How to Set Up Your First Google Ads Search Campaign

If you are new to Google Ads, setting up your first search campaign can feel a little overwhelming. There are a lot of settings and recommendations inside the platform, and it is not always obvious which ones matter most.

The good news is that once you understand the basic structure of a search campaign, the process becomes much simpler. In this guide, I will walk through the key steps involved in launching your first Google Ads search campaign so you can start generating enquiries or leads from Google.

What Is a Google Ads Search Campaign?

A search campaign allows your adverts to appear when people search for specific terms on Google.

For example, if someone searches for:

• dentist near me
• wedding venue near me
• accountant for small business

your advert can appear at the top of the search results if your keywords match the search.

Search campaigns are often one of the most effective forms of digital advertising because they target people who are already actively looking for a service or product.

If you are working with a Hampshire PPC Consultant, this is usually the first campaign type that will be set up because it captures high intent searches.

You can learn more about my Google Ads consultancy services.

Step 1: Create a New Campaign

Inside Google Ads, click New Campaign and select your objective.

Google will often suggest objectives such as:

• Sales
• Leads
• Website traffic

If your goal is to generate enquiries, selecting Leads is usually the best option.

Next, choose Search as the campaign type.

Google will often try to encourage you to add additional networks at this stage, but for a first campaign it is usually best to focus purely on search traffic.

Step 2: Set Your Location Targeting

Location targeting ensures your adverts are shown to people in the areas where your customers are based.

For example, if you run a local business you might target areas such as:

• Hampshire
• Basingstoke
• Andover
• Winchester

You can target entire counties, cities, or even set a radius around your business location.

It is also worth checking the location targeting setting to make sure you are targeting people who are physically located in your chosen area.

Step 3: Choose Your Budget

Your daily budget determines how much Google can spend on your campaign each day.

For example:

• £10 per day = roughly £300 per month
• £20 per day = roughly £600 per month

Choosing the correct budget depends on several factors such as:

• cost per click in your industry
• how competitive the keywords are
• how many leads you want to generate

I explain this in more detail in my guide on how to pick the right budget for your Google Ads campaign, as this is one of the most common questions businesses have when starting with Google Ads.

Step 4: Choose Your Bidding Strategy

For a brand new campaign with no historical data, I usually recommend starting with Maximise Clicks.

This allows Google to generate traffic and start collecting data about how users interact with your adverts and website.

Once conversion tracking is properly set up and the campaign has gathered enough data, you can then move to more advanced bidding strategies such as:

• Maximise Conversions
• Target CPA

At this stage, you may also start introducing other campaign types such as Performance Max, which rely more heavily on conversion data to work effectively.

If conversion tracking is not configured correctly, these automated strategies can struggle to perform properly.

Step 5: Choose Your Keywords

Keywords are the search terms that trigger your adverts.

For example, a plumbing company might target keywords such as:

• emergency plumber
• boiler repair near me
• local plumber service

When setting up a first campaign, I generally recommend starting with Exact Match and Phrase Match keywords, as these give you more control over the searches that trigger your adverts.

Here is how they work:

Exact Match

[emergency plumber]

Your advert will show for searches that closely match the keyword.

Phrase Match

"emergency plumber"

Your advert can appear when the phrase appears within a search.

Using these match types allows you to maintain control over traffic quality while the account gathers data.

If you want to understand match types in more detail, I also explain them in my article on whether you should use broad match, phrase match, or exact match keywords.

Step 6: Write Your Search Ads

Once your keywords are in place, the next step is writing your adverts.

Google search ads include:

• up to 15 headlines
• up to 4 descriptions

Your headlines and descriptions should clearly explain:

• who you are
• what service you offer
• why someone should choose you over competitors

For example, strong adverts often include:

• the main keyword in the headline
• the location of the business
• a clear call to action

Your advert should make it obvious what separates you from other businesses in the same space.

For more detailed advice, see my guide on how to write good Google Ads.

Step 7: Add Assets

Assets (previously called ad extensions) allow you to include additional information in your adverts and can help improve visibility in search results.

Common assets include:

• sitelinks
• call assets
• callouts
• structured snippets

Sitelinks are particularly useful because they allow you to link to specific pages on your website directly from the advert.

For example:

• services page
• pricing page
• contact page

I go into more detail about this in my article on what a Google Ads sitelink is.

Step 8: Monitor and Improve Performance

Launching the campaign is only the first step.

Google Ads requires regular optimisation to improve performance and reduce wasted spend.

Typical optimisation tasks include:

• reviewing search terms
• adding negative keywords
• testing new adverts
• adjusting budgets and bids

Over time, these changes help improve lead quality and reduce cost per conversion.

Related guides: Getting Google Ads Clicks From Abroad? Check This One Setting and Is Your Google Search Campaign Showing on the Display Network?.

When to Get Help With Google Ads

Many businesses start by managing their own Google Ads campaigns before eventually deciding to work with a specialist.

A Hampshire PPC Consultant can help ensure that campaigns are structured correctly, conversion tracking is set up properly, and budgets are being used efficiently.

If you would like to learn more about how I help businesses with Google Ads management, you can visit my homepage.

Need help with your Google Ads?

If you’re dealing with an account problem, want a second opinion or need practical PPC support, tell me what you need help with. I’ll reply by email first and let you know whether I can help. You can also select Google Ads review / audit on the form if you’d like a free account review.

Before funding a new campaign, check how Google Ads payment details and billing work. If you would prefer to build the account with guidance, see practical PPC training.