Google Ads is one of the fastest ways to get customers from Google Search. When someone searches "digital marketing course near me" or "best bakery in Dehradun", the ads at the top of the results are Google Ads, and the advertiser pays only when someone clicks.
If you have never run an ad before, the dashboard can look confusing. This guide walks you through your first Google Ads Search campaign step by step, so you can launch with confidence and avoid the mistakes that waste budget. If you are still choosing a platform, first read Google Ads vs Facebook Ads: Which One Should You Choose?
How Does Google Ads Work?
You choose the searches you want to appear for (keywords), write an ad and set a budget. Every time someone searches, Google runs an auction. Your position depends on more than money. Google also checks:
Your bid: the most you will pay for a click.
Ad relevance: how closely your ad matches the search.
Landing page experience: how useful and fast your page is.
Expected click-through rate: how likely people are to click.
That is why a small business with a relevant ad and a good page can beat a bigger competitor that spends more.
Which Campaign Type Should Beginners Choose?
Campaign type | Where ads show | Best for |
|---|---|---|
Search | Google search results | Leads and sales from people actively searching |
Performance Max | Search, YouTube, Display, Gmail, Maps | Advertisers who already have conversion data |
Display | Websites and apps | Awareness and remarketing |
Video | YouTube | Awareness and engagement |
Start with Search. It is the easiest to control and reaches people who are already looking for what you offer. Google is also adding AI features to Search campaigns; read why AI Max is a game-changer for Google Search Ads once you are comfortable with the basics.
Before You Start
A Google account to sign in to Google Ads.
A landing page with clear information and a form, call or WhatsApp button.
One clear goal: calls, form leads or online sales.
A daily budget you can run for at least 2–3 weeks.
Step 1: Create Your Account
Go to ads.google.com and sign in. If Google pushes a simplified "Smart" campaign, switch to Expert mode for full control over keywords and settings. Confirm your country, time zone and currency (INR) carefully, because time zone and currency cannot be changed later.
Step 2: Pick Your Goal and Campaign Type
Click New campaign, choose an objective such as Leads or Sales, and select Search. Tell Google how you want to reach the goal: website visits, phone calls or form submissions.
Step 3: Set Up Conversion Tracking
A conversion is the action you want, such as a form fill or a call. Without tracking, you cannot see which keywords bring customers. Create a conversion action under Goals → Conversions, then add the Google tag to your website or import conversions from Google Analytics 4. Do this before launch, because smart bidding depends on this data.
Step 4: Choose a Bidding Strategy
Maximise clicks: good for the first weeks, when you have no conversion data.
Maximise conversions: works better once tracking is recording leads.
Target CPA: set your target cost per lead, only after you get conversions regularly.
Step 5: Set Networks, Locations and Language
Networks: untick the Display Network so your budget stays on search results.
Locations: target only the areas you serve, such as Dehradun or West Delhi.
Location options: choose people in or regularly in your location, so you don't pay for clicks from outside it.
Language: English, plus Hindi if your customers search in Hindi.
Step 6: Set Your Daily Budget
You set an average daily budget. Google may spend more on some days and less on others, but in a month it will not charge more than about 30.4 times your daily budget. Costs per click vary by industry and city, so check estimated bids in Keyword Planner (under Tools) before deciding.
Step 7: Choose Keywords and Match Types
Group closely related keywords into the same ad group, for example one for "Google Ads course" and another for "SEO course".
Match type | How you write it | Ads can show for |
|---|---|---|
Broad | digital marketing course | Related searches, even without your exact words |
Phrase | "digital marketing course" | Searches that include your phrase's meaning |
Exact | [digital marketing course] | Searches with the same meaning |
Start with phrase and exact match for better control. Then add negative keywords to block searches you don't want, such as free, pdf or jobs. Check the search terms report every few days and keep adding negatives. Free tools can help with research; see our list of free digital marketing tools for beginners.
Step 8: Write a Responsive Search Ad
You can add up to 15 headlines (30 characters each) and 4 descriptions (90 characters each). Google tests combinations to find the best one.
Use your main keyword in a few headlines.
Show benefits and proof: placement support, live projects, ratings.
Add a clear call to action: "Book a Free Demo" or "Call Now".
Make sure the ad matches the landing page.
Step 9: Add Assets
Assets make your ad larger and more useful. Add sitelinks (Fees, Placements, Contact), callouts ("No-Cost EMI"), a call asset with your number, and a location asset linked to your Google Business Profile.
Step 10: Add Billing and Launch
Add billing details, review every setting and publish. New ads go through a short review. In the first week Google is still learning, so avoid big daily changes.
What to Track After Launch
Metric | What it tells you |
|---|---|
CTR | How appealing your ad is |
Avg. CPC | Average cost per click |
Conversions | Leads, calls or sales you got |
Cost per conversion | What each lead costs you |
Search terms | The real searches that triggered your ads |
Pause keywords that spend without converting, add negatives, and test new headlines every few weeks.
Common Beginner Mistakes
Launching without conversion tracking.
Leaving the Display Network on in a Search campaign.
Using only broad match with no negative keywords.
Targeting all of India for a local business.
Sending every ad to the homepage instead of a relevant page.
Turn Google Ads Into a Career
Google Ads skills are in demand for roles like PPC executive and performance marketer. See what these roles pay in our digital marketing salary guide, and prepare with these performance marketing interview questions. You can also follow our plan on how to get a digital marketing job in 3–6 months.
The fastest way to learn is by running real campaigns with expert feedback. Brillica Services offers the AI-Powered Digital Marketing Course in Dehradun, the AI-Powered Digital Marketing Course in Delhi and the online Digital Marketing Course, covering Google Ads, Meta Ads, SEO, GA4 and AI tools with live projects and placement support. Want a faster, job-focused route? Explore the Digital Marketing Job Bootcamp.
Frequently Asked Questions
How much money do I need to start Google Ads?
There is no fixed minimum. Choose a daily budget you can run for 2 to 3 weeks, and check estimated costs for your keywords in Keyword Planner first.
Which campaign type is best for beginners?
A Search campaign. It shows text ads to people already searching for your product or service and is the easiest to control.
Do I pay every time my ad is shown?
No. In Search campaigns you usually pay only when someone clicks your ad, which is why it is called pay-per-click (PPC).
Can I learn Google Ads without a technical background?
Yes. Google Ads needs no coding. Knowing your customers, choosing keywords and writing good ads matter more.
