How to launch your first Google Ads campaign?

Many small business owners reach a point where referrals slow down and enquiries dry up. So you look at Google Ads as a solution, but once you open the dashboard, it’s all settings, match types, extensions, bidding strategies… and panic.

Here’s a step-by-step, plain-English guide to get started confidently without wasting time or budget.

1. Set one clear marketing goal

Start with a single, measurable outcome. Avoid broad goals like “more awareness.” Instead, be specific:

• Generate 5 new enquiries per week
• Sell 10 products per month
• Get phone bookings for consultations

This will guide every decision you make inside Google Ads.

2. Use Expert Mode, not Smart Campaigns

Google will default you into Smart Campaigns, skip them. Click “Switch to Expert Mode” during setup. This gives you more control, and you can still keep it simple.

Learn how to switch to Expert Mode →

3. Start with Search campaigns

If you’re a service-based or local business, choose a Search campaign. These are the text ads that show up when someone Googles what you offer. Avoid Display, Video, or Performance Max until you’re more confident. If you are an ecommerce store, go with Shopping.

Campaign types explained →

4. Set your location properly

Make sure your ads only show to people who live or work in your service area.
In campaign settings, choose:

• A specific city, suburb, or radius
• The setting: “Presence: People in or regularly in your targeted locations”

Location targeting tips

5. Choose high-intent keywords

Instead of broad terms like plumber or accountant, use specific search phrases that show someone is ready to take action.

Examples of good high-intent keywords:

• “emergency plumber hawthorn”
• “book tax return consultation”
• “xero specialist accountant melbourne”

Use phrase match (with quotation marks) to stay relevant.

Match types explained →

6. Write simple, clear ads

Your ad should tell people what you offer, who it’s for, and what to do next. No buzzwords, no vague headlines.

Good ad elements include:

• Specific service (“Bookkeeper for sole traders”)
• Location (“Melbourne-based”)
• Call to action (“Enquire now”, “Get a free quote”)

Google’s ad writing best practices →

7. Start with a manageable daily budget

Most small businesses can start with $10-$30/day depending on goals.
Monitor your Search Terms Report daily in the first week. If you’re getting irrelevant clicks, pause or exclude keywords.

How to review search terms →

8. Make sure your landing page matches the ad

When someone clicks your ad, they should land on a page that continues the conversation, not start a new one.

A good landing page should:

• Load fast (especially on mobile)
• Focus on one clear action (book, enquire, call)
• Match the message in your ad

Google’s guide to landing page experience →

9. Set up basic conversion tracking

Google Ads works best when it knows what success looks like.
Set up conversion tracking for:

• Contact form submissions
• Phone calls
• Purchases (if eCommerce)

If you’re not comfortable with code, you can use Google Tag Manager or get help.

Set up conversions →

10. Review results weekly, not daily

Let the campaign run for 7-14 days before making major changes.

Look at:

• Clicks and impressions
• Cost per click (CPC)
• Actual leads or sales
• Which keywords are converting

Small, consistent adjustments work better than guessing.

Final thoughts

Google Ads is one of the fastest ways to appear in front of people who are actively searching for what you offer. But it works best when it’s done with focus, clarity, and a clear landing page.

If you’d prefer to skip the trial-and-error phase, I help small business owners set up lean, effective campaigns that bring in qualified leads, not just clicks.