Google Ads Account Setup & Campaign Structure — PPC Services
Role: PPC Specialist — full account setup, campaign architecture, and launch preparation
Summary: Built a complete Google Ads account and Search campaign structure from scratch — demonstrating the full pre-launch setup process a client would receive.
Project Description
A Google Ads account is only as good as the logic behind its structure. Campaigns with no clear segmentation, keywords without proper match types, ads without negative keyword lists — these are the reasons most accounts underperform before anyone has even looked at bids or budgets.
This project demonstrates a complete Google Ads account and Search campaign build for a PPC consulting services business. The focus was on correct architecture: clean campaign/ad group organization, keyword strategy with defined match types, RSA ad creation with full asset coverage, and conversion tracking integration — all built to avoid the common structural mistakes that lead to wasted budget and, in some cases, Google account suspensions.
What Was Done
Account Level
Google Ads account setup with correct business verification
Billing and payment setup
Account-level settings: language, network, location baseline
Suspension prevention: policy compliance check, verified business info, correct account category
GA4 and GTM linked at account level
Campaign Structure
Campaign naming convention defined and applied
Campaign type: Search (correct choice for lead generation intent)
Campaign goal configuration
Network settings: Search only (Display network excluded — common mistake that dilutes budget)
Geo-targeting: defined service area, not broad country-level
Language targeting
Ad scheduling setup
Budget and bidding strategy configuration
Ad Group Architecture
Ad groups structured by service category (not single giant ad group — common mistake)
Tight thematic grouping for high relevance and Quality Score
Naming convention applied consistently
Keyword Strategy
Keyword research: intent mapping, commercial vs. informational separation
Long-tail keyword coverage for lower CPC entry points
Match type strategy: phrase and exact match primary (broad match controlled)
Keyword-to-ad group mapping for message match
Negative Keywords
Account-level negative keyword list built before launch
Campaign-level negatives for cross-campaign traffic control
Categories covered: irrelevant intent, unrelated industries, competitor brand exclusions
Ad Copy (RSA)
Responsive Search Ads created for each ad group
Headline strategy: keyword insertion, benefit-focused, CTA variations
Description lines: problem/solution framing + social proof angles
Asset strength target: Good / Excellent
Ad Assets (Extensions)
Sitelink extensions: linked to service-specific landing pages
Callout extensions: key differentiators
Structured snippet extensions: service categories
Call extension: click-to-call configured
Conversion Tracking
GA4 conversion actions imported into Google Ads
Conversion column visible in campaign view with Active status
Skills Demonstrated
Google Ads account architecture
Search campaign setup and configuration
Ad group structure design
Keyword research and match type strategy
Negative keyword list development
RSA ad copy creation
Ad asset / extension setup
Bidding strategy selection logic
Suspension prevention and policy compliance
Conversion tracking integration
