How to Run Your First PPC Campaign

Google Ads is the default choice for most businesses because it captures intent: people are actively searching for solutions. Start there unless your product is highly visual and better suited for social platforms. Google Search Ads appear at the top of search results for specific queries. Google Display Ads show banner ads across millions of websites. For your first campaign, start with Search Ads only. They deliver the most measurable results and clearest intent signal. Display and video can come later once you understand what messaging works.

Determine how much you can spend on testing before needing results. A minimum of 300 to 500 dollars gives you enough data to identify what works. Set a daily budget by dividing your total test budget by 14 days. This gives you two weeks of data for optimization. Calculate your maximum acceptable cost per acquisition: if a customer is worth 500 dollars in profit, you might accept spending up to 100 dollars to acquire them. This ceiling guides your bidding strategy and helps you decide quickly whether the campaign is viable.

Use Google Keyword Planner to find keywords your ideal customers search for. Start with seed terms describing your product or service, then expand into related phrases. Focus on keywords with commercial intent: terms like "hire," "services," "agency," "pricing," and "near me" signal someone ready to take action. Organize keywords into tight thematic groups of five to ten related terms. Add negative keywords from the start to block irrelevant traffic. Common negatives include "free," "jobs," "salary," "DIY," and competitor brand names you do not want to bid on.

Each Google Search Ad has headlines and descriptions that must earn clicks in a fraction of a second. Write three to five headline variations for each ad group that include your target keyword, a clear benefit, and a differentiator. Descriptions should expand on the value proposition and include a call to action. Use specific numbers when possible: "Over 200 clients served" or "Results in 30 days" are more credible than vague claims. Create at least three ad variations per ad group so Google can test and optimize which combinations perform best.

Never send PPC traffic to your homepage. Create a dedicated landing page that matches the specific offer and keywords in your ad. The page should have a headline that mirrors the ad promise, a clear explanation of your value proposition, social proof like testimonials or client logos, a prominent form or button, and zero distracting navigation. The closer the message match between ad and landing page, the higher your conversion rate and the lower your cost per click because Google rewards relevance with better Quality Scores.

Configure your campaign targeting to reach the right audience and exclude wasted spend. Set geographic targeting to the areas you serve. Choose language settings matching your audience. Set ad schedule to show ads during business hours when your team can respond to inquiries. For your first campaign, use phrase match and exact match keyword types to maintain tight control. Broad match casting too wide a net is the most common budget-wasting mistake new advertisers make. Set device bid adjustments if your landing page performs differently on mobile versus desktop.

Set up conversion tracking before launching. Without it, you cannot measure success. Install the Google Ads conversion tag on your thank-you page or configure event tracking for form submissions and phone calls. Double-check all settings: budget, targeting, keywords, ad copy, and landing page links. Set your campaign live and resist the urge to make changes in the first 48 hours. The algorithm needs time to gather data and find its footing. Check in daily but wait for at least 100 clicks before drawing conclusions about what is working.

After two weeks of data, begin optimization. Pause keywords with high spend and no conversions. Increase bids on keywords with low cost per acquisition. Add new negative keywords based on the search terms report. Test new ad copy variations against your best performers. Adjust your landing page based on user behavior: if bounce rate is high, the page is not matching visitor expectations. Optimization is an ongoing process. Review performance weekly, make incremental changes, and test continuously. Most campaigns see significant improvement between weeks two and six as data accumulates and optimizations compound.