The Ad Manager tool lets you create and manage Google Ads campaigns directly from the CRM. This guide walks you through setting up a Google Search Ads campaign, covering how to define your ad content, set a budget, and target the right audience.
Campaign Setup
From the Ad Manager home screen, click on the 'Create Campaign' button. A pop-up will appear where you can select Google as the platform for your campaign.
Ad content creation follows a three-tier structure:
- Campaign Level
- Ad Group Level
- Ad Level
Each level has its own configuration process, keeping your ad management organised and targeted.
Campaign Level Setup
Objective
Choose a goal that matches your brand objective by selecting between Google Search Ads or Google Demand Gen Ads. In this guide, we'll walk through setting up a Google Search Ads campaign, which captures existing demand by targeting users actively searching for your product or service, making them well suited for driving immediate conversions.
Budget
You can set a daily or lifetime budget for the campaign. If you choose the daily option, it works as a subscription and will be charged to the card linked to your connected Google Ads account.
Key features include:
- A clear breakdown of daily or lifetime spend, along with the campaign's start and end dates.
- The ability to adjust the budget amount at any time by editing the campaign.
📌Note: The currency displayed will match the currency configured in your connected Google Ads account, and the campaign's start and end dates will follow the time zone you are in at the time of campaign creation.
Bid Strategy
Choose your preferred bid strategy. The Maximize Clicks bid strategy aims to generate as many clicks as possible within your budget. For more control over your spend, you can enable a maximum cost-per-click (CPC) limit. This optional setting lets you cap the highest amount you're willing to pay for a single click.
Use the toggle to enable or disable the max CPC limit based on your budget and campaign goals.
Networks
In the Networks section, you can choose to enable the search and display network options. These settings let you decide whether your ads appear near Google Search results or when a customer visits a site.
Geographic Location
Campaigns can be tailored to target specific locations or exclude certain areas within a country or state.
You can define geographic targeting in two ways:
- By Location: Search and select a country, city, place name, address, or coordinates.
- By Radius: Specify a radius around a chosen address to define the audience reach.
Use the radio buttons to select your preferred targeting method, then search and select the desired location.
📌Note: Google Ads does not support the ability to include or exclude locations by radius. When using radius-based targeting, you can adjust the radius to expand or narrow your audience reach.
EU Political Ads
This section lets you specify whether your campaign contains political advertisements targeting the European Union. Declaring this ensures compliance with EU advertising regulations, protects advertisers from potential disapprovals or account restrictions, aligns your campaign setup with Google's latest requirements, and promotes trust and transparency in political advertising within the EU.
Language
Enter the languages spoken by the users you want to target. You can search for and select multiple languages to include in a single campaign.
Gender and Age Targeting
Select the genders and age ranges your content is most suitable for to ensure precise audience targeting. Selecting the "Unknown" option allows you to reach users without a specified age/gender.
Additional Assets
In the Additional Assets section, you can upload Images or Business Logos, or configure Call Extensions and Sitelinks to keep your branding and messaging consistent. These assets are automatically applied across all associated Ad Groups and Ads within the campaign, which simplifies setup and avoids repetitive configuration.
📌Note: You can add up to 20 PNG or JPG images with a file size of 5mb or less. Be sure to follow the image and business logo guidelines to prevent the campaign from failing.
Click the three dots associated with the campaign to create up to 10 ad groups.
Ad Group Level Setup
Website URL
Enter a base website URL. This URL will generate keyword suggestions based on site content and apply as the destination URL for all ads within the group.
Keywords
You can either manually enter keywords or select from auto-suggestions based on your website or campaign content.
Match Types Supported:
- Broad Match
- Phrase Match
- Exact Match
You may enter up to 40 positive keywords and 40 negative keywords to fine-tune your audience targeting and ad relevance. Add another phrase or word in the keyword box to create additional keywords, or click on the cross icon on the selected keyword to delete it.
📌Note: Each word or phrase keyword can be up to 80 characters.
Click the three dots associated with the ad group to create up to 3 ads.
Ad Level Setup
In this step, you'll define the content for up to three ads within your ad group.
Website URL
Enter the exact website URL where users will land when they click your ad. This is a required field and must be entered manually.
Optionally, enter a display path. These optional fields allow you to add up to two path segments (up to 15 characters each) to your URL. Display paths create a clean, user-friendly URL that appears in your ad but does not need to match the actual website structure.
📌Note: All ads within the same ad group must share the same base URL, but can have different display paths to customise the appearance of the URL in each ad.
Headline
You can add up to 15 headlines, each with a 30-character limit. Your ad's headline can be split into three parts, separated by the "|" character. Under Headline 1, enter the first part of your headline. If your full headline exceeds 30 characters, you can continue it using Headline 2 and Headline 3, each allowing up to 30 additional characters.
Use the "Add New Headline" button to dynamically add more headlines, up to the 15-headline limit.
📌Note: A minimum of 3 headlines is required to proceed.
Description
You can add up to 4 descriptions, each with a 90-character limit. Start by entering your ad copy in Description 1. If your message exceeds 90 characters, you can continue it in Description 2, which also allows up to 90 characters. Use the "Add New Description" button to add more descriptions, up to the 4-description limit.
📌Note: A minimum of 2 descriptions is required to proceed.
Review and Publish
Before publishing your campaign, review all the details, including ad content, budget, and audience settings. If any adjustments are needed, click the pencil icon. Once you're happy with the setup, click 'Publish' to launch your campaign. Payment will then be processed through the connected Google Ads account.
By following these steps, you can create a Google Ads campaign through the Ad Manager tool, making it straightforward to reach the right audience and track performance across platforms.
✍️Important Note
When creating an ad campaign, please ensure you follow Google Ads policies closely to avoid ad disapprovals or rejections. For detailed guidelines, refer to the official Google Ads policies linked below: