How to Set Up a Google Ads Search Campaign in 2025

Define Your Business Goals

Start by outlining what you want to achieve with your campaign. Common objectives include:

• Driving website traffic to increase brand visibility.
• Generating qualified leads for your sales team.
• Boosting online sales through targeted campaigns.
• Enhancing brand awareness within a specific demographic or location.

Each goal requires a unique campaign structure. For example, if your goal is to generate leads, focus on creating compelling landing pages and using lead form extensions. Setting clear goals allows you to measure success effectively and adjust strategies as needed.

Identify Your Target Audience

Understanding your audience is crucial for targeting. Consider factors like:

• Demographics: Age, gender, income level, and other key attributes.
• Location: Narrow down to specific cities, states, or neighborhoods in the USA to capture local intent.
• Interests and Behavior: Analyze what your audience is searching for, their preferences, and purchasing habits.
• Search Intent: Identify whether users are looking for information, making comparisons, or ready to purchase.

Tools like Google Analytics and Google Ads Audience Insights can help you refine your understanding of your target audience.

Set a Budget

Budgeting is a critical component of any campaign. To maximize ROI:

• Daily Budget: Set an amount you are comfortable spending each day. Start small and scale as you gather performance data.
• Bidding Strategy: Choose a strategy that aligns with your goals. For example:
  • Maximize Conversions: Ideal for driving specific actions, like purchases or sign-ups.
  • Target ROAS (Return on Ad Spend): Helps maintain profitability by targeting a specific return rate.
• Keyword Cost Estimates: Use Google Ads Keyword Planner to determine the average cost-per-click (CPC) for your selected keywords.

Revisit your budget periodically to ensure it aligns with campaign performance and business objectives.

Configure Campaign Settings

To create a new search campaign, navigate to the Campaigns tab and click “+ New Campaign.” Configure the following settings:

1. Objective: Select a goal such as Sales, Leads, or Website Traffic.
2. Campaign Type: Choose “Search” to display text ads on Google’s search results pages.
3. Location Targeting: Specify locations like entire states, cities, or zip codes. Use radius targeting for precise coverage.
4. Language: Set the language your audience primarily uses.
5. Budget and Bidding: Define your daily budget and bidding strategy. Opt for automated bidding to save time or manual CPC for greater control.
6. Ad Extensions: Enable site links, callouts, and structured snippets to enhance your ad’s visibility and click-through rates.

Set Up Ad Groups

Organize your campaign into multiple ad groups to ensure targeted messaging. For example:

• Ad Group 1: Focused on a specific product, like “Running Shoes.”
• Ad Group 2: Highlight related products, such as “Athletic Socks.”
• Ad Group 3: Target accessories like “Water Bottles.”

Ad groups allow you to tailor ads and keywords for each category, improving relevance and performance.

Choose the Right Keywords

Keywords connect your ads to user queries. Use tools like Keyword Planner to find relevant terms. Focus on:

• Exact Match: Captures specific search queries, providing high intent traffic.
• Phrase Match: Targets queries that include a specific phrase.
• Broad Match: Reaches a wider audience but may attract less relevant traffic.
• Negative Keywords: Exclude terms unrelated to your offering to avoid wasting budget.

Regularly review and refine your keyword list to adapt to changing search behaviors.

Write Effective Ads

Compelling ad copy can make or break your campaign. Follow these tips:

• Headline 1: Clearly state the offer or product (e.g., “Buy Durable Hiking Boots Now!”).
• Headline 2: Add a value proposition (e.g., “Free Shipping on Orders Over $50”).
• Description: Include a strong call-to-action (e.g., “Shop today for exclusive discounts.”).
• Display URL: Keep it short and relevant, such as www.example.com/hiking-boots.

Experiment with multiple ad variations to identify the most effective messaging.