Ever feel like Google Ads is just an expensive slot machine? You throw in money, pull the lever, and—boom—sometimes you hit a jackpot, but more often than not, you walk away broke, wondering where it all went wrong.
If that sounds familiar, you’re not alone.
I’ve worked with businesses of all sizes, and trust me—wasting money on Search Campaigns is practically a rite of passage for most marketers. (Been there, done that, got the over-budget invoice to prove it.)
But here’s the thing: Google Search Ads aren’t actually that complicated… if you know what you’re doing.
Today, I’m going to walk you through how to run a Google Search Campaign the right way—without draining your budget faster than a Tesla burns through electricity.
First, What the Heck Is a Google Ads Search Campaign?
Before we get into the juicy stuff, let’s cover the basics.
A Google Ads Search Campaign is an ad campaign where your ads appear at the top of Google search results. You know, those little “sponsored” listings that show up when you Google best noise-canceling headphones or how to rank #1 on Google fast (nice try).
Unlike Display Ads (which show up on websites) or YouTube Ads (which you skip 3 seconds into watching), Search Ads target people who are actively looking for what you offer. That’s why they tend to have higher intent and better conversion rates.
But before you go throwing money at Google, let’s talk about the right way to set up your campaign.
Step 1: Choose the Right Keywords (or Pay for the Wrong Ones)
Keywords are the bread and butter of Search Campaigns. Get them right, and you’re golden. Get them wrong, and you’ll be paying $5 per click for people who have no interest in buying from you.
How to Find the Right Keywords:
- Start with Google’s Keyword Planner. (It’s free—use it.)
- Go after commercial intent keywords. These are searches where people are ready to buy. For example, best running shoes for beginners is better than just running shoes (because someone searching for the latter might just be browsing).
- Avoid broad match keywords—unless you enjoy burning cash. Stick to phrase match and exact match keywords to keep your targeting tight.
- Spy on your competitors. Tools like SEMrush and Ahrefs can show you what keywords your competitors are bidding on. (Because why reinvent the wheel?)
Quick tip: If you’re not sure whether a keyword is worth targeting, Google it. If the search results are filled with ads, it means businesses are making money on it—so you probably can too.
Step 2: Write Ads That People Actually Want to Click
A great ad is like a great Tinder bio—it needs to be clear, engaging, and make people want to take action.
Here’s the formula I use for writing high-converting Search Ads:
✅ Headline 1: Call out the user’s intent (e.g., Need a Plumber in NYC?)
✅ Headline 2: Add a key benefit (Fast, Affordable & 24/7 Service!)
✅ Headline 3: Include a trust signal (500+ 5-Star Reviews!)
✅ Description: Solve their problem and include a CTA (Call Now for a Free Estimate!).
Oh, and don’t forget ad extensions—things like sitelinks, call extensions, and price extensions can boost your CTR by 20-30%. (That’s free clicks, people!)
Step 3: Set Your Bids Wisely (Or Get Rekt by the Competition)
Google Ads is an auction—which means if you don’t bid smartly, you’ll either pay too much or never get clicks.
A few bidding strategies to consider:
🔹 Manual CPC: Good if you want full control over your bids (but requires more babysitting).
🔹 Maximize Clicks: Google spends your budget to get the most clicks possible (great for traffic, not always for conversions).
🔹 Target CPA: Google aims for conversions at your target cost-per-acquisition (solid for lead generation).
🔹 Target ROAS: Google optimizes for return on ad spend (best for eCommerce).
Pro Tip: Start with Manual CPC for a few weeks, analyze what’s working, and then switch to Target CPA or Target ROAS once you have enough data.
Step 4: Optimize, Optimize, Optimize
The #1 mistake I see advertisers make? Setting up a campaign and forgetting about it.
Google Ads isn’t “set it and forget it.” You need to optimize constantly.
Here’s what you should check weekly:
📌 Pause underperforming keywords (if they’re costing you money without conversions).
📌 A/B test your ad copy (even small tweaks can improve CTR).
📌 Adjust your bids based on performance.
📌 Refine your audience targeting (use demographics, devices, and even income brackets).
Oh, and ALWAYS track conversions. If you’re not tracking results, you’re basically throwing money into the void and hoping for the best.
FAQs
How much should I spend on a Google Search Campaign?
Start small—$20 to $50 per day—and scale up once you see what’s working.
Should I bid on my own brand name?
Yes! It prevents competitors from stealing your traffic and usually costs very little.
How do I lower my cost per click (CPC)?
Improve your Quality Score by writing better ads, refining your keywords, and optimizing your landing pages.
Is Google Ads better than Facebook Ads?
Depends. Google Ads works better for high-intent searches, while Facebook Ads are better for brand awareness and impulse purchases.
Final Thoughts (Aka: What You Should Do Next)
Google Search Ads can be a goldmine or a money pit—it all depends on how you use them.
If you’re just starting out, keep things simple:
✔ Pick high-intent keywords
✔ Write compelling ad copy
✔ Set smart bids
✔ Optimize weekly
Follow these steps, and you’ll actually start making money—instead of donating it to Google (which, let’s be honest, they don’t really need).
Now go set up your campaign!
