Steps for Setting Up a Google Ads Account (2026)

Q: Is Google AdWords the same thing as Google Ads?

Yes. Google rebranded Google AdWords to Google Ads, and both refer to Google's pay-per-click (PPC) advertising platform at ads.google.com.

Q: Why should I switch from Smart Mode to Expert Mode in Google Ads?

Expert Mode gives you full control over exact/phrase match keywords, negative keyword lists, search term reports, and location presence targeting so you don't waste budget on irrelevant clicks.

Lark Begin
Small Business

Quick Answer · How to Set Up a Google Ads (Formerly AdWords) Account in 2026

What are the steps for setting up a Google Ads account? To set up a Google Ads (formerly Google AdWords) account without wasting budget in 2026: (1) Sign in at ads.google.com and click “Switch to Expert Mode” (or “Create an account without a campaign”), (2) Confirm your business time zone and currency, (3) Set up Google Analytics 4 & call/form conversion tracking, (4) Choose a “Search” campaign & disable Display Network expansion, (5) Set your daily budget & “Presence: People in your targeted locations”, (6) Build tight ad groups with Phrase/Exact match & negative keywords, (7) Write a Responsive Search Ad (RSA) with ad assets, and (8) Add billing details & launch.

Already running Google Ads? Read our guide on how to audit your Google Ads account and cut wasted spend.

Steps for Setting Up a Google Ads AdWords Account

Setting up a Google Ads account (still frequently searched as Google AdWords) is one of the fastest ways to put your business at the very top of Google search results and generate immediate phone calls and quote requests.

However, Google’s default onboarding flow is designed to push new advertisers into automated “Smart Campaigns” that often waste 30%–50% of your budget on irrelevant clicks. Whether you are a local business in Ottawa or scaling across Canada and the US, follow these 8 proven steps to set up your Google Ads account like a seasoned PPC specialist.

Default Google Ads Setup vs. High-ROI “Expert Mode” Setup

Before you click “Next” on Google’s setup wizard, review these 5 critical settings that protect your ad budget:

Account Setting	Google’s Default (Wastes Budget)	Profit Parrot Best Practice (High ROI)
1. Account Mode	Smart Mode (Limited keyword control)	Expert Mode (Full search term & bid control)
2. Networks	Search + Display Network Checked	Google Search Only (Uncheck Display Network)
3. Location Options	“Presence or interest” (Shows ads out-of-town)	“Presence: People IN your targeted locations”
4. Keyword Match Types	Broad Match without Negative Keywords	Exact & Phrase Match + Negative Keyword List
5. Landing Page Destination	Generic Homepage URL	Dedicated Service Landing Page With Call Tracking

Step 1: Visit the Google Ads Homepage & Switch to “Expert Mode”

Go to the Google Ads Homepage and click “Start Now.” Sign in with your business Google account.

Pro Tip: On the very first setup screen, look for the link that says “Switch to Expert Mode” or “Skip campaign creation / Create an account without a campaign.” This unlocks the full Google Ads dashboard so you aren’t locked into a simplified Smart Campaign.

Step 2: Confirm Your Business Information, Time Zone & Currency

Google Ads Account Business Information and Conversion Setup

Next, Google will ask you to confirm your core account details. Double-check these carefully because billing country, time zone, and currency cannot be changed after account creation:

Business Name & Website URL: Enter your official company name and primary domain.
Billing Country & Time Zone: Select Canada (e.g., Eastern Time for Ottawa/Toronto) or the United States.
Currency: Select CAD ($) or USD ($).
Link Google Business Profile & GA4: Connect your Google Business Profile (so your address and star rating show up as Location Assets on your ads) and link Google Analytics 4.

Step 3: Configure Your First Search Campaign Settings

In your dashboard, click “+ New Campaign” and select “Leads” or “Create a campaign without a goal’s guidance,” then choose “Search” as your campaign type:

Networks (Crucial!): Uncheck “Include Google Display Network.” Mixing Search and Display in the same campaign drains your budget on low-converting banner clicks.
Location Targeting: Enter your exact city, postal codes, or service radius (for example, Ottawa, Kanata, Nepean, Barrhaven, and Orléans). Click Location Options and select “Presence: People in or regularly in yourincluded locations” so you don’t pay for clicks from outside your service area.
Daily Budget & Ad Schedule: Set your daily spend (e.g., $25–$75/day) and schedule your ads to run during the hours your team answers the phone.

Step 4: Build Tightly Themed Ad Groups & Keyword Lists

Google Ads Keyword Planner and Ad Group Setup

An Ad Group organizes a small cluster of closely related keywords so the ad copy matches the exact service the user searched for.

Separate Services Into Different Ad Groups: For example, an HVAC contractor should put “furnace repair” in Ad Group 1 and “AC installation” in Ad Group 2—never lump every service into one group.
Use Phrase & Exact Match Keywords: Use Google Keyword Planner to find high-intent buyer terms like "ottawa seo company" (Phrase Match) or [emergency plumber ottawa] (Exact Match).
Add Negative Keywords Immediately: Exclude budget-wasters like free, jobs, hiring, salary, DIY, reddit, training, course.

Step 5: Craft a High-Converting Responsive Search Ad (RSA)

Now create your Responsive Search Ad. Google allows up to 15 headlines (30 characters each) and 4 descriptions (90 characters each):

Headlines: Include your exact target keyword + city in Headline 1 (e.g., “Ottawa SEO & PPC Agency”), a trust signal or rating in Headline 2 (“4.9★ Rated · 90+ Reviews”), and a clear offer in Headline 3 (“Get a Free Strategy Audit”).
Descriptions: Highlight what makes your business different (month-to-month plans, same-day service, 17+ years of experience) and a strong Call to Action.
Display Path & Final Destination URL: Set a clean display path (e.g., yourwebsite.com/Ottawa/Services) and send clicks to a dedicated conversion-focused landing page—not a slow generic homepage.
Ad Assets (Formerly Extensions): Attach Call Assets (click-to-call phone number), Sitelinks, Callouts, and Structured Snippets to double your ad’s visual footprint on mobile.

Step 6: Preview Your Ad & Verify Conversion Tracking

Use the built-in mobile and desktop Ad Preview panel to inspect how your headlines, descriptions, and extensions look together. Verify that your phone call tracking and “Thank You” page form conversion actions are active before spending a dollar.

Step 7 & Step 8: Enter Billing Information & Launch Your Campaign

Navigate to Billing > Settings to enter your business address, tax information, and credit card details, then click “Publish Campaign.” Once your ads pass Google’s policy review (typically within 1 to 24 hours), your business will start appearing at the top of Google Search!

Check your Search Terms Report every 48–72 hours during the first two weeks to see the exact queries triggering your ads and add irrelevant terms to your Negative Keyword list. (Read our full guide on how to get better results from your PPC ad spend.)

Maximize Your Google Ads ROI With Profit Parrot

Want a certified team to build, audit, or manage your campaigns so every click turns into a qualified lead? Our Google Ads & PPC management specialists align paid search with Local SEO on flexible month-to-month terms.

Get a Free Google Ads & SEO Audit →
Book a Free Discovery Call

What Our Google Ads & SEO Clients Say (4.9★ on Google)

      EXCELLENT  
   Based on 90 reviews 
    
 
 
 
   
 
 
       Posted on Google  
   
   Umang Chugh 
 
 
 
 Trustindex verifies that the original source of the review is Google. We’ve seen a noticeable increase in booked jobs since they started managing our Google Ads. Ottawa is a competitive market, but they’ve been able to bring in a steady flow of real leads. I’m very happy with the results and plan to keep working with them.
  
 
      Posted on Google  
   
   Rohit 
 
 
 
 Trustindex verifies that the original source of the review is Google. Good services in SEO.
  
 
      Posted on Google  
   
   Andre Yeu 
 
 
 
 Trustindex verifies that the original source of the review is Google. I've been very satisfied with the SEO services provided by Profit Parrot for my Toronto-based company. In under half a year, our domain authority has increased and careful research into keywords we were lagging behind revealed opportunities to increase our total traffic volume, which has grown both impressions and traffic to our website noticeably. JM was a pleasure to work with and was highly consultative, and Faiz, our account manager, was highly responsive and educational, keeping me informed and updated on important page structure strategies, Google My Business optimization, and even AI search optimization. Furthermore, they don't require long term contracts, so they earn your business and trust month after month, which is different than many marketing companies which require upwards of a 1 year commitment before even starting.
  
 
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   gurjeet kaur 
 
 
 
 Trustindex verifies that the original source of the review is Google. We worked together on SEO, focusing on securing high-quality backlinks to help improve rankings. Lark is knowledgeable, easy to work with, and took the time to explain the strategy throughout the process.
  
 
      Posted on Google  
   
   Євген Довженко 
 
 
 
 Trustindex verifies that the original source of the review is Google. “Outstanding experience with Profit Parrot Marketing! Professional, knowledgeable, and truly focused on delivering real results. Communication was clear and efficient throughout the entire process. Their strategies helped create noticeable growth and exceeded expectations. Highly recommend to anyone looking for reliable and effective marketing services. Thank you for the excellent work!”
  
 
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   Logan Smith 
 
 
 
 Trustindex verifies that the original source of the review is Google. Profit Parrot helped us through the initial lease-up and long term stabilization of several coworking businesses, driving consistent traffic as the businesses shifted to maintain occupancy, steady revenue, and cover turnover.

They worked with us on strategy, on-site execution, SEO, and Google Business Profile optimization for several years across multiple companies. JM, Lark, and the rest of the team at Profit Parrot are responsive, practical, and easy to work with. The results were clear in both visibility and lead generation.

I’d recommend Profit Parrot to anyone looking for real, practical SEO and GBP support that actually drives results.
  
 
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 Trustindex verifies that the original source of the review is Google. Profit Parrot helped us grow our SEO traffic steadily and turn it into real leads. We’re now getting consistent inquiries through Google and our website. Transparent, responsive, and focused on results. Highly recommend
  
 
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      Posted on Google  
   
   Lauren Isaako 
 
 
 
 Trustindex verifies that the original source of the review is Google. Jean Marc and Faiz were amazing to work with. I was referred to them by a trusted colleague in the industry who spoke highly of their SEO/GMP services. They are professional and I appreciated the monthly updates to see the growth & analytics of what they were working on for me. While working with them I have noticed a steady influx of organic clientele in my business, finding us through google. Anytime I had a question they were quick to respond. Highly recommend Profit Parrot for your SEO and GMP needs. Thanks for everything.

Frequently Asked Questions About Setting Up a Google Ads Account

1. Is Google AdWords the same thing as Google Ads?

Yes! Google officially rebranded Google AdWords to Google Ads, though millions of business owners still search for “AdWords login” or “setting up a Google AdWords account.” Both refer to Google’s pay-per-click (PPC) advertising platform at ads.google.com.

2. How much should a small business budget for Google Ads?

Most local service businesses start with an ad spend budget between $20 and $50 per day ($600 to $1,500/month) depending on industry cost-per-click (CPC). Because you only pay when someone clicks your ad, you can scale your daily budget up or down at any time.

3. Why should I switch from Smart Mode to Expert Mode in Google Ads?

Google’s default Smart Mode hides the full Search Terms report, prevents you from choosing Exact or Phrase match keywords, and limits bid adjustments. Switching to Expert Mode gives you 100% control over negative keywords, location targeting, and conversion bidding.

4. How do I know if my Google Ads campaign is working?

Track Conversions (phone calls, quote form submissions, and booked appointments) and Cost Per Acquisition (CPA) rather than just clicks or impressions. Connecting Google Analytics 4 and call tracking shows you the exact return on ad spend (ROAS) from every keyword.

5. Can I run Google Ads without a website?

While Call-Only ads and Google Business Profile ads exist, sending traffic to a fast, mobile-responsive landing page dramatically improves your Google Quality Score (which lowers your cost per click) and doubles your conversion rate. Need a high-converting page? Explore our web design & landing page builds starting from $850.

About the Author & Strategy Team

Written by Lark Begin · Reviewed with Jean-Marc Begin

Lark Begin is the Co-Founder and Head of SEO & AEO Strategy at Profit Parrot Marketing, an award-winning SEO and Google Ads agency she founded with Jean-Marc Begin (who leads customer relations and sales). With over 17 years of experience in paid search, technical SEO, and conversion optimization, Lark architects the strategies executed day-to-day by Profit Parrot’s specialized in-house team.

Lark Begin

Lark Begin is the Co-Founder and Head of SEO & AEO Strategy at Profit Parrot Marketing, an award-winning Ottawa SEO and digital marketing agency she founded with Jean-Marc Begin. With over 17 years of hands-on experience in technical SEO, local search, Google Business Profile optimization, and AI search visibility, Lark architects the data-backed search strategies executed by Profit Parrot’s specialized in-house team to help local and national businesses grow their organic traffic and revenue.