Agencia Spark
Google Advertising

How to Advertise on Google: Complete Guide for SMBs

Learn how to create your first Google Ads campaign step by step: from opening your account to optimizing for real sales. Updated practical guide 2025.

Why this guide? Advertising on Google can be intimidating if you've never done it. This guide takes you step by step from zero to your first profitable campaign, without unnecessary technical jargon.

1. Create Your Google Ads Account

The first thing you need is a Google Ads account. It's free to create.

Steps:

  1. Go to ads.google.com
  2. Click "Start now"
  3. Sign in with your Gmail account (or create one)
  4. Complete your basic business information

⚠️ Important: Google will offer to create a "guided" campaign from the start. DON'T do it. These campaigns are usually inefficient and hard to optimize. Skip this step and configure in "Expert Mode."

2. Switch to Expert Mode

"Expert Mode" gives you full control over your campaign. It's essential to avoid wasting budget.

How to activate it:

  1. On the initial screen, look for "Switch to Expert Mode" (usually at the bottom)
  2. Confirm that you want manual control
  3. Now you'll be able to create campaigns from scratch with all options

3. Create Your First Campaign

Now comes the good part: setting up your campaign.

3.1. Choose Your Goal

Google will ask what you want to achieve. The main options for SMBs are:

🛒 Sales

If you have an ecommerce or want people to buy on your site

📞 Leads (Potential Customers)

If you want people to contact you (form, WhatsApp, call)

3.2. Campaign Type

For SMBs, we recommend starting with Search Ads (ads in search results).

Why Search?

  • ✅ High intent: People are already searching for what you sell
  • ✅ Easy to measure: You clearly see which keywords work
  • ✅ Quick to optimize: You can pause what doesn't work

3.3. Daily Budget

How much should you invest? It depends on your industry, but as a general rule:

💰 Recommended Budget:

  • Minimum: $10,000 CLP/day (~$300,000 CLP/month)
  • Optimal: $15,000-$25,000 CLP/day (~$450,000-$750,000 CLP/month)
  • Competitive industries: $30,000+ CLP/day

4. Choose Keywords

Keywords are the heart of Google Ads. They're the words people type into Google when searching for what you offer.

Types of Keywords by Intent

✅ High Intent (Transactional) - PRIORITIZE THESE

Examples: "buy running shoes," "google ads agency pricing," "hire shopify development"

⚠️ Medium Intent (Commercial)

Examples: "best digital marketing agency," "shopify vs woocommerce," "compare omnisend plans"

❌ Low Intent (Informational) - AVOID AT THE START

Examples: "what is google ads," "how does shopify work," "facebook ads tutorial"

How to Find Keywords

  1. 1. Use Google Keyword Planner (free inside Google Ads)
  2. 2. Enter "seed" keywords related to your service/product
  3. 3. Filter by:
    • • Monthly searches: minimum 50-100
    • • Competition: low or medium (to start)
    • • CPC: that you can afford
  4. 4. Select 10-20 keywords to start (no more)

5. Write Effective Ads

Your ad must grab attention and convince in 2 seconds. Recommended structure:

Anatomy of an Effective Ad

Headline 1 (Main keyword)

Shopify Development in Chile

Headline 2 (Benefit)

Fast and Optimized Stores

Headline 3 (CTA)

Get a Free Quote in 24 Hours

Description

Certified Shopify experts. 50+ stores launched in Chile. Complete setup, migrations, and optimization. Support included.

Tips for Ads That Convert

  • ✅ Use the keyword in the headline: Increases relevance and Quality Score
  • ✅ Include numbers: "+50 clients," "In 24 hours," "From $X"
  • ✅ Clear CTA: "Get a Free Quote," "Book Now," "View Plans"
  • ✅ Differentiator: Why you and not the competition?
  • ✅ Extensions: Add sitelinks, calls, location

6. Set Up Conversion Tracking

If you don't track conversions, you're flying blind. This is mandatory.

🚨 Critical mistake: Many SMBs launch campaigns without tracking and then don't know if they're making or losing money. Don't be one of them.

What to Set Up

  1. 1. Google Tag: Install the tracking code on your website
  2. 2. Conversion Event: Define what action you want Google to measure:
    • • Purchase (for ecommerce)
    • • Form submission
    • • WhatsApp click
    • • Phone call
  3. 3. Conversion Value: Assign a monetary value if possible

If you don't know how to install the Tag, consult your web developer or hire our help.

7. Launch and Optimize

Congratulations! You have everything ready. Now comes the critical part: continuous optimization.

What to Review Weekly

🔍 Keywords

  • Pause: Keywords with high CPC and 0 conversions after 20+ clicks
  • Scale: Keywords with conversions at good CPA
  • Add negatives: Irrelevant terms that appear in "Search Terms"

📊 Ads

  • Compare: Which ad has better CTR?
  • Pause: Ads with CTR below 3%
  • Create variants: Test new headlines and descriptions

💰 Budget

  • Redistribute: More budget to profitable campaigns/keywords
  • Adjust bids: Lower on expensive keywords, raise on profitable ones

Optimization Timeline

  • Days 1-7: Learning phase - DON'T touch anything
  • Days 8-30: First optimization - pause the worst, scale the best
  • Days 31-60: Refine targeting, test new ads
  • Days 61-90: Stabilization - campaign is mature and profitable

❌ Common Mistakes (and How to Avoid Them)

1. Not setting up tracking

Solution: Install Google Tag BEFORE launching.

2. Using keywords that are too generic

Solution: Focus on long-tail with commercial intent.

3. Turning off campaigns in the first week

Solution: Wait at least 14 days before judging.

4. Not using negative keywords

Solution: Review "Search Terms" weekly and add negatives.

5. Landing page that doesn't convert

Solution: Your ad can be perfect, but if your page is bad, you won't sell.

Frequently Asked Questions

How much does it cost to advertise on Google?

There is no minimum cost, but at least $10,000-$15,000 CLP/day (~$300,000 CLP/month) is recommended to see measurable results. You only pay when someone clicks (CPC).

What type of campaign should I choose?

For SMBs: 1) Search Ads (search results) for high intent, 2) Shopping Ads (ecommerce with catalog), 3) Display Ads (remarketing). Start with Search.

How long does it take to see results?

First clicks: same day. First conversions: 1-2 weeks. Full optimization: 60-90 days. Google Ads needs data to learn.

Can I do it myself or do I need an agency?

You can start on your own with simple campaigns. If you invest +$500 USD/month or don't see results within 30 days, consider a certified agency to optimize your ROI.

Need help with your Google Ads?

If you prefer experts to manage your campaigns, we audit your account for free and show you how to improve your ROI.

View Google Ads Service Audit My Account Free

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