• Go to Client's Account Overview
• Select Campaigns in left sidebar and click on the blue plus icon
  • Choose New Campaign
• Campaign goal:
  • Create a campaign without a goal's guidance
• Campaign type:
  • Search
• Campaign results:
  • Select website and add website domain.
  • Select calls and add tracking number.

• Campaign name: Client's Service - SKAG
  • for example: Carpet Cleaning - SKAG
• Networks:
  • Uncheck Search Network
  • Uncheck Display Network
• Dynamic Search Ads/Conversion:
  • Ignore
• Under Show more settings, you can set a start and end date for ads if specified by the client
• Locations:
  • Select Enter another location, and enter desired locations (targeted & exclusions) as discussed in Discovery Call
  • Under Location options:
    • Target: People in your targeted locations
    • Exclude: People in, or who show interest in, your excluded locations (recommended)
    • See full video demo with Mike Mancini: https://bigwestwiki.com/google-ads/how-to-setup-google-ads-locations/
• Languages:
  • English (unless otherwise directed by client)
• Audiences:
  • Ignore
• Budget (average daily spend):
  • As directed by client
  • Delivery method:
    • standard
• Bidding:
  • click on Select a bid strategy directly
    • choose Manual CPC
    • Uncheck "enhanced CPC"
• Extensions (reference Ads Master Doc: Set Up):
  • Callout
  • Call extension
  • Structured snippet
  • Site links
  • Promotion (if applicable)
  • Prices (if applicable)
  • Message (if applicable)
  • Other applicable extensions

Set-Up Ad Group

• Ad group name:
  • First targeted keyword (example: carpet cleaning near me)
• Targeted keywords in ad group:
  • Include phrase match & exact match.
    • Example: 
      • [carpet cleaning]
      • "carpet cleaning"
      • +carpet +cleaning
• Repeat for all primary targeted keywords.

Creating Your Ads

• Create two sets of ads that you can repeat for each applicable ad group.
  • Make them as relevant to the ad group as possible.

Ad #1

• Final URL: the landing page for the ad group.
• Headline 1: {Keyword: Professional (target keyword)} (Example: {Keyword:Professional carpet cleaning}
• Headline 2: Call to action or special. (Example 1: Embarrassed by your carpets? Call now / Example 2: $99 for 2 Rooms special / Example 3: Call (now) (company name) for a free estimate)
• Headline 3: Call to action or special. (If you used CTA in previous, use the special. And vice versa.)
• Display URL:  target keyword (Example: carpetcleaning / nearme | Example: carpet / cleaning).
• Description 1: emotional/relatable phrase. Follow up with keyword and business name, and call to action. (Example: Dirty carpets? Impress guests with carpet cleaning from MT Carpet Cleaners!)
• Description 2: Features, identifiers, CTA. (Example: Over 10 years of experience. Local owned. $99 special, call MT Carpet now!)

Ad #2

• Similar to first ad, but just switch Headline 1 & 2, and change Description 1.
  • In example, if you said "Dirty carpets? Impress guests with a deep clean from MT Carpet Cleaners!" for Description 1,  maybe say "Need a deep clean? Take advantage of our $99 carpet cleaning special. Call MT Carpet now!" instead.

Repeat for other ad groups. Make sure you include the keyword in headlines and descriptions.

Update the landing pages with the ad text. Update final URLs with appropriate landing pages. *Reference landing page wiki if you haven't created your landing pages yet.

Submit ads and finish creating campaign.