.

Promote popular or unique aspects of your business with a few words or a single phrase.

How to add callout extension

Click on callout extension

After clicking on callout extension, another section will appear.

When another section appears look for new callout extension at the bottom and click

By default, you have only three callout extensions to add.

If you want to add more callout extensions, you can click on the link "Add callout extension" at the bottom.

Structured snippet

Structured snippet allows you to highlight specific aspects of your services or type of services you render.

For examples, if you are a remodeling contractor, you can use structured snippet to highlight the types of remodeling jobs you offer.

How to create structured snippet

Click on add extension as shown on the image below

A box will appear after you click "ad extension"

When the box appear, click on "structured snippet"

After that, structured snippet will then be added as one of your ad extension option.

Now you can start creating your snippet by clicking "structured snipper extension" button option as shown on the image below.

After clicking the button, a box will open. Scroll down to the bottom of the box and click "new structured snippet extension"

Then add the services you render and click save.

Note: By default, you only have three spots to highlight the type of services you offer.

If you offer more than three services, you can click on "add value" to create more snippets

After all has been done, click "save and continue"

Next step is to create your adgroup.

It is at the adgroup level that you'll add your keywords.

Adgroups in a campaign can consist of one or more adgroups depending on the number of services or sub-services you offer.

For example, for a family law service, you could create adgroups for subset of family law related services like divorce, child custody and child support.

For home remodeling services, you could create adgroups for a subset of home remodeling service like bathroom remodeling, kitchen remodeling and bedroom remodeling.

The aim of adding several adgroup is to have a well structured campaign.

A highly structured campaign leads to a higher quality score, very high CTR, higher conversion rate and lower CPC.

How to create an adgroup

The first thing is to name your Adgroup by editing the default name Google gave your newly created adgroup.

How to name an adgroup: Your adgroups should be named according to the subset of your services.

For example, if you created a campaign for remodeling contractor, you could create and name your adgroups based on subset of remodeling contract work like bathroom remodeling, bedroom remodeling.

For bankruptcy attorney campaign, you could create and name your adgroups based on subset of your services like bankruptcy, foreclosure, Garnishment and repossession.

See image below on how to name an adgroup

Next after naming your adgroup, the next thing is to add the adgroup keywords.

Remember, the keywords in each adgroup should be related to the subset of the service you created the adgroup for.

For example, adgroups named after bathroom remodel will contain all keywords related to bathroom remodeling .

While the adgroup named bedroom remodeling will contain all keywords related to bedroom remodeling.

For more information on how to conduct keywords research read my articles on how to conduct keyword research here

Add your adgroup keywords in the box as shown on the image below.

When you add your keywords, they'll look like this below.

By default, you only have an option to create just one adgroup.

If you need to create more adgroups, click "new ad group" button as shwon in the image below

After you are done creating adgroups and added keywords, click "save and continue" button to move to the next stage.

Next step is to write your ads copy.

Before you start writing your ads copy, read this article here to learn how to write a great ads copy.

Before you begin writing ads copy, take note that you'll have to write three ads copies for each of your ads group.

When you get to the area where you will write your ads copy, take a look at the title to see which ad group you are writing the ads copy for like in the image below

For the image above, we're going to write an ads copy for bathroom remodel ad group.

To write your ads, you will notice a bunch of different factors in the anatomy of a Google ad: 

  • Final URL: the destination that searchers will land on when clicking your ads. Otherwise known as a landing page.
  • Headline 1: First headline space
  • Headline 2: Second headline space
  • Headline 2: Third headline space
  • Display Path: 15 characters to customize what your URL looks like to searchers
  • Description 1: 90 characters to describe your offer
  • Description 2: 90 characters to describe your offer

The trick here is knowing what to include.

One of the best templates for writing dozens of Google ads in just a few minutes is keeping it simple.

Focus on the benefits, keywords, and using a great call to action

Using the keyword of your ad group in your ad will help you with specificity and ad relevance.

Benefits are a great way to entice users to keep reading and click through.

And your call to action is a great way to remind the searcher of exactly what you want them to do.

This simple yet effective ad is easy to craft for any keyword.

After you have finished crafting your ads, hit the "save and continue button"

And congratulations! your campaign is ready.

The next thing to do if you haven't added your payment info is to add them and then create your conversion tracking code.

Why conversion tracking?

Conversion tracking is very important as it's what helps you track the performance of your ads.

Without installing conversion tracking on your website/landing page, there is no way to tell how many customers came your way through your Google Ads marketing efforts.

How to add Google Ads tracking code

Click on the tools & settings icon above the fold. View image below.

Once you click on the icon, a box will pop-up. Click on conversion

Next, click on the + sign

Next select the "website" box

Under category, select lead as the action you want to track

Next, give your conversion action a name. 

And under the "value" section check "Don't use a value for this conversion action"

Next under "count' section, select to count one click as one conversion

Next, click "create and continue" button

And now, you'll be asked to how you want to install the code on your website/landing page.

My recommendation is to select "email the tag box" so you can send the tag to your web designer who has the knowledge on how to install it.

After you select "email the tag box" enter the email address of your website designer and hit "send and continue"

And then click done.

Once your website designer installs your code, you'll begin tracking conversion actions on your website/landing page.

Obinna Ibemere
Obinna Ibemere

Hi. I'm Obinna Ibemere and I love helping local service businesses generate lots of leads, customers and increase ROI from Google Ads, Facebook Ads, and Linkedin Ads. When I'm not trying to boost the ROI of my client's campaigns, I love watching football (soccer) and reading the latest trend in digital marketing or writing a blog post.

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