Date Published: 
July 11, 2024

7 Steps On How to Create a Successful Search Ads Campaign on Google

Learn the differences between Google Search and Google Ads, types of bidding strategies, and effective optimization techniques.

Before we get stated, It's important for you to understand the basics, and differences between Google Ads, Google Search Ads, Google Search and PPC:

Understanding Google Search Ads vs. Google Search

Google Search Ads

Google Search advertising is shown on top and bottom of its search engine results page (SERPs). Advertisements from businesses vying for keywords connected to their products or services show up to anyone searching for such terms. Under a pay-per-click (PPC) model, these advertisements let businesses pay each time a consumer visits one of them.

Google Search (Organic Search)

Natural, or organic, search—that is, Google search—that entails upgrading your content and website to organically rank better in Google's SERPs without paying for placement. Search engine optimization (SEO) is a tool meant to boost the authority and relevance of your website so that over time natural traffic will be drawn in.

Google Search Ad PPC Comparisons

Google Search Ads

  • Cost Structure: Designed on a PPC model, the fee structure includes every ad click.
  • Placement: Clearly identified as ads displayed at both top and bottom of SERPs.
  • Speed: Once the campaign is in progress, it can generate fast traffic.
  • Control: Offers advanced targeting options to access certain groups based on demographic, tastes, and search history.

PPC (Pay-Per-Click)

PPC is a more all-encompassing idea of online marketing whereby businesses pay a fee every time one of their adverts is clicked. Among the various places PPC can be utilized are Google Ads, Bing Ads, and social media including Facebook Ads. Google search advertisements are one specific type of PPC advertising targeted at search engines.

Now let's get into the good Stuff - creating a search campaign on Google can significantly boost your online visibility and drive targeted traffic to your website. This comprehensive guide will walk you through the necessary steps to ensure you maximize Google's tools for generating quality leads.

Why Use Google Search Campaigns for Lead Generation?

Google Search Campaigns are among the most effective ways to reach potential customers who are actively searching for products or services like yours. Here are some reasons you should consider using Google Search Campaigns:

  1. High Intent Traffic: Users who search on Google are often ready to make a purchase or take action, leading to higher conversion rates.
  2. Wide Reach: Google processes billions of searches daily, offering a vast audience for your ads.
  3. Cost-Effective: You can set your budget and only pay when someone clicks on your ad, ensuring that your marketing funds are used efficiently.
  4. Advanced Targeting: Google's advanced targeting options allow you to reach specific audiences based on keywords, location, demographics, and more.
  5. Measurable Results: Google provides detailed analytics to track your campaign's performance and make data-driven decisions.

Now, let's get into our step-by-step guide:

Step 1: Setting Up Your Google Ads Account

To create a search campaign on Google, you first need to set up your Google Ads account.

  1. Create a Google Ads Account: Visit the Google Ads website and sign up with your Google account. Follow the on-screen instructions to complete the registration process.
  2. Set Up Billing Information: Enter your billing information to ensure your ads can run smoothly without interruptions.
  3. Create a New Campaign: Once your account is set up, click on the "Campaigns" tab and then the blue "+" button to start creating your campaign.

Step 2: Developing Your Search Campaign Design

  1. Choose Your Campaign Goal: Select "Leads" as your campaign goal to focus on generating high-quality leads.
  2. Select Campaign Type: Choose "Search" as your campaign type. This will allow your ads to appear on Google search results pages.
  3. Name Your Campaign: Give your campaign a unique name that reflects its purpose and goals.

Step 3: Setting Up Your Campaign

  1. Define Your Campaign Settings:some text
    • Networks: Choose where you want your ads to appear. Typically, you should select "Google Search Network" and "Include Google Search Partners" for broader reach.
    • Locations: Specify the geographic locations where you want your ads to be shown. This can be global, national, or more localized.
    • Languages: Select the languages your target audience speaks.
    • Budget and Bidding: Set your daily budget and bidding strategy. For lead generation, "Maximize Conversions" is a recommended bidding strategy.
  2. Select Your Target Audience:some text
    • Demographics: Choose the demographics you want to target, such as age, gender, and household income.
    • Audience Segments: Use Google's audience segments to target specific groups based on their interests and behaviors.

Step 4: Creating Your Ad Groups and Keywords

  1. Create Ad Groups: Organize your campaign into ad groups, each focused on a specific theme or product.
  2. Select Keywords: Use the Google Keyword Planner to find relevant keywords for your ad groups. Aim to include a mix of broad, phrase, and exact match keywords to capture a wide range of search queries.
  3. Negative Keywords: Add negative keywords to prevent your ads from showing for irrelevant searches. This helps improve your campaign's relevance and efficiency.

Step 5: Writing Your Ads

  1. Create Compelling Ad Copy: Write clear and engaging ad copy that highlights the benefits of your product or service. Use strong calls-to-action (CTAs) to encourage users to click on your ad.some text
    • Headlines: Use all three headline fields to maximize your ad's visibility.
    • Descriptions: Provide detailed information about your offer in the description fields.
  2. Ad Extensions: Use ad extensions to provide additional information and improve your ad's performance. Common extensions include site link, callout, and structured snippet extensions.

Step 6: Directing Leads to Your Website

  1. Create a Landing Page: Design a dedicated landing page on your website optimized for conversions. Ensure it has a clear call-to-action (CTA), user-friendly design, and a simple registration form.some text
    • Important Elements: Include a strong headline, concise and persuasive text, and social proof such as testimonials or reviews.
  2. Link Your Ad to the Landing Page: Enter the URL of your landing page in the "Final URL" field when creating your ad. Ensure the URL is correctly configured to avoid broken links or redirects.

Step 7: Launching and Managing Your Campaign

  1. Review Your Campaign: Double-check all your settings, ad copy, and keywords to ensure everything is set up correctly.
  2. Publish Your Campaign: Click "Publish" to launch your campaign.
  3. Monitor and Optimize Your Campaign: Regularly check your campaign's performance using Google Ads and Google Analytics. Track key metrics such as impressions, clicks, and conversions. Adjust your targeting, budget, and ad creatives as needed to achieve optimal results.

Step 8: Tips for Successful Search Campaigns

  1. Conduct A/B Testing: Experiment with different ad variations to find the most effective one. Test various CTAs, headlines, and descriptions to maximize your campaign's performance.
  2. Keep Ad Copy Clear and Concise: Clearly state your offer and what action you want the user to take.
  3. Ensure Mobile Compatibility: Make sure your landing pages and ads are mobile-friendly, as many users access Google via mobile devices.
  4. Utilize Remarketing Tools: Use Google's remarketing tools to reach users who have interacted with your ad but didn't convert. Remarketing helps keep your brand top-of-mind and encourages users to complete the registration.
  5. Comply with Data Privacy Regulations: Ensure your lead forms comply with data privacy laws such as GDPR and CCPA. Clearly state how you plan to use the collected data and provide an opt-out option.
  6. Install Google Tag Manager: Implement the Google Tag Manager on your website to track conversions and gather valuable user behavior data. This information can help you refine your targeting and improve your campaigns.
  7. Create Lookalike Audiences: Build lookalike audiences based on your existing leads or customers. This helps you reach new users who are similar to your best customers, increasing the likelihood of conversion.
  8. Offer Incentives: Consider offering special content, free trials, or discounts to encourage users to share their contact information.
  9. Maintain Consistent Branding: Ensure your ads and landing pages reflect your brand identity. Consistent branding helps build trust and recognition with your audience.
  10. Regularly Update Ad Creatives: Refresh your ad creatives frequently and test new ideas to keep your campaign relevant. This prevents ad fatigue and keeps your audience engaged.
  11. Include Testimonials and Case Studies: Adding testimonials and case studies to your ads and landing pages can help build credibility and trust with potential leads.

Final Thoughts

Creating a search campaign on Google can help you attract and capture potential customers. Following these guidelines and best practices will help you create effective search ads that resonate with your audience, drive traffic, and convert leads into loyal customers. Whether your leads point to a lead form or your website, optimizing your campaign for conversions will help you achieve your marketing goals.

About The Author

Adrick Ciangherotti

Digital Director

Empowering SMBs with Digital Marketing, Automation, and Ad Creation

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