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Lesson 37 / 50 · Version 2.2.0
Google Ads Search Campaigns
- Level
- Beginner
- Duration
- 15 min learn + 15 min apply
- Prerequisites:
- Lessons 31 and 36
Why it matters: Search ads capture people already looking, but clicks cost money whether or not they become customers. Tight structure, negative keywords, and a landing page that matches the ad are what separate profitable campaigns from leaks.
By the end you can:
- Turn a business goal into a campaign plan
- Structure ad groups around themes
- Use match types and negative keywords sensibly
- Align the ad with a landing page and measure outcomes
Learn (15 min)
1. Start with the outcome (5 min)
Define: who the offer serves, where, the action that matters (call, form, booking), and the maximum cost per qualified lead the business can afford. Set up conversion measurement (Lesson 38) before optimizing. Clicks are not leads.
2. Structure and keywords (5 min)
Group tightly related searches into ad groups, each with matching ads.
| Ad group | Example keyword themes | Likely negatives |
|---|---|---|
| Corporate headshots | corporate headshots saratoga, team headshots near me | jobs, free, course, DIY |
| Individual portraits | professional headshot albany | stock, template |
| Match types control how closely a query must relate to a keyword (exact, phrase, broad), and current behavior includes close variants and broader intent matching, so review the Search terms report instead of assuming literal matching. Add negative keywords to exclude irrelevant traffic. |
3. Match ad and landing page (5 min)
The ad should accurately state the offer, area, and next step; the landing page should continue that promise with proof (examples, reviews), clear pricing guidance or process, and an easy action. Test mobile and form completion. Review search terms and lead quality weekly before adjusting budgets.
Apply (15 min)
Worked example (3 min). Executive headshots, Saratoga Springs. Goal: 10 qualified leads/month at ≤ $60 each. Location: 30 miles from Saratoga Springs. Themes: corporate/team vs. individual. Negatives: jobs, free, course, DIY. Ad promise: "On-location team headshots. Book a free planning call." Landing page: examples, process, pricing guidance, booking form. Conversion: form submit + qualified call. Weekly metric: cost per qualified lead.
Lab (7 min): Plan a campaign.
- Write the goal and a max cost per lead.
- Define location targeting and two keyword themes.
- List 10 negative keywords.
- Draft two headlines and one description that promise only what the page delivers.
- Name the conversion and the weekly review metric.
Deliverable: A one-page campaign plan. You're done when: Every ad claim is supported on the landing page.
Check yourself (5 min)
- What do match types control?
- What does the Search terms report help you review?
- Why add negative keywords?
- Scenario: Clicks are high, leads are low. What three things do you review?
- Does a click prove success?
Reference
Common mistakes
| Symptom | Likely cause | Fix |
|---|---|---|
| Irrelevant clicks | No negatives; broad matching unchecked | Review search terms weekly |
| Good CTR, no leads | Page/ad mismatch or weak offer | Fix landing page; check tracking |
| Spend with no learning | No conversion tracking | Set up conversions first |
Cheat sheet: Goal → location/audience → keyword themes → accurate ads → relevant landing page → measured conversion → review search terms.
Key terms: campaign, ad group, match type, search term, negative keyword.
Interview prompts: How do you decide whether a campaign is working?
Go deeper: Create a Search campaign · Keyword matching options · Search Essentials
Next: Lesson 38 — conversion tracking.