Launch a Google Ads campaign

1. Administrative Prerequisites for a Successful Google Ads Campaign

Creating and Setting Up Your Google Ads Account

First and foremost, make sure you:

• Create a Google Ads account if you haven’t already done so.

• Add and verify your billing details to avoid any interruption to your ads.

Connecting Google Ads to Other Essential Tools

Effective integration with Google tools helps optimise performance tracking and analysis:

• Google Analytics : To measure the impact of campaigns on your website.

• Google Tag Manager : For simplified management of tracking tags.

• Google Search Console : To analyse SEO performance alongside SEA.

• Google Business Profile : Ideal for local search and geotargeted ads.

Set a Budget and Bidding Strategy

• Set a daily or monthly budget based on your objectives.

• Choose a suitable bidding strategy:

  • Manual CPC: Full control over cost per click.

  • Optimised CPC: Google automatically adjusts bids to maximise conversions.

  • Target ROAS: Ideal for maximising return on ad spend.

2. Technical Settings for a Successful Campaign

Set Clear Objectives

Each campaign must have a specific objective:

• Lead generation (forms, phone calls).

• E-commerce sales (product promotion).

• Brand awareness and branding (display campaigns or YouTube Ads).

Structuring Your Campaign for Better Targeting

• Choosing the right campaign type :

  • Search Network: Ads displayed on Google search results.

  • Display Network: Visual ads on partner websites.

  • YouTube Ads: Sponsored videos to reach a wide audience.

  • Shopping Ads: To promote e-commerce products.

• Create ad groups segmented by theme, product or service.

Conduct Effective Keyword Research

• Use Google Keyword Planner to identify the most relevant search queries.

• Select targeted keywords (exact match, phrase match, modified broad match).

• Add negative keywords to avoid unqualified searches.

Optimise Ads for a Better CTR

• Write catchy headlines and compelling descriptions.

• Add ad extensions:

  • Sitelinks to specific pages.

  • Call-to-actions (USPs, promotions).

  • Phone number and location.

• Test multiple ad versions (A/B testing) to refine performance.

Set Up Conversion Tracking

• Enable conversion tracking (purchases, form submissions, phone calls).

• Integrate the Google Ads tag into your website.

• Check that data is being reported in Google Analytics.

3. Launching and Monitoring the Campaign

Check Settings Before Launch

• Budget set correctly.

• Conversion tracking enabled.

• Bidding and targeting settings confirmed.

Analyse Initial Results

• Monitor key metrics:

  • CTR (Click-Through Rate): The rate at which users click on the advert.

  • CPC (Cost Per Click): The average cost paid per click.

  • Conversion Rate: The number of actions generated (purchases, leads, etc.).

• Adjust bids and adverts based on performance.

• Add new keywords and exclusions if necessary.

Optimise the Campaign Regularly

• Test different audiences and ad variations.

• Readjust the budget in favour of the best-performing campaigns.

• Use detailed reports to refine the strategy.

• Test a Performance Max campaign alongside Search campaigns

Conclusion

Running a successful Google Ads campaign cannot be improvised. By following these administrative and technical best practices, you increase your chances of achieving your goals whilst optimising your budget.

But this is just the beginning…

Need support for a high-performing Google Ads campaign? Contact us for a personalised audit!