How to set up a Google Ads account

Getting noticed online is hard for small businesses in Ireland. It doesn't matter if you are a solicitor in Dublin, a hotel owner in Galway, or a shop owner in Cork. To grow, people need to find you.

Google Ads is the best way to make that happen. It shows your business to customers exactly when they are searching for what you offer.

But here is the truth: the platform can be tricky. Google’s default settings often focus on spending your budget rather than getting you results. If you set it up wrong, you can lose money fast. But if you set it up right, it can bring you a steady stream of new customers.

This guide shows you how to set up an account from scratch. We will focus on Expert Mode. This gives you full control so you can spend your money wisely and get the best return.

Key takeaways

• Switch to Expert Mode: this is the most important step. It gives you full control over how your money is spent.

• Get the details right: choose the Dublin time zone and Euro currency. You cannot change these settings later.

• Target your real audience: make sure your ads only show to people who are actually in your area, not just people looking at it from abroad.

• Be specific with keywords: use specific phrases to find customers who are ready to buy, rather than general words that waste your budget.

• Track your results: set up tracking so you know exactly how many sales or leads you get from your ads.

Phase 1: planning your strategy

Before you even open Google Ads, you need a plan. The software is just a tool. It does what you tell it to do, but it cannot create a strategy for you.

Choose your main goal

Think about what you want to achieve. Most advertising goals fall into three groups:

• Sales or Leads: you want a customer to buy a product or fill out a form to contact you. For most small businesses, this is the best place to start.

• Brand Awareness: you just want people to see your business name and remember it.

• Website Visits: you want to send more people to a specific page on your site.

Find your selling point

You are competing with other businesses for attention on the screen. Why should someone click on your ad instead of theirs?

Think about what makes you stand out:

• Price: "Lowest rates in Leinster."

• Speed: "Same-day service."

• Trust: "30 years of experience."

• Offer: "Free first meeting."

Decide on these points now. You will need them when you write your ads later.

Phase 2: creating your account

Getting started can be a little tricky. There are a few traps to avoid right away. The biggest one is knowing the difference between "Smart Mode" and "Expert Mode."

How to sign in

Start by going to ads.google.com. Sign in with your Google or Gmail account. If you already use Google for your business email or Google Analytics, use that same login. It keeps everything connected in one place.

Switch to Expert Mode

Here is where many people get stuck. After you sign in, Google will ask for your "Main Advertising Goal."

Do not click the goals.

If you do, you enter "Smart Mode." This is a simple version of the tool, but it limits your control over your money.

Instead, look for a small link at the bottom of the screen. It says Switch to Expert Mode. Click that.

On the next screen, click the link that says Create an account without a campaign. This lets you set up the basics without being rushed.

Critical settings: time and money

Now you need to confirm your business details. Be very careful here. You cannot change these settings after you click submit.

• Billing Country: choose Ireland.

• Time Zone: choose (GMT+01:00) Dublin. If this is wrong, your ads might run at night when your business is closed.

• Currency: choose Euro (€). This matches your bank account and saves you from paying extra exchange fees.

Phase 3: how your account is organised

A tidy account is much easier to manage. Think of Google Ads as having three levels, like a filing cabinet:

1. Account: this is the top drawer. It holds your login email, password, and payment details.

2. Campaign: this is a folder inside the drawer. Here, you decide your budget and where your ads will appear (like specific counties or cities).

3. Ad Group: these are the papers inside the folder. This is where you keep your keywords and the actual ads customers will see.

A simple rule for success

Organise your Ad Groups by the specific service you offer.

For example, imagine a home renovation company. They should not lump everything together. Instead, they should create separate groups for "Kitchens," "Bathrooms," and "Attics."

Why does this matter? If someone searches for "new kitchen," you want to show them an ad about kitchens, not a general ad about fixing up a house. Being specific helps you get more clicks.

Phase 4: setting up your campaign

Now that your account is ready, click New Campaign to get started.

Choose your goal

Select Sales or Leads. Next, choose Search as your campaign type. This ensures your ads appear as text when people search on Google. It is the most effective way to find customers who are ready to buy.

Watch out for the network settings

Google automatically checks two boxes here. You need to pay attention.

• Search Partners: it is safe to leave this box checked.

• Display Network: uncheck this box. The Display Network shows image ads across the internet. Mixing text ads and image ads in one campaign creates a mess and wastes your budget. If you want image ads later, make a separate campaign for them.

Targeting the right location

Be precise. Do not target all of Ireland unless you really serve the whole country.

• Radius targeting: If you run a local business, like a cafe or a dental clinic, you can target a specific distance around your Eircode, like 5km or 10km.

• The hidden "location" setting: Click on Location options. Change the setting to "Presence: People in or regularly in your targeted locations."

Why does this matter? Imagine you are a plumber in Dublin. The default setting might show your ad to someone in New York who is just reading news about Dublin. You do not want to pay for that click. You only want to pay for people who are physically here.

Language

Set this to English. This covers the vast majority of searches in Ireland.

Phase 5: choosing how to bid

Google offers different ways to pay for your ads. You can manage the bids yourself, or let Google’s system do it for you.

Manual CPC

This option gives you full control. You decide exactly how much you are willing to pay for a click, for example, €1.50. It is great for keeping a tight budget, but you need to check it often to make sure it is working.

Maximise Clicks

This is an automated option. Google tries to get as many people to your website as possible within your daily budget.

Always check the box for a "Maximum CPC bid limit." This tells Google the most you will pay for one click. If you don't set this, Google might spend €5 or €10 on a single click. Set a safe limit, like €1.50 or €2.00.

My advice: this is usually the best place to start. It helps you get data and visitors quickly.

Maximise Conversions

This strategy uses AI to find people who are likely to buy from you. It sounds great, but don't use it yet.

This system needs to "learn" about your customers first. Wait until your account has recorded at least 15 to 30 sales or leads in a month before you switch to this.

Phase 6: finding the right keywords

Keywords are the words people type into Google to find you. The key is to pick words that show someone is ready to buy, not just browsing or learning.

The three types of keywords

Google lets you decide how closely a search needs to match your keywords. This is called a "Match Type."

My advice: start with Phrase Match. Put quote marks " " around your keywords. This is the safest way to start. It helps you reach enough people without wasting money on searches that have nothing to do with your business. Avoid Broad Match for now. It is often too loose for a new budget.

Negative keywords: your "block list"

Negative keywords are words you do not want to pay for.

For example, if you sell luxury watches, you do not want clicks from people looking for "cheap" watches or "watch repair." You add "cheap" and "repair" to your negative list. This stops your ad from showing to the wrong people and saves you money.

Phase 7: should you turn on AI Max?

During your setup, you might see a new option or a prompt asking you to turn on "AI Max".

Google will tell you this is an upgrade. They will say it helps you find more customers by using AI to write your ads and find new search terms automatically.

What is AI Max?

Think of it as a  super autopilot for your Search campaign.

• It ignores your strict keyword lists.

• It writes its own headlines based on your website.

• It sends customers to whichever page on your site it thinks is best.

My advice: most guides will just tell you to turn it on. I am telling you to be careful. Your decision depends entirely on your budget.

Scenario A: you have a small budget (under €1,000/month)

Turn AI Max OFF. If you have a limited budget, you cannot afford to let a machine experiment with your money. AI Max needs to make mistakes to learn. It might spend €100 showing your ad to the wrong people before it figures out the right ones.

• Stick to: Phrase Match keywords and ads you wrote yourself. Keep control.

Scenario B: you have a larger budget

Test it, but don't go all in. If you have the budget, you should start learning how this works. Why? Because Google has a history of making these features mandatory. Years ago, they removed Text Ads to force us to use Responsive Ads. AI Max will likely become the default in the future.

How to test AI Max safely

1. Don't switch your whole account over.

2. Take 25% to 30% of your budget.

3. Create a separate "Experiment" campaign with AI Max turned ON.

4. Run it alongside your normal campaign.

This way, you prepare your business for the future without risking your entire month's ad spend today.

Phase 8: writing ads that work

Google now uses a format called Responsive Search Ads.

Here is how it works: You don't just write one fixed ad. Instead, you give Google a list of up to 15 headlines and 4 descriptions. Google then shuffles them around like a deck of cards. It tests different combinations to see which one works best for each customer.

How to write great ads

• Use your keywords: If you are targeting the phrase "Office Cleaning Dublin," make sure those exact words appear in one of your headlines. It shows people immediately that they found what they were looking for.

• Focus on benefits: Don't just list facts. Explain how you help the customer. Instead of saying "We have new trucks," say "Fast and reliable moving service."

• The "pin" option: You will see a small pin icon next to your headlines. This locks a headline in a specific spot. Only use this if you absolutely must, for example, if you need to show a legal warning. Usually, it is better to let Google experiment freely.

• Check your score: As you write, Google gives you an "Ad Strength" score. It goes from "Poor" to "Excellent." Try to get a "Good" or "Excellent" rating by filling in every headline slot with different ideas.

Phase 9: making your ad stand out

You want your ad to take up as much space on the screen as possible. To do this, you use "Assets" (Google used to call these "Extensions").

Assets are extra pieces of information that sit next to or below your main ad. They make your ad look bigger, which makes it harder to miss. This usually leads to more clicks.

The essential assets for Irish businesses

• Sitelinks: These are extra links that appear under your main text. You can use them to send people straight to specific pages, like "Contact Us," "Our Prices," or "View Portfolio."

• Callout assets: These are short phrases that build trust. Use them to highlight quick facts like "Irish Owned," "24/7 Support," or "Free Shipping."

• Call assets: This adds your phone number directly to the ad. If someone sees your ad on their mobile phone, they can just tap the button to call you immediately.

• Location assets: This connects your ad to your Google Business Profile (the map listing). It shows your address and tells the customer exactly how far away you are. This is a must if you have a shop or office that people visit.

Phase 9: tracking your results

Running ads without tracking is like driving a car with your eyes closed. You know you are moving and burning fuel, but you don't know if you are getting anywhere.

What is a conversion?

A "conversion" is just a fancy word for a result that matters to your business. It is the action you want customers to take.

It could be:

• Buying a product from your online shop.

• Filling out a contact form to ask for a quote.

• Clicking the "Call Now" button on their phone.

How to track it

Go to the Goals menu and click on Conversions.

You can add a small piece of code (called a "tag") to your website to track these actions. However, the best way is to connect your account to Google Analytics 4 (GA4).

Why use GA4? It gives you the full picture. It doesn't just tell you someone clicked your ad; it tells you what they did on your website afterwards. This helps you see clearly which ads are actually making you money.

Phase 10: billing and final review

Before you can launch your ads, you need to set up your payment method.

How to pay

In Ireland, you have a few options. You can use a credit card or debit card (Visa, MasterCard, or Amex). You can also set up a direct debit from your bank account.

VAT rules in Ireland

Since Google has its European headquarters in Dublin, the tax rules are specific here.

• If you have a VAT number: Enter it in your account settings. Google usually won't charge you VAT on the bill. Instead, you account for it yourself in your own tax returns (this is often called the "reverse charge").

• If you don't have a VAT number: Google will add the standard Irish VAT rate to your bill.

Note: Tax rules can change, so it is always smart to ask your accountant if you are not sure.

Final safety checks

Before you click "Publish," look at your Budget box one last time.

Make sure you entered a daily amount, not a monthly amount.

This is a very common mistake. If you want to spend €300 a month, do not type "300" in the box. Type "10." If you type "300," Google will try to spend €300 every single day. Double-check this now to avoid a surprise bill.

Conclusion

Hitting the "Publish" button is not the end. It is really just the beginning.

Google Ads is not something you can set and forget. You cannot just turn it on and walk away. To get the best results, you need to check on it regularly.

What to do next

In the first few weeks, check your Search Terms Report often. This shows you the exact words people typed to find your ad. If you see words that have nothing to do with your business, add them to your negative keyword list immediately. This stops you from paying for bad clicks.

Also, keep an eye on your Quality Score. Think of this as a grade from Google. A high score means your ads are relevant. The higher your score, the less you pay for each click.

You have done the hard work by setting up Expert Mode and proper tracking. Now, you have a strong foundation. You are ready to find new customers without wasting your budget.

FAQs about setting up a Google Ads account

1. How much should I spend on Google Ads?

There is no minimum rules, but you should start small. For most local businesses in Ireland (like a plumber or a cafe), a budget of €10 to €20 a day is enough to get started. If you are in a competitive industry like insurance or finance, you will need to spend much more to get noticed.

2. Why can't I see my ad when I search for it?

Please do not search for your own ads! When you search but do not click, you confuse Google. It thinks your ad is not interesting, so it stops showing it. This hurts your performance. To check if your ad is working, use the Ad Preview Tool inside your account settings.

3. What is the difference between SEO and Google Ads?

SEO (Search Engine Optimisation) is free but slow. It can take months to rank high on Google. Google Ads is paid but fast. You can appear at the top of the page the same day you start paying. A good plan uses both.

4. Can I target customers by their income in Ireland?

Not really. In America, you can target people based on how much money they make. In Ireland, this data is not very accurate. It is better to target people based on their location or their interests (like "luxury travel" or "home improvements") instead.

5. Can I stop the ads whenever I want?

Yes. There is no contract. You can pause your ads for a day, a week, or forever with just one click. This is useful if you are going on holiday or if you are too busy with work.

6. How long does it take to see results?

You will start getting clicks and visitors the moment your ad goes live. But it usually takes 3 to 4 weeks to really see good results. The system needs this time to learn which customers are the best for you.

7. Do I need to hire a PPC agency?

If your budget is small (under €500 a month), it is usually better to do it yourself. Agencies charge fees that might eat up all your budget. Once you are spending more than €1,000 a month, hiring a PPC expert can help you get better results.

8. Can I show my ad when someone searches for my competitor?

Yes, you can. You can use a competitor’s business name as a keyword. However, this can be expensive, and your ad might get a low Quality Score because your website is not actually about them. Use this strategy carefully.

9. Do I need a website to run ads?

Yes, and it needs to be a good one. If your ad is great but your website is slow, confusing, or looks bad on a mobile phone, people will leave without buying anything. You will still pay for the click, but you won't get the sale.

10. How do I get my ad on Google Maps?

To show up on Maps, you need to link your Google Business Profile to your Google Ads account. This is called a "Location Asset." It helps local customers find your shop or office when they are searching nearby.

Need help creating a Google Ad campaign?

Even with a guide, Google Ads can be stressful. There are many buttons to click and settings to check. If you get just one wrong, it can cost you money.

You don't have to do it alone.

As a senior digital marketing consultant and Certified Google Partner, I specialise in helping Irish small businesses get this right. I have managed campaigns for businesses just like yours, from local services to online shops.

I can help you with:

• Campaign planning: we will sit down and find the best strategy for your specific budget.

• Account and campaign setup: I will build your account from scratch in Expert Mode. I handle the keywords, the ad writing, and the tracking codes.

• Ongoing management: I don't just set it up and leave. I monitor your ads every week to block bad traffic and improve your results.

Don't guess with your marketing budget. Let's make sure your ads are profitable from day one.

Ready to start?

Book a 20-min consultation. Let’s have a quick chat about how we can grow your business.

About the author

Alessandro Boscolo Conway — Hello Digital

I'm a Dublin-based freelance SEO and digital marketing consultant with over 20 years of experience, including time on Google Ireland’s Search Quality team.

I run Hello Digital, a consultancy that helps startups and small businesses across Ireland grow online through clear strategy, expert delivery, and practical support.

I've worked with over 50 Irish companies to improve their visibility, generate better leads, and grow sustainably through SEO and digital marketing.

I'm a certified Google Partner and a trusted advisor to e-commerce brands, local services, and fast-growing startups.

• Based in Dublin, 20+ years of experience

• Former Googler, certified Google Partner, SEO strategist, and performance marketer

• Trusted by 50+ Irish startups, e-commerce brands, and local businesses

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