Creating a Google AdWords account—now officially called a Google Ads account—is the first practical step toward advertising on Google. While the process may appear simple at first glance, many advertisers rush through setup and unknowingly make decisions that affect performance, costs, and scalability later on.

Google Ads is designed to be accessible to beginners while powerful enough for advanced advertisers. However, the initial setup determines how much control you retain, how data is tracked, and how effectively campaigns align with your business goals.

This article explains how to create a Google AdWords account from start to finish, including requirements, setup options, common pitfalls, and best practices to ensure a strong foundation for long-term success.

What You Need Before Creating a Google AdWords Account

Before starting the setup process, it’s important to prepare a few essentials.

A Google Account

You must have a Google account to access Google Ads.

This can be:

• A personal Gmail account

• A business Google Workspace account

Using a business account is recommended for long-term management and access control.

A Website or Landing Page

While some campaign types allow limited alternatives, most Google Ads campaigns require:

• A functional website

• A clear landing page relevant to your ads

The quality of this page directly affects approval and performance.

A Payment Method

Google Ads requires a valid payment method to activate campaigns.

Accepted options typically include:

• Credit or debit cards

• Bank transfers (in some regions)

Billing information is required even if you plan to start with a small budget.

Clear Advertising Goals

Before creating the account, define your primary objective:

• Website traffic

• Leads

• Sales

• Brand awareness

Goals influence setup choices and campaign structure.

Step One: Accessing Google Ads

To begin account creation:

1. Go to the Google Ads platform

2. Sign in with your Google account

3. Select “Start now” or “New Google Ads account”

Google will guide you through an onboarding flow.

Understanding the Smart Mode vs Expert Mode Choice

One of the most important early decisions is choosing between Smart Mode and Expert Mode.

Smart Mode Explained

Smart Mode is designed for beginners.

Features include:

• Automated targeting and bidding

• Simplified campaign setup

• Limited customization

While convenient, Smart Mode restricts control and transparency.

Expert Mode Explained

Expert Mode provides full access to Google Ads features.

Benefits include:

• Manual and automated bidding options

• Advanced targeting

• Detailed reporting

For serious advertisers, Expert Mode is strongly recommended—even for beginners.

How to Switch to Expert Mode

During setup:

• Look for “Switch to Expert Mode”

• This option is often small and easy to miss

Choosing Expert Mode does not make the platform harder—it simply gives you flexibility.

Step Two: Defining Your Advertising Goal

Google Ads asks you to select a campaign goal.

Common options include:

• Sales

• Leads

• Website traffic

• Brand awareness and reach

You can also choose to create a campaign without a goal, which provides maximum control.

Why Goals Matter in Account Setup

Goals influence:

• Campaign recommendations

• Bidding strategies

• Reporting emphasis

Selecting the wrong goal can limit optimization options later.

Step Three: Choosing Campaign Type

Next, Google asks you to select a campaign type.

Options include:

• Search

• Display

• Video

• Shopping

• App

For new advertisers, Search campaigns are often the best starting point due to high intent.

Search Campaigns as a Starting Point

Search campaigns allow ads to appear when users actively search for related terms.

They offer:

• Clear intent

• Measurable performance

• Strong conversion potential

This makes them ideal for beginners.

Step Four: Business Information and Targeting

Google will ask for basic business details, including:

• Business name

• Website URL

This information is used to generate ad previews and recommendations.

Geographic Targeting Setup

You must specify where your ads should appear.

Options include:

• Countries

• Regions

• Cities

• Radius targeting

Precise targeting prevents wasted spend.

Language Targeting

Language targeting should match:

• The language of your ads

• The language of your landing page

Incorrect language settings reduce relevance.

Step Five: Budget and Bidding Setup

At this stage, Google asks you to set:

• A daily budget

• A bidding strategy

Setting a Daily Budget

Your daily budget determines:

• How often ads show

• Maximum average daily spend

Start conservatively. Budgets can be adjusted anytime.

Choosing a Bidding Strategy

Google may recommend automated bidding.

Common options include:

• Maximize clicks

• Maximize conversions

For new accounts, starting with Maximize Clicks or manual CPC can provide useful data.

Step Six: Writing Your First Ad

Google Ads requires at least one ad per ad group.

For search campaigns, this includes:

• Headlines

• Descriptions

• Display URL

Ad copy should align closely with keywords and landing pages.

Responsive Search Ads

Google Ads now primarily uses responsive search ads.

Advertisers provide multiple headlines and descriptions.

Google tests combinations to find top performers.

This increases relevance and flexibility.

Step Seven: Keyword Selection

Keywords determine when your ads appear.

During setup, Google suggests keywords based on your website and industry.

Review these carefully.

Avoid overly broad keywords early on.

Choosing the Right Match Types

Keyword match types control reach.

Options include:

• Broad match

• Phrase match

• Exact match

Beginners often benefit from phrase and exact match for better control.

Step Eight: Conversion Tracking Setup

Conversion tracking is critical.

It allows you to measure:

• Leads

• Sales

• Sign-ups

Without conversion tracking, optimization is limited.

How to Set Up Conversion Tracking

Conversion tracking can be implemented via:

• Google Ads tag

• Google Analytics integration

This step may require technical support but is essential.

Step Nine: Billing and Payment Setup

Before ads can run, billing must be configured.

You will need to:

• Add a payment method

• Choose automatic or manual payments

• Confirm billing country and currency

Billing settings cannot be changed easily later.

Step Ten: Review and Launch

Before launching:

• Review targeting settings

• Confirm budget

• Check ad copy

• Verify tracking

Once launched, ads enter a review period.

Ad Review and Approval Process

Google reviews ads for:

• Policy compliance

• Content accuracy

• Landing page quality

Most reviews complete within 24 hours.

After Account Creation: What Happens Next

Once the account is live:

• Ads enter auctions

• Performance data begins accumulating

• Learning phase starts

Expect fluctuations early on.

Common Mistakes During Account Setup

Common beginner mistakes include:

• Using Smart Mode unknowingly

• Setting overly broad targeting

• Skipping conversion tracking

• Accepting default recommendations blindly

Avoiding these improves outcomes significantly.

Best Practices for New Google Ads Accounts

Best practices include:

• Start with one campaign

• Focus on high-intent keywords

• Monitor performance daily

• Make gradual adjustments

Simplicity improves learning.

Managing Access and Permissions

Google Ads allows multiple users.

You can assign roles such as:

• Admin

• Standard user

• Read-only

This is important for agencies and teams.

Linking Google Ads With Other Tools

Linking improves insight and performance.

Common integrations include:

• Google Analytics

• Google Search Console

• Google Merchant Center

These connections enhance reporting.

Account Structure and Long-Term Planning

Think beyond the first campaign.

A well-structured account:

• Scales efficiently

• Improves Quality Score

• Simplifies management

Planning early prevents future restructuring.

When to Expand After Setup

Once initial campaigns stabilize, consider expanding to:

• Additional keywords

• New locations

• Display or video campaigns

Expansion should be data-driven.

Learning Curve and Expectations

Google Ads has a learning curve.

Early performance does not define long-term success.

Continuous testing and optimization matter more than perfection.

Security and Account Protection

Protect your account by:

• Enabling two-factor authentication

• Limiting admin access

• Monitoring billing activity

Security is often overlooked but critical.

Why Proper Setup Matters

Account setup affects:

• Cost efficiency

• Reporting accuracy

• Scalability

A strong foundation saves time and money.

Conclusion

Creating a Google AdWords account is more than just signing up—it is the foundation of your advertising strategy. From choosing Expert Mode to setting budgets, targeting, keywords, and conversion tracking, each decision shapes performance and cost efficiency. While Google Ads is designed to be user-friendly, thoughtful setup is essential to avoid limitations and wasted spend.

By understanding each step and following best practices, advertisers can launch campaigns with confidence, clarity, and control. A well-built Google Ads account doesn’t just run ads—it creates a system for measurable, scalable growth.