Google Ads can put your business in front of people at the exact moment they search for what you sell. It can also burn through a budget in a week if the campaign is set up carelessly. The difference is rarely the size of the budget. It's the groundwork: tracking, keywords, ads and landing pages.
This guide is written for beginners launching a first Search campaign, the text ads that appear on Google results pages. Search is the best starting point for most small businesses because you're responding to demand that already exists, and the reporting is easy to understand.
You'll learn what to prepare before opening the account, how to build the campaign step by step, which settings to check twice, and what to do in the first 30 days in 2026.
Key Takeaways
- Set up conversion tracking before you spend a penny, or you can't tell what works.
- Start with one Search campaign, a handful of tightly themed ad groups and a dedicated landing page.
- Broad match is Google's default; Google says it should be paired with Smart Bidding. Phrase and exact match give more control.
- Responsive search ads allow up to 15 headlines (30 characters) and 4 descriptions (90 characters).
- Check the search terms report weekly and add negative keywords from day one.
How Google Ads works in one minute
Every time someone searches, Google runs an auction among advertisers whose keywords match. Your position and cost depend on Ad Rank, which combines your bid with the quality of your ad and landing page and the context of the search. You pay when someone clicks (for most Search campaigns), not when the ad is shown. That's why ad relevance matters as much as budget, a point covered in depth in our guide to Google Ads Quality Score.
Before you start: the prep checklist
| Item | Why it matters | Done? |
|---|---|---|
| One clear goal (calls, leads, sales) | Determines your conversion action and bid strategy | ☐ |
| Target cost per lead or sale | Tells you whether results are profitable | ☐ |
| Dedicated landing page | Matches the ad and converts better than a homepage | ☐ |
| Google tag installed | Needed for conversion tracking and audiences | ☐ |
| Keyword list grouped by theme | Becomes your ad group structure | ☐ |
| Starter negative keyword list | Blocks obviously irrelevant searches | ☐ |
| Monthly budget you can afford to test | Campaigns need data before you judge them | ☐ |
If you don't have a landing page yet, read our guide to building PPC landing pages that convert first. Sending paid clicks to a generic homepage is one of the most expensive beginner habits.
Step-by-step: set up your first Search campaign
- Create the account in Expert mode. Google may steer new accounts towards a simplified, automated setup. Switching to Expert mode gives you access to all campaign types and settings.
- Set up conversion tracking. Create a conversion action for the result you care about (form submission, purchase, phone call) and install it with the Google tag or Google Tag Manager. Turn on enhanced conversions if you collect email addresses.
- Create a new campaign. In Campaigns, click the plus button, choose New campaign, pick an objective such as Leads or Sales, and select Search.
- Choose bidding. With little or no conversion history, Maximize clicks or Maximize conversions are common starting points. Our Google Ads bidding strategies guide explains when to switch.
- Configure networks, locations and languages. Untick the Display Network for a Search campaign. Set locations to where you actually serve customers, and check the location option targets people in or regularly in your area.
- Decide on AI Max. Google now offers AI Max for Search campaigns, which adds broader search term matching, text customisation and final URL expansion. It can find extra volume, but beginners may prefer to start without it and add it once they have conversion data.
- Build ad groups and keywords. Create one ad group per theme, such as “emergency plumber” and “boiler repair”, with keywords that share intent.
- Write responsive search ads. Add a mix of headlines and descriptions, plus assets such as sitelinks, callouts and a call asset.
- Set your daily budget. Divide your monthly test budget by about 30.4. According to Google’s budget documentation, a campaign can spend up to twice its average daily budget on a busy day, but over a month you won't be charged more than 30.4 times the daily average.
- Review and publish. Check every setting, add your negative keywords and launch.
“You'll choose a campaign type based on your advertising objective, brand strategy, and how much time you're able to invest.”
— Google Ads Help, Create a campaign
Keywords and match types
Keywords tell Google which searches your ads may show for. Start with the terms a ready-to-buy customer would type, rather than broad research terms. Our keyword research guide and explainer on search intent will help you separate buyers from browsers.
| Match type | Syntax | Reach | When to use it |
|---|---|---|---|
| Broad | plumber near me | Widest | With Smart Bidding and solid conversion tracking |
| Phrase | "emergency plumber" | Medium | When you want reach but need the meaning preserved |
| Exact | [emergency plumber london] | Narrowest | Your proven, highest-value terms |
Google's documentation is clear on broad match:
“It's critical to use Smart Bidding with broad match.”
— Google Ads Help, About keyword matching options
For a tight beginner budget, phrase and exact match usually waste less money while you learn. Pair them with a solid list of negative keywords such as “free”, “jobs” and “DIY”.
Writing responsive search ads
According to Google's Search campaign specs, each responsive search ad can have up to 15 headlines of 30 characters and up to 4 descriptions of 90 characters. Google mixes them to fit each search.
- Include the main keyword theme in several headlines.
- State a concrete benefit: price, speed, guarantee, location.
- Add a clear call to action: “Book online today”, “Get a free quote”.
- Write headlines that make sense in any order, and pin only what must appear.
- Add sitelinks, callouts, structured snippets and a call asset. They make ads larger and more useful.
Budgets and bidding for beginners
There's no universal minimum budget, but a useful rule is that you need enough clicks to judge whether the campaign converts. Estimate your likely cost per click with Keyword Planner and make sure the daily budget can buy a meaningful number of clicks. If you can only afford a handful a day, narrow your keywords or locations rather than spreading thinly.
Google's bid strategy guide groups strategies by goal: conversions, conversion value, clicks and visibility. Note that Enhanced CPC is no longer available for Search campaigns, so your manual option is plain Manual CPC.
Your first 30 days
| When | Task |
|---|---|
| Day 1–2 | Confirm conversions are recording; test a form or call yourself |
| Weekly | Review the search terms report and add negatives |
| Weekly | Pause keywords with high spend and no conversions |
| Week 2–3 | Review ad asset performance and replace weak headlines |
| Week 4 | Compare cost per conversion with your target; adjust budget or bidding |
Tag your other campaigns with UTM parameters and link Google Ads to GA4 so you can compare paid search with your other channels.
Common mistakes beginners make
- Launching without conversion tracking. You end up judging success by clicks.
- Leaving Display Network on in a Search campaign. Budget leaks into lower-intent placements.
- Using broad match with manual bids and no negatives. Searches drift far from what you sell.
- Sending all traffic to the homepage. Message mismatch kills conversion rates.
- Changing everything every day. Automated bidding needs time and stable settings to learn.
- Accepting every recommendation. Google's recommendations can be useful, but review each one against your goals.
Related Guides
- Negative Keywords: How to Stop Wasting Ad Spend
- Performance Max Campaigns: How They Work and Best Practices
- Google Ads Bidding Strategies Explained
Frequently Asked Questions
How much should a beginner spend on Google Ads?
There is no fixed minimum. Set a test budget large enough to buy a meaningful number of clicks at your estimated cost per click, and be prepared to run it for at least a month.
Which campaign type should I start with?
For most service businesses and lead generation, a Search campaign is the easiest to control and understand. Online shops may also start with Shopping or Performance Max once their product feed is ready.
Do I need conversion tracking?
Yes. Without it you can only measure clicks, and automated bid strategies cannot optimise for leads or sales.
How long before Google Ads works?
You will see clicks within hours, but allow several weeks to collect enough conversion data to judge performance and optimise.
What is AI Max for Search campaigns?
An optional set of features for Search campaigns that adds broader search term matching, text customisation and final URL expansion. It can increase reach but gives you less direct control.
Conclusion
A first Google Ads campaign doesn't need to be complicated. Track conversions, keep ad groups tight, write ads that match the search, send clicks to a focused page and review search terms every week. Once it's profitable, you can expand into Performance Max or Shopping. If you'd rather have experts build and manage it, our PPC management service can take it from here, and our conversion optimization team can improve the pages behind it. Get a free quote.
References
- Create a campaign – Google Ads Help
- About keyword matching options – Google Ads Help
- Search campaigns specs and format requirements – Google Ads Help
- About enhanced conversions – Google Ads Help
- Choose your bid strategy – Google Ads Help
- About AI Max for Search campaigns – Google Ads Help
- About average daily budgets – Google Ads Help
- How to Run Google Ads: A 10-Step Guide – Semrush Blog
