Google Search ads put your business in front of people at the exact moment they're looking for what you offer. They're also easy to waste money on if you set them up with the default options. This step-by-step guide walks you through a first Search campaign for a small business or your own learning project, with sensible settings for a modest budget in India.
Before you start: three things to have ready
- A focused landing page. One page for one offer, with a clear headline, proof (reviews, results) and a single call to action such as a form, call or WhatsApp button.
- Conversion tracking. Install the Google tag (directly or through Google Tag Manager) and decide what counts as a conversion: a form submission, call or purchase. Without it, Google's bidding can't learn and you can't judge results.
- A daily budget you can sustain. For a first test, many small businesses start with ₹500–₹1,500 a day for at least two to three weeks. Too small a budget stretched over many keywords teaches you nothing.
Step 1: create the campaign and pick the right type
In Google Ads, create a new campaign, choose your goal (usually Leads or Sales) and select Search as the campaign type. Performance Max and Display can come later; Search is the clearest way to learn how intent, keywords and ads connect.
In the network settings, untick the Display Network for this campaign. It's switched on by default and tends to spend budget on low-intent placements while you're learning.
Step 2: locations, language and schedule
- Location: target only where you can serve customers. In the location options, choose Presence: people in or regularly in your targeted locations so you don't pay for people merely interested in the area.
- Language: English plus the languages your customers search in.
- Ad schedule: if you take enquiries by phone, run ads only during the hours someone can answer.
Step 3: choose keywords with real intent
Start with one tightly themed ad group of 10–20 keywords. Use Google's Keyword Planner and your own knowledge of how customers describe their problem. AI assistants can brainstorm variations, but always check search volume in Keyword Planner.
| Match type | How to write it | What it does |
|---|---|---|
| Broad | digital marketing course | Matches related searches; needs good conversion data to work well |
| Phrase | "digital marketing course" | Matches searches that include the meaning of your phrase |
| Exact | [digital marketing course] | Matches searches with the same meaning; tightest control |
For a first campaign with a small budget, phrase and exact match give you more control. Add broad match once conversion tracking has data.
Add negative keywords from day one
Negative keywords stop your ads showing for searches you don't want. Common starters: free, jobs, salary, pdf, meaning, course near me (if you're online only) and competitor names you don't want to bid on.
Step 4: write responsive search ads
A responsive search ad lets you enter up to 15 headlines (30 characters each) and 4 descriptions (90 characters each). Google tests combinations automatically. Aim for variety:
- Headlines with your main keyword ("Digital Marketing Course Online")
- Benefits and proof ("6 Real Projects", "1-on-1 Mentor Feedback")
- Offer and call to action ("Book a Free Counselling Call")
Then add assets: sitelinks to key pages, callouts ("Live Classes", "Certificate Included"), and a call asset if you take phone enquiries. Assets make your ad bigger and usually improve click-through rate.
Step 5: set bidding sensibly
With no conversion history, start with Maximise clicks with a maximum cost-per-click limit, or Maximise conversions if your tracking is working and the budget allows a few conversions a week. Once you have around 15–30 conversions a month, test Target CPA. Avoid changing bid strategies every few days; each change resets the learning.
Step 6: launch, then check these weekly
- Search terms report: see what people actually typed. Add irrelevant terms as negatives and promising ones as keywords.
- Click-through rate: low CTR usually means the ad doesn't match the search. Tighten keywords or rewrite headlines.
- Cost per conversion: compare it with what a customer is worth to you, not with industry averages.
- Landing page: if clicks are good but conversions are poor, the problem is often the page, not the ad.
Common beginner mistakes
- Leaving the Display Network and broad match switched on with no conversion tracking.
- Sending every ad to the homepage instead of a focused landing page.
- Judging results after three days. Give a campaign at least two to three weeks.
- Ignoring the search terms report, which is where most wasted spend hides.
Not sure whether to start with Google or Meta? Read Meta Ads vs Google Ads: which should beginners learn first?
Frequently asked questions
How much should I spend on my first Google Ads campaign in India?
Many small businesses test with ₹500–₹1,500 a day for two to three weeks. The right amount depends on your cost per click and how many conversions you need to learn what works.
Should beginners use Performance Max instead of Search?
Start with Search. It shows you exactly which searches trigger your ads and builds the fundamentals. Performance Max works better once you have reliable conversion tracking and strong creative assets.
Do I need a certification to run Google Ads?
No, but Google's free Skillshop certifications are a useful way to learn the platform and add credibility to your profile. Real campaign results matter more to employers and clients.
Run your first campaign with a mentor
In the Digital Marketing with AI Masterclass you plan, launch and optimise real Google and Meta campaigns, with 1-on-1 feedback at every step. We also run live Google Ads webinars.
See the curriculumLearning in Bengaluru? Our live digital marketing course in Bangalore is run from our office in Rajajinagar, and you can join online from anywhere.
