The Ultimate Guide to Google Ads [Examples] 2024

What is Google Ads?

Google Ads is an advertising platform created by Google that allows businesses to display ads on Google search results and its advertising network. It is a pay-per-click (PPC) platform, which means advertisers pay a fee each time one of their ads is clicked.

Why advertise on Google?

Advertising on Google can help businesses reach a large audience of potential customers. With Google Ads, businesses can target their ads to specific geographic locations, languages, and devices, making it a highly targeted and effective advertising platform.

Does Google Ads work?

Yes, Google Ads can work for businesses when used effectively. It can drive traffic to websites, generate leads, and increase sales. However, it requires a strategic approach and continuous optimization to achieve the desired results.

Google Ads Terms to Know

1. Ad Extensions

Ad extensions are additional pieces of information that can be added to a Google ad to provide more context to potential customers. Examples of ad extensions include callout extensions, sitelink extensions, and structured snippet extensions.

2. AdRank

AdRank is a value used by Google to determine the position of an ad on the search results page. It is calculated based on the bid amount, ad quality, and the expected impact of ad extensions and other ad formats.

3. Bidding

Bidding refers to the process of setting the maximum amount an advertiser is willing to pay for a click on their ad. It is a crucial aspect of Google Ads as it determines the visibility and position of the ad.

4. Campaign Type

Campaign type refers to the different types of ads that can be run on Google Ads, including search ads, display ads, video ads, app ads, and shopping ads.

5. Click-Through Rate (CTR)

Click-Through Rate (CTR) measures the percentage of people who click on an ad after seeing it. It is an important metric for assessing the effectiveness of an ad.

6. Conversion Rate (CVR)

Conversion Rate (CVR) measures the percentage of website visitors who take a desired action, such as making a purchase or filling out a form. It is a key metric for evaluating the performance of ad campaigns.

7. Display Network

The Google Display Network is a collection of websites, apps, and videos where businesses can display their ads. It allows for visual ads to reach a wide audience.

8. Impressions

Impressions refer to the number of times an ad is shown on the search results page or on the Google Display Network.

9. Keywords

Keywords are words or phrases that are used to match ads with the terms potential customers are searching for on Google.

10. PPC

PPC stands for pay-per-click and is a pricing model used in online advertising where advertisers pay a fee each time one of their ads is clicked.

11. Quality Score (QS)

Quality Score is a metric used by Google to measure the quality and relevance of an ad and the landing page it leads to. It is an important factor in determining ad rank and cost-per-click.

How does Google Ads work?

Google Ads works through a bidding system where advertisers bid on keywords that are relevant to their target audience. When a user searches for a keyword on Google, the ads that have bids on that keyword are entered into an ad auction. The ads are then ranked based on AdRank, and the highest-ranking ads are displayed on the search results page.

Factors That Influence Google Ads


AdRank is influenced by the bid amount, ad quality, and the expected impact of ad extensions and other ad formats.


Location targeting allows businesses to show their ads to potential customers in specific geographic locations.


Using relevant keywords and match types can help businesses reach their target audience effectively.

Match Types

Match types control which searches trigger your ad. The match types include broad match, phrase match, exact match, and broad match modifier.

Headline and Description

The headline and description of an ad are crucial in attracting the attention of potential customers and encouraging them to click.

Ad Extensions

Using ad extensions can provide additional information to potential customers and improve the visibility of an ad.

Google Ads Retargeting

Retargeting allows businesses to show ads to people who have previously visited their website or used their mobile app.

How to Use Google Ads

1. Use a Google Ads planning template.

Before setting up your Google Ads account, create a plan that outlines your advertising goals, target audience, keywords, and budget.

2. Set up your Google Ads account.

Visit the Google Ads website and follow the steps to create an account for your business.

3. Choose your business name and website.

Provide your business name and website URL when setting up your Google Ads account.

4. Select your advertising goal.

Choose the primary goal of your advertising campaign, such as driving website traffic, generating leads, or increasing sales.

5. Craft your ad.

Create compelling ad copy that highlights your unique selling proposition and encourages users to click.

6. Add keyword themes.

Group relevant keywords into themes to help you organize your ad groups and target specific topics.

7. Set your ad location.

Choose the geographic locations where you want your ads to be shown.

8. Set your budget.

Determine how much you are willing to spend on your ads and set a daily or campaign budget.

9. Confirm payment.

Provide your payment information to fund your Google Ads account.

10. Link your Google Analytics account.

Linking your Google Analytics account allows you to track the performance of your ad campaigns and gain insights into user behavior.

11. Add UTM codes.

Use UTM codes to track the performance of your ads in Google Analytics and other analytics platforms.

12. Set up conversion tracking.

Set up conversion tracking to measure the actions that users take after clicking on your ads, such as making a purchase or submitting a form.

13. Integrate your Google Ads with your CRM.

Integrating Google Ads with your Customer Relationship Management (CRM) system allows you to track and analyze the leads and sales generated from your ad campaigns.

Types of Google Ads Campaigns

1. Search Ad Campaigns

Search ad campaigns display text ads on the Google search results page when users search for specific keywords.

Responsive Search Ads

Responsive search ads allow you to enter multiple headlines and descriptions, and Google will automatically test different combinations to determine the most effective ad for each user.

2. Display Ad Campaigns

Display ad campaigns show visual ads on websites, apps, and videos within the Google Display Network.

3. Video Ad Campaigns

Video ad campaigns allow businesses to show video ads on YouTube and across the Google Display Network.

4. App Ad Campaigns

App ad campaigns promote mobile apps across the Google Search Network, Google Display Network, and YouTube.

5. Shopping Ad Campaigns

Shopping ad campaigns showcase products from an online store directly within the Google search results.

Google Ads Examples

Use enticing copy to lure customers in.

Write compelling ad copy that highlights the benefits of your products or services and encourages users to take action.

Target all relevant keywords and more.

Identify and target all relevant keywords that potential customers may use when searching for products or services like yours.

Use a compelling CTA.

Include a strong call-to-action (CTA) in your ad copy to prompt users to take the desired action, such as making a purchase or signing up for a newsletter.

Add a human touch.

Include personal touches in your ad copy to make it more relatable and engaging for potential customers.

Highlight your credibility.

Showcase customer reviews, ratings, or certifications to build trust and credibility with potential customers.

Google Ads Bidding Strategies

1. Automated vs. Manual Bidding

Decide whether to use automated bidding strategies provided by Google or manually set your bid amounts based on your advertising goals.

2. Bidding on Branded Search Terms

Consider bidding on branded search terms to ensure that your ads appear when users search for your brand name or related keywords.

3. Cost Per Acquisition (CPA)

Set a target cost per acquisition to optimize your bidding strategy and maximize the return on your ad spend.

Google Ads Best Practices

1. Use a PPC planning template.

Develop a comprehensive plan for your PPC campaigns, including keyword research, ad copy, and budget allocation.

2. Avoid broad keyword terms.

Avoid using broad match keywords that may attract irrelevant traffic and waste your ad budget.

3. Don’t run irrelevant ads.

Create highly relevant ads that align with the user’s search intent to improve the performance of your ad campaigns.

4. Improve your Quality Score (QS).

Focus on improving the quality and relevance of your ads and landing pages to achieve a higher Quality Score, which can lead to lower costs and better ad positions.

5. Optimize your ad landing page.

Ensure that your ad leads to a relevant and high-converting landing page that provides users with the information and experience they expect.

Google Ads Tips

1. Have a clear goal.

Define clear and measurable goals for your ad campaigns, such as increasing sales, generating leads, or driving website traffic.

2. Create a relevant landing page.

Design and optimize your landing page to align with the ad and provide a seamless user experience.

3. Use the right keywords.

Research and select the most relevant and high-performing keywords to target in your ad campaigns.

4. Automate the process.

Use automated bidding, ad scheduling, and other features to streamline and optimize your ad campaigns.

5. Use Ad Extensions.

Take advantage of ad extensions to provide additional information and improve the visibility of your ads.

6. Use negative keywords.

Utilize negative keywords to exclude irrelevant search terms and prevent your ads from showing for unrelated queries.

7. Measure and improve upon your strategy.

Regularly monitor the performance of your ad campaigns, test different strategies, and make data-driven adjustments to improve results.

Additional Resources to Optimize Your Google Ads

For additional resources to optimize your Google Ads, consider exploring Google’s official help center, attending Google Ads training sessions, and following industry blogs and forums for the latest tips and best practices.

Start Your Google Ads Campaign

If you’re ready to start advertising on Google, create a Google Ads account, and begin setting up your first ad campaign. Remember to research your target audience, choose the right keywords, create compelling ad copy, and continuously monitor and optimize your campaigns for success. With the right approach and ongoing effort, Google Ads can be a powerful tool for growing your business and reaching new customers.