{"id":4768,"date":"2025-02-19T09:52:08","date_gmt":"2025-02-19T09:52:08","guid":{"rendered":"https:\/\/www.adworld.si\/google-ads-the-best-path-to-success-in-digital-marketing\/"},"modified":"2026-10-26T12:33:17","modified_gmt":"2026-10-26T12:33:17","slug":"google-ads-the-best-path-to-success-in-digital-marketing","status":"publish","type":"post","link":"https:\/\/www.adworld.si\/en\/google-ads-the-best-path-to-success-in-digital-marketing\/","title":{"rendered":"How Google Ads works: the auction, Quality Score and campaign types"},"content":{"rendered":"\t\t<div data-elementor-type=\"wp-post\" data-elementor-id=\"4768\" class=\"elementor elementor-4768 elementor-4414\" data-elementor-post-type=\"post\">\n\t\t\t\t<div class=\"elementor-element elementor-element-af69e18 e-flex e-con-boxed e-con e-parent\" data-id=\"af69e18\" data-element_type=\"container\" data-e-type=\"container\">\n\t\t\t\t\t<div class=\"e-con-inner\">\n\t\t\t\t<div class=\"elementor-element elementor-element-4d0a2e9 elementor-widget elementor-widget-heading\" data-id=\"4d0a2e9\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t<h1 class=\"elementor-heading-title elementor-size-default\">How Google Ads works: the auction, Quality Score and campaign types<\/h1>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t<div class=\"elementor-element elementor-element-1a2dc8a e-flex e-con-boxed e-con e-parent\" data-id=\"1a2dc8a\" data-element_type=\"container\" data-e-type=\"container\">\n\t\t\t\t\t<div class=\"e-con-inner\">\n\t\t\t\t<div class=\"elementor-element elementor-element-c6bf0f2 elementor-widget elementor-widget-html\" data-id=\"c6bf0f2\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"html.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t<div class=\"awb\">\n<div class=\"awb-meta\"><span class=\"pill\">Google Ads<\/span><span>Updated: 26 October 2026<\/span><span class=\"dot\"><\/span><span>11 min read<\/span><\/div>\n<p class=\"lead\">This article explains the mechanics of Google Ads without the sales pitch: how the auction runs, what decides whose ad comes first, what Quality Score means, which campaign type suits which business, and how to set up a first account you'll still understand six months from now.<\/p>\n\n\n<div class=\"keybox\"><p class=\"kb-h\">In short<\/p><ul><li>Every search triggers an auction. The ad with the highest <strong>Ad Rank<\/strong> wins, based on bid, ad and landing page quality, search context and ad assets.<\/li><li>Google calls Quality Score (1 to 10) a diagnostic tool that is not an input in the auction. Use it to find weak ads and pages.<\/li><li>Broad match only works with Smart Bidding and solid conversion tracking. Without them, start with phrase and exact match.<\/li><li>For Target ROAS in Search and Shopping campaigns, Google requires at least 15 conversions in the past 30 days.<\/li><li>A small business's first account needs few campaigns: one for the brand, one for products or services, with ad groups by topic.<\/li><\/ul><\/div>\n<nav class=\"toc\" aria-label=\"Contents\"><p class=\"toc-h\">Contents<\/p><ol><li><a href=\"#awb-what-happens-in-the-split-second\">What happens in the split second after a search<\/a><\/li><li><a href=\"#awb-ad-rank-why-the-highest-bid\">Ad Rank: why the highest bid doesn&#x27;t always win<\/a><\/li><li><a href=\"#awb-quality-score-and-what-really-moves\">Quality Score and what really moves it<\/a><\/li><li><a href=\"#awb-match-types-as-they-work-today\">Match types as they work today<\/a><\/li><li><a href=\"#awb-campaign-types-and-which-business-needs\">Campaign types and which business needs which<\/a><\/li><li><a href=\"#awb-smart-bidding-and-how-much-data\">Smart Bidding and how much data it needs<\/a><\/li><li><a href=\"#awb-how-to-set-the-budget\">How to set the budget<\/a><\/li><li><a href=\"#awb-a-first-account-structure-for-a\">A first account structure for a small business<\/a><\/li><li><a href=\"#awb-faq\">Frequently asked questions<\/a><\/li><\/ol><\/nav>\n<h2 id=\"awb-what-happens-in-the-split-second\">What happens in the split second after a search<\/h2>\n\n<p>Google Ads isn't ad space you rent for a month. Every time someone types something into Google, an auction runs among the advertisers whose keywords match the search. It takes a fraction of a second, and the searcher never sees it.<\/p>\n\n<ol class=\"steps\">\n  <li><b>Someone searches<\/b><p>For example \"stainless steel railings price\".<\/p><\/li>\n  <li><b>Google finds the eligible ads<\/b><p>It considers keywords and match types, location, language, time, device and campaign budget. An ad that doesn't fit the settings never enters the auction.<\/p><\/li>\n  <li><b>Each ad gets an Ad Rank<\/b><p>Ad Rank is a score that combines the bid, the quality of the ad and the landing page, and several other factors.<\/p><\/li>\n  <li><b>Ads are ordered and priced<\/b><p>Ads below Google's quality threshold aren't shown, whatever they bid. The rest are ranked by Ad Rank.<\/p><\/li>\n  <li><b>You pay when someone clicks<\/b><p>With Search ads you pay for the click, not the impression. That's why it's called PPC, pay per click. More in our article <a href=\"https:\/\/www.adworld.si\/en\/ppc-advertising\/\">what PPC advertising is<\/a>.<\/p><\/li>\n<\/ol>\n\n<p>The first practical consequence: the same keyword can behave differently in two searches, because every auction is different. The average cost per click in your report is an average of many different auctions, not a fixed price.<\/p>\n\n<h2 id=\"awb-ad-rank-why-the-highest-bid\">Ad Rank: why the highest bid doesn't always win<\/h2>\n\n<p>In its help pages Google lists what affects Ad Rank: your bid, the quality of your ads and landing page, Ad Rank thresholds, the competitiveness of the auction, the context of the search (location, device, time, other searches) and the expected impact of assets such as sitelinks or a call button.<\/p>\n\n<p>One statement from Google matters most here: with highly relevant keywords and ads, you can win a higher position at a lower cost. An advertiser with a good ad and a page that answers the search can beat one who bids more but sends people to a general homepage.<\/p>\n\n<p>Thresholds are the less familiar part. For each search, Google sets a minimum quality below which an ad won't show. For searches with clear purchase intent and for sensitive topics the thresholds are higher. So an ad with low quality can stay hidden even with a high bid and plenty of budget.<\/p>\n\n<p>This is also why we don't blindly raise bids when an ad slips down. First we check whether the problem is the ad or the page. If it is, a higher bid only buys a dearer click for the same poor result.<\/p>\n\n<h2 id=\"awb-quality-score-and-what-really-moves\">Quality Score and what really moves it<\/h2>\n\n<p>Quality Score is a number from 1 to 10 that Google shows for each keyword. Google describes it as a diagnostic tool that shows how your ad quality compares with other advertisers. And it says explicitly: Quality Score is not an input in the auction. The auction uses quality calculated at the moment of the search; Quality Score is a summary of it for you.<\/p>\n\n<p>It has three components. Each is rated \"Above average\", \"Average\" or \"Below average\", compared with advertisers whose ads showed for the same searches over the last 90 days.<\/p>\n\n<div class=\"tbl-wrap\">\n<table>\n  <thead><tr><th scope=\"col\">Component<\/th><th scope=\"col\">What it measures<\/th><th scope=\"col\">What moves it in practice<\/th><\/tr><\/thead>\n  <tbody>\n    <tr><th scope=\"row\">Expected CTR<\/th><td>How likely the ad is to be clicked when shown<\/td><td>A headline that repeats the words of the search. A price or concrete offer in the ad. Assets that take up more space. Excluding searches that have nothing to do with you.<\/td><\/tr>\n    <tr><th scope=\"row\">Ad relevance<\/th><td>How well the ad matches the intent of the search<\/td><td>Tighter ad groups. If \"stainless steel railings\" and \"driveway gates\" share an ad group, one ad can't answer both well.<\/td><\/tr>\n    <tr><th scope=\"row\">Landing page experience<\/th><td>How relevant and useful the page is for people who click<\/td><td>A page for the topic of the search, fast loading on mobile, a clear offer above the fold, contact details without searching.<\/td><\/tr>\n  <\/tbody>\n<\/table>\n<\/div>\n<p class=\"tbl-note\">Components and scale from Google Ads Help, status October 2026. The \"what moves it\" column is our practice.<\/p>\n\n<p>Two notes from practice. Keywords with competitors' names will always score low, because your ad isn't what the searcher was looking for. That's not a fault to fix. And don't chase the score. A keyword with a score of 6 that brings enquiries at an acceptable price beats one with a 9 that brings nothing. What the page needs is covered in our guide to <a href=\"https:\/\/www.adworld.si\/en\/why-is-a-good-website-the-key-to-successful-google-ads\/\">the Google Ads landing page<\/a>.<\/p>\n\n<h2 id=\"awb-match-types-as-they-work-today\">Match types as they work today<\/h2>\n\n<p>The match type tells Google how close a search has to be to your keyword for the ad to show. Google now describes them by meaning, not by exact word order:<\/p>\n\n<ul>\n  <li><strong>Exact match<\/strong> <code>[steel railings]<\/code>: the ad can show on searches with the same meaning or intent.<\/li>\n  <li><strong>Phrase match<\/strong> <code>\"steel railings\"<\/code>: the ad can show on searches that include the meaning of the keyword.<\/li>\n  <li><strong>Broad match<\/strong> <code>steel railings<\/code>: the ad can show on searches related to the keyword. It's the default.<\/li>\n<\/ul>\n\n<figure>\n  <div class=\"vs\">\n    <div class=\"vs-card\">\n      <span class=\"vs-tag\">Exact or phrase<\/span>\n      <p class=\"q\">steel railings price<\/p>\n      <p class=\"meta\">Searches that contain your topic. Less traffic, more control. Right until the campaign has enough conversions.<\/p>\n    <\/div>\n    <div class=\"vs-card hi\">\n      <span class=\"vs-tag\">Broad<\/span>\n      <p class=\"q\">metal balcony fence<\/p>\n      <p class=\"meta\">Searches only related to your topic. More traffic, but Google has to know which searches bring customers.<\/p>\n    <\/div>\n  <\/div>\n  <figcaption>The example searches are illustrative. Google decides which searches actually match, and you see them in the search terms report.<\/figcaption>\n<\/figure>\n\n<p>Google's help pages say Smart Bidding is essential with broad match. We follow that rule to the letter. Broad match without working conversion tracking and Smart Bidding is the most common cause of spend without enquiries that we find when we take over an account.<\/p>\n\n<p>Because Google matches by meaning, you don't need every plural and misspelling as a separate keyword. You do need separate keywords for different intents, for example \"steel railings price\" and \"steel railing installation\". In smaller European languages with many word endings, such as Slovene, Polish or Czech, this saves even more work, because the grammatical forms of a word are treated as the same topic.<\/p>\n\n<p>If you switch on AI Max in a Search campaign, Google extends matching even further beyond your keywords and can adapt ad text and landing pages. That makes sense only once the campaign has reliable conversions.<\/p>\n\n<h2 id=\"awb-campaign-types-and-which-business-needs\">Campaign types and which business needs which<\/h2>\n\n<p>When you create a campaign, Google offers several types. For a small or mid-sized business, one or two usually matter at the start.<\/p>\n\n<div class=\"tbl-wrap\">\n<table>\n  <thead><tr><th scope=\"col\">Campaign type<\/th><th scope=\"col\">Where it shows<\/th><th scope=\"col\">Who it suits<\/th><\/tr><\/thead>\n  <tbody>\n    <tr><th scope=\"row\">Search<\/th><td>Text ads in search results<\/td><td>Almost every business. The first choice for services, B2B and local businesses, because it reaches people already looking for a solution.<\/td><\/tr>\n    <tr><th scope=\"row\">Shopping<\/th><td>Products with image and price in search and the Shopping tab<\/td><td>Online stores with a working Merchant Center account.<\/td><\/tr>\n    <tr><th scope=\"row\">Performance Max<\/th><td>All Google channels from one campaign<\/td><td>Stores and businesses with enough conversions and good tracking. Add a brand exclusion, or it will claim credit for searches for your name.<\/td><\/tr>\n    <tr><th scope=\"row\">Demand Gen<\/th><td>YouTube, Discover, Gmail<\/td><td>Businesses that want to create demand among people who aren't searching yet. Replaced Video action campaigns from April 2025.<\/td><\/tr>\n    <tr><th scope=\"row\">Video<\/th><td>YouTube<\/td><td>Brand awareness, when you have a good video.<\/td><\/tr>\n    <tr><th scope=\"row\">Display<\/th><td>Banners on websites and in apps<\/td><td>Mainly remarketing to past visitors. Rarely worth the money as a first campaign.<\/td><\/tr>\n    <tr><th scope=\"row\">App<\/th><td>Search, Google Play, YouTube and others<\/td><td>Only businesses with a mobile app.<\/td><\/tr>\n    <tr><th scope=\"row\">Smart<\/th><td>A simplified campaign with few settings<\/td><td>Very small businesses with no time to manage ads. Control is limited, so we don't recommend it if you want to know what you're paying for.<\/td><\/tr>\n  <\/tbody>\n<\/table>\n<\/div>\n<p class=\"tbl-note\">Campaign types from Google Ads Help, status October 2026.<\/p>\n\n<h2 id=\"awb-smart-bidding-and-how-much-data\">Smart Bidding and how much data it needs<\/h2>\n\n<p>Bidding is how Google sets your bid in each auction. Smart Bidding adjusts the bid for every search, based on how likely the click is to end in a conversion. The main strategies:<\/p>\n\n<ul>\n  <li><strong>Maximize conversions<\/strong>: as many conversions as possible within budget, with an optional target CPA (cost per conversion). Google warns that it will try to spend your full average daily budget.<\/li>\n  <li><strong>Maximize conversion value<\/strong>: the highest possible conversion value, with an optional target ROAS (return on ad spend). Before switching, Google advises having conversions with at least two different values.<\/li>\n  <li><strong>Maximize clicks<\/strong> and <strong>Target impression share<\/strong>: these optimise for clicks or visibility, not customers. The first is useful for a short initial push, the second for a brand campaign.<\/li>\n  <li><strong>Manual CPC<\/strong>: you set the bid yourself. Enhanced CPC no longer exists for Search and Display campaigns; Google retired it in March 2025.<\/li>\n<\/ul>\n\n<p>Smart Bidding learns from conversions. For some strategies Google states exactly how many it needs:<\/p>\n\n<div class=\"stats\">\n  <div class=\"stat\"><b>15<\/b><span>conversions in the past 30 days, the minimum for target ROAS in Search and Shopping<\/span><\/div>\n  <div class=\"stat\"><b>50<\/b><span>conversions in the past 35 days, the minimum for target ROAS in Demand Gen<\/span><\/div>\n  <div class=\"stat\"><b>30<\/b><span>conversions Google recommends for judging target CPA performance over 30 days<\/span><\/div>\n  <div class=\"stat\"><b>7 days<\/b><span>the longest the \"Learning\" status lasts after a strategy change<\/span><\/div>\n<\/div>\n<p class=\"tbl-note\">Source: Google Ads Help on target ROAS, target CPA and Smart Bidding learning, status October 2026.<\/p>\n\n<p>The \"Learning\" label misleads people. When it disappears, the strategy hasn't necessarily learned. In the same help pages Google says performance usually settles within one to two conversion cycles, and recommends evaluating after two cycles or two weeks, whichever is longer. For a B2B company where two weeks pass between click and enquiry, that's a month or more.<\/p>\n\n<p>Our rule for a new account: start with Maximize conversions without a target, once tracking has been checked. Add a target CPA or ROAS after a few weeks of stable conversions, and set it close to the actual average, not the number you'd like to see.<\/p>\n\n<h2 id=\"awb-how-to-set-the-budget\">How to set the budget<\/h2>\n\n<p>In Google Ads you set the budget as an average daily amount per campaign. On a single day Google can spend up to twice that amount when traffic is higher, but over a whole month no more than 30.4 times the daily amount. A day with double spend isn't a mistake.<\/p>\n\n<p>Work out how much you need from two figures: roughly what one conversion costs in your sector, and how many conversions a month the strategy needs to learn. Round numbers for illustration, not an average for any sector:<\/p>\n\n<figure>\n  <div class=\"frame\">\n    <div class=\"math\">\n      <div class=\"chip\"><b>\u20ac40<\/b><span>cost per enquiry<\/span><\/div>\n      <span class=\"op\">\u00d7<\/span>\n      <div class=\"chip\"><b>15<\/b><span>conversions in 30 days<\/span><\/div>\n      <span class=\"op\">=<\/span>\n      <div class=\"chip total\"><b>\u20ac600<\/b><span>minimum monthly campaign budget<\/span><\/div>\n    <\/div>\n  <\/div>\n  <figcaption>An illustrative calculation. If a campaign can't reach enough conversions to learn, a target-based strategy won't perform well.<\/figcaption>\n<\/figure>\n\n<p>If that number is higher than your budget, you have three options: fewer campaigns that share data, tracking an additional conversion closer to the top of the funnel (a call as well as a form, for example), or a strategy that doesn't need a target. Splitting a small budget across five campaigns is the worst choice. Budgets and our management fees are explained in detail in <a href=\"https:\/\/www.adworld.si\/en\/google-ads-cost\/\">what Google Ads costs<\/a>.<\/p>\n\n<h2 id=\"awb-a-first-account-structure-for-a\">A first account structure for a small business<\/h2>\n\n<p>Google Ads has four levels. An account contains campaigns. A campaign sets budget, location, language and bidding. A campaign contains ad groups, and each ad group has keywords, ads and a landing page that cover one topic.<\/p>\n\n<figure>\n  <div class=\"frame\">\n    <svg viewBox=\"0 0 760 360\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" role=\"img\" aria-label=\"Diagram of a Google Ads account structure: the account, three campaigns, three ad groups in the products campaign, and under each the keywords, ads and its own landing page.\">\n      <rect x=\"0\" y=\"0\" width=\"760\" height=\"360\" fill=\"#f1f5f5\"\/>\n      <rect x=\"280\" y=\"18\" width=\"200\" height=\"44\" rx=\"8\" fill=\"#111827\"\/>\n      <text x=\"380\" y=\"46\" text-anchor=\"middle\" font-family=\"Roboto, Arial, sans-serif\" font-size=\"14\" font-weight=\"700\" fill=\"#ffffff\">Google Ads account<\/text>\n      <path d=\"M380 62 V80 M130 80 H630 M130 80 V100 M380 80 V100 M630 80 V100\" stroke=\"#4b5563\" stroke-width=\"1.5\" fill=\"none\"\/>\n      <rect x=\"20\" y=\"100\" width=\"220\" height=\"50\" rx=\"8\" fill=\"#ffffff\" stroke=\"#e5e7eb\"\/>\n      <text x=\"130\" y=\"122\" text-anchor=\"middle\" font-family=\"Roboto, Arial, sans-serif\" font-size=\"13\" font-weight=\"700\" fill=\"#111827\">Search: brand<\/text>\n      <text x=\"130\" y=\"140\" text-anchor=\"middle\" font-family=\"Roboto, Arial, sans-serif\" font-size=\"11\" fill=\"#4b5563\">exact match, small budget<\/text>\n      <rect x=\"270\" y=\"100\" width=\"220\" height=\"50\" rx=\"8\" fill=\"#daf0f0\" stroke=\"#009999\" stroke-width=\"2\"\/>\n      <text x=\"380\" y=\"122\" text-anchor=\"middle\" font-family=\"Roboto, Arial, sans-serif\" font-size=\"13\" font-weight=\"700\" fill=\"#006f6f\">Search: products and services<\/text>\n      <text x=\"380\" y=\"140\" text-anchor=\"middle\" font-family=\"Roboto, Arial, sans-serif\" font-size=\"11\" fill=\"#111827\">most of the budget<\/text>\n      <rect x=\"520\" y=\"100\" width=\"220\" height=\"50\" rx=\"8\" fill=\"#ffffff\" stroke=\"#4b5563\" stroke-dasharray=\"5 4\"\/>\n      <text x=\"630\" y=\"122\" text-anchor=\"middle\" font-family=\"Roboto, Arial, sans-serif\" font-size=\"13\" font-weight=\"700\" fill=\"#4b5563\">Later: PMax or Shopping<\/text>\n      <text x=\"630\" y=\"140\" text-anchor=\"middle\" font-family=\"Roboto, Arial, sans-serif\" font-size=\"11\" fill=\"#4b5563\">once there are enough conversions<\/text>\n      <path d=\"M380 150 V170 M225 170 H535 M225 170 V190 M380 170 V190 M535 170 V190\" stroke=\"#4b5563\" stroke-width=\"1.5\" fill=\"none\"\/>\n      <rect x=\"150\" y=\"190\" width=\"150\" height=\"40\" rx=\"8\" fill=\"#ffffff\" stroke=\"#009999\"\/>\n      <text x=\"225\" y=\"215\" text-anchor=\"middle\" font-family=\"Roboto, Arial, sans-serif\" font-size=\"13\" fill=\"#111827\">Steel railings<\/text>\n      <rect x=\"305\" y=\"190\" width=\"150\" height=\"40\" rx=\"8\" fill=\"#ffffff\" stroke=\"#009999\"\/>\n      <text x=\"380\" y=\"215\" text-anchor=\"middle\" font-family=\"Roboto, Arial, sans-serif\" font-size=\"13\" fill=\"#111827\">Panel fences<\/text>\n      <rect x=\"460\" y=\"190\" width=\"150\" height=\"40\" rx=\"8\" fill=\"#ffffff\" stroke=\"#009999\"\/>\n      <text x=\"535\" y=\"215\" text-anchor=\"middle\" font-family=\"Roboto, Arial, sans-serif\" font-size=\"13\" fill=\"#111827\">Driveway gates<\/text>\n      <path d=\"M225 230 V250 M380 230 V250 M535 230 V250\" stroke=\"#4b5563\" stroke-width=\"1.5\" fill=\"none\"\/>\n      <rect x=\"150\" y=\"250\" width=\"150\" height=\"66\" rx=\"8\" fill=\"#ffffff\" stroke=\"#e5e7eb\"\/>\n      <rect x=\"305\" y=\"250\" width=\"150\" height=\"66\" rx=\"8\" fill=\"#ffffff\" stroke=\"#e5e7eb\"\/>\n      <rect x=\"460\" y=\"250\" width=\"150\" height=\"66\" rx=\"8\" fill=\"#ffffff\" stroke=\"#e5e7eb\"\/>\n      <text x=\"225\" y=\"270\" text-anchor=\"middle\" font-family=\"Roboto, Arial, sans-serif\" font-size=\"11\" fill=\"#4b5563\">topic keywords<\/text>\n      <text x=\"225\" y=\"287\" text-anchor=\"middle\" font-family=\"Roboto, Arial, sans-serif\" font-size=\"11\" fill=\"#4b5563\">1 to 2 responsive ads<\/text>\n      <text x=\"225\" y=\"304\" text-anchor=\"middle\" font-family=\"Roboto, Arial, sans-serif\" font-size=\"11\" fill=\"#4b5563\">its own landing page<\/text>\n      <text x=\"380\" y=\"270\" text-anchor=\"middle\" font-family=\"Roboto, Arial, sans-serif\" font-size=\"11\" fill=\"#4b5563\">topic keywords<\/text>\n      <text x=\"380\" y=\"287\" text-anchor=\"middle\" font-family=\"Roboto, Arial, sans-serif\" font-size=\"11\" fill=\"#4b5563\">1 to 2 responsive ads<\/text>\n      <text x=\"380\" y=\"304\" text-anchor=\"middle\" font-family=\"Roboto, Arial, sans-serif\" font-size=\"11\" fill=\"#4b5563\">its own landing page<\/text>\n      <text x=\"535\" y=\"270\" text-anchor=\"middle\" font-family=\"Roboto, Arial, sans-serif\" font-size=\"11\" fill=\"#4b5563\">topic keywords<\/text>\n      <text x=\"535\" y=\"287\" text-anchor=\"middle\" font-family=\"Roboto, Arial, sans-serif\" font-size=\"11\" fill=\"#4b5563\">1 to 2 responsive ads<\/text>\n      <text x=\"535\" y=\"304\" text-anchor=\"middle\" font-family=\"Roboto, Arial, sans-serif\" font-size=\"11\" fill=\"#4b5563\">its own landing page<\/text>\n      <text x=\"20\" y=\"214\" font-family=\"Roboto, Arial, sans-serif\" font-size=\"11\" font-weight=\"700\" fill=\"#006f6f\">Ad groups<\/text>\n      <text x=\"20\" y=\"287\" font-family=\"Roboto, Arial, sans-serif\" font-size=\"11\" font-weight=\"700\" fill=\"#006f6f\">Inside each<\/text>\n      <text x=\"20\" y=\"345\" font-family=\"Roboto, Arial, sans-serif\" font-size=\"12\" fill=\"#111827\">One ad group = one search topic = one landing page.<\/text>\n    <\/svg>\n  <\/div>\n  <figcaption>An example first structure for a fencing company: two Search campaigns, ad groups by product, each with its own landing page.<\/figcaption>\n<\/figure>\n\n<p>The example is modelled on a fencing company because the structure is easy to follow. For Hi\u0161a Kovin, a Slovene maker of metal fences and gates, landing pages per product (stainless steel railings, panel fences, driveway gates) were part of a website rebuild that, together with Google Ads and SEO, brought around 1,000 enquiries in the first year. For a service business, swap products for services; for B2B, swap them for the problems you solve.<\/p>\n\n<p>Setting it up in practice:<\/p>\n\n<ol class=\"steps\">\n  <li><b>Set up tracking before you launch ads<\/b><p>Conversions should be a submitted form, a call and a purchase. Without them Google doesn't know what you're looking for.<\/p><\/li>\n  <li><b>Separate the brand<\/b><p>Searches for your name are cheap and convert well. In the same campaign as everything else, they inflate results and hide whether ads are winning new customers.<\/p><\/li>\n  <li><b>Build ad groups around topics that have their own page<\/b><p>If a topic has no page, that's the first job for the website, not for the ads.<\/p><\/li>\n  <li><b>Start with phrase and exact match<\/b><p>Switch on broad once the campaign has reliable conversions and Smart Bidding.<\/p><\/li>\n  <li><b>Set location to \"Presence\" for local services<\/b><p>The default \"Presence or interest\" also shows ads to people outside your area who are only interested in it. Near the Austrian border, that can also add Google's 5% Austrian surcharge to clicks you didn't want.<\/p><\/li>\n  <li><b>One campaign per language<\/b><p>In multilingual markets such as Switzerland or Belgium, split by language, with ads and landing pages to match, rather than mixing languages in one ad group.<\/p><\/li>\n  <li><b>Review search terms every week in the first month<\/b><p>Exclude what isn't yours and add good terms you don't have yet.<\/p><\/li>\n<\/ol>\n\n<p>If you'd rather we set up and run the account, see how we work on our <a href=\"https:\/\/www.adworld.si\/en\/google-ads\/\">Google Ads page<\/a>, or look at the <a href=\"https:\/\/www.adworld.si\/en\/portfolio-en\/\">results we've achieved for clients<\/a>.<\/p>\n<h2 id=\"awb-faq\">Frequently asked questions<\/h2><div class=\"faq\"><details><summary>Does more money mean a better ad position?<span class=\"sign\" aria-hidden=\"true\"><\/span><\/summary><div class=\"body\"><p>Not necessarily. Google says that with relevant keywords and ads you can get a higher position at a lower cost.<\/p><\/div><\/details><details><summary>What is a good Quality Score?<span class=\"sign\" aria-hidden=\"true\"><\/span><\/summary><div class=\"body\"><p>Don't treat the score as a goal. If all three components are \"Average\" or \"Above average\", the keyword is fine. If one is \"Below average\", you know where to look: expected CTR in the ad itself, ad relevance in how the ad group is built, landing page experience on the page. Keywords with competitor names will always score low, and that's expected.<\/p><\/div><\/details><details><summary>Can I run Google Ads myself?<span class=\"sign\" aria-hidden=\"true\"><\/span><\/summary><div class=\"body\"><p>Yes. For a small business with one or two Search campaigns it's manageable if you set aside a few hours a month and get tracking right. It gets harder with Shopping and a large catalogue, with Performance Max, and in B2B, where you need to feed back to Google which enquiries became deals.<\/p><\/div><\/details><details><summary>How long until a campaign works?<span class=\"sign\" aria-hidden=\"true\"><\/span><\/summary><div class=\"body\"><p>Ads can show the same day they're approved. According to Google, Smart Bidding performance usually settles within one to two conversion cycles, so draw your first serious conclusions after two cycles or two weeks, whichever is longer.<\/p><\/div><\/details><details><summary>Do I need a separate campaign for each country?<span class=\"sign\" aria-hidden=\"true\"><\/span><\/summary><div class=\"body\"><p>Usually for each language, and often for each country, because budgets, prices and delivery terms differ. In multilingual countries such as Switzerland or Belgium, run one campaign per language rather than one per country, with ads and landing pages in that language.<\/p><\/div><\/details><\/div>\n<div class=\"cta-box\"><h2>Want us to review your Google Ads account?<\/h2><p>We check settings, conversion tracking and search terms and show where budget leaks. Free, no commitment.<\/p><div class=\"btns\"><a class=\"btn\" href=\"https:\/\/www.adworld.si\/en\/contact\/\">Free analysis<\/a><a class=\"btn ghost\" href=\"https:\/\/www.adworld.si\/en\/google-ads\/\">Google Ads<\/a><\/div><\/div>\n<h2 class=\"rel-h\" id=\"awb-rel\">Read next<\/h2><ul class=\"related\"><li><a href=\"https:\/\/www.adworld.si\/en\/google-ads-cost\/\">Google Ads Cost in Europe: Budget, Fees, Pricing Models<\/a><\/li><li><a href=\"https:\/\/www.adworld.si\/en\/ppc-advertising\/\">PPC Advertising: What It Is and When It Pays Off<\/a><\/li><li><a href=\"https:\/\/www.adworld.si\/en\/why-is-a-good-website-the-key-to-successful-google-ads\/\">Google Ads landing page: what it needs to turn a click into an enquiry<\/a><\/li><\/ul>\n<div class=\"author\"><span class=\"av\" aria-hidden=\"true\">AW<\/span><div><p class=\"name\">Adworld, Kranj<\/p><p>Google Ads, Meta and SEO agency. We run client accounts directly, without handing them to juniors.<\/p><p style=\"font-size:14px;color:#6b7480;\">This article was produced with the help of AI tools. 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