Google Ads for beginners: a search campaign that brings calls

Google search ads show your business at the top of Google when someone searches for exactly what you offer, like "plumber near me" or "CA for GST registration". These people already want the service, which is why search ads can bring calls quickly. Here is a simple setup for a first campaign.

Before you start

• A phone number someone answers during your ad hours
• A fast page about the service, with a clear call button and WhatsApp option
• Conversion tracking, so Google knows which clicks became calls or enquiries; without it, Google cannot optimise and you cannot judge results

Step 1: Create a Search campaign

In Google Ads, create a new campaign, choose the goal Leads and the campaign type Search. Turn off the Display Network for this campaign so your budget goes only to search results.

Step 2: Target the right locations

Add the city, the areas or a radius you actually serve. Under location options, choose Presence: people in or regularly in your targeted locations. Otherwise your ads can show to people elsewhere who are only interested in your area.

Step 3: Budget and bidding

Set a daily budget you can keep for at least a month. When starting, Maximise clicks with a sensible maximum bid is simple to control. Once conversion tracking has collected some results, switch to Maximise conversions so Google bids for people likely to call.

Step 4: Choose keywords by service

Make one ad group per service, each with keywords that match it closely. Google offers three match types:

• Broad match (plumber) reaches the widest range of related searches
• Phrase match ("emergency plumber") shows for searches that include the meaning of the phrase
• Exact match ([emergency plumber dehradun]) shows for searches with the same meaning

Start with phrase and exact match for control, and add broad match later when tracking is solid.

Step 5: Add negative keywords

Negative keywords stop your ads showing for searches that will never become customers. Common ones for service businesses: jobs, salary, course, training, free, DIY, how to become, internship. Check the Search terms report every week and add new negatives.

Step 6: Write ads that earn the click

Responsive search ads let you write up to 15 headlines and 4 descriptions; Google tests the combinations. Include:

• The service and the area ("AC repair in Dehradun")
• What makes you the safe choice (experience, same-day service, warranty)
• A clear action ("Call now for a free estimate")

Step 7: Add assets

• Call asset: shows your phone number so mobile users can call straight from the ad
• Location asset: links your Google Business Profile and shows your address
• Sitelinks: links to other services, pricing or reviews

Set an ad schedule that matches your opening hours, so calls come when someone can answer.

Check it every week

• Search terms: add negatives, find new keywords
• Cost per call or enquiry by ad group
• Pause keywords that spend without results
• Listen to the calls you get: are they the right customers?

Want this run for you? Our performance marketing service sets up tracking first, then the campaigns, and reports spend and results in plain numbers. Comparing channels? Read Meta ads or Google ads.

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