Google Ads puts your business at the top of Google when someone searches for what you sell. Because people are actively looking, search ads can bring enquiries quickly. They can also waste money quickly if they're set up badly. Here's how to start the right way.

How Google Ads works

You choose keywords related to your business and set a budget. When someone searches, Google runs an auction and shows ads based on your bid and the quality and relevance of your ad and landing page. With search campaigns you usually pay only when someone clicks.

Step 1: Start with search campaigns

There are many campaign types. For most SMEs, search campaigns are the best starting point because they target people already searching for your service. Other types, such as Performance Max, Display and YouTube, can be added later once you know what converts.

Step 2: Choose high-intent keywords

Focus on searches that show buying intent:

  • "plumber Kilimani", "emergency plumber Nairobi"
  • "web design company Nairobi"
  • "buy office chairs Nairobi"

Avoid very broad terms like "plumbing" at first. Group closely related keywords together, with ads written specifically for each group.

Step 3: Understand match types

  • Exact match shows ads for searches with the same meaning as your keyword.
  • Phrase match shows ads for searches that include the meaning of your phrase.
  • Broad match reaches related searches more widely and needs careful monitoring.

Beginners usually get better control starting with exact and phrase match.

Step 4: Add negative keywords

Negative keywords stop your ads showing for irrelevant searches. A paid training provider might add "free", "pdf" or "jobs". Check the search terms report every week and add new negatives. This single habit saves a lot of wasted budget.

  • Include the keyword or close variant in the headline.
  • Mention what makes you different: location, speed, experience, guarantees you can genuinely offer.
  • Add a clear call to action: Call now, Get a quote, Book today.
  • Use assets (extensions): call, location, sitelinks and callouts.

Step 6: Send clicks to the right page

Send people to the page that matches their search, not your homepage. The page should load fast, repeat the offer, and make it easy to call, WhatsApp or fill in a short form.

Step 7: Track conversions

Without tracking, you're guessing. Track phone calls from ads, WhatsApp button clicks, form submissions and purchases. Then you can see your cost per enquiry and move budget to what works.

Step 8: Budget and patience

Start with a test budget you're comfortable with, run it for a few weeks, and review results before scaling. The first weeks are for learning which keywords and ads convert.

Common mistakes to avoid

  • Sending all traffic to the homepage
  • No negative keywords
  • No conversion tracking
  • Too many unrelated keywords in one ad group
  • Changing everything every day before data comes in

Get expert help

Our Google Ads management in Kenya covers keyword research, campaign setup, conversion tracking and weekly optimisation, with a clear monthly report. Compare platforms on our paid ads page.

Request a free Google Ads review.

JD STUDIOS AFRICA Team
Mentors and trainers at JD STUDIOS AFRICA, a nonprofit tech and creative hub in Nairobi.