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Google Ads basics for small businesses

A simple setup that avoids wasted spend and drives high intent calls and form submissions.

6 min read Updated March 2025
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Digital marketing with Google Ads
5
Key Areas
1
Start Simple
One service, one location
2
Match Types
Exact match keywords
3
Track
Set up conversions
4
Structure
Flat and simple
5
Optimize
After 50-100 clicks

Key Takeaways

Google Ads doesn't have to be complicated. Start simple, track conversions, and optimize based on data. This playbook covers the 5 key areas for a profitable campaign.

1

Start with one service and one location

Don't try to advertise everything at once. Pick your most important service and your primary service area. This keeps your quality score high and your costs low.

Once that works, add more services or locations incrementally.
2

Match types and negative keywords

Use exact match for your core terms. This limits impressions to people searching specifically for what you offer. Build a negative keyword list from day one to filter out irrelevant traffic.

Add as Negatives

  • • Competitor names (if trademarked)
  • • "free", "jobs", "careers"
  • • "how to", "what is"

Use Exact Match

  • • [auto repair toronto]
  • • [tire shop mississauga]
  • • [detailing services]

Block

  • • Informational queries
  • • Resume/job searches
  • • DIY tutorials
3

Conversion tracking basics

You cannot optimize what you don't measure. Set up conversion tracking from day one.

Phone Calls

Form Submissions

Purchases

Without this data, you're just guessing.

4

Simple campaign structure

Keep it flat. One campaign per service, one ad group per keyword theme. This gives you clear data to make decisions without getting lost in complexity.

1

Campaign

per service

1-3

Ad Groups

per campaign

3-5

Ads

per ad group

5

What success looks like in 30 days

In the first month, focus on learning. Your goal is to get 50-100 clicks per keyword and at least 10 conversions. By day 30, you should know which keywords produce leads and which are wasting budget.

GTA Specific Tips

  • Target by city: Toronto, Mississauga, Brampton, Oakville, Hamilton
  • Use location extensions to show proximity
  • Set bids higher for high-value areas like Toronto core
  • Include "near me" in your keyword research

Ready to set up profitable Google Ads?

Get a free Google Ads audit. We will review your campaigns and give you a prioritized action plan to reduce waste and increase leads.

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