How to run Google Ads: a step-by-step guide

Quick answer: To run Google Ads: set a clear goal, install conversion tracking, research keywords by buyer intent, create a Search campaign with tightly themed ad groups, write ads that match each search, set a budget and a bidding strategy, add negative keywords, send traffic to a page that fits the search, then review the search terms report every week and cut what wastes money.

By Mizanur Rahman, digital marketer. Updated 3 November 2026.

Step 1: What goal should you set before you run Google Ads?

Decide what a result is: a sale, a lead form, a phone call or a booked meeting. Then work out what a result is worth to you. If you do not know your margin or your target cost per result, you cannot tell whether the ads are working.

Step 2: How do you set up conversion tracking?

Create a Google Ads account and set up conversions before you spend. Tag the action that matters (purchase, form submit, call) with Google Ads conversion tracking, Google Tag Manager or GA4. Without it, bidding systems cannot learn and you cannot see which keywords bring results. See how to set up Google Ads tracking.

Step 3: How do you find the right keywords?

Start with searches that show intent to buy or hire, such as a product name plus “buy”, or a service plus a city. Use Google Keyword Planner and your own customer language. Avoid broad, informational terms at first because they bring clicks that rarely convert. See keyword research for Google Ads.

Step 4: Which campaign type should you choose?

Type	When to use it
Search	Text ads on Google results. Best first choice for people who are already looking for what you sell.
Performance Max	Automated campaigns across Google channels. Works best once you have good conversion data and assets.
Display and Video	Visual ads for awareness and retargeting. Usually not the first campaign to launch.

Step 5: How do you structure the campaign?

Group closely related keywords into one ad group and write ads for that theme. A tight structure keeps the ad, the keyword and the landing page matched, which helps relevance and cost. Use phrase and exact match for control, and add negative keywords from day one so irrelevant searches do not eat budget.

Step 6: How do you write ads that get clicks?

Use the words people typed in the headline, state the main benefit, and add a clear call to action. Fill in sitelinks and other assets. Write several headline and description variations so Google can test combinations. See how to write killer ad copy.

Step 7: What budget and bidding should you use?

Choose a daily budget you can sustain while you collect data. New campaigns often begin with a conversion-focused automated strategy once tracking is working, or with more manual control when there is little data. Change one thing at a time and give each change time to show results.

Step 8: How do you optimize after launch?

Open the search terms report every week. Add irrelevant searches as negative keywords, pause keywords that spend without converting, and raise budget on what works. Check device, location and time of day too. See how to reduce ad costs on Google Ads.

What are the most common mistakes when you run Google Ads?

Launching without conversion tracking.
Targeting broad keywords with no negative keyword list.
Sending every ad to the home page instead of a matching page.
Changing bids and budgets daily so nothing has time to learn.
Judging results by clicks instead of cost per sale or lead.

Want help running Google Ads?

I run Google Ads campaigns for e-commerce, SaaS and service businesses in the US and Europe. See the Google Ads expert page or the projects for real results.

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Frequently asked questions

How much money do I need to start Google Ads?

There is no fixed minimum, but the budget must be large enough to collect data. A very small daily budget can take a long time to produce a usable number of clicks. Many advertisers start with a daily budget they can afford to lose while they learn, then raise it once conversions come in.

How long does it take for Google Ads to work?

Ads can show within hours of approval, but it usually takes several weeks of data to judge a campaign and tune it. Smart bidding in particular needs conversion data before it performs well.

Should I hire someone to run my Google Ads?

If your budget is small and you have time, learning the basics yourself is reasonable. If wasted spend would hurt, or you do not have tracking in place, hiring an expert can pay for itself. See how I work on the Google Ads expert page.

About the author: Mizanur Rahman is a digital marketer based in Dhaka, Bangladesh, who runs Facebook, Google and TikTok ad campaigns and conversion tracking for e-commerce, SaaS and service businesses. See projects, case studies, services or get in touch.