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Advertising · guide

Google Ads: running search and YouTube advertising

Google Ads is Google's advertising platform. It shows ads in search results, on YouTube, on the Display Network and in Gmail. Because it lets you appear at the moment someone is already searching, it is one of the channels closest to the sale.

Made by
Google
Billing
Per click, view or conversion
Campaign types
Search, PMax, YouTube, Display
Measurement
Conversions and GA4 import
View the serviceGet training

What is Google Ads?

Google Ads runs on auctions: budget, bid strategy and ad quality together decide which ad is shown. Automated bid strategies learn from conversion data.

So half the result depends on measurement: when conversions are not passed correctly, the algorithm optimises for the wrong goal. I check conversion tracking before building a campaign.

What Google Ads makes possible

  1. Search campaigns

    Appearing on queries with purchase intent.

  2. Performance Max

    One campaign across all Google channels.

  3. YouTube ads

    Awareness and remarketing with video.

  4. Conversion tracking

    Enhanced Conversions and GA4 import.

  5. Audiences

    Remarketing and customer lists.

  6. Bid strategies

    Automated bidding with target CPA and ROAS.

What Google Ads works with

  • Google Analytics 4

    Event-based web and app analytics. Funnels, conversions and audiences.

    Open the guide

  • Google Tag Manager

    Managing tracking tags and the dataLayer without code.

    Open the guide

  • Google Data Studio

    A free dashboard tool. Shows GA4, ad and spreadsheet data in one place.

    Open the guide

  • Google Meridian

    Google's open-source marketing mix model (MMM).

    Open the guide

  • Google Display & Video 360

    The programmatic advertising tool (DSP) in Google Marketing Platform.

    Open the guide

My experience

Projects where I used Google Ads:

  • PASHA Bank SME and Retail: PPC campaigns and performance reporting
  • [Project: brand, what I built, result %]
See the cases

Google Ads resources

  • Template

    Campaign brief

  • Template

    UTM builder and naming convention

  • Guide

    Meta Ads guide

  • Training

    Google Ads training

    Hands-on Google Ads training for your team, on your own account and data.

  • Service

    Ads and attribution

    Account audit, campaign structure and conversion measurement.

    from about 600 AZN

Questions about Google Ads

What is the minimum budget?

There is no official minimum. But the algorithm needs enough conversions per campaign each month to learn.

Is Performance Max right for everyone?

It works well in accounts with strong conversion data. In a new account I recommend starting with a search campaign.

Google Ads or SEO?

They complement each other. Ads give speed; SEO gives long-term traffic that does not depend on budget.

Other tool guides

All tools
  • Google Display & Video 360Advertising
  • Google MeridianAdvertising
  • Meta AdsAdvertising
  • TikTok AdsAdvertising