Set up a Google Ads search campaign that doesn't waste money
Skip the 'Smart' defaults — here's the manual setup that protects your budget on day one.
9 min read intermediateUpdated Apr 1, 2025
BI
Reviewed by the editorial team · Apr 1, 2025
Step by step
- 01
Switch to Expert Mode
When prompted, choose 'Switch to Expert Mode' — Smart campaigns are a black box.
- 02
Pick Search, not Performance Max
Until you have conversion data, Search gives you control.
- 03
Phrase + exact match only
Never use broad match early — it burns budget on irrelevant queries.
- 04
Add negative keywords
Free, jobs, salary, login, your competitors' brand names.
- 05
Conversion tracking before launch
If you can't measure conversions, you're not running ads — you're burning money.
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