More than 68% of online purchases start with a Google search.
That means your customers are searching even before they know who you are. They’re already looking for solutions, comparing products, and reading reviews. So if your business isn’t visible on Google, you’re not just missing out. You’re giving your competitors a quiet advantage.
Google Search Ads can flip that.
They let you show up at the exact moment someone is looking for what you offer. Not scrolling. Not browsing. Searching with intention.
Let’s walk through how to set up your campaign the right way, avoid expensive mistakes, and start generating real results.
No jargon. No theory-for-the-sake-of-theory. Just the practical process.
Start with One Clear Goal
Before touching any settings, decide what you want.
Do you want leads? Sales? Website visits?
For example:
- “I want 40 enquiries per month”
- “I want to sell 20 units a week”
A vague goal is impossible to optimise. A clear one becomes a measurable target you can adjust over time.
Know Your Audience Like a Person, Not a Segment
Who is most likely to buy from you?
Think beyond age and location. Think behaviour, habits, and motivation.
For example:
- People who compare prices
- People who read product reviews before purchasing
- People who shop more at night or on payday
If you understand why someone buys, not just who, your ads become more relevant. And relevance is what wins in Google Ads.
Research Your Keywords Properly
Open Google Keyword Planner and search phrases related to your product or service.
Look for keywords with:
- Clear intent (someone wants something, not just learning)
- Reasonable search volume
- Costs you are comfortable paying
If you sell running shoes, don’t waste money bidding on “sports accessories”. It’s too broad. Focus on:
- best running shoes for beginners
- lightweight running shoes
- running shoes for long distance
These are searches coming from people who are already close to buying.
Build a Clean Campaign Structure
A tidy account is easier to manage and scale.
- Campaign = Main product or offer
- Ad Groups = Keyword themes (e.g. “running shoes” vs “trail shoes”)
- Keywords = Mix of exact, phrase and broad match (so you don’t miss variations)
And crucially:
Send people to the most relevant landing page.
Never your homepage. Never a general product gallery.
If your ad promises lightweight running shoes, the page must show exactly that.
If there is a mismatch, conversions drop instantly.
Write Ads That Make People Stop and Click
You have seconds to hold attention.
Make your message clear, confident and specific.
Example:
Headline: Lightweight Running Shoes 20% Off Today
Description: Designed for comfort and performance. Free global delivery. Easy returns.
Notice:
- Clear benefit
- Simple language
- Real value
No fluff. No corporate nonsense.
Choose a Bidding Strategy That Matches Your Experience
If you’re new, start simple.
Manual CPC gives you control and helps prevent overspending while you learn what works.
Once you start getting conversions and data, you can move to:
- Maximise Conversions
- Target CPA
Automation works best after the machine has data to learn from. Not before.
Track Conversions. Non-Negotiable.
Without tracking, you’re flying blind.
You can’t see what works, what to cut, or what to scale.
Set up conversion tracking using:
- Google Ads tracking tag
or - GA4 events connected to Google Ads
This is the difference between “spending on ads” and “investing in ads”.
Adjust, Refine and Optimise Continuously
This is where results come from.
Check:
- Search Terms Report (you’ll find irrelevant searches to block)
- Ads performance (test new headlines regularly)
- Landing page performance (speed and clarity matter)
Small changes compound fast.
For example:
Changing a headline from “Buy Running Shoes Online” to “Running Shoes That Reduce Knee Impact” can double your click-through rate if it speaks directly to pain points your audience cares about.
A Real Example
I once worked with a brand that started at just £6 per day.
Week 1: 5 leads
Week 3: 18 leads at the same budget
The difference wasn’t increasing spend.
It was:
- Removing weak keywords
- Rewriting headlines to match search intent
- Improving the landing page messaging
Optimisation beats budget every time.
Final Thoughts
Google Search Ads are not magic.
But they are incredibly powerful when done correctly.
The formula is simple:
Clear goals
Relevant keywords
Strong messaging
Smart targeting
Consistent optimisation
Do that, and Google Ads becomes a reliable, predictable source of leads and sales.
And it can start with just a small daily budget.
The key is the strategy.