Build your first Google Search campaign

Start with Search

The campaign type decides where your ad shows. Search catches people at the moment of need, like ac repair near me, and is the easiest type to understand, measure and control. Add Performance Max or Shopping once conversions are flowing.

Group keywords by theme into ad groups, so the ad matches the search. A dental clinic might have one campaign with ad groups for root canal, teeth whitening and braces. A small budget needs one or two campaigns, not dozens; splitting it thin starves every part of data.

Keywords, match types and negatives

Keywords tell Google the meaning you want to show for. The actual queries people type are search terms. All match types now include close variants (plurals, misspellings, same meaning).

Exact match [keyword]

Searches with the same meaning as the keyword. Most control, least reach.

Phrase match "keyword"

Searches that include the meaning of the keyword, possibly with more words around it.

Broad match

Related searches, using signals like your landing page. Most reach; pairs best with smart bidding and plenty of conversions.

A negative keyword stops your ad showing for searches that contain it. An interior designer doesn't want interior design course, jobs or free app. Negatives are your main defence against wasted spend.

Ads and assets

The standard ad is the responsive search ad: up to 15 headlines (30 characters) and 4 descriptions (90 characters), which Google combines per search. Pin a headline only when you must (legal text, brand name); every pin reduces the combinations Google can test.

Add assets: at least 4 sitelinks, 4 callouts, and a call asset if phone calls matter. They take more space on the page and usually lift click-through rate.

Bidding, budget and location

A common path: start on Maximize conversions, then add a Target CPA once you have a month of steady conversions. Set it close to what you already pay, not a dream number.

The daily budget is an average: Google may spend up to twice it on a busy day, but won't charge more than about 30.4 times the daily budget over a month.

Target where your customers are (a city, radius or postcodes), and in location options choose people in or regularly in those places, not merely interested in them.