Google Ads
How to Set Up Google Ads
By Adedon · Updated 2026-08-14
How do you set up Google Ads correctly?
Set up Google Ads by creating an account the business owns, installing conversion tracking before you scale, choosing a campaign type that matches demand (usually Search first for services), building tightly themed ad groups, writing ads that match queries, and scheduling a search-term review in the first two weeks. Setup is not finished at ‘campaign enabled.’ It is finished when conversions fire and junk queries have a negative plan.
Own the account and billing
Use a Google account and billing profile the company controls. Invite managers. Do not let a vendor’s MCC be the only copy of the account. Link Google Analytics only if you understand what you are duplicating in conversion actions.
Conversion actions before clever keywords
Create primary conversions that equal a lead or a purchase you want more of. Mark page views as secondary or exclude them from bidding. Enhanced conversions help when implemented correctly. Test with Google’s debug tools, not with hope.
Campaign type and structure
For a local service, a Search campaign with location intent is the usual start. Ecommerce may need Shopping or Performance Max with a clean feed. Do not turn on every campaign type ‘to see what happens.’
Ads, extensions, and the landing page
Responsive search ads need enough headlines to cover intents without contradicting each other. Sitellinks and call assets should be true. The landing page must match the query cluster — a homepage for every keyword is a setup smell.
The first two weeks
Read search terms. Add negatives. Confirm conversion counts against the CRM or store. Do not panic-switch to a new bid strategy on day three. Adedon can perform this setup as a service or walk your team through it.
Frequently asked questions
Should I use Google’s default recommendations during setup?+−
Treat them as optional. Many expand match types, add Display expansion, or create redundant conversions. Accept only what matches the plan.
Do I need Performance Max on day one?+−
Usually no for lead gen. Get Search and tracking honest first. PMax can wait until you can judge it.
How many keywords at launch?+−
Enough to cover core intents without stuffing. A tight theme per ad group beats a dump of every synonym in one group.
Related services
Google Ads Management
Search, Performance Max, and Demand Gen managed with conversion tracking and bidding that match how you actually make money.
Talk about Google Ads →
Done With You
We install the workflow with your team, train operators, then keep a lighter monthly hand on monitoring and reporting.
Talk about Done With You →
Related reading
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Google Ads Agency vs In-House
How to choose between a Google Ads agency, an in-house specialist, and a Done With You hybrid — including account ownership and query hygiene.
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Google Search Ads Explained
What Google Search ads are, how queries, keywords, and RSAs fit, and how to tell Search apart from Performance Max search inventory.
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Google Performance Max Explained
What Performance Max is, where it shows, what asset groups and goals do, and how to judge it without treating it as unsupervised Search.
Meta Ads
How to Set Up a Meta Ads Campaign
A practical setup sequence for a Meta Ads campaign: Business Manager access, events, campaign objective, ad set constraints, creative, and a first-week monitoring plan.