So, you want to get into Google Ads. Good for you. It’s this giant machine that can either print money for your business or, and this happens a lot, just eat your budget for lunch with nothing to show for it. It feels like you need some kind of special degree to figure it out, but that’s not really true. It’s more about having a plan and not just throwing money at the wall to see what sticks. This is the 2025 guide, we’re going to break it down without all the confusing jargon that makes you want to close the tab. This is about how to actually run Google Ads.
What you need to do is get your head on straight before you even think about giving Google your credit card number. Seriously. This is the part everyone skips.
They just want to see their ad at the top of Google. But you have to ask yourself why. What do you actually want to happen?
It is the case that if you dont have a goal, you’re just gambling. And the house, which is Google, almost always wins those bets.
Getting Your Head Straight Before You Spend a Dime
First things first, what’s the point? Are you trying to get people to buy a widget from your online store? That’s an e-commerce sale.
Or maybe you want them to fill out a form on your website so your sales team can call them. That’s considered to be a lead.
It could be as simple as getting people to call your plumbing business. Whatever it is write it down. This is your main goal.
Now, let’s talk money. You have to set a budget. It doesn’t have to be massive. But it has to be something.
A daily budget tells Google how much you’re willing to spend each day, normally. It might spend a little more one day and a little less another.
But over a month, it won’t go over your daily average times 30.4. Just know what you can afford to lose at first, because you will lose some of it while you learn.
The Nitty-Gritty: Setting Up Your First Google Ads Campaign
Alright, you’ve got a goal and a budget. Now for the actual doing part. It looks scary in the Google Ads dashboard, with all the buttons and charts.
Don’t panic. We’re going to walk through the big pieces of the puzzle one by one. This is how a campaign actually gets built.
It is here that most people get overwhelmed and just start clicking things. Try to resist that urge. Follow a process.
Keywords: The Words People Actually Type
This is the absolute core of a search campaign. You are betting on the words people type into the search bar. You want your ad to show up for the right words.
Think like your customer. If you sell running shoes for people with wide feet, what would they type? Probably not just “shoes.”
They would type something like “best running shoes for wide feet” or “wide fit sneakers.” These are your keywords.
Google’s Keyword Planner tool can help you find ideas, but honestly, your own brain is the best place to start. What problem do you solve for people?
You’ll also hear about match types. It’s just a way to tell Google how closely you want the search term to match your keyword.
Exact Match: Your ad only shows if someone types your exact keyword. So `[wide running shoes]` only shows for “wide running shoes.” It gives you the most control.
Phrase Match: Shows for your keyword plus words before or after. So `”wide running shoes”` could show for “buy wide running shoes online.” It’s a good middle ground.
Broad Match: This is the wild west. Google shows your ad for anything it thinks is related. It can be a way to find new ideas, but it will burn your money fast if you’re not careful. Start with phrase and exact.
Writing Ads That Don’t Suck
Your ad is your little billboard on the search results page. It has to get someone to click on it instead of the ten other results there.
You get a few headlines and a couple of descriptions. The trick is to match what the person was searching for.
If they searched for “emergency plumber,” your headline better have the words “Emergency Plumber” in it. It shows them they are in the right place.
Then, in the description, tell them why they should pick you. “24/7 Service,” “No Call-Out Fee,” “Local and Trusted.” You get the idea.
Don’t just talk about your business. Talk about what the customer gets. Benefits over features, that’s what they say.
And for goodness sake, tell them what to do. “Call Now For a Free Quote.” “Shop Our Sale Today.” That’s your call to action.
Landing Pages: Where the Magic (or Failure) Happens
This is so often overlooked. You can have the best keywords and the best ad in the world. But if you send that click to a terrible webpage, you just wasted your money.
The landing page is the page on your site they see after clicking the ad. It has one job: to get them to complete the goal you set earlier.
If your ad promised a 20% discount on wide running shoes, the landing page better show wide running shoes with a 20% discount.
Don’t send them to your homepage and make them hunt for it. That’s a recipe for them to just leave. One page, one clear purpose.
Make the button to buy or the form to fill out big and obvious. Don’t make people think. Just make it easy for them.
Don’t Just Set It and Forget It: Managing Your Ads
Running a Google Ads campaign is not a crockpot. You can’t just set it up and walk away expecting a perfect meal in eight hours.
You have to check in on it. At first, you should probably be looking at it every day or two. Just to make sure nothing is on fire.
You want to see what keywords are getting clicks. Are they the right ones? You’ll also see the actual search terms people typed.
Sometimes you’ll find real stinkers in there. Someone searching for “free running shoe pictures” might trigger your ad. You add “free” and “pictures” as negative keywords so you don’t show up for that stuff again.
You also want to look at your ads. Which ones are getting the most clicks? This is called the Click-Through Rate or CTR.
Google will naturally start showing the better-performing ads more often. You can pause the ads that are losers and try to write new ones that beat your current winner. That’s basically A/B testing.
What’s New and Weird for Google Ads in 2025?
Things in Google’s world are always changing. For 2025, the big story is still AI and automation. Google wants you to give it more control.
You’ll see this a lot with campaign types like Performance Max. This type of campaign runs your ads across all of Google’s channels—Search, YouTube, Display, everywhere.
You just give it your ads, some pictures, a budget, and a goal. Then the AI kind of does its thing. It’s a black box.
This can be good for some businesses, but you lose a lot of control. It is generally the case that you can’t see exactly which keywords are working or not working as easily.
The trend is moving away from super detailed, manual management. You have to learn to work with Google’s machine learning, feeding it the right information so it can find customers for you. It’s a different skill.
My advice? Start with a standard Search campaign where you have more say. Once you understand the basics of how it works, then you can test out the more automated stuff.
Key Takeaways
Look, it’s a lot, I know. If you remember anything, remember these things:
Know your goal before you start. Is it sales, leads, or calls?
Start with a budget you’re comfortable with. You won’t be an expert on day one.
Think like a customer to find your keywords. Use phrase and exact match to start.
Make your ads and landing pages match what the person searched for.
Check on your account regularly. Add negative keywords and test new ads. Don’t set it and forget it.
Your Google Ads Questions Answered (FAQ)
How much should I spend on Google Ads?
How long is a piece of string? You can start with as little as $5-$10 a day. The key is to spend enough to get data to make decisions but not so much that a bad week hurts your business.
How long does it take to see results from Google Ads?
You can see results, like clicks and traffic, almost immediately. But seeing actual business results, like a steady flow of good leads or sales, typically takes time. Give it at least a month or two of consistent work to know if it’s working.
Can I run Google Ads myself?
Absolutely. It just takes time and a willingness to learn. This guide is a starting point. If you run a business and have zero time, then maybe hiring someone is a better option. But it’s definitely possible to do it yourself.
Why are my ads not showing up?
This is a common one. It could be many things. Your bid might be too low, your keywords might have very low search volume, or your ad might have been disapproved for breaking a policy. Check the status column in your account, it usually gives you a clue.
Is Google Ads still worth it in 2025?
Yes, but it’s more competitive. People are still searching on Google for solutions to their problems every second of every day. If you can put your business in front of them right at that moment, it’s still one of the best ways to get customers.
Leave a Reply