What is a Google Ads campaign?

Data shows that 55% of Irish consumers use Google to make online purchases. This is the secret to local business growth: your customers are already searching, and you just need to be there when they click.

If you worry that Google Ads are too complicated or expensive, you are in the right place. This guide, "What is a Google Ads campaign?" turns confusion into a clear plan to capture that demand.

We will show you exactly how to use Google Ads campaigns to turn searches into leads and sales and get the best value for your money.

A Google Ads campaign is a structured set of ads, keywords, targeting, and budgets inside Google Ads designed to drive a specific goal (leads, sales, traffic) from Search, YouTube, Maps, and partner sites.

Key takeaways

• Pay only for results: A Google Ads campaign uses a pay-per-click (PPC) model. You only pay when a user clicks your ad, making it a low-risk option for Irish businesses.

• Reach 90% of locals: Google Search and YouTube reach over 90% of the Irish population. You can target them by specific location, such as Dublin 2 or Cork City.

• Diverse ad formats: Choose from search ads for immediate sales, display ads for visuals, or shopping ads to show product prices in search results.

• Control your costs: You can set a daily budget as low as €10. Average costs per click in Ireland often range between €0.80 and €2.50, depending on your industry.

• Smart tools for success: Use the Keyword Planner to find high-value terms and Performance Max to automate your reach across all Google channels.

What is a Google Ads campaign?

A Google Ads campaign is a set of ads that promotes your business across Google's search results, websites, and apps. It shows your message to people when they search for what you offer.

This is vital for Irish businesses because Google holds about 95% of the local search market. You are not just buying an ad; you are claiming a spot on the internet's busiest street.

What does a Google Ads campaign mean and what is it for?

A Google Ads campaign uses Google's advertising platform to display your ads in search results to potential customers the exact moment they search for you. Its core purpose is to connect demand with supply instantly. You pay only when that connection happens via a click, a model known as PPC (pay-per-click).

The system is built to drive specific actions rather than just views. Whether you want a homeowner in Galway to book a boiler service or a shopper in Limerick to buy shoes, the campaign focuses your budget on getting that result.

"A well-structured campaign turns Google from a search engine into a 24/7 sales agent for your business."

What are the key components of a Google Ads campaign?

Every successful campaign relies on specific parts working together. Understanding these components will help you build a machine that generates leads reliably.

• Campaign goal: This is your objective, such as "sales," "leads," or "website traffic." Google's AI uses this to optimise who sees your ads.

• Ad groups: These are categories within your campaign that house related keywords and ads. For example, a bakery might have one ad group for "wedding cakes" and another for "gluten-free bread."

• Keywords: These are the specific terms that trigger your ad. Using the Google Keyword Planner helps you find high-intent phrases like "emergency plumber near me" rather than just "plumbing."

• Ad copy: This is the text of your ad. The standard format, Responsive Search Ads (RSAs), allows you to write multiple headlines (up to 15). Google then rotates them to find the best combination for each user.

• Bid strategy: This controls how you pay. You can manually set a maximum cost-per-click (CPC) or use smart bidding strategies like maximise conversions to let Google's AI set the price based on the likelihood of a sale.

• Quality score: A rating from 1 to 10 that judges how relevant your ad is. A high score (7+) acts as a discount, lowering your cost per click to reward you for being helpful.

• Landing page: The specific webpage a user lands on after clicking. It must match the ad's promise perfectly to ensure high conversion rates.

When should you use Google Ads?

Google Ads and SEO solve different problems. The right choice depends on how quickly you need results and how competitive your market is.

Use Google Ads when you need demand capture now

Choose Google Ads if you want immediate visibility for searches with clear intent — especially when people are ready to call, book, or buy.

Good fit for:

• time-sensitive offers (sales, seasonal services, events)

• high-intent services (emergency repairs, legal help, bookings)

• new businesses that can’t wait months to build rankings

• testing messaging and landing pages fast (what converts, what doesn’t)

Use SEO when you want compounding traffic over time

SEO is best when you want to build visibility without paying for every click. It takes longer, but content can drive leads for months or years.

Good fit for:

• informational searches (how-to, guides, comparisons)

• building trust in competitive sectors

• reducing reliance on paid ads over time

Use both when you want stability and scale

Most Irish businesses get the best results by combining both:

• Google Ads captures demand today and keeps leads flowing

• SEO builds a long-term pipeline and lowers cost per lead over time

Pro tip: start with Google Ads for immediate leads, then use the search terms and landing page data to prioritise your SEO content strategy.

Types of Google Ads campaigns

Google Ads offers several campaign types, each designed for a specific goal. Choosing the right one determines whether you waste your budget or see a high return on investment.

What are search ads?

Search ads are text-based advertisements that appear at the very top of Google search results. They are the most direct way to capture customers who are ready to buy immediately.

These ads work on intent. When someone in Dublin types "emergency locksmith," they have an urgent problem. Search ads allow you to be the solution they see first. While highly competitive sectors cost more, the average cost-per-click (CPC) for many Irish service industries ranges between €1 and €2, making it a cost-effective way to generate leads.

A major advantage is the Ad Rank system. Even with a smaller budget, you can rank higher than big competitors if your ad is more relevant to the user's search.

How do display ads work in Google Ads?

Display ads are visual banners that appear on over three million websites and apps within the Google Display Network (GDN). This network reaches over 90% of internet users globally and is highly effective for building brand awareness.

Instead of waiting for a search, these ads find your customers where they browse online, such as on news sites like The Irish Times or local blogs. You can target users based on their specific interests, such as home decor enthusiasts or sports fans.

Pro tip: Use responsive display ads. You simply upload your logo, images, and headlines, and Google automatically resizes and formats them to fit any website slot, saving you the cost of hiring a designer for custom banners.

What are shopping ads and how do they work?

Shopping ads display a product photo, title, price, and store name right at the top of the search results. They are essential for any e-commerce business because they qualify the customer before they even click.

Since the user sees the price (€50) and the product image immediately, they are much more likely to buy once they click through. This leads to a higher conversion rate compared to standard text ads.

To run Shopping ads, you’ll need Google Merchant Center to submit your product data via a feed or Content API and link it to Google Ads.

For Irish retailers, you can also consider working with a Comparison Shopping Service (CSS) partner. In Ireland, Shopping ads are placed via a CSS — and using a third-party CSS can sometimes create auction efficiency (up to 20% CPC advantage), which you can reinvest into more reach or lower costs. It’s not guaranteed, and the impact varies by account, competition, and setup — so treat it as a potential optimisation, not a promise.

How are video ads used in Google Ads?

Video ads allow you to play engaging video content on YouTube and other video partner sites. With YouTube reaching approximately 80% of the Irish population, this is a prime channel for storytelling.

The most popular format is the skippable in-stream ad, which plays before a video. You only pay if the viewer watches at least 30 seconds of your ad (or the whole thing if it is shorter) or interacts with it. This ensures you are not paying for people who skip immediately.

This format is powerful for demonstrating how a product works. A short, 15-second video showing a "before and after" of a cleaning service can be far more convincing than text alone.

What are app promotion ads?

App promotion ads are designed specifically to drive downloads and engagement for mobile apps. They appear across Google Search, Google Play, YouTube, and the Display Network.

In Ireland, where mobile usage now accounts for the majority of all online purchases, getting your app onto a customer's phone is valuable real estate. Google automates much of this process using App campaigns. You provide text and assets, and the system tests different combinations to find the ones that drive the most installs at the lowest cost.

How do local ads help businesses?

If you have a physical location or a defined service area, Google Ads can help you show up when people nearby are ready to visit, call, or request directions.

There isn’t a standalone Local campaign type anymore. Most local visibility now comes from Performance Max for store goals and location assets (formerly location extensions), which let Google show your business details (address, map pin, distance) across placements like Maps, Search, YouTube, and the Display Network.

To get this right:

• Link your Google Business Profile and enable location assets so Google can show your address and map info.

• Optimise for local actions, such as calls, direction requests, or store visits. Store visits are modelled using aggregated, anonymised location signals, and aren’t available to every advertiser.

This is especially useful for “near me” intent — not just cafés and shops, but also clinics, showrooms, and any business where proximity drives conversions.

What are Performance Max campaigns?

Performance Max is Google's AI-driven campaign type that runs across all Google channels—YouTube, Display, Search, Discover, Gmail, and Maps—from a single campaign.

Instead of creating separate ads for each channel, you provide asset groups containing images, videos, logos, and headlines. Google's machine learning then mixes and matches these assets to find the best-performing customers for your specific goal.

Pro tip: For the best results with Performance Max, you need to feed it high-quality data. Ensure you have at least 20 different image assets and robust audience signals (like a list of your past purchasers) to guide the AI toward the right people quickly.

How to set up a Google Ads campaign

Getting your first campaign live is a straightforward process, but taking the right steps during setup can save you significant budget later.

How do you create a Google Ads account?

Creating an account gives you access to the dashboard where you manage your campaigns. Follow these steps to ensure you are set up for professional-level control.

• Access the platform: Go to ads.google.com and sign in with your Google account.

• Switch to expert mode: When prompted, look for a small link that says "Switch to Expert Mode." Do not skip this. The default "Smart Mode" is too simplified and removes critical controls you will need to manage costs effectively.

• Define your objective: Select a goal like "sales" or "leads." If you are unsure, you can select "create a campaign without a goal's guidance" for full flexibility.

• Company details: Enter your business name and website URL. Ensure your website is mobile-friendly, as the majority of Irish traffic is on mobile.

• Billing setup: Set your billing country to Ireland. Important note: Google Ireland charges VAT (currently 23%) on top of your ad spend for Irish businesses. If you budget €100 for ads, your actual bill will be €123. Ensure you add your VAT number if you are registered to reclaim this.

• Review and launch: Double-check your payment method (credit card or direct debit) and agree to the terms.

Once you are inside, you can link other tools like Google Analytics 4 (GA4). This is essential for understanding what users do after they click your ad.

How do you define campaign goals and objectives?

Your campaign goal is the compass for your entire strategy. If this is wrong, your budget will steer you in the wrong direction.

• Sales: Best for e-commerce. It focuses on users ready to buy.

• Leads: Best for service businesses (plumbers, solicitors). It optimises for form fills or phone calls.

• Website traffic: Good for content promotion, but often results in lower conversion rates.

• Product and brand consideration: Useful for launching a new product line where you need to educate the customer first.

• Brand awareness and reach: Designed to get maximum views (impressions) for the lowest cost, often used by big brands like Guinness or Ryanair.

How do you select the right campaign type?

Selecting the campaign type depends entirely on where your customer is in their buying journey.

For most small business owners in Ireland, starting with a Search campaign is the safest bet because it targets people who are already looking for you.

Key elements of a successful Google Ads campaign

Success isn't about spending the most money; it's about relevance. The more relevant your ad is to the searcher, the less you pay and the more you sell.

How to conduct keyword research and planning

Keyword research is the foundation of your campaign. You need to find the balance between what people type and what you sell. Use the free Google Keyword Planner located under the "Tools" menu in your account to get started.

Focus on long-tail keywords — phrases that are 3-4 words long. For example, "accountant" is expensive and vague, but "small business accountant Dublin" is specific and likely to result in a call.

Pro tip: You must use negative keywords. These are words you don't want to trigger your ad. If you sell premium furniture, add "cheap," "free," and "second hand" as negative keywords. This simple step can save up to 20% of your budget by preventing useless clicks from people who will never buy.

How do you write compelling ad copy?

Your ad copy is your sales pitch. It needs to be punchy, clear, and benefit-driven. In PPC (pay-per-click) ads, every character counts.

Use the responsive search ad format. This allows you to write up to 15 headlines and 4 descriptions. Google will automatically test them to see which combination works best. Ensure you include a clear call to action (CTA) like "Book now," "Get a quote," or "Shop sale."

Pro tip: Highlight what makes you Irish or local if relevant. Phrases like "Nationwide delivery," "Irish owned," or "Serving Cork since 1990" build instant trust with local shoppers.

What are the budgeting and bidding strategies?

Your budget controls your total spend, while your bid controls your competitiveness. A good starting budget for a small local business in Ireland is often around €10 to €20 per day.

For bidding, avoid "manual CPC" unless you are an expert. Instead, use maximise clicks to drive traffic to a new site, or maximise conversions if you have conversion tracking set up. This allows Google's algorithm to adjust bids in real-time for each auction.

Remember that the average cost-per-click (CPC) in Ireland is roughly €1–€2. If you are in a competitive industry like law or insurance, this could be €5 or more. Check these estimates in the Keyword Planner before you start so you are not surprised.

How do you adjust and refine your ads?

Optimisation is a continuous cycle. Make small changes and observe the results over a two-week period.

• Pause underperformers: If a keyword has spent €50 with zero conversions, pause it. Reallocate that budget to the keywords that are working.

• Test new ad copy: Create a new headline every month that highlights a different offer or benefit (e.g., "Free shipping" vs. "24-hour dispatch").

• Adjust device bids: If you see that 80% of your sales come from mobile, you can increase your bid adjustment for mobile devices by 10% to capture more of that traffic.

• Refine location targeting: If you find you are getting clicks from a county you don't service, exclude that location immediately.

• Landing page tweaks: Sometimes the ad is fine, but the page is the problem. Ensure your page loads fast and the phone number is clickable.

Common Google Ads mistakes to avoid

Use this checklist to spot the most common reasons campaigns waste budget, even when the offer is good.

• Using broad match without negative keywords. Broad match can work, but without a negative keyword list you’ll pay for irrelevant searches and low-intent clicks.

• Running ads without conversion tracking. If you’re not tracking calls, form fills, purchases, or bookings, Google can’t optimise properly and you can’t tell what’s working.

• Sending paid traffic to a generic homepage. Homepages are rarely the best next step. Send clicks to a page that matches the ad promise (service-specific, clear CTA, fast load).

• Mixing unrelated services in one ad group. When keywords and ads don’t tightly match, relevance drops, Quality Score suffers, and costs rise. Keep ad groups focused around one theme.

• Letting Performance Max run without strong assets or audience signals. PMax needs variety (images, headlines, video) and guidance (first-party lists, remarketing, high-intent audiences) to learn fast and avoid poor placements.

Stop paying Google to guess who your customers are

Most campaigns start cold. You pick keywords, switch on the ads, and let Google work out who is most likely to convert. That learning period is normal, but it can waste budget if you don’t give the system strong signals early on.

The hidden cost of the learning phase

In the first days and weeks, Google tests different searches, audiences, and placements to find patterns. If your conversion tracking is light (or your offer is niche), the system needs more time and spend to learn. That’s when cost per lead can look worse than it “should”.

You can reduce this trial-and-error by feeding Google better first-party signals from day one.

Turn your first-party data into a targeting signal

One of the most useful tools for this is Customer Match. It lets you upload a list of customer contact details (email addresses and/or phone numbers) that your customers have shared with you. Google then matches that list to signed-in Google users so you can reach:

• existing customers (for retention, upsell, renewals)

• lapsed customers (to win them back)

• high-value customers (with tailored offers)

Customer Match is available across surfaces like Search, YouTube, Gmail, Display, and the Shopping tab.

What Customer Match can and can’t do

If you upload a list of your best customers, you’re giving Google a clear reference point. You’re effectively saying: “These are the people who actually buy from us.” That usually improves relevance faster than starting from zero.

Note: Eligibility and minimum list sizes vary by campaign type and market, and not every uploaded contact will match to a Google account. Bigger and fresher lists tend to work better.

Privacy and compliance

Customer Match is designed to protect privacy. Google converts customer contact info into hashed codes using SHA-256, which is a one-way process, and users can control ad personalisation settings.

From your side, you still need to do it properly:

• only upload first-party data customers have provided to you

• ensure you have the right consent and lawful basis (especially for EEA users)

• keep lists fresh (Google may remove older memberships over time)

Cloning your best performers

Google Ads no longer supports Similar Segments / Similar Audiences.

To reach new people who behave like your best customers, the right approach is:

• Use Customer Match as a signal, then let Google expand intelligently where appropriate (feature names and controls vary by campaign type).

• In campaigns where it’s available, Optimised targeting / audience expansion can find additional converters beyond your selected audience based on real-time conversion signals.

• For Performance Max, use your Customer Match list as an audience signal and support it with strong creative assets and clean conversion tracking so the system learns faster.

Why Customer Match can improve performance

Customer Match doesn’t remove the need for testing, but it can reduce wasted spend by:

• starting with people who already know you (higher intent)

• helping Google learn what a good customer looks like sooner

• supporting smarter optimisation when you have reliable conversion data

Used well, it’s one of the simplest ways to make your campaigns more efficient without increasing budget.

Monitoring and optimising your campaign

Launching the campaign is just the start. The real profit comes from the weekly adjustments you make based on the data.

How do you track performance metrics?

You cannot improve what you do not measure. Google Ads provides a dashboard full of numbers, but you should focus on these few critical metrics.

• Conversion rate: The percentage of clickers who buy or call. A good benchmark is 2-5%.

• ROAS (return on ad spend): For e-commerce, this is the holy grail. If you spend €1 and get €4 back in revenue, your ROAS is 400%.

• CTR (click-through rate): This shows how appealing your ad is. If it is below 2% on search, your ad copy likely needs rewriting.

• Quality score: Check this at the keyword level. Improving a keyword's score from 5/10 to 8/10 can reduce your cost per click by 30%.

• Search terms report: This allows you to see the actual words people typed to trigger your ad.

Pro tip: Check the search terms report weekly. You will often find irrelevant terms that slipped through. Add these immediately to your negative keyword list to stop wasting money.

Turn your budget into revenue with active Google Ads management

Google Ads campaigns offer a powerful way for Irish businesses to skip the queue and appear directly in front of customers who are ready to buy. Choose the right campaign type and keep a close eye on your metrics to turn your budget into a healthy revenue stream.

Pro tip: Start small, measure everything, and use the insights you gain to refine your Google Ads strategy. The tools are ready for you — now it is time to turn those searches into business growth.

FAQs about Google Ads campaigns

1. What is a Google Ads campaign and how does it work?

A Google Ads campaign is a pay-per-click (PPC) advertising system where you bid to display your ads on search results. You pay only when a user clicks your link to visit your website, not just when they see the ad.

2. Why should businesses use Google Ads campaigns?

With Google holding over 94% of the search market in Ireland, this platform connects you directly with local internet users who are ready to shop. By targeting specific search intent, you can drive immediate, high-quality traffic to your business while maintaining strict control over your marketing costs.

3. How do I start a Google Ads campaign?

To begin, create an account and define your specific goal, such as increasing shop visits or online sales. Set your daily budget (many Irish small businesses start effectively with €300 to €500 per month) and select relevant keywords to target your ideal audience.

4. What makes a successful Google Ads campaign?

A successful campaign relies on a high Quality Score, which you achieve by ensuring your ad text and landing page are highly relevant to your target keywords. Monitoring performance data allows you to refine your bids and wording to improve your return on investment over time.

5. How much does a click cost in Ireland?

The cost varies significantly by industry. While the average cost-per-click (CPC) across many sectors is between €1 and €2, highly competitive fields like insurance, law, or emergency services can see clicks costing €10 or more. You can set a maximum bid limit to ensure you never pay more than you can afford.

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

SEO (Search Engine Optimisation) is a long-term strategy to rank organically without paying for clicks, which takes time to build. Google Ads provides immediate visibility at the top of the page as soon as you launch. Most businesses find a mix of both strategies works best.

7. Can I target specific counties or towns in Ireland?

Yes. You can use location targeting to show your ads only to people in specific areas, such as Dublin 2, the entirety of County Cork, or even a 5km radius around your physical shop. This prevents you from wasting budget on people who are too far away to become customers.

8. How long does it take to see results?

Unlike SEO, which can take months, Google Ads can generate traffic almost immediately after your campaign is approved. But it takes 1–3 months of active management and testing to fully optimise the campaign for the best return on investment.

9. Why isn't my ad showing up when I search for it?

There are several reasons, including hitting your daily budget cap, a low bid, or a low Quality Score. Also, constantly searching for your own ad without clicking it signals to Google that the ad is irrelevant, causing them to stop showing it to you. Use the Ad Preview and Diagnosis tool inside your account to check visibility instead.

10. Do I need to hire a Google Ads expert to run my ads?

Not necessarily. Google's Smart Mode is designed for business owners with no experience. But if your monthly budget exceeds €1,000 or you require complex targeting, hiring a Google Ads specialist or agency can often save you money in the long run by reducing wasted spend and improving conversion rates.

Need help with your Google Ads campaign?

Managing a Google Ads campaign while trying to run a business is a heavy lift. It is all too easy to burn through your budget on the wrong keywords, get lost in complex settings, or wonder why your clicks aren't turning into customers.

I help Irish businesses cut through the noise and stop the waste. Whether you need a completely new campaign setup, a detailed audit of your current performance, or ongoing management to keep costs down, I ensure every euro you spend works harder for you.

Ready to stop guessing and start growing?

Book a free 20-minute consultation today to discuss your Google Ads goals and find out exactly where your opportunities lie.

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

• Learn more about Hello Digital