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1) Foundations (set these up once)

1. Create your Google Ads account & billing. Sign up, then add a payment method so your ads can run. Google Help+2Google Help+2

2. Install the Google tag and define conversions. Add the Google tag to your site (directly or via your CMS/Tag Manager) and set up conversion actions (purchases, leads, calls, etc.). Google Help+1

3. Link Google Analytics 4 (GA4) to Google Ads. This lets you import conversions, build audiences, and share engagement data. Google Help

4. (E-commerce) Link Google Merchant Center (GMC). If you’ll run Shopping/Performance Max for products, link GMC to Ads so your product feed can serve in campaigns. Google Help

2) Strategy & research (before you click “Create campaign”)

5. Map goals to KPIs. Pick one primary success metric per campaign (e.g., purchases/ROAS for e-commerce; qualified leads/CPL for B2B).

6. Build a keyword plan (for Search). Use Keyword Planner to discover terms, forecast volume/costs, and group by intent. Forecasts refresh daily using the last 7–10 days (seasonally adjusted). Google Help+2Google Help+2

7. Decide campaign types by outcome.

  • Search (intent capture with keywords).

  • Performance Max (PMax) (omnichannel reach with Google AI; strongly recommended for e-commerce and lead gen when you have solid conversion tracking). Google Help

  • Shopping (product-led ads powered by GMC—often run via PMax). Google Help

  • Demand Gen (YouTube/Shorts, Discover, Gmail—visual, social-style formats to create demand). Google Help+1

3) Prepare your assets (what to have ready)

For Search (Responsive Search Ads):

  • Up to 15 headlines (try 30 characters), up to 4 descriptions (90 characters). Ads automatically mix & match for best combos. Google Help

For Display/HTML5 uploads (optional):

  • Common IAB sizes (e.g., 300×250, 728×90, 300×600, 160×600, 970×250, 300×50, 320×50) and keep image files within Google’s upload limits. Google Help

For YouTube/Demand Gen video:

  • Follow Google’s video ad specs (safe zones, duration, formats). Use YouTube’s proven ABCD creative principles (Attract, Brand, Connect, Direct) when scripting/editing. Google Help+1

For Performance Max:

  • Create asset groups with headlines, descriptions, square & landscape images, logos, and at least one video (Google can auto-generate, but originals perform better). Add audience signals (your data lists, interests, custom segments) to speed up learning. Google Help+1

Brand & landing pages:

  • Clear value prop, fast load, mobile-first layouts, obvious CTA, trust badges/policies, and tracking in place (Google tag). (Policy compliance below.)

4) Step-by-step: build each core campaign

A) Search campaign (intent capture)

  1. Create → Campaign (Sales/Leads/Traffic) and choose Search.

  2. Bidding: Start with Maximize Conversions (with a budget you can afford for 2–4 weeks of learning). Layer in tCPA (lead gen) or tROAS (e-commerce) once you have stable conversion data and values. Google Help+1

  3. Targeting: Locations, languages; start with device-agnostic unless data proves otherwise.

  4. Keywords: Group by tight themes; prefer Exact for control, then broaden with Phrase/Broad plus negatives as you scale.

  5. Ads: 1–2 RSAs per ad group; fill as many unique headlines as possible; use all relevant extensions/assets (sitelinks, callouts, structured snippets, images, call). Google Help

  6. Negatives & queries: Add negative keywords and review the Search terms report weekly to block waste and mine winners. Google Help+1

B) Performance Max (omnichannel reach)

  1. Create → Performance Max. If you sell products, connect your GMC feed in setup. Google Help+1

  2. Bidding: Maximize conversion value (with or without tROAS) for e-comm; Maximize conversions (optionally tCPA) for lead gen once data is sufficient. Google Help

  3. Asset groups: Build by product category or service line; supply multiple images, logo(s), headlines, descriptions, and videos. Add audience signals (remarketing lists, customer match, custom segments). Google Help

  4. Brand controls & exclusions: Keep your brand campaign separate in Search; use brand exclusions if needed.

  5. Budgeting: Keep enough daily budget to generate ~20–50 conversions/month for stable learning (rule of thumb).

C) Demand Gen (visual, social-style discovery)

  1. Create → Demand Gen (great for mid/upper-funnel). Choose your goal (Sales/Leads/Traffic). Google Help

  2. Assets: Upload multiple images, carousels, and short/long videos; follow the Demand Gen asset specs & best practices. Google Help

  3. Channels: You can tailor placements (e.g., YouTube Shorts only) with channel controls. blog.google

  4. Audiences: Use in-market, affinity, custom segments, plus your first-party lists. Google Help

  5. Bidding: Start with Maximize Conversions/Value (layer targets later).

5) Measurement & iteration

8. QA before launch: Check final URL, UTMs, ad policy compliance, correct conversion actions, and location/budget settings. Ads must meet editorial & destination quality standards. Google Help+1

9. After launch (first 2–4 weeks): Avoid big changes during learning. Watch conversion volume, CPA/ROAS, and query quality.

10. Ongoing optimization:

  • Queries & negatives (Search) weekly. Google Help

  • Creative refresh (PMax/Demand Gen): rotate new images/videos regularly; asset quality is a key performance driver. Google Help

  • Experiments: use the Experiments page to A/B test bidding, creatives, and settings; use Campaign Guidance to ensure tests have enough power. Google Help+1

  • Planning: use Performance Planner to model budgets & targets by season and see projected clicks/conversions/value. Google Help+1

6) Asset checklist (copy this)

Text assets

  • Brand/product value proposition(s)

  • Problem/benefit statements and proof (ratings, awards, guarantees)

  • Search RSA bank: at least 10–15 unique headlines, 4 descriptions (pin only when necessary). Google Help

  • Extensions/assets: sitelinks, callouts, structured snippets, call, location, lead form (if used)

Image/logo

  • Square & landscape images (clean, high-contrast; product on plain background for Shopping variants)

  • Logos (square and landscape)

  • Respect Display upload specs/limits. Google Help

Video

  • 6–15s cut (short), 20–30s cut (mid), 60–90s cut (story), with safe zones per spec; apply ABCD framework (hook early, show brand early, human connection, clear CTA). Google Help+1

Data & tracking

  • Google tag installed; conversion events & values defined (purchase value, lead value)

  • GA4 linked; remarketing audiences built (site visitors, cart abandoners, leads, customers). Google Help

E-commerce only

  • Merchant Center product feed healthy (no errors), linked to Google Ads. Google Help

7) Where to get great creative (fast)

  • Within Google Ads: Use the Asset Library and Asset Studio to repurpose images and generate variations; Ads also offers video templates to produce polished YouTube creatives quickly. Google Help+2Google Help+2

  • Creative principles: Use Google’s official ABCD playbooks for YouTube to brief writers/editors. Google Business+1

  • Stock & tools (general): Adobe Stock, Shutterstock, Unsplash/Pexels (check licenses), Canva/Adobe Express for quick graphics, CapCut/Premiere Rush/DaVinci Resolve for editing.

  • UGC/creator content: YouTube BrandConnect and reputable creator marketplaces (vet usage rights, whitelisting).

8) Smart bidding & budgets (quick guide)

  • Start with Maximize Conversions/Value, then introduce tCPA (lead gen) or tROAS (e-comm) once you have steady data. This aligns bidding with your business goals and leverages Google’s Smart Bidding. Google Help+1

  • Use Performance Planner to model seasonal surges (e.g., holidays) and ensure sufficient budget headroom. Google Help+1

9) Compliance must-knows

Ads, assets, and landing pages must meet Google Ads policies and editorial standards (clear, professional, no misleading claims). Shopping has its own editorial/technical rules for product data. Google Help+2Google Help+2

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