Introduction

Google Ads is an online advertising platform that helps businesses reach potential customers through Search, Display, YouTube, Gmail, and other Google properties. My projects focus on campaign planning, keyword research, ad creation, audience targeting, campaign optimization, and conversion tracking Structure

Campaign Structure

Account → Campaign → Ad Group → Ads → Keywords

Google Ads Campaign Setup

Explored and selected the appropriate Google Ads campaign types based on marketing objectives, including Search, Performance Max, Display, Video, Demand Gen, and Shopping campaigns.

Types of campaigns

Search Campaign

A Search Campaign displays text ads on Google Search results when users search for relevant keywords.

Objectives

Generate quality leads
Increase website traffic
Improve conversions
Reach high-intent users

Display Campaign

Display Campaigns show image and banner ads across millions of websites, apps, and Gmail.

Objectives

Brand awareness
Product promotion
Remarketing
Increase website visits

Video Campaign

Video Campaigns promote products and services on YouTube using engaging video advertisements.

Objectives

Brand awareness
Product promotion
Increase video views
Generate leads

Performance Max Campaign

Performance Max uses AI to show ads across all Google channels, including Search, Display, YouTube, Gmail, Discover, and Maps.

Objective

Maximize conversions
Reach customers across Google inventory
Improve ROI

What is keyword Research

Keyword research is the process of finding relevant search terms that potential customers use on Google. The goal is to select keywords that have high relevance, good search intent, and commercial value.

What I focus on:

Search volume
Competition
CPC
Commercial intent
Relevance to the landing page
Long-tail keywords

Search Intent

Search intent means understanding what the user wants when they search a keyword.

Intent	Example	Purpose
Informational	What is SEO	Learn
Navigational	Google Ads login	Find a website
Commercial	best SEO agency	Compare
Transactional	Hire SEO agency	Take action

For Search Ads, commercial and transactional keywords are generally the most valuable for lead generation.

Keyword Match Types

Broad match: Loosely related terms
Phrase match: Searches that include your keyword’s meaning, even if the wording differs slightly
Exact match: Searches only very close to your keyword

Negative Keywords

Negative keywords prevent ads from showing for irrelevant searches.

Example:
If I am advertising paid SEO services, I may add:

free
jobs
course
tutorial
salary

This helps reduce irrelevant clicks and improve budget efficiency.

Ad Extensions / Assets

Google Ads assets provide additional information and can make ads more useful and prominent.

Common assets include:

Sitelink
Callout
Structured snippet
Call
Image
Location
Price
Promotion

Landing-Page Optimization

The landing page should match the user’s search intent and the ad message.

I focus on:

Relevant headline
Clear CTA
Fast loading
Mobile responsiveness
Simple form
Trust signals
Relevant content
Message match between keyword, ad, and landing page

Goal: Increase conversions while reducing wasted traffic.

Quality Score

Quality Score is a 1–10 diagnostic score that helps evaluate the quality and relevance of keywords and ads.

It is based mainly on:

Expected CTR
Ad relevance
Landing-page experience

Ad Rank

Ad Rank determines whether and where an ad can show relative to other eligible ads.

Google considers factors including:

Bid
Ad quality
Ad Rank thresholds
Auction context
Impact of assets/formats
Other auction-time signals

A simple historical teaching formula often shown is:

Ad Rank ≈ Bid × Quality Score

Search Terms Analysis

Search Terms Report shows the actual searches that triggered ads.

I use it to:

Find new relevant keywords
Identify irrelevant searches
Add negative keywords
Improve keyword targeting
Improve ad relevance
Control wasted spend

Bidding & Budget

Manual CPC

Manual CPC allows the advertiser to set maximum bids for individual keywords/ad groups.

Best suited for:
Campaigns where you want greater manual control over bids.

Maximize Clicks

This automated bidding strategy aims to generate as many clicks as possible within the available budget.

Goal: Traffic

Maximize Conversions

Google automatically adjusts bids to try to generate as many conversions as possible within the budget.

Goal: Leads/conversions

Target CPA

Target CPA bidding aims to generate conversions around a specified average cost per acquisition.

Formula:

CPA = Total Ad Spend ÷ Number of Conversions

Example:
Spend = ₹10,000
Conversions = 50

CPA = ₹10,000 ÷ 50 = ₹200

So the average cost per conversion is ₹200.

Target ROAS

Target ROAS is used when conversion values/revenue are being tracked.

Formula:

ROAS = Conversion Value ÷ Ad Spend

For percentage:

ROAS % = (Conversion Value ÷ Ad Spend) × 100

Example:
Conversion Value = ₹50,000
Ad Spend = ₹10,000

ROAS = ₹50,000 ÷ ₹10,000 = 5

So ROAS = 5x / 500%.

Impression Share

Impression Share represents the percentage of eligible impressions that your ads actually received.

Formula:

Impression Share = Impressions Received ÷ Total Eligible Impressions × 100

Example:

Received impressions = 8,000
Eligible impressions = 10,000

8,000 ÷ 10,000 × 100 = 80%

Impression Share = 80%

Daily / Monthly Budget Planning

Budget planning helps control campaign spending and allocate money to high-performing campaigns.

Approximate monthly budget:

Daily Budget × 30.4

Example:

Daily budget = ₹500

₹500 × 30.4 = ₹15,200/month

Metric	Formula
CTR	`(Clicks ÷ Impressions) × 100`
CPC	`Ad Spend ÷ Clicks`
CPM	`(Ad Spend ÷ Impressions) × 1,000`
CPA	`Ad Spend ÷ Conversions`
Conversion Rate	`(Conversions ÷ Clicks) × 100`
ROAS	`Conversion Value ÷ Ad Spend`
ROAS %	`(Conversion Value ÷ Ad Spend) × 100`
Impression Share	`(Impressions Received ÷ Eligible Impressions) × 100`
AOV	`Revenue ÷ Orders`
Cost per Lead	`Ad Spend ÷ Leads`
Lead Conversion Rate	`(Leads ÷ Clicks) × 100`
Budget Utilization	`(Actual Spend ÷ Planned Budget) × 100`

GA4 + Google Ads Linking

I understand the basic process of connecting Google Analytics 4 (GA4) with Google Ads to share relevant measurement data and analyze user behavior.

Typical workflow:

Google Ads → GA4 → Conversion Events → Google Ads

This helps connect advertising traffic with on-site actions and conversion analysis.

Google Tag Manager — Basics

Google Tag Manager (GTM) can be used to implement and manage tracking tags without repeatedly editing website code.

Basic concepts:

Tags
Triggers
Variables
Preview & Debug
Conversion tracking

Example:

User clicks WhatsApp → Trigger fires → Tag/Event sends data → GA4 → Google Ads

Google Business Profile Optimization

Project Overview
Optimized a Google Business Profile to improve local search visibility, provide accurate business information, and make it easier for potential customers to find and contact the business.

Work Performed

Google Business Profile setup & optimization
Business name, category & description optimization
Business information and contact details setup
Business hours configuration
Service/product information optimization
Business photos and logo upload
Google Maps location setup
Review management basics
Local keyword optimization
Profile completeness improvement
Performance/Insights monitoring

Tools Used

Google Business Profile • Google Maps • Google Search

Metrics You Can Show

Reviews & Rating
Searches / Views
Profile Views
Website Clicks
Phone Calls
Direction Requests
Messages