Google Ads Fundamentals: Getting Started with Pay-Per-Click Advertising

In digital marketing, Google Ads is a powerful tool for businesses of all sizes. Whether you’re a small business owner looking to attract local customers or a large corporation aiming to boost online sales, pay-per-click (PPC) advertising with Google Ads can help you achieve your goals.

This guide will walk you through the fundamentals of Google Ads, from setting up your first campaign to optimising your ads for maximum performance. Let’s dive into the essentials of getting started with Google Ads!

Understanding Google Ads

What is Google Ads?

Google Ads is an advertising platform that lets advertisers bid to show short video content, product listings, service offerings, advertisements, service offerings, and product listings within the Google ad network.

Since it is based on a pay-per-click model, you only pay when someone clicks on your ad online.

How Does PPC Work?

In PPC advertising, advertisers bid on certain keywords relevant to their business.

When users look for these keywords, ads may appear at the top or bottom of the search results page.

Each time a user clicks on an ad, the advertiser pays a small fee to Google.

Setting Up Your Google Ads Account

Create a Google Ads Account

To get started, you’ll need a Google account. Visit the Google Ads homepage and sign in with your Google account. Follow the prompts to set up your Google Ads account.

Define Your Advertising Goals

Before creating your first campaign, determine your advertising goals. Do you want to increase sales, generate leads, improve website traffic or boost brand awareness? Clear goals will guide your campaign setup and optimisation.

Choose Your Campaign Type

Google Ads offers several campaign types: Search, Display, Shopping, Video, and App. For beginners, a search campaign is often the best starting point, as it targets users who are actively searching for products or services like yours.

Keyword Research and Selection

Keyword Research

Keyword research is crucial for a successful PPC campaign. Use Google’s Keyword Planner to find relevant keywords that potential customers will likely use. Look for keywords with high search volume and low competition to maximise your ad’s reach.

Target Keywords

Choose a mix of broad, exact, and phrase-match keywords.

Broad-match keywords will reach a wider audience, while exact and phrase-match keywords will target more specific searches, helping to attract highly relevant traffic.

Negative Keywords

Identify negative keywords for which you do not want your ads to appear.

This prevents your ads from showing to irrelevant audiences, saving money and improving campaign efficiency.

Writing Effective Ad Copy

Craft Compelling Headlines

Your ad headline is the first thing users see, so make it compelling. Use your target keywords and focus on the user’s intent. Highlight what makes your offer unique and include a clear call to action.

Optimise Ad Descriptions

In the ad description, provide more details about your offer. Address potential customer pain points and explain how your product or service solves their problems. Keep it concise and to the point.

Utilise Ad Extensions

Ad extensions provide additional information and can improve your ad’s visibility. Use site links, calls, and location extensions to give users more reasons to click on your ad.

Setting Your Budget and Bids

Decide how much you’re willing to spend on your Google Ads campaign. Start with a daily budget that you’re comfortable with and adjust as you see how your ads perform.

Google Ads offers various bidding strategies, including manual CPC (cost-per-click), automated bidding, and enhanced CPC. For beginners, starting with manual CPC allows you to control how much you pay for each click.

Regularly monitor your bids and adjust them based on performance. Increase bids for high-performing keywords and decrease them for underperforming ones to optimise your budget.

Tracking and Optimisation

Set Up Conversion Tracking

Conversion tracking helps you measure the effectiveness of your ads. Set up conversion tracking in Google Ads to see how many clicks lead to desired actions, such as purchases or sign-ups.

Analyse Performance Data

Use Google Ads reports to analyse your campaign performance. Look at metrics and identify trends and areas for improvement.

Optimise Your Campaigns

Based on your performance data, make informed adjustments to your campaigns. Test different ad copies, adjust keywords, refine targeting, and experiment with bidding strategies to improve results.

Best Practices for Google Ads Success

Focus on Quality

Google assigns a Quality Score to each keyword based on the relevance and quality of your ads and landing pages.

Higher Quality Scores lead to better ad placements and lower costs. 

Test and Iterate

Continuously test different elements of your ads, such as headlines, descriptions, and extensions.

Use A/B testing to compare variations and determine what works best.

Stay Updated

Google Ads is constantly evolving, with new features and updates.

Stay informed about the latest changes and best practices to keep your campaigns effective and competitive.

Getting started with Google Ads can seem stressful, but with the right strategies and tools, you can create effective PPC campaigns that drive traffic, generate leads, and increase sales. By understanding the fundamentals of Google Ads, conducting thorough keyword research, crafting compelling ad copy, and continuously monitoring and optimising your campaigns, you’ll be well on your way to achieving your advertising goals.


The budget for your first campaign depends on your advertising goals and the competitiveness of your industry. Start with a modest daily budget that you’re comfortable with, and gradually increase it based on your campaign’s performance.

A good CTR can vary by industry, but a CTR of 2-5% is generally considered average. Aim for higher CTRs by creating relevant, compelling ads and targeting keywords.

Yes, Google Ads can be effective for small businesses with limited budgets. Focus on targeting highly relevant keywords, optimising your ad copy, and setting a budget that aligns with your financial constraints. You can always adjust your spending based on your campaign’s success.

© Fome

For more things digital marketing, have a read through our recent blogs:

Shopping Basket