Setting up a Google Ads account as a new business owner is a foundational step in digital advertising. The process might seem straightforward, but doing it with intention-rather than just clicking through defaults-makes the difference between wasted spend and a system that drives real, measurable growth. Based on our experience running high-volume, multi-platform campaigns at Sagum, here is the exact sequence of steps I recommend.
Step 1: Define Your Business Goals Before Touching a Setting
Before you create your account, you need crystal-clear objectives. Google Ads works best when you know what you’re optimizing for. Ask yourself: What is the primary outcome I need? Common starting points for new businesses are:
- Phone calls or leads (for service businesses or local shops)
- Website sales or sign-ups (for ecommerce or SaaS)
- Store visits or brand awareness (for brick-and-mortar locations)
This goal will dictate every subsequent choice, from campaign type to bidding strategy. At Sagum, we align each client’s digital marketing goals directly with their broader business objectives-and you should too.
Step 2: Create Your Google Ads Account
Head to ads.google.com and click “Start now.” You’ll be prompted to sign in with a Google account (if you don’t have one, create one specifically for your business). During setup, you’ll enter:
- Your business name and website URL
- Your billing country and time zone (choose carefully-this cannot be changed later)
- Your time zone should match your business’s primary operating hours to optimize ad scheduling
Google will then walk you through a guided setup flow. While tempting to follow blindly, I recommend pausing and selecting “Expert mode” when offered. This gives you full control over settings rather than relying on simplified, less transparent options.
Step 3: Set Up Conversion Tracking Immediately
This is the most critical and most overlooked step. Without conversion tracking, you’re flying blind-spending money without knowing what works. Here’s what to do:
- Install the Google Ads tag (global site tag) on your website. Most website builders (Shopify, WordPress, Squarespace) have plugins to make this easy.
- Create conversion actions for your key goals. For example: a “Thank You” page after a purchase, a submitted contact form, or a phone call from your ad.
- Use Google Tag Manager if you have more complex tracking needs-it simplifies management and reduces errors.
At Sagum, we treat data like water-we must have it to exist. Conversion tracking is your first data pipeline. Without it, you cannot measure return on ad spend (ROAS) or optimize intelligently.
Step 4: Structure Your Account the Right Way
Google Ads accounts are organized into three levels: Campaigns, Ad Groups, and Keywords. For a new business, start simple:
- One Search campaign (unless you have a compelling reason for multiple)
- Ad groups of 5-10 closely related keywords each. For example, group “women’s running shoes” separately from “men’s trail shoes.”
- Avoid using the “Smart Campaign” default-it offers limited control and can lead to wasted spend.
This structure mirrors how we build strategies at Sagum: define where you will operate, and equally important, where you will not. Don’t try to target everything at once.
Step 5: Choose Your Keyword Strategy Carefully
Keyword selection is the heart of your Search campaign. Follow these guidelines:
- Start with exact match and phrase match keywords. Avoid broad match until you have conversion data to guide you.
- Use Keyword Planner (found in Tools & Settings) to find relevant terms with search volume and competition data.
- Add negative keywords upfront. For example, if you sell premium products, exclude “free” or “cheap.” This prevents wasted clicks from unqualified traffic.
Remember: even a small, well-targeted set of keywords can outperform a large, messy one. Efficiency and a lean approach are as vital here as in any other part of your business.
Step 6: Write Your Ads with Empathy
Your ad copy must speak directly to your customer’s needs, pain points, and desires. Each ad group should have at least two responsive search ads. Key elements:
- Headlines that include your target keyword and a clear benefit. For example: “Get Custom Running Shoes – Free Shipping.”
- Descriptions that reinforce value and include a call to action, like “Shop Now” or “Get a Free Quote.”
- Use ad extensions: sitelink, callout, structured snippet, and call extensions. These improve your ad’s visibility and click-through rate without extra cost.
At Sagum, we emphasize empathy for the customer in every strategy. Your ad is your first handshake-make it count.
Step 7: Set a Reasonable Budget and Start Small
Your budget should be what you’re comfortable losing while learning. A typical starting point for a new business is $10 to $30 per day per campaign. Set a daily budget in your campaign settings. Google will not exceed your daily budget by more than a small amount (overdelivery is balanced out).
I also recommend using Manual CPC bidding initially. This gives you full control over your cost per click. Once you have at least 15-30 conversions, you can test automated bidding strategies like “Maximize Conversions” or “Target CPA.”
Step 8: Launch, Monitor, and Optimize
Once your account is live, the real work begins. In the first two weeks:
- Check daily for impressions, clicks, and spend. Look for any keywords or ads that are eating budget with no conversions.
- Add negative keywords from the search terms report to refine your traffic.
- Adjust bids based on performance. Raise bids for high-converting terms, lower for low-performing ones.
This is the 30, 60, 90 day approach in action: establish clear expectations, gain traction, then scale what works. At Sagum, we assign a dedicated digital marketing manager to each client to ensure this level of focus and optimization.
Final Expert Note
Google Ads is not a set-it-and-forget-it tool. It requires constant testing, data analysis, and refinement. As our agency’s philosophy states: you don’t make much progress in digital marketing without establishing, setting, and focusing on goals. Start with one well-structured campaign, track everything, and only expand when you have proven, repeatable success. That’s how you turn clicks into customers and ads into profit.
