Google Ads: The Ultimate Guide for Business

If you want to improve your brand’s online presence, increase inquiries about your product or service, or increase traffic to your site, Google Ads can help.

Google Ads are an effective way to drive relevant traffic and qualified visitors to your website. They are displayed when people search for products or services your brand provides.

YouTube ads are a popular and innovative platform. With 65% clicks and 43 % of customers saying they bought something after seeing a YouTube advertisement, there is no doubt about the potential of this platform.

Our team of experts at Collective has put together this comprehensive guide that will help you to navigate the Google Ads strategy for your business.

Continue reading for a detailed look at one of the most widely used tools in digital marketing.

Let’s start from the beginning… What is Google Ads?

Google Ads is a search engine-based advertising tool that allows users to promote their businesses by targeting keywords relevant to the company. This can lead to increased sales and lead generation, among other performance indicators.

This online paid advertising model, formerly known as Google AdWords (also called Google AdWords), operates by tying multiple aspects together, allowing marketers to leverage the SERP to reach their desired audience.

Over the years, the platform has become part of the Pay-Per-Click marketing channel. Google’s popularity has been steadily increasing, and many new features have been introduced to increase the possibilities of what you can do (more on this later).

Let’s look at how to use Google Ads for your business.

Let’s first get a better understanding of how Google Ads are viewed and accessed by your audience and Google users in general. People rather see Google Ads when they search for specific products or services.

The ads will usually be the first ones they see, based on their keyword searches and the suggestions that they get.

Google Ads Shopping campaigns will power the first results list when a user searches on Google for “natural sunscreen.”

As a Google Ads account owner, you’ll have to pay a certain amount each time someone clicks on your advertisement. You can also control where your ads will lead users and the placement and structure of each ad.

Let’s now look at the steps to creating and running an ad. Each of the four sections has multiple steps before your ad can be run.

Overview of Google Ads:

  1. Select Campaign Settings
  2. Set Ad Groups
  3. Create Ads
  4. Billing

Campaign Setting

This first section will help you to outline: This first section will require you to:

  • Goals & Objectives
  • Ad Type
  • General Settings
    • Campaign Name
    • Networks
    • Time is a factor.
    • Segmentation of the audience and targeting
    • Budget & Billing
    • Ad Extensions

Let’s look at each section in detail.

Goals & Objectives

You can choose between several goals and paths in this first section. You should choose the best option based on your desired outcome and product or service.

Google Ads Types

The following section displays an array of Ad Types. You should know how to differentiate between them, so continue reading for a breakdown of some of the most popular and widely used options.

Search Engine

This is by far the most common and popular form of Google Ads. Search ads are the most common form of Google Ads.

This form of advertising appears on the results page. These ads are displayed first and sometimes at the bottom of the page.

The search result will display a “Paid” title at the top-left corner.


Google now offers various types of ads that businesses can use. These ads are available on many Google platforms and have varying appeals. These ads differ from Search Ads as they appear as banner ads on Google-affiliated websites.


These ads are designed to promote products. They can be viewed through the Google Shopping tab. It is an excellent way to promote specific products. Like Search ads, it will appear on the top of the search results page for that product.


YouTube is the platform where this type of advertising takes place. This advertising medium is more time consuming and requires more effort because the ads are hosted on the video platform. These ads are not limited to text or product displays but need a video to promote a product or service effectively.

Below are some of the other Ad types that you can choose from.

  • Discovery
  • Smart Phones
  • Local
  • App
  • General Settings

Let’s now discuss the core elements of creating your campaign. You can choose the length of time you want your campaign to run and specify who you would like to target.

You can also choose the area in which you would like your ads to be displayed. You can select to target a local audience or a global one. You can also narrow your audience down based on age and gender, as well as other demographics.

Remember that your ads will be more expensive if you choose a more niche segment.

Analyze your products and services to determine if it is more beneficial to reach a larger audience or increase the cost to target specific audiences and segments based on their interests. Setting a budget limit for your campaign is the final step.

You can also set a maximum daily and monthly amount. The Google Ads Pricing Process is flexible, and offers predicted results.

You can also experiment with add-ons such as extensions and change the budget maximum based on each month’s ad performance.

Set Ad Groups

Step number 2 is to create the ad group. You will now select the keywords you wish to use for your campaign. If you want to, you can create more than one ad group with different keyword groups for each relevant topic.

Consider your target audience when choosing keywords. Consider their search patterns and how they relate to your brand, product, or service.

Keywords should also be relevant and specific.

You can also exclude the negative keywords to avoid irrelevant searches associated with your ad. Add a minus symbol in front of a keyword to add negative keywords.

Platforms are a great way to organize and find the best keywords for your brand. As a Google Ads beginner, you can use these free tools:

Create the Ad

You have completed the campaign creation and are ready to create the ad, which users will see and interact with. Google Ads has a preview tab that lets you know how the final ad will look on desktops and mobiles.

Please double-check that the ad you create is exactly what you want because once Google Ads has approved it, it will become visible to everyone.


Billing is the final step. This fourth step should be self-explanatory. You must enter all the information and details needed for the billing procedure.

The Google Ads journey does not end here.

It is essential to remember that successful campaigns take time to create and monitor. The first ad you run will likely need to be altered and tweaked periodically to get the best results.

You must take additional steps to increase conversions, keep your CPC (cost-per-click) low, and gain practical exposure.

Split and A/B testing are the two most effective ways to track your ads’ progress. You can also achieve better results by keeping abreast of the latest trends in keyword research and experimenting with different ad campaigns to test what works.

Google Analytics is a tool you can use to compare the success of the platform to the other marketing campaigns that your business uses to achieve its goal.

This is an excellent way to track your results and understand the performance of your Google Ads for your website.

Need more help with Google Ads?

Bold x Collective has helped many brands across Canada and Greater Toronto by executing a successful Google Ads campaign.

We offer a free consultation to help you get started. During this consultation, we will take the time to learn about your business and your goals. 

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