The Ad Manager tool streamlines the process of creating and managing Google Ads campaigns directly from your CRM. This guide walks you through the steps to create a Google Search Ads campaign, ensuring you can efficiently define your ad content, set a budget, and target the right audience.

Campaign Setup #

From the Ad Manager home screen, click the Create Campaign button. A pop-up appears, allowing you to select Google as the platform to publish your campaign. Ad content creation follows a streamlined three-tier structure:

• Campaign Level
• Ad Group Level
• Ad Level

Each level includes a dedicated configuration process, allowing for more organized and targeted ad management.

Campaign Level Setup #

Objective #

Select a goal that aligns with your brand objective by choosing between Google Search Ads or Google Demand Gen Ads. In this guide, we walk through setting up a Google Search Ads campaign to capture existing demand by targeting users actively searching for your product or service, making them ideal for driving immediate conversions.

Budget #

You can set a daily or lifetime budget for the campaign. If the daily option is selected, it functions as a subscription and is charged to the card linked to the connected Google Ads account. Key features include a clear breakdown of daily or lifetime spend along with the campaign’s start and end dates, and the ability to adjust the budget amount at any time by editing the campaign.

📌 Note: The currency displayed matches the currency configured in your connected Google Ads account, and the campaign’s start and end dates follow the time zone you are in at the time of campaign creation.

Bid Strategy #

Choose your preferred bid strategy. The Maximize Clicks bid strategy aims to generate as many clicks as possible within your budget. For greater control over your spend, you can enable a maximum cost-per-click (CPC) limit. This optional setting allows you to cap the highest amount you are willing to pay for a single click. Use the toggle to enable or disable the max CPC limit based on your budget and campaign goals.

Networks #

In the Networks section, you can enable the search and display network options. These settings allow you to choose whether your ads appear near Google Search results or when a customer visits a site.

Geographic Location #

Campaigns can be tailored to target specific locations or exclude certain areas within a country or state. You can define geographic targeting in two ways:

• By Location: Search and select a country, city, place name, address, or coordinates.
• By Radius: Specify a radius around a chosen address to define the audience reach.

Use the radio buttons to select your preferred targeting method, then search and select the desired location.

📌 Note: Google Ads does not support the ability to include or exclude locations by radius. When using radius-based targeting, you can adjust the radius to expand or narrow your audience reach.

EU Political Ads #

This section allows you to specify whether your campaign contains political advertisements targeting the European Union. Declaring this ensures compliance with EU advertising regulations, safeguards advertisers from potential disapprovals or account restrictions, aligns campaign setup with Google’s latest requirements, and promotes trust and transparency in political advertising within the EU.

Language #

Enter the languages spoken by the users you wish to target. You can search for and select multiple languages to include in a single campaign.

Gender and Age Targeting #

Select the genders and age ranges your content is most suitable for to ensure precise audience targeting. Selecting the “Unknown” option allows you to reach users without a specified age or gender.

Additional Assets #

In the Additional Assets section, you can upload images or business logos, or configure Call Extensions and Sitelinks to ensure consistent branding and messaging. These assets are automatically applied across all associated Ad Groups and Ads within the campaign, streamlining setup and eliminating repetitive configuration.

📌 Note: You can add up to 20 PNG or JPG images with a file size of 5MB or less. Be sure to follow the image and business logo guidelines to prevent the campaign from failing.

Click the three dots associated with the campaign to create up to 10 ad groups.

Ad Group Level Setup #

Website URL #

Enter a base website URL. This URL generates keyword suggestions based on site content and applies as the destination URL for all ads within the group.

Keywords #

You can either manually enter keywords or select from auto-suggestions based on your website or campaign content. Supported match types are Broad Match, Phrase Match, and Exact Match. You may enter up to 40 positive keywords and 40 negative keywords to fine-tune your audience targeting and ad relevance. Add another phrase or word in the keyword box to create additional keywords, or click the cross icon on a selected keyword to delete it.

📌 Note: Each word or phrase keyword can be up to 80 characters.

Click the three dots associated with the ad group to create up to 3 ads.

Ad Level Setup #

In this step, you define the content for up to three ads within your ad group.

Website URL #

Enter the exact website URL where users land when they click your ad. This is a required field and must be entered manually. Optionally, enter a display path. These optional fields allow you to add up to two path segments (up to 15 characters each) to your URL. Display paths create a clean, user-friendly URL that appears in your ad but does not need to match the actual website structure.

📌 Note: All ads within the same ad group must share the same base URL but can have different display paths to customize the appearance of the URL in each ad.

Headline #

You can add up to 15 headlines, each with a 30-character limit. Your ad’s headline can be split into three parts, separated by the “|” character. Under Headline 1, enter the first part of your headline. If your full headline exceeds 30 characters, you can continue it using Headline 2 and Headline 3, each allowing up to 30 additional characters. Use the “Add New Headline” button to dynamically add more headlines, up to the 15-headline limit.

📌 Note: A minimum of 3 headlines is required to proceed.

Description #

You can add up to 4 descriptions, each with a 90-character limit. Start by entering your ad copy in Description 1. If your message exceeds 90 characters, you can continue it in Description 2, which also allows up to 90 characters. Use the “Add New Description” button to add more descriptions, up to the 4-description limit.

📌 Note: A minimum of 2 descriptions is required to proceed.

Review and Publish #

Before publishing your campaign, review all the details, including ad content, budget, and audience settings. If any adjustments need to be made, click the pencil icon. Once you are satisfied with the setup, click Publish to launch your campaign. The payment is then processed through the connected Google Ads account.

Important Note #

When creating an ad campaign, ensure strict compliance with Google Ads policies to avoid ad disapprovals or rejections. For detailed guidelines, refer to the official Google Ads policies.

Frequently Asked Questions #

Which Google campaign types can I create in Ad Manager? #

You can choose between Google Search Ads and Google Demand Gen Ads. This guide focuses on Google Search Ads, which target users actively searching for your product or service.

How many ad groups and ads can I create? #

You can create up to 10 ad groups per campaign, and up to 3 ads within each ad group.

How many keywords can I add to an ad group? #

You can enter up to 40 positive keywords and 40 negative keywords, using Broad Match, Phrase Match, or Exact Match types. Each keyword can be up to 80 characters.

What are the minimum requirements for headlines and descriptions? #

Each ad requires a minimum of 3 headlines (up to 15, 30 characters each) and a minimum of 2 descriptions (up to 4, 90 characters each).

Why does the displayed currency or time zone differ from what I expected? #

The currency matches your connected Google Ads account, and the campaign start and end dates follow the time zone you are in at the time of campaign creation.

How is payment handled for a Google Search campaign? #

After you click Publish, payment is processed through the connected Google Ads account, billed to the card linked to that account.