The Ultimate (Step-by-Step) PPC Guide to Successful Google Search Ad Campaigns (2025)
- The Digital Perch
- Oct 22
- 18 min read
Sections (Quick Links):
Google Ads Overview
When & Why Use Google Ads?
Drive sales
Get leads
Increase website visits
Influence consideration
Build awareness
Promote app
Types of Google Ads:
Search - good for showing up to people searching on Google for your products/services
LSA (Local Services Ads) - good for local-based businesses (limited industries) with lots of good reviews and want to pay per lead (vs click).
Display - good for driving awareness to a broader reach of people, or retargeting to those who have visited your website/cart/customer list to keep showing them ads where they are online (i.e. non-Google sites)
Shopping - good for ecommerce brands to get people to buy products when searching Google for those products
App - good for apps to promote app downloads on other apps and relevant networks
Video - good for driving awareness to a broader reach of people with quality video content about your business across YouTube and Google Display ad network
Understanding PPC Terms + Glossary
Campaign
Definition: The highest level of ad structure / organization. This is where you choose the marketing goal, networks, locations, budget, and bidding strategy.
Search Ad Goals: Sales, Leads, or Website Traffic
(Display/Video/App have additional goal options).
Tip: One campaign per service or geo location helps keep budgeting and reporting clean.
Ad Group
Definition: An ad “bucket” inside a campaign that holds keywords and ads for a single intent/category.
Why it matters: Ad relevance (to keywords + landing page) is managed in the ad group.
Tip: Use tight themes or categories (e.g., Window Screen Repair vs Motorized Patio Screens in separate ad groups). Aim for 1 theme or category per ad group.
Keywords (Match Types live here)
Definition: The search terms you want to trigger your ads.
Exact = precision for proven high-intent queries
Phrase = controlled expansion
Negatives = filter out bad/low-intent traffic
Tip: Pair with weekly Search Terms reviews to add winners and block wasters.
Bidding
Definition: How Google sets your auction bid price per ad click.
You can control:
Strategy
Manual/eCPC (Enhanced Cost Per Click)
Max Conversions
tCPA (Target Cost Per Acquisition)
tROAS (Target Return on Ad Spend)
Daily budget
How pricing works:
You don’t pay your max bid. You typically pay $0.01 above the next highest Ad Rank–adjusted bid.
Example: If the top four bidders are willing to pay $4, $3, $2, $1, the top advertiser usually pays $3.01, not $4.
Tip: You can change these at any time, but it's recommended to give automated strategies approximately 2 weeks to learn before judging or making changes.
Ad Rank
Definition: The score that decides if/where your ad shows.
How it's calculated: Ad Rank = Bid × Quality × Expected impact of extensions × Context
Bid: Your max Cost Per Click (or the system’s auction-time bid).
Quality: Expected Click-Through-Rate, Ad Relevance, Landing Page Experience.
Extensions impact: Do your extensions likely improve performance?
Context: User’s query, device, location, time, competing ads, etc.
Tip: High quality can beat higher bids and lower your Cost Per Click.
Ad Extensions (a.k.a. Assets)
Definition: Extra elements that expand your ad
Sitelinks
Callouts
Structured Snippets
Call
Location
Price
Promo
App
Why they matter: Improve Click-Through-Rate and are factored into Ad Rank.
Tip: Attach 3–4+ relevant extensions per ad group/campaign. Keep them specific and up to date.
Search/Expanded Text Ads & Responsive Search Ads
Definition: The messages that appear on the results page.
Search/Expanded Text Ads: Create one ad with a fixed number of headlines and descriptions.
Responsive Search Ads: Provide up to 15 headlines + 4 descriptions; Google assembles best combos.
Setup Tip: 1 Responsive Search Ad + 2 Expanded Text Ads (if available) per ad group and 3–5 total ads for testing.
Copy Tip: Include a primary keyword, a clear Call To Action, value props (price/promo/unique selling proposition), and mirror the landing page language.
Dynamic Search Ads
Definition: You provide the descriptions. Then Google crawls your site and dynamically creates headlines and chooses URLs to add to the final ad.
Use for: Incremental reach, long-tail coverage, and rapid expansion alongside your keyword ad groups.
Targeting options:
All landing pages
Categories
URL contains/is
Page Feeds with custom labels
Networks
Definition: Where your Search Ads can appear (manage this at the campaign level)
Google Search Network: Google Search, plus optional Search Partners (non-Google sites that show text ads on their search results).
Display Network (optional for Search Ads): Visual/text placements across partner sites/apps (turn on only when intentional; manage separately via Display campaigns in most cases).
Tip: Default to Search only for new Search campaigns; add Search Partners after you have baseline data.
Leads vs. Conversions
Lead: A type of conversion (i.e. form submit, phone call, etc.) that signals interest.
Conversion: Any tracked action you define as success (i.e. lead, purchase, sign-up, etc.).
Quality Score
Definition: A diagnostic-only "rating" or percentage that the platform uses to help guide you to making changes for improved performance, while it should be taken with a grain of salt. Not used directly in auction or impacts actual performance in any way.
Components:
Expected CTR (Click Through Rate): What's the rate they think people will click?
Ad Relevance: Does copy match the query/theme?
Landing Page Experience: Speed, relevance, clarity, mobile-friendliness, trust signals.
Why it matters: Improving quality tends to lower Cost Per Click and raise position. The quality score helps guide you on what to consider to improve ad quality.
Best-Practice Snapshots
Structure
1 campaign per core service/geo
Tight ad groups: 1 intent per group
3-5 ads/ad group; 1 Responsive Search Ad minimum
Targeting
Start with Exact + Phrase + Negatives
Review Search Terms weekly; add winners, block losers
Layer Audiences (Remarketing Lists for Search Ads, In-Market) in Observation first
Ads & Extensions
Include keyword + CTA + value prop in ads
Attach 3-4+ extensions (Sitelinks, Callouts, Snippets, etc.)
Match ad with landing page tightly (message + offer)
Bidding & Budget
Pick a strategy aligned to goal (Max Clicks > Max Conv > tCPA/tROAS as data grows)
Give Smart Bidding approximately 2 weeks to learn before making changes
Monitor Impression Share and Ad Rank; raise budget before cutting winning terms
Quality
Improve page speed/mobile UX (User Experience)
Keep copy tightly relevant to query/theme
Use negatives to keep traffic clean
Common Pitfalls (and fixes)
Too many themes in one ad group: Split by intent; match ad copy tightly.
No negatives: Wasteful spend; build a negative list early and update weekly.
Extensions missing/stale: Lower Ad Rank and CTR; attach/refresh quarterly.
Changing too much too fast: Hard to attribute results; change one lever at a time and note dates.
Search Partners on day 1: Add later after baseline data, then compare performance.
Google Search Ads PPC Master Checklist
1. Campaign Strategy & Setup
Structure & Foundations
Define campaign marketing goal:
Sales, Leads, or Website Traffic (Search only; Display, Video, and App have different goals).
Build campaigns by product/service or location — don’t mix multiple offerings.
Follow consistent naming conventions (e.g., Window Screens | Houston | Search).
Confirm target network: Search Network only (add Display intentionally if planned).
Verify location & language targeting.
Use “People in or regularly in your targeted location,” not “interested in.”
Turn on auto-tagging for analytics.
Ensure conversion tracking (forms, calls, purchases) is active.
Avoid keyword duplication; add cross-campaign negative keywords to prevent overlap.
Use detailed names for campaigns/ad groups for quick reporting clarity.
2. Optimization Score & Planning
Review Optimization Score weekly (0-100%).
Target ≥ 80% (minimum 70% for accreditation).
Dismiss irrelevant recommendations (don’t auto-apply).
Review “Limited by Budget” status and adjust pacing.
Use Performance Planner monthly for:
Budget forecasting
Seasonal adjustments
Competitor and Click-Through-Rate simulations
Validate only for manual Cost Per Click or Enhanced Cost Per Click campaigns.
Set Performance Targets for measurable growth.
3. Bidding Strategy
General Rules
Start with Maximize Clicks until the campaign reaches 30+ conversions/month.
Then test Maximize Conversions or Target CPA (tCPA).
Once you have solid conversion value data, try Target ROAS (tROAS).
Always allow 7-14 days (learning phase) before judging new bidding strategies.
Use Custom Experiments to split-test bid strategies (without doubling budget).
Never auto-apply Google’s bid change recommendations blindly.
Strategy by Goal
Smart Bidding Overview
Uses machine learning to adjust bids per auction (device, time, audience, etc.).
Smart Bidding Types:
Enhanced CPC (eCPC)
Maximize Conversions
Target CPA
Target ROAS
Requires ≥30 conversions/month to perform effectively.
4. Budgeting & Cost Management
Set an average daily budget that aligns with monthly goals.
Use bid scaling (x1.5 = approx. 50% bid increase).
Track Impression Share:
33% = consistent visibility
50-70% = dominant presence
80-90% = market ownership
If budget is limited, consider Microsoft Ads to expand reach.
Apply value-based bidding for larger budgets (e.g., weight form fills > calls).
Cost per conversion too high? Switch to tCPA or manual CPC for control.
Small budget = <$3K/mo (<$100/day). Tiny = <$600/mo (<$20/day).
Focus on one campaign, one offer, limited geo locations first.
Budget pacing: create daily/weekly tracking sheets to monitor spend and adjust mid-month.
5. Keyword Strategy
Use Exact Match for high-intent searches (tight control).
Use Phrase Match to find new converting variations.
Use Broad Match only for long-tail discovery (with Smart Bidding + negatives).
Add Negative Keywords weekly to filter poor intent or irrelevant terms.
Exclude by theme, not just by individual word (e.g., exclude “gas” if only electric HVAC).
Sort Search Terms Report by Cost and exclude non-converters.
Remove keywords with 10-20 clicks and 0 conversions.
Ensure 30 clicks per keyword/month minimum to evaluate performance.
Split campaigns by match type (Exact vs. Phrase vs. Broad); allocate more budget to Exact/Phrase.
Consider competitor brand names for conquesting (if relevant & allowed).
6. Campaign Optimization & Analysis
Review Search Term Reports weekly (add winners, exclude losers).
Monitor CTR & CPC:
10-12% CTR = excellent, ≥8% = strong, industry avg is approx. 3.2%.
Watch Conversion Rate (CVR) and Cost per Conversion (CPA).
Rising costs with no conversions > review keyword intent or landing page.
Avoid excessive changes — each reset restarts learning.
Test one major variable at a time (ad copy, bidding, or targeting).
Evaluate Competitor Insights (Auction Insights > overlap rate, top-of-page %).
Check landing page performance (i.e. high spend but low CVR = poor match).
Review Geo performance for localized ad copy (“Patio Shades for your Conroe home”).
7. Automation, Campaign Types & Settings
Disable auto-applied recommendations unless it’s for negative keyword conflicts.
Avoid Performance Max (PMax) or Smart Campaigns unless:
Budget ≥$1,000/month, or
Enterprise/eCommerce testing scenario.
Maintain control — manual structure typically yields more predictable ROI.
Use Responsive Display Ads for Display campaigns (best performance baseline).
Keep Display campaigns separate from Search.
8. Device, Audience & Location Targeting
Adjust bids by device (i.e. -100% desktop for mobile-only).
A/B test by device; if mobile drives most conversions, narrow targeting accordingly.
Layer audiences for smarter bidding:
Remarketing Lists (RLSA)
Customer Match (CRM data)
In-Market & Similar Audiences
For B2B, use 3rd-party audience data for relevance.
Don’t over-target small audiences in short sales cycles.
Schedule ads during business hours or when clients can answer leads.
9. Ad Copy, Extensions & Testing
Text Ad Best Practices
Use Title Case in ad copy.
Include primary keyword in at least one headline.
Add CTA (“Get a Quote,” “Call Today,” etc.).
Match landing page message exactly to ad promise.
Use prices, promos, or urgency to boost CTR.
Responsive Search Ads (RSAs)
Create 1 RSA + 2 ETAs (if available) per ad group.
Add up to 15 headlines and 4 descriptions for testing.
Pin critical copy (brand/CTA) where needed.
Ad Group Best Practices
Use 3–5 ads per ad group.
Optimize ad rotation for clicks or conversions.
Add 3+ ad extensions (sitelink, callout, snippet, location, etc.).
Ad Extensions / Assets
Sitelinks: 8–10 per campaign; describe what users will find.
Callouts: 6+, 25 chars max (“Free Estimate,” “Family Owned”).
Structured Snippets: 2–4 per header (“Types: Solar Screens, Patio Shades”).
Location & Call Extensions: for local businesses.
Promo / Price / App Extensions: where relevant.
Refresh all extensions quarterly.
10. Mindset & Professional Practices
Base decisions on data, not assumptions.
Document all changes (date + reason) for future optimization.
Don’t rely solely on Google Reps (their goal = higher spend).
Test strategically, not reactively — isolate one variable per test.
Remember: 30 conversions/month = minimum for Smart Bidding reliability.
Expect higher costs during learning/growth phase; efficiency improves later.
Reassess keyword intent — not all searchers are ideal customers.
Maintain weekly monitoring, bi-weekly reviews, monthly recaps.
11. Continuous Improvement Routine
Check Optimization Score and Recommendations weekly.
Review search terms and add negatives weekly.
Evaluate bidding performance & budgets bi-weekly.
Conduct monthly negative keyword audits.
Refresh ad copy and extensions quarterly.
Review Performance Planner forecasts monthly.
Document wins & lessons learned for future clients.
12. Pro-Level Insights & Testing Ideas
Split campaigns by match type (Exact vs Phrase) for budget clarity.
Use geotargeted ad copy for higher CTR.
Segment testing by age/income to refine demographic ROI.
For high-end products, focus on top-income ZIPs and personalized copy.
If cost spikes: analyze competition, demand seasonality, or poor-performing landing pages.
If mobile traffic >70% of conversions, target mobile-only.
Run ads only during business hours unless late-night audience is strategic.
Keep cross-campaign negatives to prevent internal competition.
Use competitor conquesting (brand terms) when strategic and policy-compliant.
Consider Facebook In-Stream or Marketplace video ads as low-cost complement.
Performance Benchmarks
Account Setup & Optimization
1️⃣ Adding a New Client Account (FOR AGENCIES)
If the client already has a Google Ads account
Request access from the client using your Manager Account ID.
Go to Tools & Settings > Access and Security > Managers
Copy your MCC (Manager) ID and send it to the client with instructions: “Please grant access to our MCC so we can manage your account.”
If the client does not have a Google Ads account
Create one at ads.google.com.
Use the client’s business email address (not personal Gmail).
Once created, link it to MCC for shared access and reporting.
Tip: Keep a shared sheet of client MCC IDs and billing info for quick reference.
2️⃣ Accessing a Client’s Account (FOR AGENCIES)
Go to ads.google.com.
Sign in using your work email.
Click on your MCC in the top right corner.
Use the account dropdown to search and select the client’s name.
You’ll enter their Google Ads dashboard, ready to create or optimize campaigns.
Tip: Bookmark high-traffic client accounts to save time.
3️⃣ Creating a New Campaign
In the left sidebar, click Campaigns.
Click the ➕ New Campaign button.
Choose your campaign goal:
Sales, Leads, or Website Traffic (Search)
Or select “Create a campaign without a goal’s guidance” for full control.
Choose Campaign Type: usually Search for most service-based clients.
Choose a subtype if prompted (e.g., Standard, Dynamic Search).
Click Continue to move to settings, ad groups, and ad creation.
Tip: If the client cares about phone calls, optimize for Leads with a Call Extension and conversion tracking set to “Call.”
4️⃣ Google Ads Optimization Checklist
Use this checklist before activating any new campaign.
Keyword Setup
Add researched keywords (Exact + Phrase) per ad group.
Add negative keywords (both at campaign and account level).
Verify keyword-to-ad copy-to-landing-page relevance for Quality Score.
Ad Copy & Structure
2–3 Expanded Text Ads (if available).
1–2 Responsive Search Ads with unique headlines/descriptions.
Optional: 1 Dynamic Search Ad for coverage.
Match ad headlines to primary keywords and include CTAs.
Ad Extensions
Add at least 3–4 extensions per campaign:
Call Extension (if phone leads are tracked).
Location Extension (if local business).
Sitelink Extensions (8–10 links with descriptive titles).
Callout & Structured Snippet Extensions for value points.
Targeting & Settings
Under Locations > Target Settings, select: “People in or regularly in your targeted locations.” (Avoid default “people interested in” to prevent wasted spend.)
Double-check language, networks (Search only), and bidding strategy.
Tracking & Measurement
Confirm Google Tag Manager (GTM) installed and firing properly.
Verify conversion actions (form fills, calls, purchases).
Add URL parameters for GA4 tracking.
Test conversion actions using Tag Assistant or Google Tag Verification.
Landing Pages
Create dedicated landing pages for top ad groups.
Optimize for speed, mobile experience, and clarity.
Align headline + offer with ad copy to maintain message match.
Budget & Monitoring
Confirm monthly and daily budget pacing aligns with spend target.
Build a Budget Pacing Sheet (Google Sheets preferred).
Set automated tasks for:
Bi-weekly Search Term Reports
Daily Budget Pacing Check
Twice-weekly PPC Health Review (CPC, CTR, conversions)
Monthly Negative Keyword Audit
More Pro Tips
Document every change with date and reason (helps when comparing performance later).
Always allow 7-14 days of data before judging campaign changes (machine learning period).
Never activate a campaign without verifying tracking and location settings.
Use Google Ads Editor for bulk uploads and fast edits.
If the client’s budget is small (<$1K/month), focus on Exact + Phrase Match, one location, and a few proven keywords.
Google Ads Search Campaign Structure
Overview
Search campaigns are text-based ads that appear when users actively search for products or services on Google.Success depends on keyword precision, ad quality, audience signals, and extensions — all of which influence visibility, click-through rate (CTR), and cost efficiency.
Keyword Match Types
Understanding match types determines how closely a user’s search must relate to your keyword for your ad to appear.
Tip: Use Exact for high-intent keywords, Phrase to discover variations, and Negatives to filter out noise. Start narrow, expand based on data.
Dynamic Search Ads (DSA)
Dynamic Search Ads automatically match your site’s content to relevant searches — ideal for expanding reach and covering long-tail keywords you haven’t built manually.
How It Works
Google indexes your website using its web-crawling technology.
When a search is relevant to a page on your site, Google:
Generates a dynamic headline and
Selects the most relevant landing page.
You provide only the description text in advance.
Google dynamically creates and serves the ad in real time.
Benefits
Increased reach – Appear for additional relevant queries.
Long-tail coverage – Capture niche, intent-driven searches.
Fast expansion – Enter new markets without building extensive keyword lists.
Targeting Options
Tip: Use DSAs alongside standard keyword campaigns — they complement, not replace, your existing structure.
The Ad Auction
Every search triggers an auction where Google determines which ads show and in what order.
Ad Rank Formula
Ad Rank = Bid × Quality × Extensions Impact × Context
Key Factors
Bid (CPC Max): Your maximum willingness to pay per click.
Ad Quality (Quality Score): Measured by:
Expected CTR – likelihood your ad gets clicked.
Ad Relevance – how closely your ad matches the query.
Landing Page Experience – usability, transparency, and consistency with ad text.
Context: Device, location, time, competing ads, and search intent.
Ad Extensions Impact: Using relevant extensions can boost Ad Rank and lower CPC.
Pricing Model
Google uses a Second-Price Auction:You pay $0.01 more than the next highest bidder’s Ad Rank — not your max bid.
Quality Score & Ad Quality
Quality Score directly affects CPC and ad position. Higher quality = lower cost and better visibility.
Tip: Use all relevant ad extensions — they’re factored into Ad Rank and can significantly improve CTR.
Ad Creation & Copywriting
Text Ads
Navigate to Ads & Extensions > + > Text Ad.
Add:
Headlines (2–3 × 30 chars) — include a keyword and CTA.
Descriptions (2 × 90 chars) — emphasize benefits, offers, or urgency.
Display URL + Paths (2 optional) — make clean and relevant (e.g., /Window-Screens).
Review desktop/mobile previews before saving.
Tips:
Keep messaging informative, relevant, and action-driven.
Mirror landing page language for consistency.
Include promotions, prices, or limited offers.
Ad Group Structure
Responsive Search Ads (RSAs)
Responsive Search Ads automatically test different headline and description combinations to show the most relevant version to each user.
How They Work
You provide up to 15 headlines and 4 descriptions.
Google tests combinations and learns which perform best by context.
Benefits
Flexibility: Adjusts automatically to device widths.
Relevance: Matches user intent in real time.
Reach: Competes in more auctions.
Performance: Drives incremental clicks and conversions.
Tip: Each ad group should include 1 RSA + 2 Expanded Text Ads (ETAs) for performance comparison.
Search Ad Extensions
Extensions improve ad visibility, engagement, and CTR by providing extra information. Google may show up to 4 extensions at once if they’re predicted to improve performance.
Core Extension Types
Automated Extensions
Google can auto-generate sitelinks, callouts, and snippets when predicted to improve performance. Always provide your own for maximum control — advertiser-provided extensions override auto ones.
Seller Ratings
Google can display star ratings next to ads when sufficient reviews are available.Sources include:
Google Customer Reviews
StellaService or other verified partners
Google-led research and consumer surveys
Approved third-party review aggregators
Tip: Maintain strong review volume and quality to boost credibility and CTR.
Quick Optimization Checklist
Use a mix of Exact + Phrase + Negative keywords.
Maintain 3–5 ads per ad group (1 RSA minimum).
Apply 3+ extensions to every ad group.
Optimize for CTR, Ad Relevance, and Landing Page Quality.
Run search term reports weekly to add or exclude keywords.
Refresh ad copy quarterly.
Monitor Ad Rank & Quality Score regularly.
Use DSAs to fill keyword gaps.
Leverage automated bidding + audience layering for efficiency.
Google Ads Search Audiences
Purpose
Search audiences allow advertisers to combine user intent (keywords) with behavioral signals (audiences) for more precise targeting. By layering audiences onto search campaigns, you can refine bidding, messaging, and budget allocation to reach the right people at the right stage of the funnel.
Audience Types & Goals
How Audience Targeting Works
Google uses three main layers of intelligence to refine audience targeting:
Signals: Behavior across Google Search, Maps, Shopping, and YouTube identifies patterns in user intent.
Surveys & Conversions: Validation through user surveys and conversion performance data.
Scale: Cross-device learning builds a unified view of user behavior across desktop and mobile.
These signals help predict which users are most likely to take action at any given moment.
Audience Solutions for Search Strategy
Audience layering gives advertisers flexibility to combine intent (keywords) with insights (audiences).
Why It Matters
Delivers the right message to the right audience at the right time.
Helps tailor bids, ad copy, and keywords for performance gains.
Creates smoother, more personalized search experiences for users.
Audience Layering Techniques
Variable Bidding: Increase bids for high-value audiences (e.g., RLSA or In-Market), decrease for low-value ones.
Keyword Expansion: Broaden reach with mid- and upper-funnel terms when layering audiences.
Creative Customization: Write custom ad copy for specific audience lists (e.g., “Welcome back!” for remarketing).
Aligning Audience Types with Marketing Goals
Smart Bidding + Audience Layering
Smart Bidding strategies—eCPC, Target CPA, Maximize Conversions, and Target ROAS—use audience and contextual signals at auction time.They analyze hundreds of factors (device, location, time, search term, audience membership, etc.) to determine the right bid for each individual search.
Requirements
Must have conversion tracking enabled.
For tROAS, campaigns should have:
50+ conversions (Search) or 15+ conversions (Display) in the past 30 days.
For tCPA, historical cost-per-conversion data is used as baseline.
Best Practices
Always layer audiences onto existing Search campaigns — even if using broad match or Smart Bidding.
Monitor audience performance under “Segments > Audiences” in Google Ads.
Use Observation mode first to collect data before applying bid adjustments.
Exclude current customers from prospecting campaigns via Customer Match.
Regularly refresh audience lists (especially CRM uploads).
Test remarketing + keyword combinations for stronger conversion rates.
Avoid over-segmenting; focus on meaningful audience size (1,000+ users).
Review Smart Bidding performance after at least 2-3 weeks before making changes.
Example Search Audience Strategy
Goal: Drive conversions and re-engage past visitors for a local home-services client.
Setup:
Campaign > “Window Screen Repair | Dallas”
Audience Layers:
RLSA (past visitors) > +30% bid adjustment
In-Market (“Home improvement”) > Observation mode
Customer Match (past leads) > Exclude list
Bidding Strategy: Maximize Conversions
Creative Customization: “Welcome back! Schedule your screen repair today for a returning-customer discount.”
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