How to Create a Google Ads Campaign Step by Step (2026 Guide)
Complete step-by-step guide to creating your first Google Ads campaign. From account setup to launch. Includes 2026 best practices.
January 5, 202618 min read
Creating a Google Ads campaign that actually generates results requires more than just pressing 'Create Campaign'. You need a strategic foundation: clear goals, proper tracking, researched keywords, compelling ads, and optimized landing pages. This step-by-step guide walks you through the entire process.
Whether you're a complete beginner or an experienced marketer setting up a new account, follow these steps to launch a campaign that converts from day one.
Step 1: Define Your Campaign Goal
Before touching Google Ads, answer these questions: What do you want people to do? (Buy, sign up, call, visit store?) What's a successful outcome worth to you? (If a lead is worth 50 euros, you can afford to spend up to 50 euros acquiring one.) Who is your target audience?
Sales: Drive online purchases or in-store visits
Leads: Get form submissions, phone calls, or demo requests
Traffic: Send targeted visitors to your website
Awareness: Reach people interested in your product category
Step 2: Set Up Conversion Tracking
This is the most important step and the one most beginners skip. Without conversion tracking, you're flying blind — you'll know how much you spend and how many clicks you get, but not which clicks lead to actual business results.
Install Google Tag (gtag.js) or use Google Tag Manager on your website
Create conversion actions in Google Ads (Settings > Conversions)
For lead gen: track form submissions and phone calls
For ecommerce: track purchases with dynamic revenue values
Test tracking by completing a conversion yourself and verifying it appears within 24h
Step 3: Keyword Research
Keywords are the foundation of Search campaigns. You need to find the terms your potential customers use when searching for your product or service. Start with Google's Keyword Planner (free in Google Ads) and expand from there.
Finding the right keywords
Start with your product/service names and variations
Add modifiers: buy, best, price, review, near me, free trial
AI news, Google Ads tips, and optimization strategies every Tuesday. No spam.
Check competitor websites for keyword ideas
Use Keyword Planner for volume and CPC estimates
Aim for 10-30 keywords per ad group, closely related
Choosing match types
For new campaigns, start with Phrase and Exact match. These give you controlled data to learn from before expanding to Broad match. Don't start with Broad match — you'll waste budget on irrelevant searches.
Step 4: Build Your Campaign Structure
A well-organized campaign structure is crucial for performance and management. The hierarchy: Account > Campaigns > Ad Groups > Keywords + Ads.
Campaign organization
One campaign per business goal or product line
Set geographic targeting, language, and daily budget at campaign level
Choose your bid strategy: start with Manual CPC or Maximize Clicks for new campaigns
Enable all relevant ad extensions from the start
Ad group organization
Group 5-15 tightly related keywords per ad group
Each group should have a distinct theme and corresponding ad copy
Example: 'CRM Software' group with keywords like 'crm software for small business', 'best crm tool', 'crm pricing'
Step 5: Write Your Ads
Create at least 2-3 Responsive Search Ads (RSAs) per ad group. Provide 10-15 unique headlines and 4 descriptions. Include your main keyword in at least 2 headlines. Add a clear call to action in every description.
Headline 1-3: Include keyword + benefit
Headline 4-8: Different benefits and value propositions
Headline 9-12: Social proof, urgency, offers
Headline 13-15: Brand name, differentiators
Descriptions: Reinforce headlines with specifics and CTAs
Step 6: Set Up Ad Extensions
Extensions (now called Assets) increase your ad's visibility and CTR. Set up all relevant extensions before launching:
Sitelinks: 4-6 links to key pages (Pricing, Features, About, Contact)
Callouts: Short phrases highlighting benefits (Free Shipping, 24/7 Support)
Structured Snippets: Lists of services or product types
Call Extension: Phone number for direct calls
Location: If you have a physical location
Step 7: Create Your Landing Page
Your landing page must match your ad's promise and make it easy for visitors to take the desired action. Don't send ad traffic to your homepage — create dedicated landing pages for each campaign or ad group.
Headline matches ad promise
Clear CTA above the fold
Fast loading (<3 seconds)
Mobile-optimized
Trust signals (logos, reviews, certifications)
Minimal distractions (remove navigation for lead gen)
Step 8: Set Budget and Bidding
For new campaigns, start with a budget that allows at least 20-30 clicks per day. Use this formula: Daily Budget = Target Daily Clicks × Expected CPC. If your industry CPC is 2 euros and you want 25 clicks/day, budget 50 euros/day.
Bid strategy selection
New campaign (<30 conversions/month): Manual CPC or Maximize Clicks
Growing campaign (30+ conversions): Maximize Conversions or Target CPA
Scaling campaign (50+ conversions): Target ROAS for ecommerce, Target CPA for lead gen
Get CPC estimates for your industry with our free benchmark tool
Step 9: Add Negative Keywords
Before launching, add negative keywords to prevent wasted spend. Include common negatives like: free, job, salary, how to, what is, DIY, tutorial, Wikipedia. Also add competitor brand names as negatives unless you intentionally target them.
Step 10: Launch and Monitor
After launching, monitor closely for the first 1-2 weeks:
Day 1-3: Check that ads are running, impressions are flowing, and conversion tracking works
Week 1: Review Search Terms daily and add negatives
Week 2: Assess CTR, CPC, and early conversion data
Month 1: Evaluate overall performance against goals, adjust bids and keywords
