Setting up a Google Ads account (formerly Google AdWords) is a powerful way to reach potential customers through targeted online advertising. This comprehensive guide will walk you through the process of creating an account, linking a Gmail account, adding a credit card, providing proof of business (if required), and granting access to an advertising specialist. The steps are designed to be clear and beginner-friendly, ensuring you can set up and manage your campaigns effectively. Whether you’re a small business owner or a marketer, this guide will help you get started with Google Ads and prepare for successful ad campaigns.
Step 1: Prepare for Account Creation
Before you begin, ensure you have a Gmail account, a valid payment method (e.g., credit or debit card), and a website or landing page to promote. Google Ads requires a website URL for most campaigns, though you can create ads without one using Smart Campaigns or Google Sites. If you don’t have a Gmail account, you’ll need to create one, as it’s the foundation for accessing Google Ads and other Google services. Gather your business details, including your business name and address, as these will be needed during setup. If you plan to work with an advertising specialist, have their email address ready to grant access later. Visit www.google.com/ads and click the “Start Now” button to begin.
Step 2: Create or Link a Gmail Account
Navigate to the Google Ads homepage and click “Sign In” or “Start Now.” You’ll be prompted to sign in with a Google account. If you have a Gmail account, enter your email address (e.g., yourname@gmail.com) and password, then click “Next.” If you don’t have a Gmail account, click “Create Account” at the bottom of the sign-in page, select “For Myself” or “To Manage My Business,” and follow the prompts to set up a new Google account. Provide your name, a new email address (or use an existing non-Gmail email), and a password. Google will send a verification email to confirm your account—check your inbox and click the verification link. Using the same Gmail account across Google services (e.g., Google Analytics, Google Business Profile) simplifies linking and management later.
Step 3: Set Up Your Google Ads Account
After signing in, Google Ads will guide you through the account setup process. You’ll be asked to provide basic information:
- Business Name: Enter the exact name of your business as it appears publicly to avoid verification issues (e.g., “Bill’s Fries” not “Bill’s Holding Company”). Mismatches can trigger account pauses until resolved.
- Website URL: Input the website you want to promote (e.g., ). If you don’t have a website, you can skip this by selecting “Create an account without a campaign” in Expert Mode (more on this below).
- Country and Time Zone: Select your billing country and time zone, which determine available payment options and reporting settings. These cannot be changed later, so choose carefully.
- Currency: Choose the currency for your account (e.g., USD, EUR). This affects billing and cannot be altered after setup. Google may prompt you to link existing accounts like a YouTube channel or Google Business Profile to enhance campaign setup with AI-generated keyword and headline suggestions. This step is optional but recommended for faster configuration.
Step 4: Choose Expert Mode or Smart Mode
During setup, Google defaults to Smart Mode, which simplifies campaign creation but limits control over settings like targeting and bidding. For more flexibility, click “Are you a professional marketer? Switch to Expert Mode” at the bottom of the campaign setup screen. Expert Mode allows full access to advanced features, such as manual campaign settings and detailed reporting, making it ideal for businesses or specialists managing complex campaigns. If you’re not ready to create a campaign, select “Create an account without a campaign” in Expert Mode to set up the account and configure campaigns later. This option is available for advertisers with over $1,000 USD in spend and good policy standing.
Step 5: Add a Credit Card for Billing
To activate your Google Ads account, you must provide a valid payment method. Follow these steps:
- In the Google Ads dashboard, click the “Tools” icon (wrench) and select “Billing & Payments.”
- Choose your billing country from the dropdown menu, which determines available payment options (e.g., credit/debit card, PayPal, bank transfer).
- Select “Credit or Debit Card” and enter your card details, including card number, expiration date, and CVV. For security, Google may place a temporary authorization hold (removed within a week).
- Choose a payment setting: Automatic Payments (charged after ads run, every 30 days or when you hit a threshold) or Manual Payments (prepay a set amount). Automatic payments with a credit card are faster, as direct debit can take days to process.
- If you have a promotional code, enter it under “Manage Promotional Codes” in the Billing section to apply credits (e.g., $500 credit after spending $500).
- Submit your payment information. Black out sensitive details (e.g., middle eight digits of your card number) if you need to provide proof of payment later. Monitor your billing regularly to manage ad spend and adjust budgets as needed. If payments fail, contact Google Ads support with a valid proof of payment (e.g., a screenshot of your bank statement showing the transaction to Google Ads).
Step 6: Provide Proof of Business (If Required)
Google may require verification to confirm your business is legitimate, especially for new accounts or those using a DBA (Doing Business As) name. This step prevents account suspension and is mandatory to run ads:
- Verification Process: After initial setup, Google may prompt you to verify your business. You’ll receive a postcard at your business address with a verification code, which you must enter in your Google Ads account. This typically takes 7–14 days.
- Proof of Business: If further verification is needed (e.g., due to policy flags), Google may request documents like a business license, tax ID, or utility bill. Submit these via the Google Ads support form, ensuring sensitive information is redacted.
- Google Business Profile: Linking a verified Google Business Profile during setup can streamline verification, as it confirms your business’s legitimacy. To link, go to “Tools & Settings” > “Linked Accounts” and select your Google Business Profile. If you don’t have one, create it at business.google.com and verify it via postcard or phone. Failure to verify can pause your account, so complete this step promptly to avoid disruptions.
Step 7: Grant Access to an Advertising Specialist
If you’re working with an advertising specialist or agency, you can grant them access to manage your campaigns without sharing your login credentials. Here’s how:
- Log into your Google Ads account and navigate to “Tools & Settings” > “Access & Security.”
- Click the blue “+” button to add a new user.
- Enter the specialist’s email address (preferably a Gmail or Google-associated email).
- Select an access level:
- Admin: Full control, including billing and account settings.
- Standard: Manage campaigns and reports but not billing.
- Read-Only: View campaigns and reports without editing.
- Email-Only: Receive notifications without account access.
- Click “Send Invitation.” The specialist will receive an email to accept the invitation and access your account. For agencies managing multiple accounts, request access via a Google Ads Manager Account (MCC). You’ll need to provide your Google Ads account ID (found in the top right of your dashboard, e.g., 123-456-7890). The agency can send a secure request link using tools like Leadsie, which simplifies granting access to multiple Google services. Never share your password—use these access controls to maintain security.
Step 8: Set Up Two-Factor Authentication (2FA)
To secure your account, enable two-factor authentication (2FA):
- Go to your Google Account settings (myaccount.google.com) via the profile icon in Google Ads.
- Click “Security” > “2-Step Verification.”
- Follow the prompts to set up 2FA using a phone number, authenticator app, or security key. For example, you can receive codes via SMS or use Google Authenticator.
- Verify your setup with a test code. This ensures only authorized users access your account, protecting it from unauthorized changes.
Step 9: Link to Other Google Services (Optional but Recommended)
Enhance your Google Ads performance by linking related accounts:
- Google Analytics: Go to “Tools & Settings” > “Linked Accounts” > “Google Analytics.” Link your GA4 property to track conversions and user behavior. This is critical for measuring ad success.
- Google Merchant Center: For e-commerce, link your Merchant Center to advertise products via Shopping campaigns. Upload your product feed and connect it in “Linked Accounts.”
- YouTube: Link your channel for video campaigns or audience targeting.
- Google Business Profile: Activate location extensions to show your business address in ads, ideal for local businesses. These integrations improve targeting, reporting, and campaign efficiency. Complete these links before launching campaigns for optimal results.
Step 10: Create Your First Campaign (Optional)
If you’re ready to advertise, create a campaign:
- In Expert Mode, click “Campaigns” > “+ New Campaign.”
- Choose a goal (e.g., Sales, Leads, Website Traffic).
- Select a campaign type (e.g., Search, Display, Shopping, Video). For beginners, Search campaigns are straightforward, targeting users on Google Search.
- Set your budget, bidding strategy (e.g., Maximize Clicks), and target audience (location, language, demographics).
- Create ad groups with keywords relevant to your business (use the Keyword Planner in “Tools & Settings” for ideas). Write compelling ads with clear calls-to-action.
- Submit your campaign for review. Google typically approves ads within 24 hours, provided they comply with policies. If you’re not ready, save your account settings and return later to build campaigns. Your advertising specialist can handle this step if granted access.
Additional Tips for Success
- Monitor Your Account: Regularly check your dashboard for performance metrics and billing status. Use Google Ads training on Skillshop (skillshop.withgoogle.com) to learn best practices.
- Avoid Common Issues: Ensure your email is verified, use a valid payment method, and check for policy compliance to prevent suspensions. If issues arise, contact Google Ads support at support.google.com/google-ads or consult a Google Partner agency.
- Own Your Account: Always maintain Admin access and a payment profile under your control to avoid disputes with agencies. Request your account ID from specialists to ensure ownership.
- Use Promotional Codes: Apply any available codes to reduce initial costs, but verify eligibility on the “Billing & Payments” page. By following these steps, you’ll have a fully functional Google Ads account ready to drive traffic and sales. Whether you manage campaigns yourself or rely on a specialist, these practices ensure security, compliance, and flexibility. Start advertising with confidence
