How to build a general Google Ads search campaign

This guide explains how to set up a new Google Ads Search campaign for a client. It covers everything from structure and naming to ad setup and initial launch settings.

Step 1: Create a New Campaign

Log into Google Ads and click “+ New Campaign.” Select Leads as the goal and Search as the campaign type. Choose Website Visits and enter the client’s main site URL. Do not check Display Network (uncheck this box to prevent wasted spend). Click “Continue.”

Step 2: Name the Campaign

Name the campaign using the format: Search | GH | DRAFT. This naming convention clearly indicates it’s a GH-built search campaign and still in setup.

Step 3: Set Locations

Target the client’s primary service area: Use either a radius around the main city or manually select cities they serve. Location setting should be Presence only (people in or regularly in the location). Exclude any states or regions they cannot serve.

Step 4: Set Language and Budget

Language: English (or add other relevant languages). Budget: Use the PPC Calculator recommendation for daily budget. Example: $50/day for a $1,500 monthly spend.

Step 5: Choose Bidding Strategy

Start with Maximize Conversions bidding. Do not set a Target CPA initially; let Google gather data. For any branded campaign builds (if added later), use Manual CPC to control costs.

Step 6: Set Ad Schedule and Devices

Default to 24/7 schedule. Do not add device adjustments at launch. Adjust later when performance data is available.

Step 7: Create Ad Groups

Start with at least one General Ad Group targeting broader service keywords. Optional: Create Service-Specific Ad Groups for secondary build-outs (use when scaling). Structure example: Ad Group 1: General, Ad Group 2: Service Name. Keywords: Start with Broad Match for initial campaigns. No negatives at launch (unless data from previous campaigns run by the client are available.)

Step 8: Add Keywords

Use the PPC Calculator research and Keyword Planner for ideas. Add 10–15 broad match keywords per ad group focused on the service type or general intent. Do not over-optimize at launch; keep terms broad to allow learning.

Step 9: Add Negative Keywords

Copy the Master List:

jobs, job, career, careers, hiring, employment, work from home, recruiter, salary, internship, course, courses, certification, tutorial, training, class, degree, free learning, how to, DIY, do it yourself, fix, repair, guide, tips, definition, meaning, what is, example, wiki, review, reviews, best, free, cheap, discount code, coupon, sample, lawsuit, scam, complaints, BBB, illegal, image, images, picture, pictures, clipart, template, templates, PDF, resume

Add at the Account Level (Recommended for Universal Negatives)

Use this to block low-intent searches across all campaigns for the client.

1. Log in to Google Ads.
2. From the left menu, click Tools & Settings (wrench icon).
3. Under Shared Library, select Negative Keyword Lists.
4. Click the blue + button to create a new list.
5. Name your list: GH | Master Negative Keywords.
6. Paste the keywords from the master list (one per line).
7. Click Save.
8. Apply the list:

• After saving, click the checkbox next to your list.
• Click Apply to campaigns.
• Select all active campaigns for the client.
• Click Done, then Save.

Add at the Campaign Level (For Client-Specific Negatives)

Use this when blocking competitor names or irrelevant services for a single campaign.

1. Go to Campaigns in Google Ads.
2. Click into the campaign where you want to add negatives.
3. In the left menu, click Keywords > Negative Keywords.
4. Click the blue + button.
5. Choose Add negative keywords to:
   • This campaign (or ad group if needed).
6. Paste the keywords.
7. Set Match Type:
   • Use broad match for most negatives (example: cheap).
   • Use phrase match for exact phrases (example: "how to").
8. Click Save.

Best Practices

• Always apply the GH Master List at the account level to all campaigns.
• Add competitors, irrelevant services, and geographic exclusions at the campaign level.
• Review search term reports weekly for new negative keyword opportunities.

Step 10: Write Responsive Search Ads (RSAs)

Always use Responsive Search Ads for each ad group. Include: 15 headlines (cover brand, main offer, benefits, CTA), 4 descriptions. Pin the primary headline for the main promo or core value message to slot 2. Adapt tone to the client’s brand voice. Example structure for headlines: Branded: “Schedule Your Free Consultation Today,” Offer: “$1,000 Off Braces or Invisalign,” Value: “Family-Friendly Care for All Ages,” CTA: “Book Now | Start Your Smile Journey.” Add site link extensions, callout extensions, and structured snippets for campaigns.

Step 11: Landing Pages

Use SwipePages for building conversion-focused landing pages under the client’s subdomain whenever possible. See Landing Page creation training for more information. (link to other training) If landing pages are not built: General Ad Group → Home Page, Service Ad Group → Relevant Service Page. For branded campaigns, point to the home page.

Step 12: Adding UTM Parameters in Google Ads Campaigns

UTMs allow you to track ad performance in GA4, Looker Studio, or any CRM that captures URL parameters. Use UTM Builder to create your UTMs.

How to Add UTMs (Meta and Google Ads)

1. When creating your ads, scroll to the Final URL field.
2. Paste your landing page link + UTM in the URL field.

• Example: https://clientsite.com/service-page?utm_source=google&utm_medium=cpc&utm_campaign=gh_flooring_aug2025

Step 13: Review Campaign Settings

Before launching: Confirm Display Network is OFF. Check location targeting and exclusion accuracy. Verify correct bidding strategy (Maximize Conversions or Manual CPC for branded). Make sure the correct conversion action is selected under campaign settings.

Step 14: Save as Draft

Do not launch until conversion tracking is verified. Review with Project Manager and Paid Media Consultant before presenting to client and launching campaign.