Launching your first Google Ads campaign can feel a bit like stepping into a control room with a thousand blinking buttons — exciting, but overwhelming. If you’re new to PPC (pay-per-click) advertising, don’t worry. This guide breaks everything down into clear, actionable steps to help you go from “Where do I even start?” to “Wow, my first conversion!”
Whether you’re a small business owner, startup founder, freelancer, or marketer dipping your toes into Google’s advertising waters, this step-by-step guide to running your first Google Ads campaign will set you up for success — without jargon, confusion, or wasted budget.
Step 1: Set Up Your Google Ads Account
Start by visiting ads.google.com and signing in with your Google account. If you’re doing this for a client, you may want to create a Google Ads Manager Account (previously My Client Center).
Make sure your billing details, country, and time zone are correct. These settings can’t be changed later, and they affect how your ads are scheduled and billed.
This is also the time to connect your Google Analytics, Google Business Profile, and (if you’re selling products) your Merchant Center account.
Step 2: Define Your Campaign Goal
Before choosing a campaign type, clarify your goal. Google Ads will ask you whether you want to:
- Drive website traffic
- Get leads
- Increase sales
- Promote your app
- Raise brand awareness
Your goal will influence your conversion tracking, ad formats, and targeting. For example, if you’re running an ecommerce site, you may choose Performance Max campaigns for automated reach across all Google platforms.
Step 3: Choose the Right Campaign Type
Here are the main campaign types for beginners:
- Search Campaigns: Appear in Google search results; great for lead generation and high-intent targeting.
- Display Campaigns: Show banner ads across websites; ideal for brand awareness or retargeting.
- Video Campaigns: Play on YouTube; great for storytelling or product demos.
- Performance Max: Google’s fully automated campaign that spans across all platforms.
- Shopping Campaigns: If you’re in ecommerce, this is your go-to for product-based ads.
- Local Campaigns: Promote brick-and-mortar store visits.
For your first campaign, Search Network is usually the safest and most controllable option.
Step 4: Set Your Budget and Bidding Strategy
Now decide how much you’re willing to spend. You can set a daily budget — the average amount you want to spend per day — and let Google do the rest.
Suggested Starting Budget:
- Small local businesses: £10–£20/day
- Niche service providers: £20–£50/day
- Ecommerce startups: £30–£100/day
Next, select your bid strategy. For first-time users, Google may recommend automated bidding strategies like:
- Maximise Clicks: Good for building traffic.
- Maximise Conversions: Best if you’ve set up conversion actions.
- Target CPA (Cost Per Acquisition): Optimises based on a fixed conversion cost.
Manual CPC (cost per click) gives you more control, but it’s best used once you’ve gathered data.
Step 5: Build Your Ad Groups and Keywords
Within your campaign, create ad groups. Each ad group should focus on one product or service and include tightly related keywords.
Use Keyword Planner (found in Tools & Settings) to find relevant terms, search volume, and competition data. Start with 10–20 keywords per ad group, and organise them around themes.
Don’t forget to include negative keywords — terms you don’t want your ads to show up for. For example, if you’re selling premium consulting, you might add “free” or “cheap” as negatives.
Use a mix of:
- Broad match (e.g., marketing agency)
- Phrase match (e.g., “digital marketing expert”)
- Exact match (e.g., [ppc consultant uk])
This ensures a balance between reach and relevance.
Step 6: Write High-Converting Ad Copy
This is where many campaigns succeed or fail. Your ads need to stand out and entice clicks.
Each ad consists of:
- Headlines (3 max visible): Use primary keywords and value-based language.
- Descriptions (2): Explain benefits, features, or offers.
- Display URL: Keep it clean and relevant.
Use responsive search ads, which allow you to enter multiple headlines and descriptions. Google will test different combinations to find the best performers — a form of built-in A/B testing.
Tips for Writing Ad Copy:
- Use emotional or urgent words (e.g., “Free Trial,” “Limited Offer”).
- Include a strong CTA (e.g., “Book a Demo,” “Get a Quote”).
- Match your ad text to the user’s intent.
Step 7: Optimise Your Landing Pages
A click is worthless if your landing page doesn’t convert. Make sure each ad links to a page that:
- Matches the ad message
- Loads fast on mobile
- Has a clear call to action
- Offers trust signals (e.g., reviews, secure checkout)
Google also uses landing page experience to influence your Quality Score, which affects your CPC and ad rank.
Use tools like Google Analytics, Hotjar, or Unbounce to track and improve performance.
Step 8: Set Your Targeting
Nail down your audience with:
- Location targeting: Choose cities, regions, or postcodes — critical for local businesses.
- Language and device targeting: Want to target only mobile users? Easy.
- Ad schedule: Only want your ads to run during business hours? Done.
You can also add audience signals based on interests, behaviours, or website visitors — especially useful for Performance Max or Display Network campaigns.
Step 9: Launch and Monitor Your Campaign
Click publish and take a breath — your ads are live!
But the work isn’t done. The key to a successful campaign is continuous performance tracking and optimisation.
Check your:
- Click-through rate (CTR): Are your ads engaging?
- Conversion rate: Are visitors doing what you want them to?
- Cost per click (CPC) and Cost per acquisition (CPA): Are you staying within budget?
Pause underperforming keywords. Adjust bids. Test new copy. Add ad extensions like site links or callouts. The first 7–14 days are your learning phase — let the data guide your decisions.
Step 10: Refine and Scale
After your initial learning period, it’s time to double down on what’s working.
- Raise budgets on high-performing ad groups.
- Expand keyword themes or add more ad assets.
- Introduce retargeting ads or switch to Performance Max for broader reach.
- Explore manual bidding once you’ve mastered the metrics.
Don’t forget to continuously review search terms reports, clean up poor matches with negative keywords, and adjust your campaign to reflect seasonal trends, algorithm updates, or business changes.
Common Mistakes to Avoid
- Sending traffic to your homepage instead of a tailored landing page
- Ignoring mobile optimisation
- Overloading ad groups with unrelated keywords
- Running broad match only
- Not using conversion tracking
- Forgetting about ad schedule and bid adjustments
Each of these can drain your budget quickly — especially if you’re not monitoring results daily.
Need Help Launching Your First Google Ads Campaign?
Starting your first campaign can be overwhelming — especially when you’re juggling keywords, budgets, and settings for the first time. If you’re unsure where to begin or tired of second-guessing your setup, DigitalMarketingAds.co.uk is here to make things easier.
Why Choose DigitalMarketingAds.co.uk?
We specialise in crafting high-converting Google Ads campaigns tailored for UK small businesses, startups, and growing e-commerce brands. From setup to optimisation, we focus on what matters most: getting you real results without wasting your budget.
Our team combines data-driven strategy with industry experience to help you launch with confidence — even if it’s your very first time.
What We Help You With:
- Keyword research and bidding strategy
- Compelling ad copywriting
- Landing page best practices
- Full conversion tracking setup
- Ongoing optimisation and performance reviews
Let’s Get Your Campaign Off the Ground
If you’re ready to stop guessing and start growing, we’re ready to help.
👉 Visit DigitalMarketingAds.co.uk to schedule your free consultation today — and let’s make your first campaign a profitable one.
Final Thoughts: Make Your First Campaign Count
Running your first Google Ads campaign doesn’t have to be overwhelming. With the right plan, tools, and strategy, you can start seeing results faster than you think — even on a modest budget.
Start small. Stay focused. Let the data teach you.
The key is to stay consistent and keep learning. As your confidence grows, so will your ability to manage more complex features like ad rotation, automated bidding, or advanced campaign structures.
Frequently Asked Questions
1. Do I need a website to run my first Google Ads campaign?
Yes — while Google Ads can technically run without a traditional website (using call-only ads or Google Business Profile), a dedicated landing page gives you more control, better conversions, and a stronger Quality Score. A simple, focused site with a clear call-to-action is often enough to get started.
2. How much should I spend on my first Google Ads campaign?
A good starting point for most UK small businesses is between £10 and £30 per day. This gives you enough data to test which keywords and ads perform best without breaking the bank. You can scale up gradually as you find what works and your campaigns become more efficient.
3. How long does it take to see results?
You can begin receiving clicks and traffic the same day your campaign goes live. However, consistent conversions and optimisation typically take 1 to 3 weeks. Google’s algorithm uses this early phase to learn and adjust, so be patient and monitor performance closely.
4. Can DigitalMarketingAds.co.uk manage my entire campaign for me?
Absolutely. From strategy and keyword bidding to ad creation and performance tracking, DigitalMarketingAds.co.uk offers full campaign management tailored to your goals and budget. Whether you’re starting from scratch or need help refining an existing campaign, our team is ready to help you succeed.