2.21 How Ads Are Published and Where They Show Up
How ads are published
Ads are published through Google Ads.
The basic publishing process is:
- Create a campaign.
- Choose the campaign goal.
- Set the target location.
- Set the daily budget.
- Add keywords.
- Write search ads.
- Add call and location assets.
- Choose the landing page.
- Set up conversion tracking.
- Review the campaign.
- Launch the campaign.
- Monitor search terms and performance.
Ads should not be launched until conversion tracking is working.
Where ads show up
Search ads can appear when people search on Google.
They may appear:
- At the top of Google search results
- Near the bottom of Google search results
- On Google Maps or local search surfaces when location assets are connected
- On Google search partner sites, if that setting is enabled
For this campaign, the main focus should be Google Search results because the highest-value users are actively searching for hail repair help.
Example placement
A user searches:
paintless dent repair McKinney
They may see an ad like:
Auto Hail Repair in McKinney
Fast paintless dent repair. Free estimates. Insurance claim help available. Call Integrity Hail Solutions today.
The ad should send the user to a page focused on McKinney or Collin County hail repair.
Recommended settings at launch
| Setting | Recommendation |
|---|---|
| Network | Google Search first |
| Search partners | Optional, monitor closely |
| Display Network | Off for search campaigns |
| Locations | Separate targeting for each market |
| Match types | Phrase match and exact match first |
| Bidding | Maximize Conversions after tracking is verified |
| Conversions | Calls and forms only as primary conversions |
Why we should avoid broad placements early
At launch, the campaign should stay focused.
We do not want to waste budget on broad placements or low-intent traffic. The first priority is to prove that search ads can generate qualified calls and estimate requests.