Anyone can start a Google Ads campaign in ten minutes, and that is exactly why many accounts waste money. Smart Mode, broad settings and missing tracking lead to clicks that never become customers. Use this checklist to set up a search campaign properly.
1. Define the goal and the offer
Write one sentence: "We want 30 qualified enquiries per month for X service in Y city." A clear goal tells you which keywords, ads and pages you need. If your offer is weak or unclear, fix that before spending.
2. Prepare the website and landing page
- The page must load fast on mobile.
- One clear heading that matches the ad.
- A visible call button, WhatsApp button and short form.
- Proof: reviews, photos, certifications or clients.
- Phone number and address consistent with your Google Business Profile.
Our web development team builds landing pages for exactly this purpose.
3. Set up conversion tracking before launching
Track every action that matters: form submissions, phone calls from ads, clicks on the call or WhatsApp button, and purchases. Use GA4 and Google Tag Manager so events are tested before money is spent. This is the step most beginners skip, and it makes later optimisation almost impossible.
4. Create the account the right way
- Use your business Google account, not a personal one that may change.
- Set the correct country, currency and time zone. These cannot be changed later.
- Choose a goal such as leads or website traffic and use the expert setup rather than the simplified smart campaign if you want control.
5. Choose keywords by intent
Group keywords by what the searcher wants:
- Service plus city: "CRM software company Bareilly".
- Problem phrases: "billing software for jewellery shop".
- Comparison and cost: "website development cost India".
Use phrase and exact match to stay relevant. Start small with 10-30 focused keywords.
6. Add negative keywords on day one
Negative keywords stop irrelevant clicks. Examples: "free", "jobs", "course", "tutorial", "salary", "pdf" or competitor names you do not want. Review the search terms report weekly and add more.
7. Target the right location
Select locations you really serve. Choose Presence targeting where available so you reach people in or regularly in the area. Use a radius for local shops and exclude places you cannot serve.
8. Write ads that match the search
- Include the main keyword in the headline.
- Mention a real benefit, such as free consultation or fixed quote.
- Add assets: call, location, sitelinks and callouts.
- Do not make promises you cannot keep.
9. Set budget and bidding sensibly
Start with a daily budget you are comfortable with and a bidding strategy that fits your data. New accounts often begin with manual control or maximise clicks with a cap, then move to conversion-based bidding once there is enough data. Avoid changing budgets and bids every day.
10. Review weekly and learn
- Check the search terms report and add negatives.
- Pause keywords and ads that spend without conversions.
- Test a second ad variation.
- Compare cost per enquiry across campaigns.
- Look at call recordings or lead quality, not only numbers.
Common beginner mistakes
- No conversion tracking.
- Sending traffic to the home page.
- Broad match without negative keywords.
- Targeting an entire country for a local business.
- Stopping after two weeks without enough data.
Do it yourself or hire help?
If you are comfortable learning, this checklist will get you far. If your budget is meaningful, an expert setup usually pays for itself by cutting waste. Read about our Google Ads setup and management or book a free call. You keep ownership of the account and pay Google directly.