Google Ads Basics

Google Ads lets businesses appear at the top of Google search results, on YouTube and across websites. Because search ads appear when people are actively looking, they can bring high-intent customers.

Types of campaigns

• Search: text ads on Google results.
• Display: image ads on websites.
• Video: ads on YouTube.
• Shopping and Performance Max: product ads across Google's networks.

Keywords

Choose keywords your customers search, such as "buy school bags online Pakistan". Use match types to control which searches trigger your ads, and add negative keywords to block irrelevant searches.

Budget and bidding

You set a daily budget and a bidding strategy. You usually pay when someone clicks. Start small and increase spending on keywords that bring results.

Write good ads

Include the keyword, a clear benefit, your offer and a call to action. Use extensions like phone numbers, sitelinks and locations.

Landing pages

Send visitors to a page that matches the ad: the exact product or service, fast loading and easy to order from.

Track conversions

Set up conversion tracking to see which ads lead to orders, calls or forms. Without it, you are guessing.

A valuable skill

Businesses pay for skilled Google Ads managers. Free Google Skillshop courses are a good place to learn.

Frequently asked questions

Do I pay for every Google ad view?

For most search campaigns, you pay when someone clicks your ad, not when they see it.

What are negative keywords?

Words you add so your ads do not show for irrelevant searches, saving budget.