A Beginner’s Guide to Google Ads.

_{Updated September 2025}

If you’ve ever typed something into Google and noticed ads at the top of the results page, you’ve already seen Google Ads in action.

For many businesses, Google Ads is one of the fastest ways to drive traffic, leads, and sales. But if you’re new, it can feel a bit intimidating. How do Google Ads actually work? How much do they cost? And what’s the best way to get started without wasting money?

This guide will walk you through the basics of how Google Ads works, how to set up your account, and some beginner-friendly strategies to launch your first campaign with confidence.

👉 Already running campaigns? Check out our Advanced Google Ads Strategies for more in-depth tactics.

What is Google Ads and How Does It Work?

Google Ads (formerly known as AdWords) is Google’s advertising platform. It lets you pay to show ads across:

• Google Search results (text ads at the top/bottom of the page)
• YouTube videos
• Gmail promotions
• Google Maps
• Websites in the Google Display Network

Here’s a simple breakdown of how it works:

1. Advertisers choose keywords – the words and phrases people type into Google when looking for products or services.
2. Google runs an auction – every time someone searches, advertisers bidding on those keywords enter an instant auction.
3. Bids + Quality Score determine winners – Google looks at how much you’re willing to pay and how relevant and useful your ad is.
4. Winning ads appear – usually at the top of search results, or across other Google platforms.

This auction system is why small businesses can compete with large ones—it’s not just about spending the most, it’s about being the most relevant.

👉 Learn more in the Google Ads Help Centre.

Setting Up Your Google Ads Account

Getting started only takes a few steps:

1. Head to Google Ads and sign in with your Google account.
2. Enter your business information and billing details.
3. Choose your campaign objective (Sales, Leads, Website Traffic, Awareness).
4. Set a budget you’re comfortable with.
5. Start creating your first campaign.

Don’t worry - Google walks you through the basics, but we’ll cover the key parts below so you know what matters most.

Key Components of a Google Ads Campaign

A successful campaign has a few moving parts that work together:

• Keywords – the search terms you want to appear for.
• Ad copy – the headlines and text people see when your ad shows up.
• Landing page – the webpage your ad directs users to. It should be fast, relevant, and optimised to convert.
• Ad extensions – extra details like phone numbers, locations, or links to other pages.
• Bidding strategy – you can set bids manually or let Google optimise for clicks, conversions, or ROAS (return on ad spend).
• Conversion tracking – essential for knowing if your ads are driving results, not just clicks.

How to Launch Your First Google Ads Campaign

Here’s a beginner-friendly step-by-step:

1. Choose your campaign type – most beginners start with a Search campaign, but Display, Video, Shopping, or Performance Max might also suit your goals.
2. Select keywords – use Google Keyword Planner to find terms your customers are searching for.
3. Write ad copy – include your keywords, highlight your unique selling points, and add a clear call-to-action.
4. Set bids and budget – start small. For example, $20–$30 per day is a safe testing ground.
5. Launch and monitor – once live, check your campaign regularly and look at key metrics like clicks and conversions.
   
   

Beginner Strategies for Google Ads Success

If you’re just learning how to do Google Ads, here are some simple but powerful strategies:

• Start with focused keywords – target specific, high-intent searches instead of broad, generic ones.
• Use negative keywords – block irrelevant searches (e.g., “free” if you’re selling a paid product).
• Track conversions from day one – set up phone calls, form, or purchase tracking so you know what’s paying off.
• Match ads to landing pages – don’t send everyone to your homepage. Use pages designed for conversions.

Optimisation Tips for Beginners

Launching is just the start - ongoing optimisation makes the difference:

• Improve your Quality Score by writing relevant ads and improving landing page experience.
• Raise or lower bids on keywords based on performance.
• Refine targeting (location, device, demographics) to focus on the right audience.
• Use reports to monitor CTR (click-through rate), Conversion Rate, CPA (cost per acquisition), and ROAS.

Budgeting and Managing Spend

One of the most common questions is: “How much should I spend on Google Ads?”

Here’s what you need to know:

• You only pay when someone clicks (Cost-Per-Click).
• You control costs with daily or monthly budgets.
• Don’t just look at clicks - focus on CPA and ROAS to see if your ads are profitable.
• Start small, measure results, and scale when you see positive returns.

👉 Want expert help scaling your campaigns? Explore our Google Ads services and PPC marketing.