Getting Started with Google Ads: A Beginner’s Guide to Your First Campaign

Introduction

Getting started with Google Ads can feel overwhelming, especially if you’ve never run a digital marketing campaign before. But with the right approach and clear guidance, you can launch an effective campaign that brings real results for your small business.

Google Ads is a powerful advertising platform that allows you to reach potential customers at the exact moment they're searching for what you offer. It operates on a pay-per-click (PPC) model—you only pay when someone clicks your ad, making it a highly cost-effective way to drive traffic, leads, and sales.

If you're a small business owner wondering where to start, you're not alone. At 53 Degrees North, we help businesses just like yours build a solid online presence—and Google Ads plays a major role in that strategy.

For a deeper dive into how Google Ads works and why it’s a game-changer for small businesses, check out our related articles:

• What Are Google Ads?

• How Google Ads and Your Website Work Together

• Top Benefits of Google Ads for Small Businesses

In this beginner’s guide, we’ll walk you through each essential step to get your first Google Ads campaign off the ground—from setting up your account to launching and optimising your ads. We'll also share trusted external resources such as the Google Ads Help Centre (Google) and the Step-by-Step Guide (LinkedIn) to support your learning journey.

Let’s dive in—and get your ads in front of the people who matter most.

2. Understand the Basics of Google Ads

What Is Google Ads and How Does It Work?

At its core, Google Ads is a pay-per-click (PPC) advertising platform. You bid on keywords—specific terms that people are searching for—and your ads appear in Google’s search results or across its network of partner websites. You only pay when someone clicks on your ad, making it a measurable and results-driven approach to digital marketing (LinkedIn).

When someone searches for something related to your business, a well-timed, well-targeted ad can appear—if you’ve chosen the right keywords and structured your campaign correctly.

Why Targeting and Relevance Matter

Success with Google Ads depends on matching your ad content to the user's intent. That means understanding what your customers are actually searching for—and why—and making sure your ad is helpful, relevant, and engaging.

Targeting matters just as much as creative. Choosing the right locations, devices, demographics, and keywords ensures that your ad is only shown to the people most likely to become customers. This focus on relevance helps keep your costs down and your conversion rates high.

For more on how Google Ads fits into your wider digital presence, check out our blog:
👉 How Google Ads and Your Website Work Together – Explaining the Synergy

3. Set Up Your Google Ads Account

Getting Started

To launch your first campaign, you’ll need a Google Ads account. Here’s how to begin:

1. Visit ads.google.com and sign in with your Google account.

2. If you don’t have a Google account yet, you’ll be prompted to create one.

3. Follow the guided steps to set up your billing details and business information—including your time zone, currency, and payment method.

Useful Resources

For official help and visual walkthroughs, refer to:

• Google Ads Official Guide (Google)

• Step-by-Step PDF Guide (PDF)

Setting up the account correctly ensures your campaigns are aligned with your business structure and goals.

4. Choose Your Campaign Goal

Understanding Goal Options

When creating a campaign, the first thing Google asks is: What do you want to achieve?

Here are the most common campaign goals:

• Sales – Drive online purchases or in-store conversions.

• Leads – Collect form submissions, calls, or newsletter sign-ups.

• Website traffic – Attract more visitors to your site.
  Brand awareness – Get your business name in front of more people.

Choosing the right goal helps Google suggest the most suitable campaign type and bidding strategy for you (Google Business).

Why Goal Selection Matters

Your chosen goal influences every aspect of your campaign, from the type of ads you create to the metrics you’ll measure. For example, if your goal is leads, you might optimise for form submissions rather than clicks or impressions.

If you're unsure what goal is right for your business, our team at 53 Degrees North can help align your digital advertising with your overall growth strategy.

5. Select Your Campaign Type

Campaign Types Explained

Google Ads offers multiple campaign formats tailored to different goals and channels:

• Search Campaigns – Text ads shown in Google search results.

• Display Campaigns – Banner ads across Google's partner websites.

• Video Campaigns – Ads shown on YouTube and video partner sites.

• Shopping Campaigns – Product listings for e-commerce stores.

• Performance Max – An automated campaign type that runs across all Google platforms using AI.

Best Option for Beginners

For most new advertisers, Search campaigns are the easiest and most effective starting point. They are highly targeted, goal-driven, and straightforward to set up. If your aim is to drive website traffic, bookings, or enquiries, start here.

Visual Learner? Watch a Quick Demo

If you prefer to learn by watching, check out this concise YouTube 5-Minute Tutorial (YouTube) for a visual walkthrough of setting up your first campaign.

Also, read our article on the Top Benefits of Google Ads for Small Businesses to understand why this channel is ideal for getting your brand off the ground.

6. Set Your Budget and Bidding Strategy

Decide on Your Daily Budget

One of the first decisions you’ll make in Google Ads is how much you want to spend each day. Your daily budget controls your maximum spend, helping you manage costs while gathering data on ad performance. Start with an amount you're comfortable with and adjust as you learn what works best for your business.

Choose a Bidding Strategy

Google Ads offers several bidding strategies depending on your campaign goals:

• Maximise Clicks – Automatically sets bids to get the most clicks within your budget.

• Target CPA (Cost Per Acquisition) – Focuses on conversions at a specific cost.

• Manual CPC – You control each bid amount.

Google will also provide budget and bid recommendations based on your industry and campaign goals, making it easier for beginners to get started.

For a comprehensive walkthrough, see the detailed Step-by-Step Guide on LinkedIn (LinkedIn).

7. Define Your Target Audience

Set Geographic, Language, and Demographic Targeting

To make your ads as effective as possible, define who sees them by:

• Geographic location: Target countries, regions, cities, or even specific radii around your business.

• Languages: Choose the language(s) your customers speak.

• Demographics: Set age, gender, household income, parental status, and more.

The more precise your targeting, the higher the relevance of your ads. This reduces wasted spend and increases the likelihood of conversions.

If you prefer a visual guide to targeting setup, watch this YouTube 5-Minute Tutorial (YouTube).

8. Conduct Keyword Research

Use Google’s Keyword Planner

Start your keyword research with Google’s Keyword Planner tool, which helps you find the most relevant keywords related to your products or services. Focus on keywords that reflect what your customers are actually searching for.

Organise Keywords into Ad Groups

Group similar keywords into themed ad groups. For example, if you sell coffee and tea, separate ad groups for each product type will help you create more targeted ads, improving performance and relevance.

For more detailed steps, check out the PDF Step-by-Step Guide (PDF).

9. Create Your Ads

Write Compelling Headlines and Descriptions

Your ad copy needs to grab attention and clearly communicate your offer. Write 1 to 3 headlines that highlight your product’s benefits, and follow with a concise description that encourages action.

Add a Final URL

This is the landing page users will visit after clicking your ad. Ensure it matches the ad content and provides a seamless user experience.

Use Ad Extensions

Extensions such as sitelinks, callouts, and call extensions add extra information to your ad, increasing visibility and click-through rates.

Google provides a great resource on this here: Google Ads Help: Create Search Ads (Google).

For guidance on integrating your ads with your website effectively, visit our blog at 53 Degrees North.

10. Review and Launch

Double-Check Your Settings

Before you launch your campaign, it’s crucial to carefully review all your settings. This includes your:

• Targeting options

• Selected keywords

• Ad copy

• Budget and bidding strategy

A thorough check helps ensure your ads will reach the right audience with the right message.

Set Up Conversion Tracking

If your goal is to measure sales, leads, or other key actions, be sure to set up conversion tracking. This lets you see exactly how effective your ads are at driving valuable outcomes for your business.

Publish Your Campaign

Once everything looks good, simply click “Publish” to launch your campaign and start reaching potential customers.

For a quick visual walkthrough of these steps, watch this YouTube 5-Minute Tutorial (YouTube).

11. Monitor and Optimise

Regularly Review Performance

Monitoring your campaign in the Google Ads dashboard is key to ongoing success. Look at metrics like clicks, impressions, and conversions to understand how your ads are performing.

Make Data-Driven Adjustments

Use your insights to:

• Refine keywords (add new ones, pause underperforming ones)

• Adjust bids to improve your return on investment

• Test different ad copy to see what resonates best with your audience

Leverage Google’s Recommendations

Google provides personalised suggestions and insights to help optimise your campaign. Following these can improve your results over time.

For more tips on optimisation and best practices, visit the Google Ads Best Practices (Google) and check out our related blog posts at 53 Degrees North.

Conclusion

Getting started with Google Ads might feel overwhelming at first, but with the right strategy and a clear understanding of each step, you can create campaigns that truly deliver results. Remember, success in Google Ads comes from continuous learning, testing, and optimisation—not just launching and forgetting.

If you’re ready to take your digital marketing to the next level, there’s a wealth of knowledge waiting for you. Dive deeper into how Google Ads and your website work together, explore the top benefits of Google Ads for small businesses, and uncover expert tips on what Google Ads is and how it can help your business.

Start your journey today with our detailed guides and expert insights at 53 Degrees North. Your first campaign is just the beginning — imagine what you could achieve next.