O que você vai conseguir: Active and configured Google Ads campaign to generate qualified clicks.

Ferramentas necessárias

Google Ads — Platform to create and manage ads
Keyword Planner — To research search volume and estimated CPCs.
Google Analytics — To track conversions and post-click behavior

Passo a passo

1
Create the account and set up billing.
Go to ads.google.com and create an account with the company's email. When Google offers automatic setup, click on "Switch to expert mode" — this gives you full control. Set up billing with a credit card or automatic debit. Note the customer ID (10-digit number) for reference.
2
Define the objective and type of campaign.
Click on "Create campaign" and select the objective: "Leads" (to generate contacts), "Website traffic," or "Sales" (for e-commerce). Choose the type "Search Network" — it displays text ads to those who are actively searching. Avoid Display Network and Performance Max for the first campaign.
3
Set location and language
In location targeting, select the cities or states where your customers are. For local businesses, use a radius of 30–50 km instead of "Brazil." In "Location Options," select "Presence: people in this location or who have shown interest" to avoid clicks from people outside the area.
4
Research and select keywords
Access Tools > Keyword Planner and search for terms related to your service. Select words with purchase intent. Use phrase match ("keyword") or exact match ([keyword]) to start — avoid broad match in the first campaign.
5
Create ad groups and responsive ads.
Organize related keywords into groups (max. 10–15 per group). For each group, create 1 responsive ad: insert 15 headlines (30 chars each) and 4 descriptions (90 chars each). Include the main keyword in Headline 1. Vary the other headlines: benefit, differential, CTA ("Contact now", "Request a quote").
6
Set up ad extensions
In "Extensions," add: Sitelinks (4 links to site pages), Call (phone), Highlight phrase (differentiators in 25 chars), Location (links to Google Business Profile). Extensions increase the average CTR by 15–20% at no additional cost.
7
Set up conversion tracking
Before activating the campaign, set up conversion tracking: in "Tools > Conversions," create a conversion for each important action (form submission, click on WhatsApp, call). Install the tag via Google Tag Manager. Without this, you won't know what is working.
8
Set bids, budget, and activate.
Set a minimum daily budget of R$ 30–50/day. In the bidding strategy, start with "Manual CPC" while gathering data. After reaching 30 conversions/month, switch to "Target CPA" or "Maximize Conversions." Review the campaign after the first 7 days and pause keywords with no conversions.