The Ultimate Guide to Using Google Ads for Your Business

Whether you’re looking to increase traffic to your website, improve your brand’s online presence, or ask more questions about your products or services, Google Ads is a powerful tool to help you achieve all of these goals and more.

Google ads are an effective method of driving relevant, qualified traffic to your website, exactly when people are searching for the specific types of products or services your brand offers.

With paid ads on Google receiving 65% of clicks and 43% of customers saying they bought something they saw on a YouTube ad, it’s no secret to the possibilities offered by this innovative and popular platform.

Knowing where to start spending your money and time implementing digital advertising campaigns can be difficult, so our experienced team at Bold x Collective has put together a comprehensive guide to help you navigate the strategy of your business with Google Ads.

Keep reading to get an in-depth look at how to leverage one of the most popular tools used in digital marketing.

Let’s start with the basics… What are Google Ads?

Google Ads uses a search engine approach that allows users to promote their business by targeting relevant keywords that can lead to lead generation and sales, among other key performance indicators.

Formerly known as Google AdWords, this online paid advertising model works while connecting multiple aspects that allow marketers to use the search engine results page (SERP) to reach their desired audience.

The platform belongs to the Pay-Per-Click marketing channel and has grown over the years. In fact, with the popularity of Google steadily increasing, many more features have been added to expand the possibilities of what you can accomplish (more on that later).

Now that we have a basic understanding of the purpose of Google Ads in the advertising world, let’s take a look at exactly how you can use the platform for your business needs.

First, let’s get a better look at how your audience and overall traffic on Google view and approach these ads. For starters, individuals come across Google Ads through their search process when they are specifically looking for a type of product or service.

Among the suggestions they receive and based on the keywords they search for, there will be several ads that usually present themselves as the best choices.

For example, if a user searches for “natural sunscreen” on Google, the list of products that appear first are all ads powered by Google Ads Shopping campaigns.

Because of the Pay-Per-Click system that has been put in place, as the owner of the Google Ads account, you have to pay a fee every time a person clicks on your ad. You also have control over where your ad leads users and over the structure and placement of each ad.

Now let’s take a look at the steps required to create and run an ad. With a total of four sections, each category has several steps that must be completed before you start running your ad.

How to use Google Ads – The overview:

  1. Select Campaign Settings
  2. Set up ad groups
  3. Create ads
  4. billing

Campaign Settings

The first step includes all the tools you need to build the foundation for your campaign. With this first section, you should outline:

  • Objective & Goals
  • Ad type
  • General settings
    • Campaign name
    • Networking
    • Time
    • Targeting and audience segments
    • Budget and Billing
    • Ad extensions

We continue with a detailed explanation and take a closer look at what each section means.

Objective & Goals

This first section outlines several paths and goals for you to choose from. Depending on your desired outcome and your company’s product or service, you should choose the one that best suits your needs.

Types of Google Ads

This next section is mandatory and shows a wide variety of ad types for you to choose from. It’s important to know the difference between the two, so keep reading for a detailed rundown of the most commonly used and popular choices.


This is the most popular and most common form of Google Ads that businesses run. In fact, search ads are the first thing everyone thinks of when they hear about Google Ads as a whole.

As the name suggests, this form of advertising is what you see on the search results page. These ads appear first and sometimes also at the end of the page.

You can distinguish between organic search results and paid search results, as the latter will of course display the title ‘Ad’ in the top left corner of the search result.


Google has since added more types of ads for businesses to display that have different appeals and can be found on numerous Google platforms. This type of ad differs from search ads in that they are served with banner-type ads and are shown on websites within the Google network.


These ads are tailored to promote products and can be viewed through the Shopping tab on Google. This is ideal for promoting specific products and, like search ads, will appear at the top of users’ search results for the specific product being promoted.


This type of advertising is done through video content and is run on YouTube. Since the video platform hosts these ads, this ad medium takes more effort and time. Unlike the previous ad types, these ads don’t just show on text or product display and require a custom video to promote the desired product or service.

There are also more ad types available, as listed below.

  • Discovery
  • Smart
  • local
  • app
  • General settings

Now let’s talk about the other core parts of building your campaign. You can set the duration for how long you want this campaign to run and who you want to target.

This includes determining the reach of where you want your ads to appear. You can choose to go local or global and narrow down your audience even further based on gender and age, among many other demographics and psychographics.

Keep in mind that the more niche you design your target segments, the more expensive it will be to show your ad.

Depending on your business and products or services, analyze whether targeting a wider audience is beneficial, or increasing the cost of targeting audiences based on specific interests and segments. The last step is to set a budget cap for your campaign.

You can set a monthly maximum amount that you are willing to spend, as well as a daily amount. The great thing about the Google Ads pricing process is that it’s very flexible and provides forecasted results that indicate what results you can expect from your budget.

You can also explore add-ons such as extensions and experiment with changing the maximum budget amount monthly based on ad performance.

Set up ad groups

On to step number 2, setting up the ad groups. Here you set which keywords you want to use for your campaign. You can optionally set up more than one ad group, with different keyword groups for each relevant topic.

When choosing keywords, make sure you understand who your consumer is. Think about how and what their search behavior is and relate that to your brand and the product or service in this situation.

In addition, the keywords you choose should be specific and relevant.

You can also exclude negative keywords to ensure irrelevant searches aren’t associated with your ad. To add negative keywords to an ad group, all you need to do is add a minus sign before the keyword.

We highly recommend using platforms to find and organize the right keywords for your brand. Here are some free tools you can try as a beginner in Google Ads:

Create the ad

You’ve now completed most of the campaign creation process and now it’s time to set up the actual ad that users will view and consume. As shown above, Google Ads shows a preview tab so you can see the final ad serving in both desktop and mobile views.

You’ll want to make sure you double-check that the ad is exactly how you want it, because once it’s approved by Google Ads, it’ll be visible to the public world.


The last and final step is the billing process. This fourth step is self-explanatory and requires you to include all the necessary details and information required for the billing process.

But wait… the Google Ads journey doesn’t end here!

What’s important to remember is that creating and monitoring successful campaigns takes time. Usually, the very first ad you’re about to run will need to be tweaked and changed on a regular basis to achieve the optimal results you’re looking for.

To get the most conversions, maintain a low cost-per-click (CPC) per ad, and generally get effective visibility that leads to results, you’ll need to take additional steps.

The two main ways you can analyze the progress of your ad are through split testing and A/B testing. Plus, you can get the best results by staying on top of the evolving trends in keyword research and exploring ad campaigns for different products and services across your business to see what works best.

We also highly recommend installing Google Analytics, a free tool that can be used to measure platform success, compared to other marketing efforts you are making to achieve your business’s goal.

It’s a great way to track results and better understand how your Google ads are performing for your website.

Need more help with the Google Ads platform?

The expert Bold x Collective team has helped many brands in the Greater Toronto Area, Canada and around the world by running highly successful Google Ads campaigns.

To get started with our team, we offer a free consultation, where we take the time to understand your goals and business needs; book your consultation to get started.