Google Search Ads Explained

By Matt Ennor | Monday, August 15, 2022

Google Ads allows you to display ads for your business in the billions of searches each day.

Unlike traditional forms of advertising, all online advertising engagement can be measured and tracked. You are able to track the exact number of impressions and clicks your ad receives, as well as location, time, and the number of conversions you receive. This enables you to precisely measure your return on investment down to the last cent. This is especially true when advertising with Google Ads.

Get Started with Google Ads

Sign Up

Advertising with Google Ads is easy! To set up a Google Ads account, all you need to do is sign up at If you already have a Google account or a Gmail address, you can sign in using the same login details.

Create Your First Campaign

A Google Ads ‘campaign’ is simply a collection of ads. Depending on your business, you may only need one campaign. You might want to create more than one if you have quite distinct categories of products or services. For example, if you own a clothing store, you might want to create one campaign for clothes, and one campaign for shoes. Unlike most kinds of advertising campaigns, Google Ads campaigns often run continually, and are not limited to a specific time frame.

Set Your Budget

The great thing about Google Ads is that there is no minimum spending requirement! You can set a budget starting from only $1 per day if you like. Whatever it may be, when your daily budget is spent, your ads simply won’t show again until tomorrow. That means that your maximum spend is completely is up to you, and you won’t get any surprise costs at the end of the month.

Another thing that makes Google Ads ideal compared to traditional media is that you’re only charged if someone clicks your ad, not when your ad is displayed. The amount you pay for each click might depend on the competitiveness of your targeted keywords, the value of what you are advertising, and your desired results.

Choose Your Location

Depending on the type of products or services your business offers, you will most likely want to advertise only in selected locations. You are able to target the geographic location of where you would like your ads to display depending on the country, region and city.

Create Your Ad Groups

Your ad groups can separate your products further into more specific categories. Using the earlier example, the Clothing campaign might contain ad groups for shirts, jackets and pants. The Shoes campaign might contain ad groups for dress shoes, sports shoes or work boots.

Choose Your Keywords

In each ad group, you can enter specific keywords relevant to that product or service. Keywords are the words and phrases that users type into the Google search bar to find the websites and online content they are looking for.

Choosing the correct keywords is the most important aspect of the Google Ads process, as keywords are what trigger your ad to display in Google results.

When thinking of the right keywords to trigger your ad, think about what your customers will be actually searching for. Will they search for clothes or is it more likely to be something specific like puffer jackets? A targeted keyword related to your product or service is going to be much more successful in generating quality leads than a general keyword with little relevance.

Tip: If you would like a little more help with new ideas or cost estimates for particular keywords, use the Google Keyword Planner.

Write Your Ads

Your ads are what will display in Google Search results when somebody searches for your keyword. Ads consist of a title, description, and a website link (URL). The titles and descriptions can only be a set amount of characters, so it is more important than ever to choose your words carefully!

Make sure the messaging of the ads are specific to the keywords in that particular ad group. If you are unsure what wording will work best, create multiple ads with varying focuses and calls to action. It is recommended to create at least three ads per ad group. This way you will be able to test the ads against each other to see which ads are more successful.

We strongly recommend using ad extensions as well. These add more details to your ad for no extra cost, including your phone number, address, prices, and extra links.

Now You’re Advertising

Once you publish your ad, it will be checked by Google to ensure it is appropriate and meets their guidelines. The approval process is usually fast, sometimes just a matter of minutes.

Once it is approved, your ads will start to appear in search results whenever someone searches for your keywords. They will be able to click on your ad to learn more about you, find your contact details or purchase products or anything else you might have on your website.

Your Results

Google Ads supply you with all sorts of useful data so you can review your ads’ performance. You will be able to see data for impressions (appearances), clicks and costs. Link your Google Ads account with Google Analytics for more advanced insights to how your paid traffic is engaging with your website. This can include conversions such as sales or enquiries.

Google Ads is an incredibly cost effective advertising solution that provides precise and measurable results. Start advertising with Google today by visiting

If you would like more advice, or would prefer to have the experts manage your Google Ads, contact the team at Dubzz Digital Marketing. We would be more than happy to answer your questions and help your business get results online.

Author: Matt Ennor

Matt has been working at Dubzz Digital Marketing since 2017, and is currently our Senior Online Marketing Consultant. He holds a Bachelor of Media and Creative Technologies from Waikato University, and Google Ads Certifications in Search, Display, Shopping, and Video.

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