How to Set Up Your First Google Ads Campaign [Step-by-Step Guide]

4 min read

Created: 22nd September 2025Updated: 22nd September 2025

Google Ads can feel overwhelming when you log in for the first time. Campaign types, match types, bidding strategies… it’s a lot to take in.

This guide strips away the jargon and shows you, step by step, how to set up a campaign that fits your business model — whether you’re a small local service looking for enquiries or an ecommerce store looking for sales.

Step 1: Create Your Google Ads Account

Head to ads.google.com.
Skip the “Smart Campaign” option Google pushes.
Switch to Expert Mode — this gives you the control you need.

Step 2: Choose the Right Campaign Type

Here’s where the road splits depending on what you do as a business:

If you sell a service (trades, professional services, local businesses):

Pick a Search Campaign.
Your ads will show when people search directly for your service (e.g. “accountant in Birmingham” or “emergency plumber Manchester”).
These campaigns are enquiry-focused: calls, form fills, booking requests.

If you sell products online (ecommerce, retail):

Pick a Shopping Campaign.
These show product images, prices, and shop names directly in Google’s shopping results.
You’ll need a free Google Merchant Center account to upload your product feed (your online shop’s inventory).
Best for WooCommerce, Shopify, or similar stores.

Not sure which fits?
Ask yourself whether your customer’s next step is to enquire or to buy now.

Step 3: Set Your Budget and Bidding

Start with at least £30–35/day (that’s £1,000+/month).
For Search Campaigns (services/enquiries): Start with Manual CPC bidding. This keeps you in control and prevents Google from overspending before you know what works. Stick with manual until you’re consistently getting 30 conversions in 30 days. Only then switch to automated bidding (e.g. Maximise Conversions or Target CPA).
For Shopping Campaigns (ecommerce): You can start with “Maximise Conversions” bidding since purchases fire as direct conversions. But still keep an eye on early spend and product performance.

Step 4: Define Your Target Audience

Location: target only where you serve customers (radius or city).
Language: usually English.
Devices: keep all devices on to start, but check performance later — many small businesses see stronger results on mobile.

Step 5: Pick the Right Keywords (Search Campaigns Only)

Use Google’s Keyword Planner to find relevant search terms.
Start with 10–20 focused keywords.
Use phrase match (“plumber Manchester”) and exact match [plumber near me].
Add negative keywords (“jobs,” “courses,” “free”) to stop wasted clicks.

For Shopping Campaigns, Google matches products automatically from your feed. So instead of keywords, focus on having clean product titles, descriptions, and categories.

Step 6: Write Ads That Qualify Clicks

For Service Businesses:

Headline: state what you do + location (e.g. “Family Solicitor in Leeds – Fixed Fees”).
Add a key differentiator: “Same-Day Callouts” / “Free First Consultation.”
Clear CTA: “Book Now” / “Get Your Quote.”

For Ecommerce Businesses:

Shopping Ads auto-generate from your feed, but you can optimise:
– Use specific product titles (“Organic Cotton Baby Blanket – Blue 80x80cm”).
– Add clear, benefit-driven descriptions in your feed.
– Keep images clean, high-quality, and product-focused.

Step 7: Use Ad Extensions (Search Campaigns)

Extensions make your ads bigger and more clickable. At minimum, add:

Sitelinks: About, Services, Contact, Reviews.
Call Extensions: phone number.
Callouts: short benefits (“No Contracts,” “24/7 Support”).

Shopping Ads don’t use extensions. Instead, optimise your feed (titles, descriptions, categories) to act as your “extensions.”

Step 8: Set Up Conversion Tracking

Track enquiries (calls, forms) for service campaigns.
Track purchases for ecommerce.
Use Google Tag Manager or GA4.
Without conversion tracking, you’re blind. You’ll know clicks but not sales.

Step 9: Launch and Monitor

Let the campaign run for AT LEAST 2 weeks (preferably longer) before making big changes.
Check search terms (for Search) or product performance (for Shopping).
Add negatives or pause poor performers weekly.
Expect a 3–6 month window before campaigns stabilise and start showing consistent ROI.

Build Campaigns That Actually Work

Service Businesses: you’re paying for leads (enquiries). Ads need a clear landing page, strong copy, and follow-up processes.
Ecommerce Businesses: you’re paying for sales. Ads need a strong product feed, competitive pricing, and a smooth checkout.

Both take testing, budget and patience. Ads aren’t “quick wins”, they’re a 3–6 month investment in finding out what works.

Want help choosing between Search and Shopping Ads? Book a free marketing review. We’ll show you where your budget will work hardest.

About the author

Joanna Tracey BeeBrilliant! Marketing Joanna Tracey is a partner here at BeeBrilliant! Marketing and seasoned marketer. Joanna is our resident web design expert, technical geek and an all round digital marketing pro. She has many years experience in delivering effective digital marketing projects for agencies, telecommunications firms and service providers alike.