So, you’re thinking about launching a Google Ads campaign. That’s exciting—and honestly, a smart move when done right. Paid search can put your business directly in front of people who are already looking for what you offer.
But here’s the part most people skip: what you do before you launch your campaign matters just as much (if not more) than the campaign itself.
We’ve seen it time and time again at Honest Oak—businesses dive into Google Ads hoping for “more traffic,” only to end up with… well, more traffic. But not more customers. Not more revenue. Just more visitors clicking around and leaving.
Let’s fix that.
Here’s everything you should do before setting up your Google Ads campaign so you can actually get results—and not just a higher ad bill.
1. Define What Success Actually Looks Like
Let’s start with a tough truth:
“More traffic” is not a goal.
It’s like saying your goal at the grocery store is to “buy more stuff.” Okay… but what kind of stuff? And why?
Before you even log into Google Ads, you need to answer this question:
What does success look like for your business?
- Online sales?
- Phone calls?
- Form submissions (leads)?
- Appointment bookings?
- Store visits?
Pick one or two primary goals. Then define how you’ll measure them.
What Are Conversions?
In Google Ads (and digital marketing in general), these meaningful actions are called conversions.
A conversion is simply when a visitor does what you want them to do—like:
- Filling out a contact form
- Calling your business
- Purchasing a product
- Booking a service
If you don’t define conversions ahead of time, Google will happily send you traffic that doesn’t convert—and still charge you for every click.
So before anything else:
- Decide your primary conversion action
- Set up tracking (Google Ads conversion tracking, Google Analytics, etc.)
- Make sure you can clearly measure results
2. Make Sure Your Website Is Ready (This Is a Big One)
Here’s another reality check:
Google Ads doesn’t fix a weak website. It exposes it.
If your website isn’t designed to guide visitors toward action, paid traffic will just bounce—and your budget will disappear faster than free donuts in an office break room.
What Is a Landing Page?
A landing page is a specific page on your website where users “land” after clicking your ad.
Unlike your homepage (which tries to do everything), a landing page should:
- Focus on one clear offer or service
- Match the message in your ad
- Guide users toward a single action
For example:
- An ad for “emergency plumbing services” should go to a page specifically about emergency plumbing—not your general homepage.
What Makes a Good Landing Page?
Before running ads, make sure you build your website landing pages to:
- Clearly explain what you offer
- Load quickly (seriously—speed matters)
- Work well on mobile
- Have a clear call-to-action (CTA), like:
- “Call Now”
- “Get a Free Quote”
- “Book an Appointment”
- Build trust (reviews, testimonials, photos, credentials)
If your landing page confuses people, your ads won’t save you.
3. Gather Photos and Visual Assets
Google Ads isn’t just text anymore. Visuals matter—a lot.
Before launching your campaign, take time to collect:
- High-quality photos of your business
- Team photos (people trust people)
- Product images
- Before-and-after shots (if applicable)
- Brand graphics or logos
Why this matters:
- Visuals help your ads stand out
- They build credibility
- They improve click-through rates
And let’s be honest—stock photos of overly enthusiastic office workers high-fiving each other? Not fooling anyone.
Real, authentic visuals will always perform better.
4. Be Careful with Default Settings (Seriously)
This is where things can go sideways fast.
When you set up a Google Ads campaign, Google will guide you through a series of “helpful” defaults. And by “helpful,” we mean:
“Designed to make you spend more money faster.”
Some common defaults to watch out for:
- Broad match keywords (very loose targeting)
- Display network expansion
- Smart campaigns or automated bidding
- Automatically applied recommendations
Are these features always bad? No.
But if you don’t fully understand them, they can:
- Show your ads to irrelevant audiences
- Burn through your budget quickly
- Make it harder to control performance
Our advice at Honest Oak:
Start simple. Stay in control. Add automation later, once you understand what’s working.
5. Do Your Keyword Research (Then Go One Step Further)
Yes—keywords are important. They’re the backbone of your campaign.
Keywords are the words and phrases people type into Google when searching for something.
For example:
- “roof repair near me”
- “best dentist in Camden NJ”
- “buy running shoes online”
You’ll want to:
- Identify keywords relevant to your business
- Focus on intent (people ready to take action)
- Avoid overly broad or vague terms
But Here’s the Twist: Negative Keywords Matter More
Most beginners focus only on what they want to show up for.
Smart advertisers also focus on what they don’t want to show up for.
These are called negative keywords.
Examples:
- If you sell premium services, you might exclude “cheap”
- If you don’t offer jobs, exclude “jobs” or “careers”
- If you’re local, exclude other cities
Negative keywords help:
- Filter out bad traffic
- Improve your conversion rate
- Save your budget
Think of it this way:
Keywords bring people in. Negative keywords keep the wrong people out.
6. Align Your Ads with User Intent
Not all searches are created equal.
Someone searching:
- “What is SEO?” is researching
- “SEO agency near me” is ready to hire
Before launching your campaign, map your keywords to intent:
- Informational → learning
- Navigational → looking for a specific brand
- Transactional → ready to take action
Focus your ads (especially early on) on high-intent, transactional keywords.
Because clicks are nice—but customers are better.
7. Set a Realistic Budget (and Expectations)
Google Ads is not magic. It’s a tool.
And like any tool, it works best when used with:
- Strategy
- Patience
- Realistic expectations
Before launching:
- Decide how much you’re willing to spend monthly
- Understand your cost per click (CPC) might vary
- Accept that testing is part of the process
Your first campaign is not your final campaign.
You’ll learn:
- Which keywords work
- Which ads convert
- Which audiences respond
And then you optimize.
8. Mentally Prepare Yourself (This Part Matters More Than You Think)
Let’s talk about something people don’t say out loud enough:
Google will constantly encourage you to spend more money.
You’ll see:
- “Increase your budget to get more clicks!”
- “Improve your optimization score!”
- “Unlock more traffic with these recommendations!”
And yes—some of this advice can be useful.
But here’s the key:
Google’s goal is not the same as your goal.
- Google wants more ad spend
- You want profitable results
Those two things are related—but not identical.
So:
- Take recommendations with a grain of salt
- Do your own research
- Test before making big changes
- Don’t blindly follow every suggestion
At Honest Oak, we always tell clients:
“Data is helpful. Blind trust is expensive.”
9. Double-Check Your Tracking (Before Spending a Dollar)
Imagine spending hundreds—or thousands—on ads…
…and not knowing what actually worked.
That’s what happens when tracking isn’t set up correctly.
Before launching your campaign:
- Make sure conversion tracking is installed
- Test form submissions
- Test phone call tracking
- Verify data is coming through correctly
If you can’t measure it, you can’t improve it.
10. Keep It Simple at the Start
It’s tempting to build:
- 10 campaigns
- 50 ad groups
- 200 keywords
Right out of the gate.
But complexity doesn’t equal effectiveness.
Start with:
- One clear campaign
- A focused group of keywords
- A strong landing page
- A simple goal
Then build from there.
Final Thoughts: Set Yourself Up for Success
Running Google Ads can absolutely grow your business—but only if you build the right foundation first.
Before you launch, remember:
- Define your goals (not just “traffic”)
- Prepare your website and landing pages
- Gather strong visuals
- Be cautious with default settings
- Focus on both keywords and negative keywords
- Stay skeptical of automated recommendations
- Track everything
And most importantly:
Don’t rush it. A little preparation now can save you a lot of money later.
If you’re not sure where to start—or just want a second set of eyes before launching—Honest Oak is always here to help. We believe in doing things the right way (even if it’s not the fastest way), and your future self—and your budget—will thank you for it.
