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How To Advertise on Google: The Free Step by Step Guide

December 28, 2021

In this article, I'm going to go into the basics of advertising on Google.

If you've never run ads on Google, this is going to be your step by step guide to running basic ads on the platform.

Check out these stats which show you how dominant Google has been when it comes to search.

As you can see, since 1998, Google has been a legend when it comes to online search with over 90% of the searches being done on Google platforms.

When you think about it, those trends or numbers prove how beneficial it can be to advertise on Google.

Google was able to be this great because they're awesome at showing you the most relevant results when you search for something.

Before moving on...


Hey, I'm Ippei!

I've been generating leads online for local business owners ever since 2014.

The skills I learned in the coaching program have helped me earn my most passive income to date. 

The tree site above earns me $2000 per month.

All on autopilot.

Wanna learn more about how that's possible?

If so, just hop over here!

Time to jump into this step by step guide!

What You'll Learn

Advertising on Google is more than simply saying, "Click Here".

In this guide you'll learn what else is involved:

I recommend that you take your time and let the information sink in.

As a reminder, you won't need to sign up or pay to go through each of these steps.

Don't waste anymore time and start learning!

Step 1: How To Create Google Ads Account

Google likes to change things up a lot so, what was once Google Adwords and Adwords Express, is now Google Ads.

Even though you may have been looking for the ultimate guide to Google Adwords, you're still in the right place.

Also, don't get your Google Ads account confused with a Google My Business listing.

To get going, the first thing you need to get done so you can advertise is to create a Google Ads account.

By doing so, you’re going to be able to create ads and get them in front of the market of your choice.

You’ll have the ability to control where your advertisements show up on Google, out-bid your competition for better positioning, test different ads and search for keywords.

You're really going to be able to manage entire campaigns and ad accounts all in your Google Ads account.

Setting up the account is FREE of charge and very easy to set up.

You can even call Google so they can set your account up for you, if you need help. 

If you’re a do it yourself person, keep reading.

Here’s a list of the steps you’re going to go through to get your Google Ad account up and running:

As you can see, before you know it, you're already working on setting up your ad by choosing your advertising goal and keywords.

Google will send you an email to confirm the creation of your new account.

Make sure your Google ads login information is in a place you'll remember just in case you forget it later on.

Step 2: How To Create Google Ads

Google gets you crafting your ad quickly.

Advertising on Google is much different than other platforms.

You don't need to craft attractive ad copy and you can't target people based on interests.

This is because people are on Google looking for you. They've searched for your service.

What you need to do is make sure that you use the limited space you're given, to draw people in to click your ad and contact you.

Creating an ad on Google is not difficult by any means because you don't need to focus too much on ad copy.

It's a very simple setup process and it shouldn't take you long to create an ad.

The steps to create an ad are:

Now, don't think that because creating ads on Google is super simple that your ads should convert immediately.

As you'll see throughout this guide, there are plenty of things you need to have in place and do so that your ads can work.

That goes for any ad platform in honest.

As always, double check your settings to make sure they're they way you want them.

Step 3: How To Write Google Ads

Writing ads on Google is also much different compared to writing ads on other platforms.

One of the biggest differences is the amount of content that you actually have to put down.

Therefore, the words you choose need to be well thought out.

Tell people what action they need to take.


Since that's happening, you don't need to worry about crafting the perfect ad copy like on Facebook.

It's different here.

Still...'s important that what you say is relevant and specific to what you're advertising.

When your ads are relevant, you'll keep your cost per click (CPC) low which will have you saving you a lot of money. 

If you're offering a service in a certain city, then that needs to be included in your headline. 

You can even add these to your ad extensions.

For example, if you were offering roofing services in New York City, then your add should contain:

"Roofing New York City"


 "New York City Roofing"

When you add the geographical location to your ad, you can expect your click through rate (CTR) to increase.

There are guidelines or policies that you need to follow because as important as it is to advertise and choose the correct wording, Google will not allow you to make your ad look spammy.

They want professional ads to be shown and you should too, honestly.

With your ads, you need to tell people what to do to get what they're looking for.

People already have intent because they're searching for something.

You need to articulate what their actions should be. 

Make your words simple, clear and get to the point.

Here are a few things you need to pay attention to:

I highly recommend you take a few minutes to look through the Google Ads guidelines and get familiar with their policies.

It'll only help you moving forward.

Step 4: Google Ads Keyword Research


They’re fundamental to ANY Google ad account.


People type words into Google which are called search terms.

Some people type certain words or phrases more often than others when searching and Google keeps a track of that.

You need to know your niche well enough to know what the necessary keywords should be for your campaign.

Before moving on, let’s clear something up...

As you can see above, keywords attract search terms.

You're the one who controls the keywords, but you must stay vigilant on what the search terms are so you can make adjustments if necessary.

When you’re starting off, you may only need to go with up to 50 keywords.

With time, you can eventually grow your list of keywords. 

If you use good keywords from the beginning, your ads will work and you’ll have leads coming in.

As time goes on and you look through the analytics, discover new search terms and you’ll then add those as new keywords.

No need to spend an eternity on keyword research.

If you took an hour or two for keyword research, it’ll be worth your time.

What will help you find keywords?

  • Brainstorm - think what you would search if you needed a product or service
  • Speak to everyone - talk to clients, family and friends to see what search terms they'd use

Check out these very useful tools that'll help you find keywords for your campaign:

Ever hear of long-tail keywords?

If you haven't, now you have.

These are keywords that have higher intent than most other keywords because they are much more specific. 

For example:

Ex. LG refrigerator replacement filter LTP 800p


LG refrigerator replacement filter

You can't deny that if someone is using a long-tail keyword, they are much closer to the point-of-purchase than someone who enters a broader term.

By using long-tail keywords, expect your CPC to be lower.

Step 5: Conversion Tracking

Conversion tracking is very much similar to what you’re able to do with the Facebook Pixel and the Insights Tag on LinkedIn.

Installing this tag shouldn't be skipped over when running ads on Google.

If you do, you’re only going to hurt your campaign.

Conversions are the measure of success. 

How do you know if people are doing what you want them to do and turning into leads?

Google tracks conversions with the use of the Google Site Tag. 

It's pretty much Google's "pixel".

Because of this, you’ll be able to know which ads, keywords or campaigns are doing well or not.

This will allow you to make better decisions in regards to your campaign.

Without the Google Site Tag, there will be no way to improve your Google ads account.

Here are the different ways in which you can install your tag:

Once installed, don't forget to test it and make sure it's installed properly.

You shouldn't skip over this step or you can end up spending a lot of money unnecessarily.

Step 6: Optimize Google Ads

Whenever you hear the word "optimize" or "optimization", you should think, "improving".

When it comes to optimizing your Google ads, you want to make them better. 

Thanks to the help of your Google Site Tag, you'll be able to analyze data which will tell you if your ad is working or not.

Change is necessary, just ask this guy. 

When you see a campaign not working, changes have to be made so that you can get it working and winning for you.

How do you know your campaign isn’t working?


You’re going to notice that you're not getting any calls while you’re spending all of your money to run the ad.

Regardless the platform you use, you need to be testing different things if you’re an advertiser.

The end goal is to find the winning ad so that you can then scale it which in turn will bring you much more money.

You want that.

You do need to be realistic though because not every ad will become a winning ad and convert like you'd like it to. 

This is why testing is the key to your success. 

If you don't, you can very quickly end up paying Google all of your money with no leads to show for it. 

Don't waste your money and use your time wisely by testing.

How then do you optimize your Google ads?

A great way to do so is to:

  • Create One Keyword Per Ad Group
  • Have Many Ad Groups In One Campaign

Does that sound like a lot of work?

Well, it is.

Especially if you have many keywords. 

The point is that when you have one search term per ad, you're able to see what keywords work and which ones don't.

Once you see which one doesn't work, you can turn that ad off.

Also, you won't get as many irrelevant clicks if you were to group all of the keywords in the same ad group.

Due to that, expect your quality score to be higher.

Doing this strategy will lower your cost per click which makes everyone happy.

Step 7: How To Get PPC Clients

"How do you get clients?"

That seems to be a question so frequently asked.

Many are those who invest to learn the skills, but few are the ones who truly know how to land clients.

The truth is that to be in this business, you have to get out of your comfort zone at times.

Doing so could be the difference between gaining or losing a new client.

There are so many ways to land a client. 

Your first, seems to always be the hardest.

You don't have any case studies, nothing to back you up when you say, "I can get you leads".

Business owners hear that every single day through phone, email, social media etc.

What are you going to do to be different?

That's what it all comes down to.

Here are some things you can do to be in position to generate your own leads or PPC clients.

Final Thoughts: Advertising on Google

If you're new to running ads on Google, don't think this is easy.

Although it may seem so because of how quickly Google gets you to set up your Google ads account and ad almost at the same time, don't be fooled.

You need to focus your efforts on keyword research and optimizing your ads.

Conversion tracking is a huge help and factor when it comes to the success of your ads on Google.

If you're lazy and don't want to track conversions, you might as well not get into this.

Decide before you jump in head first.

To truly have success at running ads on Google, you need to:

  • Understand your campaign objective
  • Do keyword research
  • Add negative keywords
  • Be direct and clear
  • Use action words in your ad copy
  • Follow the Google policies on advertising
  • Optimize your campaign in all aspects
  • Follow the Google policies on advertising
  • Track conversions with the Google Site Tag
  • Remarket
  • Constantly test different ads
  • Don't neglect keyword research
  • Don't neglect conversion tracking
  • Don't quit if your first ads don't convert
  • Keep testing

Regardless what your campaign objective is, you can be successful.

All it takes is determination and the will to not give up.

That's where most people fall short and then later on complain that they never had success.

This free step by step guide was made so that you can get closer to living the dream you've been dreaming.

Living the life you've wanted to live.

You have to FIRST take action or else nothing will happen.

Of course, no one wants to take imperfect action but, if you don't, how will you know what doesn't work?

The more you know what isn't working, the closer you'll get to learning what does work.

The day you learn what does work is the day you'll be able to capitalize more and more.

Take imperfect action and make progress everyday.

By advertising on Google, your business can for sure grow. If you're running ads for a client, you can also impress them.

If you want to make money online, get to it then!

How To Advertise On Google: FAQs

(Frequently Asked Questions)

As a beginner, you're going to have questions.

Let's go over a few of the most frequently asked questions when it comes to advertising on the Google platform.

Why advertise on Google?

Since 1998, 90% of all searches are done on Google platforms. Everyone uses Google and everyone is looking for something. If you have something people need, they're looking for it on Google more often than not. You just need to position yourself well so they can see you.

Does Google Adwords still exist?

No. Since 2010, what was once Google Adwords is now Google Ads.

How much do you need to create a Google Ads account?

To create a Google Ads account, you have to pay $0.00. It's free and easy to set up.

How many Google ad accounts can you create?

Google allows you to create 20 ad accounts under one email.

What do you need to create a Google Ads account?

All you need is a Gmail account and then you have to enter your business details such as your business name and website.

What is the Google Site Tag?

Similar to the Facebook pixel and the LinkedIn Insights Tag, this is a code that you are to install on your website. This will allow you to monitor actions that are taken on your website. This tag or code is so important to a Google ads campaign because it will also allow you to remarket, or retarget, people who have visited your site but took no action.

How often should Google ads be monitored?

You need to do this on a daily basis. Especially if you're a beginner. As you monitor your ads, you'll be able to have a better and clearer picture as to how your ads are doing. If you notice an ad not converting, you'll know that it's time to make some changes. If you don't monitor your ads, you're going to potentially be throwing money away.

Is keyword research necessary?

Absolutely! Keywords are what attract search terms. Search terms are what people type into Google. If you just ignore this, you're only going to hurt yourself and throw money away. When you add keywords, Google will know when to show your ad and when not to.

Do I need to add negative keywords to my campaign?

Yes you do. If you're selling a product, you do not want your ad to be shown to someone whose intent is to buy your product for much less than what you're selling it for. This cannot be ignored so take some time and do it. Google is there to help you save money so take advantage of this feature.

What is CTR?

CTR stands for Click Through Rate. It's a ratio that tells you how often people who view your ad end up taking action. Over 60% of Google quality scores are based off of your CTR.

What is a quality score?

This is a metric that is determined by your Click Through Rate (CTR), ad relevance and landing page quality. If your ad and landing page are not relevant, load slowly, aren't mobile friendly and people don't stay long on your site (bounce rate), Google will hold all of that against you and your quality score will be very low.

How do you get leads from Google ads?

If you're running a call only campaign, your leads will call. If you're selling a product, your customers will buy right off of your site. If you're generating leads for another business, you must have a landing page which will capture the leads' information. Use a CRM to have the leads info go straight to your client after the info has been entered on your landing page.

How successful can you become by running ads on Google?

This will be determined by how much you bid, what your market, niche and campaign objective is. If you thoroughly research keywords, optimize your campaigns at the right time, remarket and turn off unprofitable ads, you may find yourself being very much successful. You have to remember though, you must test ads. If you're not testing to see what works, you won't be in a position to be profitable and grow your campaign. It's all on you.

Is advertising on Google legit?

By observing the numbers and using pure logic, it's impossible to say that advertising on Google isn't legit. You can definitely achieve your objective on this platform. The question is, how much work are you going to put into it? 

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Ippei Kanehara

$52K per month providing lead generation services to small businesses is for digital hustlers, industry leaders and online business owners.

His #1 online business recommendation in 2022, is to build your own lead generation business.

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