Who Makes Google Ads? [Understanding the Ad Creation Process]

Have you ever wondered who’s behind the creation of Google Ads that pop up when you’re browsing online? This advertising platform, operated by one of internet’s giants, is responsible for a significant part of today’s digital marketing.

In this article, we’ll take an in-depth look at how these ads are created – from specifying location and language to launching the ad itself. Don’t miss out – your successful advertising campaign may be just a few paragraphs away!

Key Takeaways

  • Google Ads is an advertising platform that helps businesses reach new customers and grow their online presence.
  • The ad creation process involves choosing the right campaign type, setting up location and language targeting, calculating a daily budget, selecting a bid strategy, setting up keywords, crafting compelling ads with extensions, targeting devices and extras, designing user-friendly landing pages, and finally launching the ad.
  • Factors like clear goals, appropriate budget allocation, relevant keywords and ad copy selection, utilization of ad extensions, strategic device targeting and use of extras significantly impact the success of Google Ads campaigns.

Understanding the Ad Creation Process

To start creating Google ads, switch to expert mode and choose the campaign type based on your objectives. Then set up the campaign by specifying location, language, and daily budget, and selecting a bid strategy.

Switching to expert mode

In Google Ads, you can switch to expert mode. This feature allows you more control. You can use it to manage and tweak your ad campaign just right. The expert mode helps make your ads work better for your business.

By using this tool, you get to select keywords, pick ad types and choose bid strategies that suit your needs best.

Choosing campaign type

To start creating Google Ads, you need to choose the right campaign type that suits your advertising goals. There are several types of campaigns available, such as search ads, display ads, video ads, and more.

Each type has its own purpose and targets different audiences. For example, if you want to show your ads when people search for specific keywords on Google, you should choose a search ad campaign.

On the other hand, if you want to reach potential customers while they browse websites or use mobile apps, a display ad campaign would be more suitable. The key is to understand your objectives and select the campaign type that aligns with them.

Setting up the campaign

To set up a campaign in Google Ads, follow these steps:

  1. Define your advertising goals and objectives.
  2. Choose the type of campaign that aligns with your goals (e.g., search ads, display ads, video ads).
  3. Provide your business information, including the website URL and location.
  4. Select the target audience you want to reach with your ads.
  5. Allocate a daily budget for your campaign.
  6. Choose a bidding strategy that suits your advertising objectives.
  7. Set specific targeting options like language and location targeting.
  8. Determine the keywords you want to target for your ads.
  9. Craft compelling ad copy that includes relevant keywords in the headline and description.
  10. Add ad extensions to enhance your ad’s visibility and provide additional information to potential customers.
  11. Decide which devices and extras (such as mobile app or call – only campaigns) you want to target.
  12. Design a landing page that provides a seamless user experience and encourages conversions.
  13. Launch your ad campaign.
  • Defining clear goals is crucial for effective campaigns
  • Allocating an appropriate budget helps maximize campaign performance
  • Crafting compelling ad copy can greatly impact click – through rates
  • Utilizing ad extensions enhances the visibility of your ads
  • Choosing relevant keywords improves the chances of reaching interested users

Specifying location and language

When setting up a Google Ads campaign, one important step is specifying the location and language. This helps ensure that your ads are shown to the right audience. You can choose to target specific countries, regions, or even cities where you want your ads to be displayed.

Additionally, you can select the languages in which your ad should appear. By targeting the right location and language, you increase the chances of reaching potential customers who are more likely to be interested in your products or services.

So make sure to carefully consider these options when creating your Google Ads campaign.

Calculating daily budget

To calculate your daily budget for a Google Ads campaign, you need to consider your advertising goals and the amount you’re willing to spend each day. Start by determining how much you’re willing to invest in total for the campaign.

Then, divide that total budget by the number of days you want your ads to run. This will give you an idea of how much you can allocate per day. It’s important to note that while higher budgets may increase visibility and potential clicks, it doesn’t guarantee success.

Carefully analyze your business needs and available funds before deciding on a daily budget for your Google Ads campaign.

Selecting bid strategy

Choosing the right bid strategy is an important step in running a successful Google Ads campaign. The bid strategy determines how you want to spend your budget and what goals you want to achieve with your ads.

There are different bid strategies available, such as manual bidding or automated bidding. Manual bidding allows you to set individual bids for each keyword or ad group, giving you more control over your budget.

Automated bidding, on the other hand, uses machine learning algorithms to optimize your bids based on factors like conversion rates and cost-per-click. It’s important to consider factors like your advertising objectives, budget constraints, and level of expertise when selecting a bid strategy for your campaign.

Creating the Ad

To create the ad, start by setting up keywords and crafting a compelling ad, then add extensions, target devices and extras, design the landing page, and finally launch the ad.

Setting up keywords

Setting up keywords is an important step in creating a Google Ad campaign. Here are key points to consider:

  • Conduct keyword research to identify relevant and high-performing keywords.
  • Use tools like Google Keyword Planner to discover new keyword ideas.
  • Focus on keywords that align with your business and target audience.
  • Group similar keywords together for better organization and targeting.
  • Utilize match types, such as broad match, exact match, and phrase match, to refine your keyword targeting.
  • Monitor keyword performance regularly and make adjustments as needed.
  • Consider negative keywords to exclude irrelevant searches.
  • Optimize your ad copy to include the selected keywords for better ad relevance.

Crafting the ad

Crafting the ad is an important step in creating a successful Google Ads campaign. It involves setting up keywords that are relevant to your business, writing a compelling headline and description for your ad, and adding ad extensions to provide additional information to potential customers.

You also need to target specific devices and extras according to your goals. Designing an attractive landing page is crucial as it will drive customer engagement. Once everything is ready, you can launch the ad and start reaching out to potential customers who are searching for products or services like yours.

Effective crafting of the ad can greatly increase your chances of attracting clicks and achieving your advertising objectives.

Adding ad extensions

Ad extensions are additional pieces of information that can be included in your Google Ads. They make your ads more useful and appealing to potential customers. Here are some examples of ad extensions:

  1. Sitelink extensions: These allow you to add links to specific pages on your website, directing users to relevant content.
  2. Call extensions: This adds a phone number to your ad, making it easier for customers to contact you directly.
  3. Location extensions: If you have a physical store or office, this extension displays your address and allows users to get directions.
  4. Callout extensions: These highlight key aspects of your products or services, like free shipping or 24/7 customer support.
  5. Structured snippets: This extension lets you showcase different categories or features of your offerings.
  6. Price extensions: If you sell products, this enables you to display prices for specific items within your ad.

Targeting devices and extras

To make the most of a Google Ads campaign, targeting devices and utilizing extra features is essential. When setting up an ad, advertisers have the option to specify which devices their ads will appear on, such as desktops, mobile phones, or tablets.

This allows them to reach their target audience wherever they are. Additionally, using extras like ad extensions can enhance the visibility and effectiveness of ads by providing additional information or options for users.

By strategically targeting devices and making use of these extras, advertisers can optimize their campaigns and increase their chances of success in reaching potential customers.

Designing the landing page

Designing the landing page is a crucial step in creating an effective Google Ads campaign. The landing page is the webpage that potential customers are directed to when they click on your ad.

It needs to be well-designed, visually appealing, and user-friendly. The page should have relevant and engaging content that matches the ad’s message and keywords. It’s also important to include a clear call-to-action that tells visitors what you want them to do next, such as making a purchase or filling out a form.

Additionally, optimizing your landing page for mobile devices is essential since many people use their smartphones to browse the internet. By designing a compelling landing page, you can increase conversions and maximize the success of your Google Ads campaign.

Launching the ad

After setting up your Google Ads campaign, the next step is to launch your ad. This involves submitting your ad for review, which usually takes about one business day. Once approved, your ad will start showing to potential customers when they search for relevant keywords or visit websites within the Google Display Network.

Launching your ad is an important step in reaching new customers and growing your business through effective online advertising. With the right targeting strategies and attention to budget allocation, you can maximize the success of your ad campaign on Google Ads.

How Google Ads Work

Advertisers bid on keywords, Google shows ads based on ad rank, and potential customers click through to websites. Want to learn more about how this advertising process works? Keep reading!

Advertisers bidding on keywords

Advertisers play a crucial role in Google Ads by bidding on keywords. They choose which keywords they want their ads to appear for when users search on Google. Advertisers bid against each other, stating how much they are willing to pay for each click on their ad.

The higher the bid, the more likely their ad will be shown. However, it’s not just about who bids the most – relevancy and quality of the ad also matter. This means that even if an advertiser has a lower bid, their ad can still appear if it is deemed more relevant and helpful to the user.

So advertisers need to carefully strategize their bids and create compelling ads that meet the needs of potential customers.

Google showing ads based on ad rank

Google shows ads based on ad rank. Ad rank is determined by factors like bid amount, ad quality, and relevance to the search query. When someone searches for a keyword, Google’s algorithm calculates the ad rank for each eligible ad.

The higher the ad rank, the more likely it is to be shown in a prominent position on the search results page. Advertisers with higher bids and better quality ads have a greater chance of getting their ads displayed.

So, it’s important for advertisers to optimize their campaigns to improve their ad rank and increase visibility to potential customers.

Potential customers clicking through to websites

Potential customers clicking through to websites is the ultimate goal of a Google Ads campaign. When users search for keywords related to an advertiser’s business, well-crafted ads with relevant information and compelling calls-to-action increase the chances of attracting clicks.

These clicks lead potential customers directly to the advertiser’s website, where they can learn more about the products or services offered and potentially make a purchase. The success of a Google Ads campaign depends on how effectively it drives traffic to the advertiser’s website and converts that traffic into paying customers.

Factors That Influence Google Ads

Factors such as AdRank, location, keywords, headline and description, and ad extensions play a significant role in influencing the success of Google Ads.


AdRank is an important factor that determines where your Google Ads will appear on search engine results pages. It’s calculated based on your bid amount, the quality of your ad, and other factors like the searcher’s location and device.

The higher your AdRank, the better chance you have of showing up at the top of search results. So it’s crucial to focus on creating high-quality ads with relevant keywords and a compelling message to improve your AdRank and reach more potential customers.


When creating Google Ads, specifying the location is crucial. This helps target ads to the right audience based on their geographical location. For example, if a small business in New York wants to reach customers in that area, they can set their ad campaign to target specifically those who are located in or around New York City.

By targeting the right location, businesses can ensure that their ads are seen by people who are most likely interested and accessible to them.


Keywords play a crucial role in the creation of Google Ads. They are the words or phrases that advertisers use to target their ads to specific audiences. By choosing the right keywords, advertisers can ensure that their ads appear when people search for related products or services on Google.

The selection of keywords requires careful research and analysis to determine which ones will attract the most relevant and qualified traffic to a website. Advertisers bid on these keywords, and higher bids increase the chances of their ads being shown.

Keywords are an essential aspect of successful advertising campaigns on Google Ads as they help businesses reach potential customers effectively.

Headline and description

The headline and description are essential components of a Google ad. They grab the attention of potential customers and provide a brief overview of what the ad is about. The headline should be catchy and relevant to the search query, while the description should provide more details about the product or service being advertised.

It’s important to choose keywords that align with the target audience’s search intent to increase visibility and attract qualified leads. Crafting compelling headlines and descriptions can significantly impact ad performance and drive success in Google Ads campaigns.

When creating a headline, it’s crucial to consider your business objectives, understand your audience, conduct keyword research, and incorporate relevant information that will resonate with potential customers.

Ad extensions

Ad extensions are additional pieces of information that can be added to your Google Ads. They provide extra details about your business and can include things like phone numbers, addresses, website links, or even promotions.

Ad extensions help make your ads more informative and appealing to potential customers. By utilizing ad extensions, you increase the visibility and relevance of your ads, which in turn can lead to higher click-through rates and conversions.

It’s important to choose ad extensions that align with your campaign goals and target audience to maximize the effectiveness of your ads.


In conclusion, Google Ads is a powerful advertising platform that allows businesses to reach new customers and grow. The ad creation process involves setting up the campaign, creating the ad with relevant keywords and extensions, targeting devices and designing the landing page.

Understanding how Google Ads works and factors that influence its success is key in running a successful advertising campaign. So whether you’re a small business or a digital marketer, understanding the ad creation process can help you utilize Google Ads effectively for your online marketing goals.


1. Who is responsible for creating Google Ads?

Google Ads can be created by anyone, including businesses, individuals, and advertising agencies.

2. Do I need any special skills to make Google Ads?

No, you don’t need any special skills to create Google Ads. However, having knowledge of online advertising and marketing strategies can help optimize the effectiveness of your ads.

3. How long does it take to create a Google Ad?

The time it takes to create a Google Ad depends on several factors such as the complexity of the ad content and design. It can range from a few minutes for simple text ads to hours or even days for more complex display or video ads.

4. Can I get help with creating my Google Ads?

Yes, if you need assistance in creating effective Google Ads, you can reach out to professionals such as digital marketing agencies or consultants who specialize in online advertising and have experience with the ad creation process. They can provide guidance and support tailored to your specific needs.

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