Google Ads Search campaigns: a setup checklist
A step-by-step checklist for launching Search campaigns that spend on the right searches from day one.
By the AdPlus Services team
Search ads reach people at the moment they're looking for what you offer. That makes them one of the most effective channels for enquiries and sales, as long as the campaign is set up carefully. This is the checklist we use.
1. Set up conversion tracking first
Before launching, make sure Google Ads can see the actions that matter: form submissions, calls from ads, calls from your website and purchases. Use Google Tag Manager or the Google tag, and consider enhanced conversions for better accuracy. Without tracking, automated bidding has nothing to learn from.
2. Group keywords by intent
Build campaigns around what you sell and ad groups around closely related search themes. A clinic might have separate ad groups for dental implants, teeth whitening and emergency dentists. Tight themes make it easier to write relevant ads and send people to the right page.
3. Choose match types deliberately
Phrase match and exact match give more control while you learn which searches convert. Broad match can find valuable new searches, but works best once you have solid conversion data and Smart Bidding in place. Review search terms regularly whichever you use.
4. Add negative keywords from the start
- Job seekers: jobs, careers, salary, vacancy
- Free and DIY searches: free, template, how to make
- Locations you don't serve
- Products or services you don't offer
5. Write ads that match the search
Use responsive search ads with several headlines that include the keyword theme, a clear benefit and a reason to choose you. Add assets such as sitelinks, callouts, call buttons and structured snippets. They make ads larger and more useful at no extra cost.
6. Send traffic to a relevant page
Each ad group should point to the most relevant page, not your homepage. The page should repeat the promise made in the ad, load quickly on mobile and make the next step obvious.
7. Pick a sensible bidding strategy
New accounts with little data often start with Maximise Clicks or Maximise Conversions with a modest budget. Once you have steady conversions, move to Target CPA or Target ROAS so Google bids towards your cost goals.
8. Check location and schedule settings
Set locations to people in or regularly in your target area, not just people interested in it. If you can only answer calls during business hours, adjust ad scheduling or call asset hours accordingly.
9. Review weekly
In the first weeks, review search terms, add negatives, pause poor ads and check that conversions are recording. Small weekly improvements add up quickly in Search campaigns.
