Alright, let’s talk about Google Ads. You’ve heard about it, probably seen the ads yourself, and now you’re thinking it’s time to actually make some. It seems like this big, scary machine that either prints money or eats it. And honestly? It can be both. But for 2025, getting started isn’t as wild as you might think. We’re going to walk through how to create Google Ads without all the super polished corporate-speak. This is the real-deal, slightly messy guide for someone who just wants to get ads running.
Getting Your Head Straight: Before You Build Anything
Before you even log into your Google account, you gotta stop and think. So many people just jump in and start clicking buttons, which is a fast way to lose money. It is a very common mistake that people make.
First up, what are you trying to do? Seriously. Do you want people to buy a specific thing from your website? Or do you want them to fill out a contact form? Maybe you just want them to call your business.
Decide on one main goal. This decision will pretty much guide everything else you do. Don’t say “I want more traffic.” That’s not a goal, that’s a wish. You need something you can actually measure.
Then there’s the money. How much are you actually willing to spend each day? Be real with yourself. You can start small, like $10 or $20 a day. You don’t need a huge budget to begin. Just have a number in mind.
And your landing page. This is the page people go to after they click your ad. If your ad promises red shoes and your landing page shows a mess of blue shirts, people will leave. Your page needs to match what your ad says, it’s just common sense.
The Nitty-Gritty: Actually Setting Up a Campaign
Okay, you’ve done your thinking. Now it’s time to get your hands dirty inside the Google Ads platform. It can look a little intense at first, but we’ll break it down.
Step 1: Picking Your Campaign Type
When you click “New Campaign,” Google will ask you what you want. It’ll show options like “Sales,” “Leads,” or “Website traffic.” Pick the one that matches the goal you decided on earlier.
After that, you have to choose a campaign type. For most beginners, you’ll be looking at a “Search” campaign. These are the normal text ads you see at the top of Google search results. They are generally considered to be the best place to start.
There are other types, like Display (image ads on other websites) and YouTube (video ads), but let’s not get ahead of ourselves. Stick with Search for now. It’s the most straightforward.
Step 2: Keywords Are The Heart of It
This is where a lot of people get tangled up. Keywords are the words or phrases people type into Google that you want your ad to show up for. The key is to think like your customer.
Don’t be too general. “Shoes” is a bad keyword. It’s too broad and expensive.
Be more specific. “Men’s red running shoes size 11” is a great keyword. It’s super specific.
Think about intent. Someone searching “running shoe reviews” is just looking. Someone searching “buy nike pegasus 41” is ready to pull out their wallet.
You’ll need to choose match types. Basically, this tells Google how closely the search has to match your keyword. There’s Broad, Phrase, and Exact. For a beginner, sticking mostly with Phrase and Exact match is usually a safer bet, it prevents you from showing up for a bunch of junk searches.
Step 3: Making Ad Groups and Writing Your Ads
Don’t just dump all your keywords into one big pile. That’s a mess. You need to organize them into what are called Ad Groups. Think of them as little themed buckets.
An ad group should have a small number of very similar keywords. For example:
Ad Group: Red Running Shoes
“buy red running shoes”
“men’s red running sneakers”
“red athletic shoes for sale”
Then, you write ads specifically for that group. Your ad should mention red running shoes! When the ad matches the keyword, people are more likely to click. It all seems to be connected, you know?
For writing the ad itself:
Headlines: You get a few of these. Make them grab attention. Use your main keyword in at least one headline.
Descriptions: This is where you can add a bit more detail. What makes your product good? Free shipping? A special sale?
Call to Action: Literally tell people what to do. “Buy Now,” “Shop Our Sale,” or “Get a Free Quote.” Don’t be shy about it.
Don’t Just Set It and Forget It
Your ads are running. Great. But you’re not done. This isn’t a slow cooker. You need to check in on it regularly, especially in the first few weeks.
Look at the numbers. Are people clicking? What’s your click-through rate (CTR)? How much is each click costing you? Google gives you all this information. You don’t need to be a data scientist to see if something is or isn’t working.
One of the biggest things to do is to add negative keywords. These are the searches you don’t want your ad to show for. If you sell expensive running shoes, you might add “cheap” and “free” as negative keywords. This stops you from wasting money on clicks from people who will never buy. This step alone can save you a bunch of cash.
Also, try different ads. Write a second ad for one of your ad groups with a slightly different headline. Let them both run. After a week or so, see which one is performing better. Pause the loser and try to beat the winner. It’s a continuous process of small improvements.
The Money Talk: Budgets and Bidding
This part scares people, but it doesn’t have to be. You already set a daily budget, which is the most Google can charge you on any given day (normally, sometimes it goes a little over but averages out).
Then there’s bidding. A bid is the most you’re willing to pay for a single click. You’re in an auction against all your competitors every time someone searches.
You can set bids manually, but for a beginner, it might be easier to use one of Google’s automated bidding strategies. A common one is “Maximize Clicks.” You give it your budget, and Google’s system tries to get you as many clicks as it can within that budget. As you get more comfortable, you can try other strategies that focus on getting sales or leads. It’s usually better to let Google handle this at the start.
Key Takeaways
Plan First: Know your goal and budget before you do anything. A good plan makes everything else easier.
Start with Search: A standard Search campaign is typically the best starting point for a new advertiser.
Be Specific: Use specific, long-tail keywords. Vague keywords just waste your money on the wrong audience.
Organize Your Stuff: Use themed ad groups to keep your keywords and ads tidy. This helps your performance a lot.
Check Your Work: Don’t just launch the campaign and walk away. Check in, add negative keywords, and test new ads.
Don’t Fear the Budget: Start with a daily budget you’re comfortable with. You’re in control of the spending.
Frequently Asked Questions About Creating Google Ads
1. How much should I spend on Google Ads?
There’s no magic number. You can start with as little as $5-$10 a day to gather some data. The real question is how much a new customer is worth to you. Base your budget on that.
2. How long does it take for Google Ads to work?
You’ll see data like clicks and impressions almost immediately. But seeing actual results, like sales or leads, can take a few weeks or even a couple of months. The system needs time to learn, and you need time to make adjustments.
3. Can I run Google Ads myself or do I need an agency?
You can absolutely run them yourself, especially if you’re just starting out or have a small budget. This guide is a starting point. Agencies can be helpful, but it’s good to understand the basics yourself first.
4. What’s the hardest part of creating Google Ads?
For most people, it’s keyword research and then the ongoing management. It’s not a one-time setup. The constant checking and tweaking is where the real work happens.
5. What is a good Click-Through Rate (CTR)?
It really depends on the industry. A “good” CTR could be 2% for one industry and 8% for another. Instead of chasing a specific number, just focus on making your CTR better than it was last month.
