So, you’ve decided to become a digital marketing wizard and want to learn how to run Google Ads for clients? First of all—brave move. Secondly—smart choice. Google Ads can be an incredible revenue generator when done right. But let’s be honest: managing ads for other people can feel a lot like juggling flaming swords while riding a unicycle… on a tightrope.
Fear not! Whether you’re brand-new to the client-side of PPC or just looking to refine your process, I’m going to walk you through the essentials—with a dash of humor to keep things light and a splash of strategy to keep things tight.
First Things First: Understand Your Client’s Goals (Seriously)
Before you touch a campaign or write a single keyword, stop and ask your client:
“What do you want to achieve?”
Is it leads? Sales? Phone calls? Newsletter signups? A million YouTube subscribers and a gold play button? (Hey, dream big.)
Without crystal-clear goals, running Google Ads is like throwing darts blindfolded. You might hit something… but chances are it won’t be the bullseye.
Here’s what you need to clarify:
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Who is the ideal customer?
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What’s the budget?
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What’s the desired cost per lead or acquisition?
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Are there seasonal spikes or promotions?
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Do unicorns exist? (Okay, maybe not that one.)
Once you’ve nailed down the objectives, everything else becomes easier.
Set Up Google Ads Like a Pro (Because You Are One)
Now that you know what success looks like, let’s talk setup. This part is not sexy, but it is crucial.
Step 1: Create or Access the Client’s Google Ads Account
If they already have one, ask them to add you via their Google Ads account by using their “Manager Access” feature. If they don’t have one, congrats—you get to build it from scratch. Lucky you!
Step 2: Link Google Analytics and Search Console
Trust me, you’ll want this data. It helps track performance, conversions, and user behavior. This makes it 10x easier when your client starts asking, “So, are we getting our money’s worth?”
Step 3: Set Up Conversion Tracking
Please—please—don’t skip this. Setting up proper conversion tracking is the difference between being a good advertiser and just burning money with pretty ads.
Whether it’s a purchase confirmation, a lead form submission, or a phone call, make sure Google knows when the client is getting results. Otherwise, you’re flying blind.
Keyword Research: More Than Just Guesswork
Some marketers think picking keywords is like choosing toppings for a pizza. “Let’s throw in ‘digital marketing,’ ‘buy now,’ and maybe ‘unicorn hats’ for good measure.”
No. No. And no.
Keyword research is the heartbeat of your campaign. Use tools like:
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Google Keyword Planner
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SEMrush
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Ahrefs
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Ubersuggest
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Or the classic: spying on your competitors’ ads (shhh…)
Focus on intent. If someone searches “cheap tennis shoes,” they’re probably ready to buy. If they search “how to make tennis shoes at home,” not so much.
Pro tip: Don’t forget negative keywords. You’ll thank me when your client doesn’t get billed for traffic from “free downloads” or “DIY surgery.”
Writing Ads That Don’t Suck (It’s An Art)
Now comes the creative part—writing the ads. This is where many campaigns live or die.
Here’s the formula:
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Headline 1: Grab attention (“Affordable Wedding Photography”)
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Headline 2: Offer value (“Packages Starting at $299”)
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Headline 3: Add trust or urgency (“Book Now – Limited Slots!”)
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Description: Explain the benefit, not just the feature. “Capture your special day with professional, high-resolution photos. 5-star reviews!”
Make sure your call to action (CTA) is clear. If you want them to “Book a Free Consultation,” say it like you mean it.
Also, test multiple ad versions. Don’t marry your first ad. Run a few and let the data decide.
Campaign Structure: Organize Like You’re Marie Kondo
Imagine if your client sold athletic gear and you stuffed “running shoes,” “yoga mats,” and “protein bars” into one campaign with one ad group. Total chaos.
Instead:
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Break up campaigns by product category or service
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Segment ad groups by tight keyword themes
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Tailor ad copy and landing pages to match each group
This structure makes it easier to control budgets, test performance, and scale the winners.
And yes, this is where most people get lazy. But not you. You’re learning how to run Google Ads for clients the right way. 👏
Landing Pages: Where Clicks Become Customers
Let me say this once, and I’ll shout it from the rooftops if needed:
A great Google Ad can’t save a terrible landing page.
If your ad promises free consultations, but the landing page just shows stock photos and a confusing layout, your bounce rate will skyrocket faster than Elon Musk’s next rocket.
Good landing pages should:
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Be fast (under 3 seconds to load)
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Be mobile-friendly
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Match the message of your ad
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Have ONE clear call-to-action
Use tools like Unbounce, Instapage, or even a good ol’ WordPress page to build something that converts.
Monitor, Optimize, Repeat (The PPC Circle of Life)
You’ve launched the campaign. Yay! But your job isn’t over. In fact, now the real work begins.
Check in regularly to:
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Pause underperforming keywords
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Adjust bids based on performance
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A/B test new ad copy
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Improve Quality Scores
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Refine targeting
This is the “digital gardening” part of how to run Google Ads for clients. Weed out the bad, water the good, and keep it growing.
Use automated rules and smart bidding—but don’t let automation drive the bus. You’re still the expert, remember?
Reporting Like a Rockstar (Not a Robot)
Clients love results, but they also love transparency. Send clear, concise reports. Don’t hit them with 40 charts and graphs they don’t understand.
Instead, focus on:
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Clicks and impressions
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Conversion rate
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Cost per acquisition (CPA)
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Return on ad spend (ROAS)
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Recommendations for next steps
Use tools like:
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Google Data Studio (now Looker Studio)
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Supermetrics
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AgencyAnalytics
And remember: communicate wins, but also explain what didn’t work—and what you’re doing about it. That builds trust.
Pro Tips That Will Make You Look Like a Google Ads Ninja
Let’s wrap it up with some power moves.
🔥 Use SKAGs (Single Keyword Ad Groups) — when relevant
Tighter ad groups = higher relevancy = lower cost-per-click.
🔥 Run Remarketing Campaigns
Because people don’t always buy the first time. (Unless it’s chocolate.)
🔥 Try Local Campaigns
If your client is a “dental clinic in Chicago,” don’t bother advertising in LA. Geo-targeting is your friend.
🔥 Don’t Ignore Display and YouTube
Yes, Search is king. But Display and YouTube can build brand awareness and reach cold audiences on a budget.
🔥 Always Keep Learning
Google Ads is constantly changing. What worked last year might tank today. Stay sharp.
Final Words: So, You Want to Know How to Run Google Ads for Clients?
Let’s do a quick reality check.
Learning how to run Google Ads for clients isn’t just about clicking buttons in a dashboard. It’s about understanding goals, crafting strategies, optimizing like a beast, and communicating like a boss.
You’ll have some campaigns that flop—and others that absolutely crush it. The key is to stay data-driven, curious, and just a little bit obsessed with improvement.
If you’re up for the challenge (and I know you are), mastering how to run Google Ads for clients will be one of the most valuable skills you can offer in today’s digital economy.
Now go forth, PPC warrior. Run those ads like your WiFi depends on it.
Also Read:
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