How to Set Up a Google Search Ad Campaign from Scratch

What is Google Ads?

Google Ads is Google's online advertising platform that allows businesses to show ads on Google Search, YouTube, and across the web. It works on a pay-per-click (PPC) model—meaning you only pay when someone clicks on your ad. Among all campaign types, Search Campaigns are one of the most effective for capturing high-intent users actively looking for what you offer.

Think of it this way: if someone searches for "buy running shoes online", a Search Ad can show your product at the exact moment they’re ready to buy.

Why Choose Google Ads Search Campaigns?

Search campaigns are all about intent. They target people who are already searching for a solution, service, or product like yours. Unlike social media ads that interrupt users, search ads meet people where they are—actively looking for you.

Key advantages include:

• 🔍 High intent traffic that’s more likely to convert

• 📈 Measurable performance through real-time analytics

• 💡 Cost control with flexible budgeting and bidding

• ⚡️ Quick visibility for new products or services

Who Should Use Search Campaigns?

Search campaigns are ideal for:

• New businesses looking for quick leads

• E-commerce brands promoting specific products

• Service providers wanting local exposure

• SaaS companies capturing demand-based traffic

• Agencies managing client campaigns across industries

Even if you’re just starting out with digital ads, a well-structured search campaign can bring measurable results within days—not months.

What You’ll Learn in This Guide

This blog will walk you through the complete setup of a Google Search Campaign—from scratch. Whether you're a solo founder, a marketing beginner, or managing ads for clients, you’ll learn how to:

• Plan your campaign

• Choose the right keywords

• Write high-performing ads

• Track conversions properly

• Avoid common beginner mistakes

Let’s dive in and start building your first campaign the smart way 🚀

2. Understanding the Basics

What is a Search Campaign?

A Search Campaign is a type of ad campaign in Google Ads where your ads appear on Google’s search results page when someone types in a relevant keyword. These are text-based ads and are triggered by the search queries your potential customers are typing into Google.

Example: Someone searches “best CRM for startups” — your ad appears at the top of the results if you’ve targeted that keyword.

How Do Search Ads Work?

Search ads run on an auction system that happens in milliseconds each time someone performs a search. Three main factors determine whether your ad shows and where it ranks:

• Bid: The maximum amount you're willing to pay per click (CPC).

• Quality Score: A rating from 1–10 based on your ad relevance, expected CTR, and landing page experience.

• Ad Rank: A combination of your bid and quality score that decides your ad’s position.

Even if your bid is lower than a competitor’s, a better Quality Score can help you outrank them.

Feature	Search Campaign	Display Campaign	Performance Max
Format	Text-based ads	Banner/image ads	Multi-channel (Search, Display, YouTube, etc.)
Targeting	Keywords	Audiences, placements	AI-driven, goal-based
User Intent	High (users are searching)	Low/Passive (users are browsing)	Mixed
Ideal for	Leads, website visits, sales	Awareness, remarketing	All-in-one conversion goals

If you're new to Google Ads, Search Campaigns are the best place to start. They’re simpler, more predictable, and focused on users who are already interested in what you offer.

3. Setting Up Your First Search Campaign (Step-by-Step)

Starting your first Google Ads campaign may seem overwhelming, but with the right steps, it’s easier than it looks. Here’s a simple guide to get you from zero to running ads in no time.

🛠️ Step 1: Create Your Google Ads Account

Go to ads.google.com and sign in with a Google account. Follow the prompts to create your account and set your billing preferences.

🎯 Step 2: Choose Your Campaign Goal

Google will ask you to select a goal for your campaign. Choose the one that aligns with your business objective:

• Sales – drive purchases

• Leads – get inquiries or sign-ups

• Website Traffic – bring users to your site

📌 Tip: You can also select “Create a campaign without a goal’s guidance” if you want full control.

🔍 Step 3: Select “Search” Campaign Type

Choose Search as your campaign type. This ensures your ads will appear in Google’s search results (not on YouTube or partner websites).

🌍 Step 4: Set Your Target Locations

Decide where you want your ads to appear:

• Local business? Target specific cities or regions.

• Global SaaS? Choose multiple countries or customize by language.

📍 Use “Advanced search” for radius or bulk location targeting.

🗣️ Step 5: Select Languages

Choose the languages your customers speak. If your ads are in English, select English—even if targeting non-English-speaking countries.

💸 Step 6: Set Budget and Bidding

Set a daily budget – how much you’re willing to spend each day.

For bidding strategy, choose based on your goal:

• Maximize Clicks – good for traffic

• Maximize Conversions – ideal if conversion tracking is set

• Manual CPC – gives full control but needs close management

Mikrolo Smart users can automate budget checks and performance alerts here.

⏰ Step 7: Set Ad Schedule (Optional)

Choose when your ads should run. If your business only operates during certain hours, reflect that in your ad schedule.

✅ Step 8: Create Ad Groups (Basic Setup)

Group your keywords and ads around specific themes. For example:

• Ad Group 1: “CRM software” keywords

• Ad Group 2: “Sales pipeline tool” keywords

Each ad group should contain:

• 1–2 responsive ads

• 10–20 tightly related keywords

Next up, we’ll cover how to choose and organize your keywords — the foundation of any great search campaign.

4. Keyword Strategy: Research & Selection

What Are Keywords and Why Do They Matter?

Keywords are the words and phrases that people type into Google when they’re searching for something. In a search campaign, your ads appear only when those keywords are triggered — making keyword selection one of the most important parts of your campaign setup.

Example: If you’re selling online accounting software, keywords like “best accounting tool for freelancers” or “simple bookkeeping software” could bring high-intent leads.

Choosing the right keywords means:

• Reaching users who actually need your solution

• Avoiding irrelevant clicks that waste your budget

• Improving your ad relevance and Quality Score

Tools for Keyword Research

You don’t need to guess which keywords to use. There are free and paid tools that show what people are already searching for:

• Google Keyword Planner (free) – inside Google Ads

• Google Search Suggestions – auto-complete ideas

• Google Trends – for seasonal or trending terms

• AnswerThePublic – for long-tail keyword ideas

• SEMrush / Ahrefs / Ubersuggest – advanced research with search volume & competition data

📌 Tip: Focus on keywords with high intent (buyer-ready) rather than just high search volume.

Keyword Match Types: How Google Matches Your Ads

Google lets you control how closely a user's search needs to match your keyword. This is called match type, and there are 3 main ones:

1. Broad Match (default)

• Example: accounting software

• Shows for: “free accounting tools”, “bookkeeping platforms”

• ✅ Pros: Wide reach

• ❌ Cons: Can be very imprecise and waste budget

2. Phrase Match (use quotation marks)

• Example: “accounting software”

• Shows for: “best accounting software”, “accounting software for small business”

• ✅ Pros: More control

• ❌ Cons: Slightly lower reach

3. Exact Match (use brackets)

• Example: [accounting software]

• Shows for: only when someone types “accounting software”

• ✅ Pros: Highest control and relevance

• ❌ Cons: Lower traffic, but higher quality

4. Negative Keywords

• These prevent your ad from showing for irrelevant searches.

• Example: Add free, tutorial, or jobs as negatives if you’re selling a paid tool.

  
  

Long-Tail vs. Short-Tail Keywords

• Short-tail keywords: 1–2 words (e.g., CRM software)

  • High volume, high competition, low intent

• Long-tail keywords: 3+ words (e.g., best CRM for solopreneurs)

  • Lower volume, low competition, high intent

For beginners and smaller budgets, long-tail keywords are the sweet spot. They may drive fewer clicks, but those clicks convert better.

Aligning Keywords with Search Intent

Not all keywords are created equal. Make sure your keywords match the user’s intent — what they’re actually trying to do.

Intent Type	Example Keyword	Ad Strategy
Informational	“what is a CRM”	Educate, soft CTA
Navigational	“HubSpot CRM login”	Likely not worth targeting
Commercial	“best CRM for freelancers”	Ideal for targeting
Transactional	“buy CRM tool online”	High-converting, strong CTA

5. Campaign Structure Best Practices

Organizing your campaigns and ad groups properly isn’t just about tidiness — it directly affects your results. A clean, strategic structure improves ad relevance, Quality Score, and ultimately, your conversion rate.

🧱 Understand the Hierarchy

Google Ads operates on a simple but powerful structure:

Account → Campaign → Ad Group → Ads + Keywords

Each level controls a different part of your setup:

Level	Controls
Account	Billing, user access, global settings
Campaign	Budget, bidding, targeting settings
Ad Group	Keyword + ad pairing
Ads	The actual messages people see

📂 Best Practice: One Theme Per Campaign or Ad Group

Group your ads and keywords by specific themes or product categories. For example:

• Campaign: CRM Software

  • Ad Group 1: “CRM for Freelancers”

  • Ad Group 2: “CRM for Small Business”

  • Ad Group 3: “Client Management Tool”

Each ad group targets a unique angle and gets tailored ad copy.

🎯 Google rewards focused, relevant groupings with better Quality Scores.

🔑 SKAGs – Single Keyword Ad Groups (Optional Tactic)

A SKAG is an ad group that targets just one keyword. It allows ultra-precise ad-copy matching and is great for high-performing keywords.

• Ad Group: [best crm for freelancers]

  • Ads: Speak only to that use case

  • Keyword: Exact or phrase match only

✅ Pros:

• High relevance

• Easy to analyze performance per keyword

❌ Cons:

• More setup time

• Can get messy if overused

📛 Naming Conventions for Clarity

Use clear naming to make your campaigns easy to manage as they grow. For example:

[Geo][Product/Service][Intent/Theme]

Examples:

• US_CRM_Transactional

• UK_LandingPage_FreeTrial

  .

🔀 Separate Branded vs Non-Branded Campaigns

Keep your branded keywords (e.g., “YourCompany CRM”) in a separate campaign from generic or competitive ones (e.g., “best CRM tools”).

Why?

• You’ll better understand brand lift

• Budget allocation is more transparent

• Optimization decisions become easier

📌 Pro Tip: Limit Keywords Per Ad Group

Stick to 10–20 tightly related keywords per ad group. If they don’t share the same intent or can’t use the same ad copy, split them.

6. Creating Effective Search Ads

Your keywords might get your ad to show — but your ad copy is what gets the click. Writing search ads is both an art and a science. You only get limited space, so every word counts.

✍️ Components of a Search Ad

Each Google Search Ad is made up of:

• Headlines (up to 15) – 30 characters each

• Descriptions (up to 4) – 90 characters each

• Display Path – A URL path that looks clean (e.g., /pricing or /free-trial)

• Final URL – The actual landing page the ad sends users to

Google mixes and matches these elements using Responsive Search Ads (RSA) to test what works best.

🧠 How to Write High-Impact Headlines

Your headlines are your first (and sometimes only) chance to grab attention.

Best practices:

• Include your main keyword (e.g., “CRM for Freelancers”)

• Mention a clear benefit (e.g., “Save 10+ Hours a Week”)

• Use numbers, symbols, or urgency (e.g., “Free Trial Today”)

• Ask a question or solve a pain point (e.g., “Tired of Spreadsheets?”)

🎯 Example Headline: “Simple CRM for Freelancers – Free Trial Available”

✨ Writing Strong Descriptions

The description supports your headline and adds more detail or incentive.

Tips:

• Reinforce the value proposition

• Use action verbs (Start, Get, Discover, Try)

• Address objections (No credit card required, Cancel anytime)

• Align with landing page content

Example Description:“Manage clients, projects, and invoices in one place. Try it free—no setup needed.”

🧩 Use Ad Extensions to Add More Value

Ad extensions make your ad take up more space and provide additional info.

Types to include:

• Sitelink Extensions – Link to other pages (e.g., Features, Pricing)

• Callout Extensions – Highlight offers or qualities (e.g., “24/7 Support”, “No Hidden Fees”)

• Structured Snippets – Show categories or features (e.g., “Features: Client Portal, Time Tracking, Invoicing”)

• Call Extension – Add a phone number for quick contact

📈 Ads with extensions have higher CTR and are often rewarded with better placement.

🔄 Test, Test, Test (A/B Testing Your Ads)

Never settle for one version. Always create at least 2 variations per ad group.

Things to test:

• Different value propositions

• Varying tones (casual vs. professional)

• Headline order

• Use of urgency or emotion

Track performance inside Google Ads or via Mikrolo Smart’s ad copy analytics to find winning patterns.

🛑 Common Mistakes to Avoid

• Writing generic ads with no real hook

• Ignoring the keyword in your copy

• Promising something the landing page doesn’t deliver

• Forgetting to update outdated offers

• Not adding enough headlines/descriptions for RSA optimization

7. Landing Page Optimization

Your ad might get the click — but it’s your landing page that gets the conversion. Even the best search ads will fail if users land on a slow, irrelevant, or confusing page.

A well-optimized landing page ensures:

• Higher conversion rates

• Better Quality Score

• Lower Cost per Click (CPC)

🎯 Match Ad Message with Landing Page

This is called message match: your ad and landing page should speak the same language and promise the same benefit.

If your ad says “Free CRM Trial for Freelancers,” the landing page should clearly show a free trial offer and mention freelancers in the headline or subheading.

Consistency builds trust. Inconsistency causes exits.

📱 Make It Mobile-Friendly

Most search traffic comes from mobile devices. Your landing page must:

• Load fast (under 3 seconds)

• Use responsive design

• Avoid tiny buttons or long forms

• Show the main CTA “above the fold”

🚀 Use tools like Google PageSpeed Insights or GTmetrix to test performance.

🧭 Keep It Focused and Friction-Free

A landing page should do one thing, really well. Avoid distractions.

Best practices:

• One clear headline and supporting subheadline

• One primary CTA (Sign up, Book demo, Start free trial)

• Short, benefit-driven copy

• Visuals or product screenshots for clarity

• Social proof (reviews, badges, testimonials)

❌ Avoid linking to your homepage or product menu — this splits attention.

🔒 Build Trust Immediately

Users often hesitate to convert due to lack of trust. Address this right away with:

• Security badges (SSL, payment protection)

• Transparent policies (no credit card required, cancel anytime)

• Clear contact info or chat support

• Real testimonials with names/photos

🧪 A/B Test Key Elements

Don’t guess what works. Test variations of:

• Headlines

• Button text (e.g., “Get Started” vs “Start Free Trial”)

• Images vs videos

• Form length (3 fields vs 6 fields)

8. Conversion Tracking & Measurement

Running ads without tracking conversions is like flying blind. You might see clicks, but you won’t know if they lead to sales, signups, or any meaningful results.

Conversion tracking shows:

• Which keywords, ads, and campaigns are performing

• What your actual Return on Ad Spend (ROAS) is

• Where users drop off in the funnel

✅ What Is a Conversion?

A conversion is any valuable action a user takes on your site after clicking your ad. Common examples:

• Purchase

• Form submission

• Newsletter signup

• Demo booking

• Phone call

You define what a “conversion” means for your business.

🔧 Setting Up Conversion Tracking in Google Ads

Method 1: Google Ads Tag (Global Site Tag + Event Snippet)

• Add Google’s tracking code to your website

• Customize event code to fire on conversion (e.g., after a form submit or “thank you” page)

Method 2: Google Tag Manager (Recommended)

• Add one container tag to your website

• Use GTM to manage all tracking events, including Google Ads, GA4, Facebook, etc.

• Set up triggers like button clicks, form submissions, or URL loads.

📊 Linking Google Ads with GA4

For deeper insights, connect Google Ads to Google Analytics 4 (GA4):

• Track post-click behavior (bounce rate, engagement time, etc.)

• Attribute conversions across channels

• Analyze assisted conversions and multi-touch journeys

Steps:

1. In GA4: Admin → Product Links → Google Ads → Link your account

2. Enable auto-tagging in Google Ads

3. Import GA4 conversions into Google Ads

   
   

📈 Key Metrics to Track

Metric	What It Tells You
CTR	Are your ads relevant and clickable?
CPC	How much are you paying per click?
Conversion Rate	How well your page turns clicks into actions
Cost/Conv.	How much each conversion costs you
Quality Score	How Google rates your relevance (1–10)
Impression Share	Are you showing up often enough?

🔁 How to Use Conversion Data

• Pause ads or keywords with high CPC but low conversions

• Double down on ad copy with high conversion rates

• Test new landing page variations if bounce rates are high

• Allocate more budget to high-performing campaigns

• Refine your audience and targeting with real data

🎯 Mikrolo Smart Autopilot analyzes this data for you — automatically flags underperforming keywords.

9. Optimization & Scaling

Launching your search campaign is just the beginning. The real performance gains come from ongoing optimization and smart scaling. Google Ads is a dynamic platform — what worked last week might not work today.

📊 1. Monitor Search Term Reports

Go to your campaign → Search Terms tab. Here you can see exactly what users typed before clicking your ad.

• Identify high-converting queries and add them as exact or phrase match keywords

• Spot irrelevant terms and add them as negative keywords

🔍 Example: If you sell paid CRM software and see clicks from “free crm download,” that’s a red flag — time to add “free” as a negative.

✂️ 2. Add Negative Keywords Continuously

Negative keywords are your best friend for avoiding wasted spend. Add them at:

• Campaign level (broad filters like “free”, “jobs”)

• Ad group level (theme-specific exclusions)

Use tools or scripts to update them regularly — or let Mikrolo Autopilot do it for you ✨

⚖️ 3. Adjust Bids and Budgets Based on Performance

Use your data to shift budget where it matters:

• Increase bids for top-converting keywords

• Lower or pause bids for costly, low-converting terms

• Reallocate daily budgets from weak campaigns to stronger ones

🧪 4. Test New Ad Variations

Always have at least two ad versions per ad group. Test:

• New headlines (e.g., urgency vs benefit-driven)

• Different calls to action

• Trust elements (e.g., “used by 10,000+ users”)

Track which ad wins based on CTR and conversion rate — then iterate.

⚙️ 5. Improve Quality Score

Google’s Quality Score (1–10) affects your CPC and ad rank. Improve it by:

• Increasing ad relevance (tight keyword-ad alignment)

• Creating better landing pages

• Boosting CTR through better copy and extensions

📈 6. Scale What Works

Once you find what works, scale it:

• Clone winning ad groups and test in new locations

• Increase budgets slowly and monitor ROI

• Create new campaigns around top-performing search terms

⚠️ Pro Tip: Avoid “Set and Forget” Thinking

Google Ads needs regular check-ins — even with automation. Weekly or bi-weekly reviews keep your spend focused and performance trending upward.

10. Common Mistakes to Avoid

Even experienced marketers fall into these traps. Avoiding these mistakes can save you money, time, and lost conversions.

❌ 1. Not Using Negative Keywords

Failing to add negative keywords allows irrelevant traffic to eat your budget.

Example:Bidding on "CRM software" but showing up for "free CRM software jobs" — bad fit, wasted click.

✅ Always review Search Term Reports and keep a growing list of negative keywords.

❌ 2. Sending Traffic to a Generic or Irrelevant Landing Page

Your ad promised a specific solution — but your landing page is too broad or off-topic.

Fix it:Make sure the landing page matches the search intent and reinforces your offer with a clear CTA.

❌ 3. Targeting Too Many Keywords in One Ad Group

Cramming 30+ loosely related keywords into one ad group reduces ad relevance and Quality Score.

Fix it:Use tight keyword groups (10–20 max), or test SKAGs (Single Keyword Ad Groups) for better control.

❌ 4. Ignoring Conversion Tracking

Running ads without conversion data = marketing in the dark.

Fix it:Set up Google Ads conversion tracking or GA4, and import key events (e.g., purchases, leads).

❌ 5. Using Only Broad Match Keywords

Broad match keywords open the floodgates to irrelevant traffic.

Fix it:Start with phrase match or exact match, and only test broad match when you have solid negative keyword protection.

❌ 6. Not Testing Different Ad Variations

Using only one ad variation limits performance potential.

Fix it:Always test at least 2–3 ads per ad group with different messaging angles.

❌ 7. “Set It and Forget It” Mentality

Campaigns left untouched for weeks usually degrade in performance.

Fix it:Schedule weekly reviews, or use Mikrolo Autopilot to receive performance alerts and automated optimizations.

11. Advanced Tactics (Optional for Intermediate Users)

Once your search campaigns are running smoothly, these advanced features can help you sharpen targeting, personalize ads, and maximize ROI.

🧠 1. Dynamic Keyword Insertion (DKI)

DKI automatically inserts the user’s search term into your ad headline to increase relevance.

Example:Ad Headline Template: Buy {KeyWord:CRM Software} TodayIf the user searches “CRM for freelancers”, your ad shows: Buy CRM for Freelancers Today

✅ Increases CTR

❌ Use carefully to avoid awkward or off-brand headlines

🎯 2. Audience Layering (Observation Mode)

Even in Search campaigns, you can add audience segments like:

• Website visitors

• Cart abandoners

• In-market audiences (e.g., “Business Software Buyers”)

Use “observation” mode to see how these audiences perform without restricting reach. Later, you can adjust bids for high-value segments.

📊 Mikrolo Smart flags audience segments with better conversion rates so you can adjust accordingly.

⚙️ 3. Ad Customizers

Ad customizers allow you to dynamically change your ad content based on:

• Location (e.g., “CRM for London-based Agencies”)

• Device (e.g., “Mobile-Friendly CRM for On-the-Go Teams”)

• Countdown timers (e.g., “Offer ends in 2 days!”)

These create a sense of urgency and personalization.

📍 4. Geo-Based Bid Adjustments

Some locations convert better than others. Use performance data to:

• Increase bids in high-converting cities or regions

• Decrease or exclude low-performing locations

🧪 5. Schedule-Based Bid Modifiers

Not all hours are equal. Use ad schedule reports to:

• Boost bids during peak conversion hours

• Lower or pause bids at night/weekends if ROI is low

🔁 6. Automate with Scripts or Rules

For advertisers managing multiple campaigns:

• Use Google Ads rules (e.g., “pause keyword if CPA > $50”)

• Apply scripts for bulk changes or alerts

✨ Mikrolo Autopilot already does this for you — no coding needed.

12. Conclusion: Start Smart, Optimize Smarter

Running Google Search Ads isn't just for big-budget experts — with the right structure and mindset, anyone can build a high-converting campaign from scratch.

Here’s what you’ve learned in this guide:

• How to structure your campaign, keywords, and ads

• How to write ad copy that drives clicks

• How to track results and make data-driven decisions

• How to optimize, avoid waste, and scale smartly

🚀 Whether you're launching your first ad or improving your tenth, consistent testing and measurement are key.

💡 Why Use Mikrolo Smart?

If you want to:

• Stop wasting budget on bad keywords

• Get automatic alerts for underperforming ads

• Optimize landing pages and campaign structure based on data

• Let AI help you scale campaigns while you sleep…

Then Mikrolo Smart is built for you.

✅ Smart alerts, ✅ Performance rules, ✅ Autopilot actions — all in one place.