Google Ads Setup and Campaign Types: Questions Answered

Last updated: November 2026 · Answers by Andrew Gorton, freelance PPC specialist based in Chorley, Lancashire

Each answer leads with the short version. Prices are in pounds sterling and reflect the UK market as of November 2026.

38 questions on this page

How do I set up Google Ads?
How do I advertise on Google?
How do I run a PPC campaign?
How do I create a Google Ads campaign?
How do I do Google Ads for my business?
Can I do Google Ads myself?
What do you need to advertise on Google Ads?
Should I use Google Ads Smart campaigns or Expert Mode?
What campaign types are there in Google Ads?
What is a Google Search campaign?
What is Performance Max?
Is Performance Max worth using?
Is Performance Max good for lead generation?
What is Google Shopping?
Should ecommerce use Shopping or Performance Max?
What is Google Merchant Center?
What is Demand Gen in Google Ads?
What is the Google Display Network?
Should I turn off the Display Network on Search campaigns?
Should I turn off Google Search Partners?
What are Local Services Ads?
Are Local Services Ads better than Google Ads?
What are YouTube ads good for?
What is remarketing in Google Ads?
What is AI Max for Search?
Do Google Ads appear in AI Overviews?
How do I set up location targeting in Google Ads?
Should I use ad scheduling?
How many ad groups should a campaign have?
How many keywords should be in an ad group?
Should I create separate campaigns for each location?
Should I bid on my own brand name?
Can I bid on competitors’ names in Google Ads?
How long does it take to set up Google Ads?
How long does it take for Google Ads to work?
What is the Google Ads learning period?
How do I add Google Ads conversion tracking to my website?
How do I get my business sponsored on Google?

How do I set up Google Ads?

Create an account at ads.google.com using your business email, switch to Expert Mode so you control the settings, set up conversion tracking first, then build a Search campaign with tightly themed ad groups, relevant keywords, responsive search ads, assets, location targeting and a sensible daily budget.

How do I advertise on Google?

Use Google Ads. Choose what you want people to do (call, enquire, buy), pick keywords people search for, write ads, set your target location and budget, and send clicks to a relevant landing page. Track conversions so you can see what works.

How do I run a PPC campaign?

Define the goal and target cost per lead or ROAS, set up conversion tracking, research keywords, group them into tight ad groups, write relevant ads, choose locations and schedule, start with a controlled bidding strategy, then review search terms and results weekly and optimise.

How do I create a Google Ads campaign?

In Google Ads, click New campaign, choose your goal (or create without guidance), select the campaign type (usually Search), set networks, locations, languages, budget and bidding, then create ad groups with keywords and responsive search ads, and add assets such as sitelinks and callouts.

How do I do Google Ads for my business?

Start small and focused: one Search campaign targeting your most profitable service in the areas you serve, with exact and phrase match keywords, strong ads, call and sitelink assets and proper conversion tracking. Expand only once it is profitable.

Can I do Google Ads myself?

Yes. Many small businesses run their own Google Ads. The risks are Google’s default settings (Search Partners, Display expansion, broad location targeting, auto-applied recommendations) and missing conversion tracking. Learn the basics, keep it simple and consider a one-off audit.

What do you need to advertise on Google Ads?

A Google account, a website or landing page (or a phone number for call ads), a payment method, a clear offer, and ideally conversion tracking through Google Tag Manager or Google Analytics 4. Some industries also need advertiser verification or certification.

Should I use Google Ads Smart campaigns or Expert Mode?

Use Expert Mode. Smart campaigns are simple but give you very little control over keywords, search terms and settings, which often leads to wasted spend. Expert Mode lets you control targeting, match types, negatives and bidding.

What campaign types are there in Google Ads?

Search, Performance Max, Shopping, Demand Gen, Display, Video (YouTube), App and Local Services Ads. Search is usually the starting point for lead generation, and Shopping or Performance Max for ecommerce.

What is a Google Search campaign?

A Search campaign shows text ads on Google search results when people search for your keywords. It gives the most control and the highest purchase intent, making it the core of most lead generation accounts.

What is Performance Max?

Performance Max (PMax) is a Google Ads campaign type that uses automation to show ads across Search, Shopping, YouTube, Display, Discover, Gmail and Maps from one campaign. You provide assets, a feed, audience signals and conversion goals, and Google decides placements and bids.

Is Performance Max worth using?

For ecommerce with a good product feed, Performance Max often works well. For lead generation it needs accurate conversion tracking, ideally with offline lead quality data, or it can chase low-quality leads. Test it alongside Search rather than replacing Search.

Is Performance Max good for lead generation?

It can be, but only with strong conversion tracking that separates good leads from spam, ideally via offline conversion imports or enhanced conversions for leads. Without that, PMax often generates cheap but poor-quality form fills.

What is Google Shopping?

Google Shopping shows product ads with an image, price and store name on Google search and the Shopping tab. Ads are generated from a product feed in Google Merchant Center rather than from keywords.

Should ecommerce use Shopping or Performance Max?

Many ecommerce stores use both: Performance Max for broad reach and Standard Shopping for tighter control over specific products or margins. Test based on your feed size, data volume and margins.

What is Google Merchant Center?

Google Merchant Center is where online retailers upload and manage their product feed. It powers Shopping ads, Performance Max product ads and free product listings on Google.

What is Demand Gen in Google Ads?

Demand Gen campaigns show image and video ads on YouTube (including Shorts), Discover and Gmail. They suit creating interest and remarketing rather than capturing existing searches.

What is the Google Display Network?

The Display Network is millions of websites and apps where Google shows banner and responsive display ads. It is cheap per click but lower intent, and is mainly useful for remarketing and awareness.

Should I turn off the Display Network on Search campaigns?

Usually yes. Search campaigns with "Display Network" ticked spend some budget on lower-quality display placements. Untick it and run display as a separate campaign if you want it.

Should I turn off Google Search Partners?

Test it, but many lead generation accounts see poorer lead quality from Search Partners. Check its performance by segmenting by network, and switch it off if cost per lead is worse.

What are Local Services Ads?

Local Services Ads (LSAs) appear at the very top of Google for local service searches, show a "Google Screened" or "Google Verified" badge, and charge per lead rather than per click. They suit trades such as plumbers, electricians, locksmiths and some professional services.

Are Local Services Ads better than Google Ads?

They complement each other. LSAs charge per lead and earn trust badges, but give little control over targeting. Search campaigns give full control. Many trades run both.

What are YouTube ads good for?

Building awareness, explaining complex products, remarketing to website visitors and reaching people before they search. They rarely produce the cheapest direct leads for local businesses.

What is remarketing in Google Ads?

Remarketing shows ads to people who have already visited your website or engaged with your business. It works across Display, YouTube and Demand Gen, and can also be used to adjust bids in Search campaigns.

What is AI Max for Search?

AI Max for Search is an optional set of Google Ads features that expands Search campaigns with AI-driven keywordless matching, automatically tailored ad text and final URL expansion. It can find extra volume but needs close monitoring of search terms and landing pages.

Do Google Ads appear in AI Overviews?

Yes. Google shows ads within and around AI Overviews and in AI Mode for some searches. Ads are typically served from existing Search, Shopping and Performance Max campaigns, so broad match, AI Max and PMax affect eligibility.

How do I set up location targeting in Google Ads?

Choose the towns, counties, postcodes or radius you serve, and set the location option to "Presence: people in or regularly in your targeted locations". The default "Presence or interest" can show ads to people outside your area.

Should I use ad scheduling?

Yes, if your leads are worth more at certain times or you can only answer calls during business hours. Use call assets with call scheduling and review hour-of-day performance before cutting times.

How many ad groups should a campaign have?

Enough to keep each ad group tightly themed so ads match searches closely. For small local accounts, 3–10 ad groups per campaign is typical. Avoid splitting so finely that each ad group gets too little data.

How many keywords should be in an ad group?

Typically 5–20 closely related keywords sharing the same intent. If keywords need different ad copy or landing pages, they belong in different ad groups.

Should I create separate campaigns for each location?

Only if locations need different budgets, bids or messaging. Otherwise one campaign targeting several locations, with location performance reviewed regularly, is simpler and gives bidding more data.

Should I bid on my own brand name?

Usually yes, especially if competitors bid on it. Brand clicks are cheap, protect your top position and capture people ready to contact you. Keep brand in its own campaign so it does not inflate non-brand results.

Can I bid on competitors’ names in Google Ads?

You can use competitor names as keywords in the UK, but not in your ad text if they are trademarked and the owner has filed a complaint. Competitor campaigns usually have lower conversion rates and should be tested carefully.

How long does it take to set up Google Ads?

A simple campaign can be live in an hour. A properly researched account with tracking, structure, ads and assets typically takes 1–3 days of work. Ads may take up to one business day to be reviewed.

How long does it take for Google Ads to work?

Ads can generate clicks and enquiries on day one, but campaigns usually need four to twelve weeks of data to optimise bidding, keywords and ads properly. Accounts with existing history and good tracking improve faster.

What is the Google Ads learning period?

When you launch or significantly change a smart bidding strategy, Google enters a learning period, typically up to around one to two weeks or roughly 50 conversions, while it calibrates. Avoid big changes during learning.

How do I add Google Ads conversion tracking to my website?

Create a conversion action in Google Ads, then install the tag via Google Tag Manager (recommended) or the Google tag, firing on a thank-you page or form submission event. Test with Tag Assistant before relying on the data. Conversion tracking questions →

How do I get my business sponsored on Google?

"Sponsored" listings on Google are Google Ads. Create a Google Ads account, build a Search campaign for the keywords your customers use, and your ads will appear marked as Sponsored when you win the auction.

Google Ads Setup & Campaign Type Questions