📢 Google Ads Training Guide

1 What is Google Ads?

Google Ads is a pay-per-click (PPC) advertising platform where you bid on keywords so your ad appears at the top of Google Search results. You only pay when someone clicks your ad.

2 How Search Ads Work

When someone searches on Google, an instant auction happens:

User searches: "web design coimbatore"
        ↓
Google finds all ads bidding on that keyword
        ↓
Each ad gets an Ad Rank = Quality Score × Max CPC
        ↓
Ads are ordered by Ad Rank (highest = position 1)
        ↓
Top 1-4 ads shown ABOVE organic results
        ↓
You only pay when someone CLICKS (not when shown)

What Users See

┌──────────────────────────────────────────────────────┐
│  Sponsored                                           │
│  69dynamics.in                                       │
│  Professional Website in 7 Days | Low Cost Websites  │  ← Headlines
│  Get a custom website with SEO, mobile-ready design. │  ← Description
│  Free Consultation · 30 Days Free Support            │  ← Callout Extensions
│  [Website Design] [Pricing] [Portfolio] [Contact]    │  ← Sitelink Extensions
└──────────────────────────────────────────────────────┘
│  Sponsored  ← Competitor Ad                          │
│  ...                                                 │
├──────────────────────────────────────────────────────┤
│  Organic Result #1 (free, ranked by SEO)             │
│  Organic Result #2                                   │
└──────────────────────────────────────────────────────┘

3 Account Setup

Step-by-Step

Our Account Details

4 Billing & Budget

5 Creating a Campaign

Campaign Settings

6 Ad Groups & Keywords

An ad group contains a set of related keywords and ads. The key principle: one theme per ad group.

Bad vs Good Structure

❌ BAD: One ad group with everything
Ad Group: "All Services"
  Keywords: web design, logo design, SEO, CRM, mobile app
  → Ad headlines can't be specific → Low Quality Score → High CPC

✅ GOOD: Tight themed ad groups
Ad Group: "Web Design Coimbatore"
  Keywords: web design coimbatore, website design coimbatore, web designer coimbatore
  → Ad headline: "Professional Web Design in Coimbatore"
  → Landing page: /lp/google (matches exactly)
  → Quality Score: 8-10 → Low CPC

Our 13 Ad Groups

7 Keyword Match Types

8 Negative Keywords

Negative keywords prevent your ad from showing on irrelevant searches. This is the #1 way to stop wasting budget.

Must-Add Negatives (Campaign Level)

free
template
tutorial
course
learn
download
job
salary
interview
wordpress theme
wix
squarespace
github
udemy
w3schools
pdf
youtube
samples
meaning
what is

How to Add

9 Writing Effective Ads

Google Responsive Search Ads allow up to 15 headlines and 4 descriptions. Google mixes and matches them to find the best combination.

Headlines (max 30 characters each)

Descriptions (max 90 characters each)

10 Ad Extensions (Free CTR Boost)

Extensions add extra information below your ad at no extra cost. They increase ad real estate and CTR by 10-20%.

11 Why Track Conversions?

Without conversion tracking, Google Ads is just an expensive traffic source. With it, Google knows which clicks lead to actual leads and optimizes for them.

12 Global Site Tag (gtag.js)

The global site tag is the foundation. It goes on every page of your website.

The Code

<!-- GA4 + Google Ads gtag.js -->
<script async src="https://www.googletagmanager.com/gtag/js?id=G-MHBHJR0F1G"></script>
<script>
  window.dataLayer = window.dataLayer || [];
  function gtag(){dataLayer.push(arguments);}
  gtag('js', new Date());

  // GA4 — Analytics
  gtag('config', 'G-MHBHJR0F1G');

  // Google Ads — Primary Account (872-364-8500)
  gtag('config', 'AW-8723648500');

  // Google Ads — Lead Form Conversion
  gtag('config', 'AW-16486891557');
</script>

Where This Lives

13 Conversion Actions

A conversion action defines what counts as a valuable action. We have two types:

Type 1: GA4-Imported Conversion

// This event fires on form submit. GA4 records it.
// Google Ads imports it as a conversion action.
gtag('event', 'ads_conversion_Sign_up_1', {
  send_to: 'G-MHBHJR0F1G',    // Send to GA4
  value: 1.0,
  currency: 'INR'
});

// Setup: Google Ads → Goals → Import → GA4 → ads_conversion_Sign_up_1

Type 2: Direct Manual Conversion

// This fires a conversion directly to Google Ads.
// Faster reporting (3-6 hours vs 24-48 hours for GA4 import).
gtag('event', 'conversion', {
  send_to: 'AW-16486891557/YOUR_LABEL',  // Replace YOUR_LABEL from Google Ads → Goals → Conversions
  value: 1.0,
  currency: 'INR'
});

// Setup: Google Ads → Goals → New → Manual → "Submit lead form"

Our Conversion Map

14 Enhanced Conversions

Enhanced Conversions send hashed user data (email, phone) to Google Ads. This improves conversion attribution by 15-30%, especially when cookies are blocked.

Our Implementation

// Step 1: Define the function (in index.html <head>)
function setEnhancedConversionData(email, phone) {
  if (typeof gtag !== 'function') return;
  var data = {};
  if (email) data.email = email.trim().toLowerCase();
  if (phone) data.phone_number = phone.trim().replace(/\s/g, '');
  gtag('set', 'user_data', data);
}

// Step 2: Call it on form submit (before conversion event)
// In the form handler:
var ecEmail = form.querySelector('[name="email"]').value.trim().toLowerCase();
var ecPhone = form.querySelector('[name="phone"]').value.trim();
gtag('set', 'user_data', { email: ecEmail, phone_number: ecPhone });

// Step 3: Then fire the conversion event
gtag('event', 'ads_conversion_Sign_up_1', {
  send_to: 'G-MHBHJR0F1G', value: 1.0, currency: 'INR'
});

Enable in Google Ads

15 GA4 Imported Conversions

Instead of adding conversion snippets to every page, you can fire a GA4 event and import it into Google Ads as a conversion.

Setup Steps

16 Our Tag Setup (Code Reference)

This is the exact tag setup on the 69dynamics website. Copy this pattern for any new pages.

Head Tags (add to every new page)

<!-- Google Tag Manager -->
<script>(function(w,d,s,l,i){w[l]=w[l]||[];w[l].push({'gtm.start':
new Date().getTime(),event:'gtm.js'});var f=d.getElementsByTagName(s)[0],
j=d.createElement(s),dl=l!='dataLayer'?'&l='+l:'';j.async=true;j.src=
'https://www.googletagmanager.com/gtm.js?id='+i+dl;f.parentNode.insertBefore(j,f);
})(window,document,'script','dataLayer','GTM-WBBTFDBJ');</script>

<!-- GA4 + Google Ads -->
<script async src="https://www.googletagmanager.com/gtag/js?id=G-MHBHJR0F1G"></script>
<script>
  window.dataLayer = window.dataLayer || [];
  function gtag(){dataLayer.push(arguments);}
  gtag('js', new Date());
  gtag('config', 'G-MHBHJR0F1G');
  gtag('config', 'AW-8723648500');
  gtag('config', 'AW-16486891557');
</script>

<!-- Meta Pixel -->
<script>
  !function(f,b,e,v,n,t,s){if(f.fbq)return;n=f.fbq=function(){n.callMethod?
  n.callMethod.apply(n,arguments):n.queue.push(arguments)};if(!f._fbq)f._fbq=n;
  n.push=n;n.loaded=!0;n.version='2.0';n.queue=[];t=b.createElement(e);t.async=!0;
  t.src=v;s=b.getElementsByTagName(e)[0];s.parentNode.insertBefore(t,s)}(window,
  document,'script','https://connect.facebook.net/en_US/fbevents.js');
  fbq('init', '534810852968772');
  fbq('track', 'PageView');
</script>

17 Our Landing Pages

18 Form Submission Tracking (Full Code)

Every form submission fires multiple tracking events. Here's the complete flow:

// COMPLETE FORM SUBMIT TRACKING FLOW
// (from lp/google.html — same pattern on all forms)

lpForm.addEventListener('submit', async (e) => {
  e.preventDefault();
  
  // 1. Get UTM data (captured on page load)
  const utm = getUTMParams();
  
  // 2. Save lead to Firestore
  await db.collection('inquiries').add({
    name: form.querySelector('[name="name"]').value.trim(),
    email: form.querySelector('[name="email"]').value.trim(),
    phone: form.querySelector('[name="phone"]').value.trim(),
    service: form.querySelector('[name="service"]').value,
    source: 'landing-page-google',
    utm: utm,                    // Full UTM data attached
    timestamp: firebase.firestore.FieldValue.serverTimestamp()
  });

  // 3. Enhanced Conversions — hash user data for Google Ads
  var email = form.querySelector('[name="email"]').value.trim().toLowerCase();
  var phone = form.querySelector('[name="phone"]').value.trim();
  gtag('set', 'user_data', { email: email, phone_number: phone });

  // 4. GA4 Lead Event
  gtag('event', 'generate_lead', {
    event_category: 'conversion',
    event_label: utm.utm_campaign || 'google-lp',
    value: 1,
    currency: 'INR'
  });

  // 5. GA4 Imported Conversion (→ Google Ads)
  gtag('event', 'ads_conversion_Sign_up_1', {
    send_to: 'G-MHBHJR0F1G',
    value: 1.0,
    currency: 'INR'
  });

  // 6. Meta Pixel Lead Event
  fbq('track', 'Lead', {
    content_name: utm.utm_campaign || 'google-lp',
    content_category: form.querySelector('[name="service"]').value
  });

  // 7. Log to Cloud Function for admin analytics
  fetch('/api/logConversionEvent', {
    method: 'POST',
    headers: { 'Content-Type': 'application/json' },
    body: JSON.stringify({
      type: 'form_submit',
      label: 'landing-page',
      page: window.location.pathname
    })
  });
});

19 UTM & Click ID Capture

Every page automatically captures UTM parameters and advertising click IDs from the URL.

What Gets Captured

The Capture Code

function captureUtmParams() {
  const params = new URLSearchParams(window.location.search);
  const utmKeys = ['utm_source','utm_medium','utm_campaign','utm_term','utm_content'];
  const hasUtm = utmKeys.some(k => params.get(k));
  if (hasUtm) {
    const utmData = {};
    utmKeys.forEach(k => { if (params.get(k)) utmData[k] = params.get(k); });
    utmData.landing_page = window.location.pathname;
    utmData.captured_at = new Date().toISOString();
    // Google Click IDs
    if (params.get('gclid'))  utmData.gclid  = params.get('gclid');
    if (params.get('gbraid')) utmData.gbraid = params.get('gbraid');
    if (params.get('wbraid')) utmData.wbraid = params.get('wbraid');
    // Meta Click ID
    if (params.get('fbclid')) utmData.fbclid = params.get('fbclid');
    sessionStorage.setItem('utm_data', JSON.stringify(utmData));
  }
}
// Called on every page load in app.js

20 Admin Google Ads Dashboard

All lead data flows into the admin panel under Campaigns → Google Ads tab.

What It Shows

How Leads Are Detected as "Google Ads"

// A lead is classified as Google Ads if ANY of these are true:
const isGoogleAd = (lead) => {
  return lead.gclid ||                          // Google Click ID present
    lead.gbraid || lead.wbraid ||               // iOS/web click IDs
    lead.utm_source === 'google' ||             // UTM source is google
    (lead.utm && lead.utm.gclid) ||             // UTM object has gclid
    (lead.utm && lead.utm.utm_source === 'google');
};

21 Quality Score (The #1 Lever)

Ad Rank = Quality Score × Max CPC. A QS of 10 means you pay ~50% less than a competitor with QS 5 for the same position.

22 Bidding Strategies

Suggested Bids Per Ad Group

23 Low Budget Domination Strategy

Top Ad Position = (Quality Score × Bid) > Competitors

Your Play:
┌────────────────────────────────────────────────┐
│ 1. High Quality Score (8-10)                   │
│ 2. Long-tail keywords (₹5-15 CPC)             │
│ 3. Tight ad groups (1 theme each)              │
│ 4. Fast landing pages (Firebase CDN <1s)       │
│ 5. All extensions enabled (+15% CTR)           │
│ 6. Aggressive negative keywords (save 30%)     │
│ 7. Geo + schedule targeting (focused spend)    │
│ = TOP 1-3 at ₹8-15/click                      │
│   while competitors pay ₹30-50+               │
└────────────────────────────────────────────────┘

24 Ad Schedule & Geo Targeting

25 A/B Testing Ads

We have two Google landing pages: /lp/google (A) and /lp/google-b (B).

What to Test

How to Run A/B Test

26 Keyword Research

Free Tools

Finding High-Value Keywords

1. Start with your services: "web design", "CRM software", "e-commerce"
2. Add location: "web design coimbatore", "web design tamil nadu"
3. Add modifiers: "best", "affordable", "professional", "near me"
4. Add intent words: "cost", "price", "hire", "quote", "company"
5. Check Keyword Planner for volume and CPC
6. Pick keywords with 100-1000 monthly searches and CPC under ₹30

27 Key Metrics Glossary

28 Launch Checklist

Before Launch

• ☐ Conversion tracking verified (Google Ads Tag Assistant)
• ☐ Enhanced Conversions enabled
• ☐ All ad extensions added (callouts, sitelinks, call, structured snippets)
• ☐ Negative keywords added (20+ campaign-level negatives)
• ☐ Ad schedule set (business hours only)
• ☐ Location targeting set (Coimbatore + radius)
• ☐ Display Network UNCHECKED
• ☐ Search Partners UNCHECKED
• ☐ Landing pages tested on mobile
• ☐ UTM parameters verified in Firestore

Weekly Maintenance

• ☐ Review Search Terms → add negatives
• ☐ Check Quality Score per keyword → optimize low scores
• ☐ Compare ad variations → pause underperformers
• ☐ Review geographic performance → exclude low-ROI areas
• ☐ Check device bids → adjust mobile/desktop split
• ☐ Review admin dashboard → Google Ads tab for lead quality

29 Troubleshooting