Google Ads Advanced
Google Ads for Beginners: Your First Campaign in 60 Minutes
As a small business owner, you've likely heard of Google Ads, but creating a campaign can seem daunting. With a little guidance, you can launch a successful Google Ads campaign in just 60 minutes.
Did you know?
Small businesses that use Google Ads see an average increase in sales of 25% (Source: Google). The average return on ad spend (ROAS) for Google Ads is $8 for every $1 spent (Source: WordStream). 71% of online adults use Google to search for local businesses (Source: Google).
25↑
Average sales increase
from Google Ads
8↑
Average ROAS
from WordStream
71↑
Percentage of online adults searching for local businesses
from Google
To get started, you'll need a Google Ads account. Don't worry if you're new to Google Ads – the process is straightforward. Here's a step-by-step guide to creating your first campaign.
Step 1: Set Up Your Google Ads Account
To create a Google Ads account, go to ads.google.com and follow the sign-up process. You'll need to provide basic business information and set up a payment method.
Step 2: Choose Your Campaign Type
Google Ads offers several campaign types, including display, video, and search ads. For local businesses, search ads are usually the most effective.
Step 3: Set Your Budget and Bidding Strategy
Determine how much you want to spend on your campaign each day. You can choose from cost-per-click (CPC) or cost-per-thousand impressions (CPM) bidding strategies.
Step 4: Create Your Ad Groups and Ads
Create ad groups that target specific keywords and ad copy that resonates with your target audience.
Step 5: Set Up Your Landing Page
Your landing page should be relevant to your ad copy and provide a clear call-to-action (CTA).
Step 6: Launch and Optimize Your Campaign
Launch your campaign and monitor its performance. Make adjustments as needed to optimize your results.
The average Google Ads campaign takes around 10-14 days to reach full potential.
Campaign Performance Over Time
Day 1
20%Day 7
50%Day 14Best
80%Average campaign performance over time
Tip: Use Google Ads' automated bidding strategies to optimize your campaign performance.
Warning: Avoid using too many keywords or ad groups, as this can lead to wasted spend and poor campaign performance.
Example: Pet groomers can target keywords like "pet grooming near me" or "dog grooming services in [city]."
Coffee: At DataLatte, we recommend starting with a small budget and gradually increasing it as you optimize your campaign performance.
Now that you've created your Google Ads campaign, it's time to monitor its performance and make adjustments as needed. Here are some ## Frequently Asked Questions
What are the benefits of using Google Ads for my small business?
Using Google Ads can increase your sales by an average of 25% (Source: Google), and for every dollar you spend, you can expect an average return on ad spend (ROAS) of $8 (Source: WordStream). This means that Google Ads can be a highly effective way to drive revenue for your business.
How long does it take to set up a Google Ads campaign?
You can launch a successful Google Ads campaign in just 60 minutes, following the steps outlined in this article. This makes it easy to get started with Google Ads, even if you have no prior experience.
Do I need a Google Ads account to get started?
Yes, to use Google Ads, you'll need to create a Google Ads account. Don't worry if you're new to Google Ads - the account setup process is straightforward and easy to follow.
How much does it cost to run a Google Ads campaign?
The cost of running a Google Ads campaign varies depending on your budget and the performance of your ads. However, with an average ROAS of $8 for every dollar spent (Source: WordStream), you can expect to see a strong return on investment.
Can I target specific locations with my Google Ads campaign?
Yes, with Google Ads, you can target specific locations, including cities, states, and zip codes. This makes it easy to reach customers in your local area and drive foot traffic to your business.
Common Mistakes to Avoid
Even the most well-intentioned local business owners trip over the same potholes when they launch their first Google Ads campaign. I’ve watched coffee shops burn through their entire monthly budget in a single morning, hair salons get clicks from people three states away, and pet groomers accidentally bid on keywords that attract window-shoppers instead of bookers. These mistakes aren’t just costly — they’re demoralising. The good news? They’re all fixable with a little foreknowledge. Let’s walk through the five most common errors and, more importantly, how to sidestep them.
Mistake 1: Sending All Traffic to Your Homepage
This is the biggest and most expensive mistake I see. A bakery owner in Sydney once told me she spent £450 in two weeks on Google Ads. She got 170 clicks, but only two people bought anything. When I looked at her campaign, every single ad was pointing to her homepage.
Here’s the problem: a homepage is a general introduction. It says “we’re a bakery, here’s our story, here’s our menu, here’s our location.” But when someone searches for “custom birthday cake Sydney,” they don’t want your story — they want a page that screams “I CAN MAKE YOUR BIRTHDAY CAKE.” They want to see pricing, photos of past cakes, a booking form, and a clear call to action.
The fix: Create dedicated landing pages for each service or product you promote. If you’re running an ad for “affordable dog grooming Austin,” the ad should link to a page that talks exclusively about dog grooming prices, availability, and testimonials from happy pet parents — not your homepage where they have to hunt for the grooming section.
Actionable step: Before you launch your campaign, create at least one landing page per ad group. Use a simple tool like Carrd, Unbounce, or even a new page on your website. The page should have one goal: convert. Remove navigation links that lead away, keep the form short, and feature a single headline that matches the search query.
Mistake 2: Using Broad Match Keywords Without Negative Keywords
When you’re starting out, Google will try to sell you on “broad match” keywords. They promise more impressions, more clicks, more reach. And they’re right — but those clicks are often worthless.
Let’s say you own a hair salon in Vancouver. You add “hair cut” as a broad match keyword. Google’s algorithm might show your ad to someone searching for “hair cut training videos” or “DIY hair cut at home” or even “hair cut machine.” Those people have zero intention of booking a salon appointment. They’re learning, not buying. You’re paying for their curiosity.
I worked with a fitness studio in Melbourne that used broad match for “personal trainer.” They got 450 clicks in a week, but only three leads. The rest were from people searching for “personal trainer certification” and “personal trainer salary.” That’s £12 per useless click.
The fix: Start with phrase match or exact match keywords. These give you more control. For example, “personal trainer” as a phrase match will only show your ad when someone searches for that exact phrase with maybe a word before or after (e.g., “best personal trainer near me”). Use broad match only after you’ve built a solid negative keyword list — and even then, be cautious.
Actionable step: Build a negative keyword list before you launch. Include terms like “free,” “DIY,” “how to,” “training,” “jobs,” “certification,” “salary,” “videos,” and “tutorials.” Also think about your local competitor names. A coffee shop might add “Starbucks” or “Dunkin’.” A pet groomer might add “DIY dog grooming at home.”
Mistake 3: Ignoring Location Targeting Settings
Google Ads gives you incredibly granular location control, but the default settings are broad. Very broad. If you don’t adjust them, your ad can show to someone living in a different state — or even a different country — who is simply “interested in” your city.
I saw this happen to a pet groomer in Chicago. She set her target to “Chicago,” but Google’s default also shows ads to people who are interested in Chicago — which means someone in Los Angeles who read a blog post about Chicago dog parks might see her ad. She spent £230 on clicks from people who couldn’t possibly drive to her shop.
The fix: In your campaign settings, change location targeting to “Presence: People in or regularly in your targeted locations.” This ensures only people who are physically in your area — or have a history of being there — see your ad. This is especially critical for service-based businesses like plumbers, electricians, and hair stylists where proximity matters.
Actionable step: During campaign setup, click on “Location options” and select “Presence.” Then, if your business serves a specific radius (e.g., within 10 miles of your salon), use the radius targeting tool. For a coffee shop, 1–2 miles is usually enough. For a pet groomer, 5–10 miles works well. Test and adjust based on your booking data.
Mistake 4: Not Using Ad Extensions
Ad extensions are like extra real estate on the search results page. They make your ad larger, more informative, and more trustworthy. Google loves them — they often increase click-through rates by 10–15%. Yet many beginners skip them entirely.
Common examples: sitelink extensions (additional links to specific pages like “Book Online” or “Men’s Haircuts”), call extensions (adds a clickable phone number), location extensions (shows your address and a map), and callout extensions (extra text like “Free Consultation” or “Open Sundays”).
A coffee shop in Austin ran a simple search ad without any extensions. Their click-through rate was 1.2%. After adding sitelinks (to their menu page, location page, and catering page) plus a call button, it jumped to 4.5%. Their ad was taking up more space on the page, which made it stand out.
The fix: At minimum, add sitelink extensions (2–4 links to key pages), call extensions (especially if you take bookings over the phone), and callout extensions (3–5 short phrases that highlight your unique selling points). If you have a physical location, always add location extensions — they can double your local conversion rate.
Actionable step: In your Google Ads account, go to “Ads & Assets” and then “Assets.” Click the plus button and add at least three sitelinks, four callouts, and a call extension. For sitelinks, use action-oriented text like “Book Appointment” or “Order Online” — not generic terms like “About Us.”
Mistake 5: Setting a Budget and Then “Setting and Forgetting”
This is the quiet killer. A small business owner launches a campaign, checks it once after three days, sees some clicks, and then doesn’t touch it for a month. Meanwhile, Google’s algorithm has shifted. The keywords that worked last week might now be driving irrelevant traffic. Budgets might be draining on high-cost, low-converting queries. Competitors might have launched new ads.
I coached a fitness studio in London that set a £15 daily budget. After two weeks, they had spent £210 but only got 2 leads. When I looked at the search terms report, they were showing up for “home workout routines” — which are completely irrelevant to a physical studio. The owner hadn’t checked the search terms once.
The fix: Review your campaign at least twice per week for the first month. Look at three things: your search terms report (what queries actually triggered your ad), your cost per conversion, and your click-through rate. Add new negative keywords as you see irrelevant searches. Pause keywords that are costing more than your target cost per acquisition.
Actionable step: Set a recurring calendar reminder every Tuesday and Friday morning to spend 10 minutes on your account. In the first week, focus on the search terms report. Export it, filter by low conversion rate or high cost, and add irrelevant terms to your negative keyword list. This simple habit can cut your wasted spend by 30–50%.
How to Track What Actually Works
If you don’t measure your results, you’re flying blind. I’ve met small business owners who proudly tell me they got “thousands of impressions” from Google Ads, but they have no idea how many of those turned into paying customers. Impressions don’t pay the rent — booked appointments and sold products do.
Setting up proper tracking is the single most impactful thing you can do for your campaign. And it doesn’t require a degree in data science. Here’s how to track what matters for a local business.
Set Up Conversion Tracking
Google Ads has a built-in tool called conversion tracking. It places a small snippet of code (called a tag) on your “thank you” page — the page a customer sees after booking an appointment or making a purchase. When someone clicks your ad and lands on that page, Google counts it as a conversion.
For appointment-based businesses (salons, groomers, fitness studios): If you use a booking system like Mindbody, Vagaro, or Acuity, you can usually integrate Google Ads conversion tracking directly. Alternatively, you can create a simple thank-you page on your website and install the tag there.
For e-commerce (coffee shops selling beans online, pet stores): Use Google Ads’ Google Shopping integration or set up the tag on your order confirmation page.
For phone calls: Set up call extensions and enable call tracking. Google will report when someone calls you directly from your ad. Some tools like CallRail or WhatConverts give you even more granular data — including which keyword drove the call and whether the call lasted more than a minute (a strong signal of a real prospect).
Actionable step: Log into your Google Ads account, click “Tools & Settings” (the wrench icon) in the top menu, then “Conversions.” Click the blue plus button, select “Website” (for web actions) or “Phone calls” (for calls from ads), and follow the guided setup. For most local businesses, “Website” with the “Thank you page” option is the simplest start.
Create a Conversion Goal That Matches Your Business Model
Not all conversions are equal. A “view of a pricing page” is not the same as a “completed booking.” Yet many beginners set up a generic goal like “page visit” and call it a day.
Better approach: Define one primary conversion that directly ties to revenue. For a coffee shop, that might be “online order placed” or “free Wi-Fi sign-up” (if you upsell later). For a hair salon, it’s “appointment booked.” For a plumber, it’s “quote request submitted.” Attach a value to it. Even a rough estimate is useful — if a typical haircut appointment brings in $50, set the conversion value at $45 (after cost of goods).
Actionable step: In your conversion settings, assign a value to each conversion. Click on the conversion action you just created, go to “Settings,” and turn on “Use a value for this conversion action.” Enter a realistic average order value. Google will then be able to calculate your true return on ad spend.
Connect Google Analytics 4 (GA4) to Your Account
GA4 gives you a much richer picture than Google Ads alone. You can see what users do after they land on your site — do they bounce immediately? Do they visit multiple pages? Do they come back later through organic search?
For a local business, GA4 can reveal surprising insights. Maybe your paid ads are sending people to your site, but they’re leaving because your landing page is slow, or your menu is hard to find. GA4 will show you the page-level behavior.
Actionable step: If you don’t have GA4 set up, it takes about 10 minutes. Go to analytics.google.com, create a new property, and copy the tracking code (a string of JavaScript). Paste that code into the
<head> section of your website — if you use a CMS like WordPress, you can use a plugin like Site Kit by Google or Insert Headers and Footers. Then, in Google Ads, link your GA4 property under “Tools & Settings” > “Linked accounts.”Use UTM Parameters for Offline Tracking
Not every conversion happens online. A customer might see your Google Ad, call you, and then walk into your shop to book a service. How do you track that?
UTM parameters are snippets you add to your ad’s destination URL. They look like this:
yourwebsite.com/?utm_source=google&utm_medium=cpc&utm_campaign=spring_promoWhen someone clicks that link, Google Analytics captures those parameters. You can then ask customers (politely) how they heard about you, and cross-reference with the UTM data. For example, if a new client says “I saw your ad online,” you can check your GA4 reports for the “spring_promo” campaign.
Actionable step: In your Google Ads account, you can automatically add UTM parameters under “Account settings” > “Auto-tagging.” Turn this on, and Google will add a
gclid parameter to every click — this tracks conversions across the entire user journey, including offline. Then ask your front-of-house staff to ask every new customer, “How did you find us?” for the first two weeks of your campaign. This will give you ground-truth data.Local Targeting: Reaching Customers in Your Neighborhood
You’re not trying to sell coffee to someone in Japan or dog grooming to a person five states away. Your business lives and dies by local customers. Google Ads offers incredibly powerful tools to help you zero in on the people who can actually walk through your door.
Set Your Location Range with Precision
Default location targeting covers a city or a region, but that’s often too broad. A coffee shop in downtown Seattle might serve a 1-mile radius — anyone outside that range has plenty of other options and won’t bother coming. A pet groomer in a suburban area might pull from 5–10 miles. A specialized service like a wedding hair stylist might attract clients from 20 miles away.
Use the “Radius” targeting feature in your campaign settings. Start small and expand based on data. You can choose from 1 mile to 50 miles. If you’re in a dense urban area, 1–2 miles is usually enough. If you’re in a smaller town, 5–10 miles makes sense.
Pro tip: Pair this with demographic targeting. Google allows you to narrow by age, gender, and household income. A hair salon targeting young professionals in a trendy neighbourhood might want to focus on people aged 25–45. A pet groomer might target pet owners (you can use in-market audiences like “Pet Owners”).
Use Location Extensions and Local Inventory Ads
Location extensions are not optional — they’re essential for any brick-and-mortar business. They display your address, phone number, and a marker on Google Maps right under your ad. This builds instant trust and tells the user, “I can visit you today.”
For businesses with products (a coffee shop selling beans, a pet store selling leashes), consider Google’s local inventory ads. These show real-time product availability in your store. If someone searches for “organic dog treats near me,” your ad can say “In stock at your store on Main Street.” This dramatically increases in-store foot traffic.
Actionable step: In your Google Ads account, go to “Ads & Assets” and add a location extension. You’ll need to connect your Google Business Profile (formerly Google My Business). If you haven’t claimed your profile yet, do that first — it’s free and takes 15 minutes. A complete profile with photos, reviews, hours, and accurate contact info is the most powerful local SEO tool you have.
Create Separate Ad Groups by Neighbourhood
If your business has a physical presence in multiple areas — say, a hair salon with locations in two different suburbs — consider creating separate ad groups for each neighbourhood. This allows you to tailor ad copy to each area.
For example: “Affordable Haircut in North Sydney? Visit Us at 123 Main Street” vs. “Hair Styling in Bondi? Book Your Appointment Today.” The local relevance will improve click-through rates and quality score, which lowers your cost per click over time.
Actionable step: In your campaign, create an ad group for each major area you serve. Within each ad group, use location keywords like “coffee shop in Austin” or “pet grooming near me” (using phrase match). Write ads that mention the specific neighbourhood. Test three different headlines per ad group.
Target the “In-Market” Audience
Google has pre-built audiences based on users’ recent purchase intent. For a fitness studio, you could target the “Fitness” in-market audience — people who have been actively searching for gym memberships, personal trainers, or workout gear. For a coffee shop, you might target “Coffee & Tea” in-market or “Breakfast & Brunch.” These audiences tend to convert at higher rates because they’re already in a buying mindset.
Actionable step: During ad group setup, go to the “Audiences” section, click “Edit audience segments,” and search for “in-market” categories. Select 2–3 relevant ones. Start with a “Observation” setting (so you can see data without limiting your reach), then after two weeks, compare conversion rates between the in-market audience and your broader targeting.
Writing Ads That Get Clicked (Without Breaking the Bank)
You’ve set up your campaign, chosen your keywords, and crafted a landing page. Now comes the part that feels like alchemy: writing the ad itself. The difference between a 2% click-through rate and a 6% click-through rate often comes down to three lines of text and a few well-placed extensions.
The Anatomy of a Great Search Ad
A standard responsive search ad (RSA) lets you write up to 15 headlines and 4 descriptions. Google’s algorithm will mix and match them to find the best-performing combination. But you don’t need 15 headlines to start — three good ones are better than ten weak ones.
Headlines: Each headline has a 30-character limit. You need to communicate three things in these 90 characters: who you are, what you do, and what’s in it for the user. Examples:
- “Austin’s Best Coffee – Freshly Roasted Daily”
- “Book a Haircut Today – 20% Off First Visit”
- “Dog Grooming in London – Same-Day Appointments”
Descriptions: Two 90-character descriptions that expand on the offer. Use them to address potential objections or highlight urgency.
- “No appointment needed? Walk-ins welcome. Our baristas craft every cup with organic, locally sourced beans. Free Wi-Fi.”
- “New clients save 20% on their first haircut. 5-star rated salon. 15 minutes from downtown. Book online in 30 seconds.”
Use Emotional Triggers
Local businesses thrive on trust and familiarity. Use words that evoke warmth, reliability, and community. “Your neighbourhood salon” beats “a hair salon near you.” “Hand-roasted with care” beats “fresh coffee.” “Pet parents trust us” beats “we groom dogs.”
Example for a pet groomer:
Headline 1: Your Dog Deserves the Best Groom
Headline 2: Friendly, Gentle, Affordable
Description: “We treat every pup like family. Same-day availability in Austin. New customers save 15%. Book your appointment now.”
Include a Clear Call to Action (CTA)
Every ad should tell the user exactly what to do next. Avoid vague phrases like “Learn More.” Use action-oriented language:
- “Book Now”
- “Order Online”
- “Get Directions”
- “Call Today”
- “Claim Offer”
Pro tip: Use the final headline in your RSA for a strong CTA. Google will rotate headlines, but you can pin the CTA headline to position 1, 2, or 3. That ensures it always appears.
Test and Iterate
You don’t get it right on the first try, and that’s okay. Write three different ad sets for each ad group. Let them run for two weeks. Then pause the lowest-performing ad and replace it with a new variation. Over time, you’ll learn which headlines, descriptions, and offers resonate with your specific local audience.
Actionable step: Create three RSAs per ad group. In Ad A, focus on price (e.g., “$10 Off First Groom”). In Ad B, focus on convenience (e.g., “Same-Day Booking – Open Until 8 PM”). In Ad C, focus on quality (e.g., “Award-Winning Salon – Read Our 5-Star Reviews”). After two weeks, check the “Ad strength” indicator in Google Ads — it’s not perfect, but it’s a useful heuristic.
You’ve made it this far, which tells me you’re serious about growing your business. Running your first Google Ads campaign doesn’t have to be overwhelming, and it certainly doesn’t have to drain your budget. Start small, track everything, and be willing to tweak. The businesses that win with paid advertising are the ones that treat it like a living experiment — not a set-it-and-forget-it brochure.
If you’d like a second pair of eyes on your campaign — or if you’d rather skip the setup entirely and have someone who genuinely cares about local businesses handle the numbers — I’d love to help. Let’s grab a virtual coffee and map out a plan that works for your shop, your studio, or your salon. Book a free consultation — no sales pitch, just real talk and a few data-backed ideas.
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- Negative Keywords for Google Ads: How to Stop Wasting 40% of Your Budget
- Google Ads Quality Score: How to Improve It and Pay Less Per Click
- Google Ads Remarketing for Local Business: Step-by-Step Setup Guide
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Nataliia
Local marketing strategist with 10+ years at global agencies — OMD, Dentsu, GroupM, and BBDO. Now helping small businesses get the same data-driven edge. Based in Europe, working with clients in the US, UK, Australia, and beyond.
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