How to Create Your First Google Ads Campaign

Everybody’s talking about Google Ads, but if you’ve never used them before, they can feel overwhelming to say the least!

In this blog, we’re demystifying this topic and showing you how to create your first Google Ads campaign 🎉

Expect jargon-free explanations, step-by-step instructions, and a clear plan to help you take action to create your first ad.

Why Google Ads Work

Google Ads can be true levellers for small businesses. Unlike other advertising avenues where big budgets are king, Google Ads rewards relevance and quality. So even if you don’t have a big budget, if you’re creating ads that are relevant and high quality, you’re in with a shot at standing out from your competitors!

Let’s dive into the fundamentals of what it takes to create a Google Ad campaign.

Step 1: How to Choose the Right Keywords

Keywords are the cornerstone of Google Ad campaigns. They bridge the gap between what people are searching for and what you’re selling. Here’s how to find the best keywords for your campaigns:

The Three Pillars of Keyword Selection

1. Relevancy

Your keywords must be relevant to your products and services. For example, if you’re a digital marketing consultant, relevant keywords might include “marketing consultant,” “digital marketing expert,” or “Google Ads specialist.”

2. Search Volume

There’s no point targeting keywords that nobody searches for! But don’t be discouraged by smaller search volumes – especially if you offer niche services as they can really pay off. Even keywords with modest search volumes can generate valuable leads and conversions when used correctly.

3. Customer Intent

Zone in on what your customers are actually looking for when they’re typing a particular word or phrase. Are they ready to buy, looking for information, or just browsing? Ensure your keywords align with your customers’ goals.

📸: AS Photography, Pexels

Using Google Keyword Planner

Google provides a free tool called Keyword Planner – here’s how to use it:

1. Sign up for a free Google Ads account
2. Access the Keyword Planner tool
3. Enter your initial keyword ideas
4. Review the search volume data and related suggestions
5. Look for keywords with decent search volume that match your business’s goals

The tool will show you monthly search volumes, competition levels, and suggested bid ranges, which will help you develop your campaigns!

Understanding Match Types

Google offers three keyword match types, each controlling how closely a user’s search needs to match your keyword:

• Exact Match: Your ad only shows for that exact keyword
• Phrase Match: Your keyword must appear in the search, but can have words before or after it
• Broad Match: Your ad can show for loosely related searches

Pro tip: Start with exact match keywords. While Google often recommends broader match types (they generate more clicks and revenue for Google), exact match gives you better control over your budget and ensures higher relevance.

Step 2: How to Write Compelling Ad Copy

Ad copy is the same as any other copy – it needs to make a good first impression! Ensure it grabs your customers’ attention, shows the value you’re offering and encourages your customer to click through.

Creating Effective Ad Copy

Show Your Unique Selling Point (USP)

What makes your business or charity different? Maybe you’re a specialist in a particular industry, have years of experience, or offer something unique. We call this your unique selling point (USP), and it’s essential you make this clear in your ads.

Match Your Keywords

You want your content to match the keywords that your audience is searching for. For example, if your customer searches “digital marketing consultant”, you need to ensure that that phrase appears somewhere in your content.

Include a Clear Call to Action (CTAs)

The most common mistake that we see is small businesses not having clear CTAs on their content. Tell people exactly what you want them to do, e.g. “Call today,” “Book a consultation,” “Get your free quote,” or “Learn more about our services.”

Use Social Proof

Share testimonials, years of experience, certifications, or awards – this will build trust with your audience and lead to better conversion on your campaigns.

Maximise Your Headlines

Google allows up to 15 headlines per ad, and their algorithm will test different combinations to find what works best. Here’s how to make the most of this:

• Create headlines that highlight different benefits of your services or products
• Include your main keyword in multiple headlines
• Vary your approach (benefits, features, social proof, urgency)
• Keep each headline under 30 characters
• Make each headline unique and compelling

Use AI Tools Wisely

AI tools can help generate ad copy ideas, but use them as a starting point, not the final solution.

Here’s how to use AI for your Google Ad campaigns:

1. Copy text from your website or service pages
2. Include customer testimonials
3. Ask AI to generate headlines based on this information
4. Specify character limits and your target keywords
5. Refine and personalise the suggestions

Step 3: How to Set Up Powerful Ad Extensions

Ad extensions are additional pieces of information that make your ads larger and more informative. They’re often overlooked but can significantly improve your campaign’s performance.

Site Links

Direct users to specific pages on your website. For a consultant, this might include case studies, testimonials, or service pages. For a charity, consider donation pages, volunteer opportunities, or impact stories.

Callouts

Short, punchy benefits like “Free Consultation,” “24/7 Support,” or “Registered Charity.” These help your ad stand out and communicate key selling points.

Location Extensions

If you’re a localised business or have a physical location, don’t skip this step! Location extension show your address and can include a map, making it easier for people to find you.

Call Extensions

Allow people to call you directly from the ad – perfect for service businesses and charities where phone contact is important.

Testimonials Extensions

Showcase your Google reviews or testimonials directly in your ads. Your click-through rates could significantly increase as a result of this social proof.

Step 4: How to Choose the Right Landing Pages

Where you send your traffic is just as important as the ad that generated the click. Here’s how to get this right:

The Homepage Mistake

Most businesses make the mistake of sending all their Google Ads traffic to their homepage. Instead, try directing your ads to the most relevant page to create a better customer experience and increase the chance of conversion!

Here’s how to create a clear path from search to conversion:

• If someone searches for “vacuum cleaner,” send them to your vacuum cleaner page, not your homepage
• If they search for “donation,” send them to your donation page with a clear call to action
• Always match the landing page to the specific keyword and ad that your customer clicked

Creating Effective Landing Pages

Your landing page should:

• Directly relate to the ad and keyword
• Have a clear, prominent call to action
• Load quickly on mobile devices
• Provide the information promised in your ad
• Remove distractions that might lead visitors away

Step 5: How to Improve Your Ad Strength Score

Google assigns an “Ad Strength” score to your campaigns, which affects both your ad performance and costs. Here’s how to achieve an “Excellent” rating.

• Add Multiple Headlines: Use as many of the 15 available headline slots as possible
• Create Unique Content: Avoid repeating the same message across headlines
• Include Keywords: Ensure your target keywords appear in your headlines
• Use Varied Descriptions: Write different descriptions that highlight a range of benefits
• Add Relevant Extensions: Include site links, callouts, and other relevant extensions

Why Ad Strength Matters

Google uses your Ad Strength score as part of their auction system. Higher scores can lead to:

• Lower costs per click
• Better ad positions
• More impressions for your budget
• Higher quality traffic

Getting Started: Your Google Ads Action Plan

Ready to create your first Google Ads campaign? Here’s your step-by-step action plan:

Week 1: Research and Planning

1. Identify 3-5 high-priority keywords for your business or charity
2. Research search volumes using Google Keyword Planner
3. Analyse your competitors’ ads for inspiration
4. Check your website for suitable landing pages

Week 2: Create Your Campaign

1. Write 5-10 compelling headlines (remember the 30-character limit)
2. Create 2-3 unique descriptions (90 characters each)
3. Set up relevant ad extensions
4. Choose your target locations and audience

Week 3: Launch and Monitor

1. Start with a modest daily budget
2. Monitor performance closely
3. Make adjustments based on early data
4. Gradually increase the budget for successful campaigns

With this action plan and our top tips for optimising your Google Ads, we’ve no doubt that your first Google Ads campaign will be off to a flying start!

Get help from our mentors

Feeling stuck with your Google Ads? You’re not alone!

Here at Digital Boost, we can match you with mentors who specialise in Google Ads. They’ll help you understand how best to use and monitor your Google Ads to ensure you’re not wasting your money and seeing real results!

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Meet the Mentor

This blog was inspired by one of our Digital Skills Labs, which are sponsored by NatWest.

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Attend in-person events, access 12 physical hubs across the UK, and join a community of founders in your city! Search and download “The NatWest Accelerator” App.

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