Create a Google Ads Search Campaign and Check It Before Launch

A Search campaign shows your ad to people searching for what you sell. The settings you choose in the next 30 minutes decide where your money goes.

45–75 minutes

Verified by Hassan Rawther ·

Hassan Rawther is the Founder, Unlearn Academy. Written by the Unlearn Academy team.

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The short answer

To create a Google Ads Search campaign, click Create → Campaign, choose the Leads or Sales objective and your conversion goal, then select Search. Set bidding to Maximize conversions, untick the Display Network, target “Presence” in your locations, add ad groups with keywords and responsive search ads, and set a daily budget. Check conversion tracking and every setting before you publish.

Before you start

By the end of this SOP

A Search campaign built from your keyword plan, reviewed against a 12-point checklist and ready to publish.

Time
45–75 minutes
You’ll need
A Google Ads account with billing (SOP 014), working conversion tracking (SOP 025) and a keyword plan (SOP 301).
Who does this
The person responsible for Google Ads, with the business owner approving the budget.
About this SOP: why it matters, where and when

Why it matters: Default settings are built to spend. A few wrong defaults (Display Network on, “interest” location targeting, no conversion goal) can waste a third of the budget.

Where: Google Ads in Expert Mode.

When: After conversion tracking shows “Recording conversions” or at least “No recent conversions” with a verified tag.

Stage 1

Set the goal and bidding

  1. 1

    In Google Ads, click Create → Campaign. Choose Leads (or Sales for e-commerce).

  2. 2

    Under conversion goals, keep only the goals that mean real business, such as “Submit lead form” or “Purchase”. Remove page views or clicks if they appear.

  3. 3

    Choose Search as the campaign type and give it a clear name, for example “Search – Implants – Kochi”. Follow your naming rules (SOP 073 style).

  4. 4

    Bidding: choose Conversions and Maximize conversions. Leave target CPA empty for the first 2–4 weeks.

    Tip

    Set a target CPA only after about 30 conversions in 30 days, and start it near your real average CPA, not your dream number.

Stage 2

Choose where the ads can show

  1. 1

    Networks: untick “Google Display Network”. Leave Search partners on only if you will check its results separately.

  2. 2

    Locations: enter your city or a radius around your address. Click Location options and choose “Presence: people in or regularly in your included locations”.

  3. 3

    Languages: English, plus Malayalam if your ads or customers use it.

  4. 4

    Leave AI Max off for now. Turn broad match on only if conversion tracking is solid; otherwise use phrase and exact match keywords.

  5. 5

    Ad schedule: if calls matter, limit ads to hours when someone can answer the phone.

Stage 3

Add ad groups, keywords and ads

  1. 1

    Create one ad group per theme from your keyword plan. Paste its keywords, using quotes for phrase match (“dental implants kochi”) and square brackets for exact match ([dental implants kochi]).

  2. 2

    Write one responsive search ad per ad group with the matching landing page as the final URL (SOP 303).

  3. 3

    Add sitelinks, callouts and a call asset at campaign level (SOP 304).

  4. 4

    Add your negative keyword list from the keyword plan under the campaign’s negative keywords.

Stage 4

Set the budget and run the pre-launch check

Go through every line before you click Publish.

  1. 1

    Daily budget: Google can spend up to 2× the daily budget on a busy day but no more than 30.4× in a month. Set the daily budget as monthly budget ÷ 30.4.

  2. 2

    Pre-launch check:

    • 1. Conversion goal is a real lead or sale, and tracking is verified.
    • 2. Display Network is off.
    • 3. Location option is Presence, not interest.
    • 4. Language matches your ads.
    • 5. Bid strategy is Maximize conversions (no target yet).
    • 6. Each ad group has its own landing page.
    • 7. Keywords use the intended match types.
    • 8. Negative keyword list is attached.
    • 9. Each ad has Good or Excellent ad strength, and no spelling mistakes.
    • 10. Landing pages load fast on mobile and the form or call button works.
    • 11. Sitelinks, callouts and call asset are added.
    • 12. Budget is approved by the client in writing, including 18% GST.
  3. 3

    Publish. Check the campaign status the next morning: ads under review usually clear within a day.

Practice & check

Now do it for real

Reading is not doing. Open your own account and complete this task before you move on.

Practice task (5 min)

Build (but don’t publish) a Search campaign for a sample business from your keyword plan, then fill in the 12-point check and screenshot each setting.

Prove it

1. Which location option suits a Kollam clinic?
2. Your monthly budget is ₹30,400. What daily budget should you set?

Two questions. Get both right and this SOP is done.

Common questions

What is the minimum budget for Google Ads in India?

There’s no fixed minimum, but a Search campaign needs enough clicks to learn. For local services, ₹500–₹1,000 a day is a practical starting point; check it against your expected cost per click.

Should I turn on Search partners?

It can add cheap traffic, but quality varies. Leave it on only if you will segment results by network and turn it off if leads are poor.

How long does a new Search campaign take to learn?

Plan for 1–2 weeks of learning with Smart Bidding. Avoid big changes to budget or bidding in that time.

Done. That’s a real skill, not a certificate.

Next: SOP 303 — Write Responsive Search Ads That Get Clicks and Leads →

Want to do this on real client budgets, with a mentor checking your work? That’s Level 2 at Unlearn. See the Digital Marketing track