Google Ads Setup | Getting the Start Right

Google Ads setup is far more than launching a first campaign. How the account is built determines what data you will collect in the months ahead and what the algorithm will learn. In a badly built account, every later optimisation runs on faulty data.

Why the order matters

The right order is: measurement first, then structure, campaigns last. In most accounts this is done backwards — campaigns are launched, ads go live, and conversion tracking is set up weeks later. The spend during those weeks cannot be evaluated, and smart bidding strategies cannot learn because they receive no signal.

I set up conversion tracking first and test that it genuinely fires. Form submission, phone call, WhatsApp tap or purchase — whichever is a real conversion for you gets measured. A page view is not a conversion; if you count it as one, the algorithm goes looking for the wrong person.

Account structure

Account structure is the skeleton that decides where budget flows. Campaigns are separated by service or product group; ad groups are split into narrow keyword clusters that share the same intent. The goal is that every ad group can show ad copy that genuinely matches its keyword.

Stuffing everything into one broad campaign is a common mistake: budget drifts to the most-clicked but least-converting keyword, and you only notice when the invoice arrives. Building the structure right up front is far cheaper than fixing it later.

Which campaign type to start with

For almost every business the right start is Search: intent is clearest there. If you sell products, Google Shopping is the second step. If you serve a local area, Maps ads come in early.

I usually do not recommend starting with Performance Max: launched before any data exists, you cannot see where it spends and the learning signal stays weak. I prefer to accumulate conversions on Search first, then move to PMax.

The first week after setup

The first week is for collecting data, not for intervening. The search terms report is reviewed daily and irrelevant searches are added to the negative list — in a new account that list grows fast. The bidding strategy is not conversion-based at this stage; moving to smart bidding before enough conversions accumulate is premature.

How do we start? First a free 20-30 minute call. We discuss your product, target area and budget, and define the scope of the setup. If it fits, I send the scope and price in writing. You can reach me from the contact page.

Frequently Asked Questions

Who should open the Google Ads account, me or you?

You open the account and I get added as a manager. That way the account and all historical data always stay with you; if we part ways, removing my access is enough.

How long does setup take?

A few days if the measurement layer already exists, longer if it is built from scratch. What usually stretches the timeline is not the advertising but unclear conversion points on the site.

Can I manage it myself after setup?

Yes, we can hand over the setup and end there. In that case I leave written notes on the structure and the reasoning behind it; afterwards we can check in periodically through the consulting model if you want.