If you’re a small business owner looking to get more customers online, Google Ads is a powerful tool that helps you do just that. You don’t need to be a tech expert or have a big marketing budget to get started. This guide shows you how to set up your first Google Search Ad—step by step.

But before we dive in, let’s briefly understand the two most common types of Google ads and why Search Ads are especially important for beginners.

Google Search Ads vs. Google Display Ads – What’s the Difference?

• Search Ads appear as text listings on Google search results when someone types in a relevant keyword. For example, if someone types “plumber near me,” a search ad for your plumbing business could appear at the top of the page.
• Display Ads are visual ads (with images or banners) that show up on websites, apps, or YouTube videos. They are useful for brand awareness and showing your message to people as they browse online.

Why Start with Google Search Ads?

If you’re just getting started with online ads, Search Ads are the better choice. Why?

• People seeing your ad are already searching for something related to your business.
• You can control who sees your ad by choosing the right keywords.
• You only pay when someone clicks your ad (not just when they see it).
• Search Ads are easy to set up and don’t require fancy graphics—just clear text.

Now let’s walk you through the exact steps to set up your first Google Search Ad.

Step 1: Set Up Your Google Ads Account

Go to ads.google.com and click “Start Now.”

• Sign in with your Gmail account.
• Choose your business name, website (if any), and country (select United States) and currency (USD).
• Add your billing information. You’ll only be charged when someone clicks your ad.

Tip: Google may offer free ad credit for new accounts, so keep an eye out for that.

Step 2: Switch to Expert Mode

Google often starts you in a simplified setup called Smart Mode. For better control, click “Switch to Expert Mode.”

This allows you to choose specific campaign types, like Search Ads, and gives you full access to settings that matter.

Step 3: Start a New Search Campaign

Click the “+ New Campaign” button.

• Choose a goal: For most small businesses, “Website Traffic” or “Leads” is a good start.
• Select “Search” as your campaign type.
• Enter your website URL if you have one (you can still run ads without one by using a Google Business Profile page).

Step 4: Set Campaign Name and Networks

• Give your campaign a name like “Search – Bakery NYC” or “Search – Plumber LA.”
• Uncheck the box that says “Include Google Display Network” to make sure you’re only running a Search ad.
• Keep the “Search Network” checked.

Step 5: Choose Locations and Languages

• Select the United States or choose your city/region if you serve locally.
• Language should usually be English, unless your audience speaks another language.

Example: A local bakery in Dallas might only target a 10-mile radius around their shop.

Step 6: Set Your Daily Budget

Decide how much you’re willing to spend per day.

• Start with something like $5–$10/day. You can increase it later.
• Google multiplies your daily budget by 30.4 to estimate monthly spending.

So if you pick $10/day, you’re looking at around $300/month.

Step 7: Choose a Bidding Strategy

Since this is your first ad, let Google help.

• Choose “Maximize Clicks” if your goal is to get people to your website.
• If you want to collect leads (like phone calls or contact form submissions), choose “Maximize Conversions”. You’ll need to set up a tracking code, but Google guides you through it.

Step 8: Add Keywords

Keywords tell Google when to show your ad.

• Think like your customer. What would they search?
• Example keywords for a plumber:
  • “emergency plumber near me”
  • “pipe repair service”
  • “plumber in Chicago”

Add 10–15 solid keywords to start. Use simple, clear phrases. You can always add more later.

Tip: Use location-based keywords if you serve a specific area.

Step 9: Write Your Ad

Now it’s time to write what people will see.

You’ll need:

• Final URL: The page on your website you want people to visit.
• Headlines: You get up to 3. Each up to 30 characters.
  • Example: “24/7 Emergency Plumbing”, “Fast Service in Houston”, “Call Now for Free Estimate”
• Descriptions: You get up to 2. Each up to 90 characters.
  • Example: “Certified plumbers available day or night. Book online or call us today.”

Make sure your ad matches what your customer is searching for.

Example: If your keyword is “wedding cakes,” your ad should mention “wedding cakes,” not just “custom cakes.”

Step 10: Review and Launch

Before publishing, double-check everything:

• Are your keywords relevant?
• Is your budget correct?
• Do your headlines make sense?
• Does the link work?

Once everything looks good, click “Publish.”

Your ad will go through Google’s approval process. This usually takes less than 24 hours. After approval, your ad will go live.

Step 11: Monitor and Adjust

Once your ad starts running, check your Google Ads dashboard daily or weekly.

Key things to look for:

• Clicks – How many people are clicking your ad?
• CTR (Click-Through Rate) – Are people clicking after seeing your ad?
• Cost – How much are you spending per day?
• Conversions – Are people calling or filling out your form?

If something isn’t working:

• Change your headlines.
• Add new keywords.
• Pause keywords that aren’t getting results.
• Adjust your budget.

Bonus Tips for Better Results

• Use location in your ad: “Call Dallas Plumber Today” works better than just “Call Plumber Today.”
• Add a call-to-action: Say what you want people to do — “Call Now,” “Book Online,” “Get a Free Quote.”
• Test different ads: Try writing two or three versions of your ad. Google will show the best-performing one more often.

Final Thoughts

Google Search Ads are a smart, cost-effective way for small businesses to attract real customers. You don’t need fancy tools or a big budget to start—just a clear offer and some simple words that connect with your audience.

Start small. Learn as you go. And don’t be afraid to tweak your ad to get better results.

With just 10–15 minutes and a few dollars a day, your business can show up exactly when people are searching for what you offer.

Helpful Google Resources

• Create a Search Campaign – Google Ads Help
• Tips for Writing Text Ads
• Set Your Budget – Google Ads Help