Google Ads for small business - the settings that matter most

Running your own Google Ads is very doable. You don’t need to touch every setting. A handful of choices decide where most of your money goes. This page covers them in the order that makes sense to set them up.

1. Start with your goal and conversion tracking

Before anything else, decide what a good result looks like. For most small businesses it is a phone call, a form, a booking, or a sale.

In Google Ads, that result is called a conversion. Set up conversion tracking so Google records it. You can find this under Goals and then Conversions (if you can’t find it, search for “Conversions” in the Google Ads search bar).

Why first? Without it, you can’t tell which ads bring customers. Google’s automatic bidding also relies on this data. Count only real results, not page views or clicks on a menu.

2. Pick the right campaign type

Google Ads offers several campaign types. Two common ones for small businesses:

• Search shows text ads when people search on Google. You choose keywords and can see the searches you paid for. It gives you the most control.
• Performance Max runs across many Google channels at once, like Search, YouTube, Display and Maps. It needs less setup but gives you less control over where ads show.

If you are starting out and people already search for what you sell, a Search campaign is often the easiest to understand and manage.

3. Check your networks

In a Search campaign, look at the Networks section of the settings. Google’s help says search partners, other sites that show Google search ads, are included by default. You may also see an option to include the Display Network, which is websites and apps.

Neither is good or bad by default. Use Segment by network in the campaigns table to see how each one performs for you, and turn off any that cost money without bringing results.

4. Set your locations carefully

Choose the areas you actually serve. Then open Location options. Google’s default is “Presence or interest,” which can include people who are interested in your area but not in it. If you only serve people who are local, consider “Presence,” which targets people who are in or regularly in your area.

5. Choose bidding that fits your goal

Your bid strategy tells Google how to set bids. Match it to your goal:

• If you want leads or sales and tracking works, consider Maximize Conversions or a Target CPA (a target cost per conversion).
• Maximize Clicks aims for as many clicks as possible. That is not the same as customers.

If tracking is not working yet, fix that before you rely on conversion-based bidding.

6. Pick a budget you can live with

Your daily budget is an average. Google’s help says a campaign may spend up to twice its average daily budget on some days. Over a month, it will not charge you more than 30.4 times the daily average. Pick a daily amount you are comfortable seeing doubled on a busy day.

7. Add negative keywords

Negative keywords tell Google which searches you never want to show for. Examples include “jobs,” “free,” or services you don’t offer. Add a starter list on day one, then keep adding as you learn.

8. Review search terms every week

The search terms report shows the real searches that triggered your ads. Open Campaigns, then Insights and reports, then Search terms (if you can’t find it, search for “Search terms” in the Google Ads search bar).

Set a weekly reminder. Sort by cost. Add clearly wrong searches as negatives. This is one of the simplest ways to keep spend focused, especially if you use broad match.

9. Treat recommendations as suggestions

Google Ads shows recommendations on the Recommendations page. Some are useful. Others may raise spend or widen targeting more than you want.

Read each one and ask if it fits your goal. Also check Auto-apply settings, which let Google apply some recommendations without asking you. Turn on only the ones you are comfortable with.

Keep it simple

You don’t need many campaigns. One or two well-set-up campaigns, with working conversion tracking and a weekly check of search terms, can go a long way. Make one change at a time and give it a week or two before you judge it. That way you know what actually made the difference.