Launch Your First Google Ads Campaign
A step-by-step guide to a profitable first Google Ads campaign. Setup, keywords, ads, budget and optimisation for the best possible return.
The steps to follow
Set your goal and your budget
Before you build your campaign, decide on one precise, measurable goal. Do you want phone calls, quote requests, online sales or traffic to your site? Each goal calls for a different campaign type. Set your daily budget according to what you can afford to invest. Start with a test budget of 10 to 20€ a day for two weeks to gather data. Work out the most you can afford to pay to win a customer: if a client is worth 490€ to you, you can spend 50 to 100€ to acquire them. Set up conversion tracking from the start, because without it you cannot measure your return.
Research and choose your keywords
Keyword selection is what makes or breaks a campaign. Use Google Keyword Planner to find relevant keywords with their search volume and estimated cost per click. Favour keywords with commercial intent: “web agency Paris”, “website quote”, “build an online shop”. Avoid broad, expensive terms such as “website” on its own. Use the match types: phrase match and exact match are far more precise than broad match. Build a list of negative keywords to exclude irrelevant searches: “free”, “training”, “jobs”. Group your keywords into themed ad groups of five to fifteen keywords.
Write ads that convert
Your ads need to catch the eye and earn the click. Write punchy headlines that include your main keyword and what makes you different. Use concrete figures: “Quote in 24 hours”, “From 490€”, “150+ sites delivered”. Add a clear call to action: “Request your free quote”, “Book a consultation”. Write at least three ad variations per ad group so you can see what works best. Use ad extensions to take up more space: sitelinks, callouts, call and location extensions. Extensions lift click-through rate by 10 to 15% on average. Follow the Google Ads policies so your ads are not disapproved.
Set up targeting and bidding
Targeting decides who sees your ads. Target the areas where your potential customers are: a town, a wider area, or a radius around your address. Set your ad schedule around the times your audience is most active. For bidding, start with Maximise clicks and a maximum cost per click so you stay in control of your spend. Once you have gathered enough conversion data, move to Maximise conversions or Target CPA. Exclude irrelevant placements on Display campaigns. Set up remarketing to reach visitors who did not convert on their first visit.
Optimise your landing page
The quality of your landing page affects both your results and your costs. Google rates how relevant and useful your destination page is as part of the Quality Score. A high Quality Score lowers your cost per click and improves your position. Your landing page should echo the message of your ad so the two match perfectly. The content must answer the intent behind the keyword you are bidding on. Make sure the page loads in under three seconds on mobile. The contact form or the button should be visible without scrolling. Test different versions of the page to improve your conversion rate. Never send ad traffic to your generic home page.
Review the numbers and improve
Continuous optimisation is what separates a profitable campaign from wasted budget. Check your numbers daily for the first two weeks: impressions, clicks, click-through rate, conversions, cost per conversion. Find the keywords that generate conversions and raise their bids. Pause the keywords that spend budget without converting. Read the search terms report to add negative keywords and to spot new opportunities. Test new ad variations every two weeks. Adjust your bids by device, location and time of day based on performance. Aim for a return on ad spend of at least 3:1.
Our advice
Always turn conversion tracking on BEFORE you launch. Without conversion data you are optimising blind.
Start with a modest test budget and increase it gradually once you know what works.
Your landing page affects your results as much as the quality of your ads.
Frequently asked questions
What is the minimum budget for Google Ads?
We recommend a minimum of 300€ a month so you gather enough data. The average cost per click ranges from 0.50€ to 5€ depending on the sector and the competition.
Is Google Ads worth it for small businesses?
Yes. Google Ads works particularly well for small firms because you only pay when someone clicks. With precise targeting, even a small budget can bring in qualified leads.
How long before Google Ads shows results?
You see the first results within hours. Full optimisation needs two to four weeks of data to refine the targeting and maximise the return.
