Short answer: create a Google Ads account in Expert mode, set up conversion tracking for calls, forms and WhatsApp clicks, create a Search campaign targeting your city, choose 10–20 high-intent keywords in phrase or exact match, add negative keywords, write 2–3 ads with your offer and phone number, start with a daily budget you can sustain for a month, and review search terms every week.

Google Ads shows your business at the top of Google when someone searches for what you sell, and you pay only when they click. Done right, it is the fastest way to get enquiries. Done wrong, it is the fastest way to lose money. Follow these steps.

Step 1: Create the account the right way

  1. Go to ads.google.com and sign in with your business Gmail.
  2. When Google pushes a "Smart" campaign, choose Switch to Expert Mode. Smart campaigns give you very little control.
  3. Set your billing country, time zone and currency carefully. They cannot be changed later.
  4. Add billing details. In India, Google adds 18% GST to your ad spend.

Step 2: Set up conversion tracking first

If you cannot see which clicks became calls or enquiries, you cannot improve. Track:

  • Calls from ads (call extension / call assets)
  • Clicks on your phone number on the website
  • Form submissions (thank-you page or form event)
  • WhatsApp button clicks

Use Google Tag Manager and GA4, or ask your developer. This one step separates profitable accounts from wasteful ones.

Step 3: Choose the right campaign type

For most local and service businesses, start with Search. It shows text ads to people actively searching. Add Performance Max later for online stores or once you have conversion data. YouTube and Display are better for awareness than for quick leads.

Step 4: Pick keywords with buying intent

Good keywords show the person is ready to act:

  • "dentist near me", "AC repair in Noida", "website designing company in Delhi"
  • Avoid broad, research-style terms like "what is SEO" or "free website"

Use phrase match ("ac repair") and exact match ([ac repair noida]) when starting. Broad match can work later, but only with good conversion tracking.

Step 5: Add negative keywords from day one

Negative keywords stop your ads showing for searches you do not want. Common ones: free, jobs, salary, course, training, DIY, second hand, meaning, PDF. Check the Search terms report every week and add new negatives.

Step 6: Write ads that get clicked

  • Put the service and city in the headline
  • Add a reason to choose you: price, years of experience, rating, same-day service
  • Include a clear call to action: Call now, Book free consultation
  • Add assets: call, location, sitelinks (Services, Prices, Reviews), callouts

Step 7: Send clicks to the right page

Do not send every ad to your home page. A focused landing page for each service with the same offer as the ad, a call button, WhatsApp and a short form converts much better.

Step 8: Set budget and location

  • Location: target the area you can actually serve, and choose "People in or regularly in your targeted locations"
  • Budget: many local businesses start with ₹500–₹1,000 per day. Give a new campaign at least 3–4 weeks before judging it
  • Schedule: run ads when you can answer the phone

Mistakes that waste money

  1. No conversion tracking
  2. Only broad match keywords
  3. Never checking search terms
  4. Sending traffic to a slow or confusing website
  5. Targeting the whole country for a local service
  6. Changing everything every two days

Frequently asked questions

How much should a small business spend on Google Ads?

Start with what you can sustain for at least a month, often ₹15,000–₹30,000. The right budget depends on your cost per click and how many leads you need.

How quickly will I get leads?

Search ads usually bring the first enquiries within a few days. Cost per lead improves over the first 4–6 weeks.

Is Google Ads better than Facebook ads?

They do different jobs. Google captures people already searching, while Facebook and Instagram create new demand. Read Google Ads vs Meta Ads.

Should I hire an agency?

If you have little time, an expert usually saves more in wasted clicks than the management fee. Our Google Ads management starts with a free account audit.

Want leads without the learning curve? Talk to our ads team.

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