Google Search is an intent channel. The customer is typing what they want. Your job is to show up for the right searches at a price your margin survives.
Campaign types
| Type | What it is | When to use it |
|---|---|---|
| Search | Text ads on search results, matched to keywords | Start here. Highest intent, most control. |
| Shopping | Product listings with image and price, from your product feed | Physical products, once your Merchant Center feed is clean |
| Brand | Search ads on your own brand name | Cheap protection so competitors don't take your name |
| Performance Max | Google spreads spend across search, YouTube, display, and more | Later, and with care. It's hard to see where the money goes. |
Setup before spending
- Conversion tracking: import one primary Purchase conversion, usually from GA4. Not three different purchases.
- Auto-tagging on so each click carries its click ID.
- Merchant Center connected for Shopping. On Shopify, the Google channel keeps the feed synced.
- Negative keywords ready before launch (see below).
Bidding: clicks first, then conversions
Smart bidding needs conversion data to learn from. A brand-new account doesn't have any.
- Start with Maximize Clicks and a cap on cost per click. You're buying traffic and data.
- Once purchases are coming in steadily, switch to Maximize Conversions.
- Later, add a target cost per purchase or target return once the numbers are stable.
Switching to conversion bidding before you have conversions means the algorithm is guessing.
Keywords and match types
- Exact: shows for that search and close variants. Most control.
- Phrase: shows when the search includes your phrase's meaning.
- Broad: shows for related searches. Most reach, least control.
Negative keywords block searches you don't want: "free," "recipe," "jobs," competitor names you won't win, anything that isn't a buyer.
The search terms report
This is the most important report in Google Ads. It shows the actual searches that triggered your ads.
Check it weekly:
- Searches that bought: add them as exact keywords
- Searches that wasted money: add them as negatives
What not to trust
- Same-day results. Google says conversion data can keep updating for up to 12 days.
- Auto-applied recommendations. Turn them off and review suggestions yourself. Many raise spend or loosen targeting.
- Google's own credit. Google Ads, Meta, and GA4 can all claim the same order. Shopify is the truth.
The same rule as Meta applies: if a campaign is working, don't touch it.