Google Ads

Running effective Google Ads requires more than setting a budget and picking a few keywords. From planning and targeting to campaign setup and continual optimisation, every step contributes to delivering meaningful results—whether you're aiming for more website visits, leads, or online sales.

To support your efforts, we’ve broken the process into clear, practical stages. Whether you’re just starting with Google Ads or fine-tuning an existing approach, these steps will help you build and manage strategic, high-performing campaigns that deliver measurable impact.

Siteo Process

Planning & Strategy

  1. Set clear advertising goals, such as generating leads, increasing online sales, or boosting brand visibility.
  2. Define your ideal customer based on demographics, location, and intent.
  3. Research your competitors' ads, keywords, and positioning.
  4. Select the appropriate campaign type (Search, Display, Shopping, Video, or Performance Max).
  5. Establish key performance targets like click-through rate (CTR), cost per conversion, or return on ad spend (ROAS).

Account Setup & Tracking

  1. Create or access your Google Ads account.
  2. Link your Google Ads account with Google Analytics and Google Tag Manager.
  3. Set up conversion tracking to measure actions such as purchases, form submissions, or calls.
  4. Use Google’s Tag Assistant or GA4 to test and confirm that tracking is working correctly.

Keyword & Audience Research

  1. Use Google Keyword Planner to identify high-intent search terms relevant to your product or service.
  2. Evaluate search volume, cost-per-click (CPC), and competition for each keyword.
  3. Group keywords into tightly themed ad groups for better control and ad relevance.
  4. Identify audience segments using custom intent, in-market behaviour, remarketing, or customer match lists.

Campaign & Ad Group Creation

  1. Configure campaign settings including location, language, and devices.
  2. Structure ad groups around specific keyword themes or product categories.
  3. Write compelling ad copy with clear headlines, benefit-led descriptions, and strong calls to action.
  4. Add ad extensions such as sitelinks, callouts, structured snippets, and call extensions.

Landing Page Optimisation

  1. Ensure that each ad links to a relevant, purpose-built landing page.
  2. Design for fast load times, mobile responsiveness, and clear navigation.
  3. Use consistent messaging between ad content and landing page headlines.
  4. Include trust elements such as reviews, secure checkout, or customer guarantees.

Campaign Launch & Early Monitoring

  1. Launch your campaign with a moderate test budget to gather performance insights.
  2. Monitor key metrics including impressions, clicks, CTR, conversions, and average CPC.
  3. Identify underperforming keywords or ads and make initial adjustments.
  4. Let campaigns pass through the learning period before making major changes.

Optimisation & Scaling

  1. Pause or refine low-performing ads and keywords.
  2. Use A/B testing to compare different versions of ad copy, creatives, or landing pages.
  3. Apply bid adjustments based on device, time of day, or geographic location.
  4. Scale high-performing campaigns by increasing budget or expanding keyword coverage.

Reporting & Continuous Improvement

  1. Generate reports regularly to review key KPIs and performance trends.
  2. Use insights from Google Analytics and Ads Manager to refine audience targeting and bidding.
  3. Update ad copy and creatives to maintain engagement and relevance.
  4. Continuously test, iterate, and optimise to stay competitive and improve overall campaign efficiency.

Talk to us about Google Ads