The Definitive Guide to Using Google Ads for Business

Whether you want to increase traffic to your website, boost your brand’s online profile, or raise queries about your products or services, Google Ads is a powerful tool that can help you achieve all of these objectives and more.

Google advertisements are an excellent way to get relevant, qualified traffic to your website at precisely the times when people are looking for the specific sorts of items or services that your company provides. With sponsored advertising on Google receiving 65 percent of clicks and 43 percent of consumers saying they’ve purchased something they saw on a YouTube video, it’s no secret that this inventive and popular platform has a lot of potential.

It might be tough to know where to begin when it comes to investing your money and time executing digital advertising campaigns, so our experienced team at Bold x Collective has put together a detailed guide to assist you understand your company’s Google Ads strategy. Continue reading for a detailed look at how to use one of the most popular digital marketing tools.

Let’s start with the fundamentals. What exactly are Google Ads?

Google Ads has a search engine strategy, allowing users to advertise their brand by targeting relevant keywords, which can result in lead generation and revenue growth, among other key performance measures. This online paid advertising technique, formerly known as Google AdWords, functions by linking together numerous components that allow advertisers to exploit the search engine results page (SERP) to reach their chosen target demographic.

The platform is a Pay-Per-Click marketing channel that has expanded over time. Indeed, as Google’s popularity has grown, many additional features have been introduced to expand the potential of what you may achieve (more about this later). Now that we have a fundamental knowledge of Google Ads’ role in the advertising market, let’s go through how you may use the platform for your business’s purposes.

First, let’s acquire a better understanding of how your audience, as well as generic Google traffic, perceives and accesses these advertising. To begin, people will come across Google Ads via their search process when seeking for a certain sort of goods or service.

Among the ideas consumers receive and based on the terms they search for, many adverts will generally appear as the top selections.For example, if a customer searches on Google for “natural sunscreen,” the first goods that display are all advertising driven by Google Ads Shopping campaigns.

As the owner of a Google Ads account, you will be required to pay a fee every time someone clicks on your ad as a result of the Pay-Per-Click system in force. You may also choose where your ad will drive people, as well as the structure and placement of each ad.

Let’s take a look at the stages involved in creating and running an ad. Each of the four areas has many actions that must be completed before you can run your ad.

Overview of How to Use the most common Ads

  • Choose Campaign Settings.
  • Create Ad Groups
  • Configure Ads Billing Campaign Settings

    The first phase includes all of the tools you’ll need to lay the groundwork for your campaign. You must outline the following in this initial section:

  • Goals & Objectives
  • Campaign Name 
  • Networks
  • Ad Type 
  • General Settings
  • Targeting and audience segments
  • Time 
  • Budget and Billing 
  • Ad Extenders

Moving on to a more in-depth explanation, let’s look at what each part represents.

Goals & Objectives:

This first part outlines numerous potential paths and goals from which you might pick. You should select the one that best meets your demands based on your intended outcome and the product or service offered by your company.

  • Google Ads Types

This part is required and provides a variety of Ad kinds from which to pick. It’s critical to understand the distinctions between them, so keep reading for a full explanation of the most commonly utilised and popular selections.

  • Search

This is the most popular and widely used type of Google Ads used by companies. In fact, when most people hear about Google Advertisements, they immediately think of search ads.

This is the type of advertisement that appears on the search results page, as the name implies. These advertisements appear first and, sometimes, at the bottom of the page. You can tell the difference between organic and sponsored search results since the latter will clearly display a “Ad” title on the top left of the search result.

  • Display

Google has now added other sorts of advertising that companies may run with varying attractions and can be found on a variety of Google sites. This sort of ad differs from Search advertisements in that it is provided in the form of a banner ad and is displayed on websites inside the Google network.

  • Shopping

These adverts are designed to promote items and may be found on Google’s shopping tab. This is perfect for advertising certain items and, like Search adverts, will display at the top of consumers’ search results for the product being advertised.

  • Video

This sort of advertising is done with video material and is available on YouTube. Because the video platform hosts these adverts, this advertising medium necessitates more work and time. Unlike the previous ad categories, these ads require a bespoke video to sell the desired product or service rather than merely text or product display.

There are many other ad types available, as listed below.

  • General Settings
  • Discovery 
  • Smart 
  • Local 
  • App 

Let’s move on to the other important aspects of developing your campaign. You may decide how long you want this campaign to run for and who you want to target. This includes determining the geographic region in which you want your advertising to appear. You have the option of going local or worldwide, and you may further filter your target based on gender and age, among many other demographics and psychographics.

Keep in mind that the more specific you make your target groups, the more expensive it will be to run your ad. Analyse if it is more effective to target a larger audience, or to raise costs to target audiences based on specific interests and groups, depending on your business and products or services. The next step is to specify a financial limit for your campaign.

You may specify a monthly maximum amount as well as a daily amount. The Google Ads pricing procedure is wonderful since it is highly customisable and delivers forecasted outcomes that describe what results you can expect from your budget. You may also experiment with add-ons such as extensions and altering the maximum budget amount based on ad performance each month.

Create Ad Groups

The next step is to create the ad groupings. In this section, you will specify the keywords you wish to use in your campaign. If you like, you may create many ad groups with different keyword groupings for each relevant topic.

When selecting keywords, keep in mind who your target audience is. Consider how and what their search habits are and how they connect to your brand and the product or service in this case. Furthermore, the keywords you select should be specific and relevant. You may also eliminate negative keywords to prevent unrelated searches from being associated with your ad. Simply add a minus sign in front of the term to add it to an ad group.

We strongly advise you to use platforms to locate and arrange the relevant keywords for your business. As a novice with Google Ads, here are several free tools to try:

  • Google Trends 
  • Responds to public
  • Keywords all over the place.

Make the advertisement

Now that you’ve done the most of the campaign development process, it’s time to create the actual ad that consumers will see and engage with. Google Ads, as shown above, has a preview option that allows you to see the final ad display in both desktop and mobile perspectives.

You should double-check that the ad is precisely how you want it to be, because once approved by Google Ads, it will be accessible to the whole public.


The billing procedure is the final and final stage. This fourth step is self-explanatory, and it asks you to provide all of the relevant billing data and information. But wait… the Google Ads adventure does not end there.

It is critical to remember that developing and monitoring successful campaigns takes time. Most of the time, the very first ad you run will need to be changed and altered on a regular basis to attain the best results. You will need to take further efforts to acquire the maximum conversions, maintain a low CPC (cost per click) each ad, and gain overall effective exposure that leads to outcomes.

Split testing and a/b testing are the two basic methods for analysing the development of your ad. Furthermore, staying up to date on shifting trends in keyword research and testing ad campaigns for various products and services inside your company to determine what performs best will help.

We also strongly advise installing Google Analytics, a free tool that can be used to compare platform success to other marketing activities you are undertaking to achieve your business’s goals. It’s an excellent approach to track outcomes and have a better understanding of how your Google Ads are doing for your website.