How to Set Up a Google Ads Search Campaign Step by Step

The setup order in short

A Google Ads search campaign comes together in this order:

1. Set up conversion tracking — before launch, not after.
2. Research keywords and group them by intent.
3. Create a Search campaign and set locations, language and budget.
4. Write responsive search ads and add assets.
5. Choose a bid strategy that matches how much data you have.
6. Launch, then review the search terms report regularly.

Account structure

The hierarchy is account → campaigns → ad groups → keywords and ads.

• A campaign controls budget, locations, language, networks and bidding. Split campaigns only where budget or geography differ: brand terms apart from non-brand, the capital apart from other regions.
• An ad group holds closely related keywords and the ads written for them. One ad group means one theme and one landing page.

Avoid over-splitting. Automated bidding learns more slowly when data is thin, so a few well-filled ad groups beat dozens of empty ones.

Keyword research

• Start with Keyword Planner under Tools. It suggests queries and shows approximate search volume.
• Think about intent. Searches containing "buy", "price", "order" or "near me" are usually closer to a purchase than "what is" or "how to do it yourself".
• Draft a negative keyword list right away: "free", "jobs", "download", "DIY" — if those searches are irrelevant to you.
• Phrase and exact match are a safe start. Broad match makes sense once conversions are tracked and an automated bid strategy is running.

Responsive search ads

A responsive search ad (RSA) is a set of headlines and descriptions that Google combines to fit each search. You can add up to 15 headlines (30 characters each) and up to 4 descriptions (90 characters each).

What works:

• Put the ad group's main keyword into several headlines.
• Make headlines say different things: benefit, offer, proof, call to action. Repeating one idea lowers the ad strength rating.
• Pin headlines only when you must, for example for required legal wording. Pinning reduces the number of combinations.
• The final URL should land on a page that answers this specific search, not on your home page.

Assets (formerly extensions)

Assets make an ad larger and more useful. A sensible minimum:

• Sitelinks to key pages: pricing, contacts, catalogue.
• Callouts with short facts: delivery, warranty, opening hours.
• Structured snippets listing services, types or brands.
• Call and location assets if phone calls and visits matter.
• Image assets where your account has access to them.

Locations, language and networks

• Locations. Under advanced options choose "Presence" — people in or regularly in your target area. "Presence or interest" also reaches people who are merely interested in the area and often brings irrelevant traffic.
• Languages. Select the languages your customers use. Google looks at the languages people actually use, so if in doubt, choose all languages and control reach through keywords and locations.
• Networks. Turn off the Display Network in a search campaign. Add Search Partners only when you can evaluate their traffic quality separately.

Bid strategy

Conversion tracking before launch

Without conversions you cannot tell which keywords bring leads, and automated bidding optimizes blind.

• Install the Google tag sitewide or import conversions from Google Analytics 4.
• Define the actions that matter: form submissions, calls, purchases, messenger clicks.
• Mark the key actions as primary and supporting ones as secondary, so bidding does not chase minor clicks.
• Send a test lead and check that the conversion action status becomes active in Google Ads.