1
Foundations
Set up the account, budget and goals the right way from day one.
4 guides · 30 minTopic roadmap
Google Ads, mapped.
The essential Google Ads guides on this site, arranged into a four-stage roadmap. Start with your problem, or work through the stages in order.
- Guides
- 16
- Stages
- 4
- Reading
- 2.1 h
Your progress0 of 16 read
Tick guides as you read them. Progress is saved in this browser only.
Start with your problem
What is holding you back?
Choose the situation closest to yours to see the three guides to read, in order.
Read these in order. Check lead quality, the landing page and your follow-up before raising spend.
Read these in order. If conversions are wrong, every bidding decision is wrong. Fix measurement first.
Read these in order. Start from what a customer is worth, then set and pace the budget.
Read these in order. Automation works best with good data and clear goals. Know the trade-offs first.
Read these in order. Separate the sales your ads caused from the ones they only touched.
Read these in order. Make sure the business owns its accounts and data before anything else.
The full roadmap
Four stages, in order.
New to Google Ads? Start at stage 1. Already running it? Jump to the stage that matches where you are.
2
Measure
Track the actions that matter, so bidding learns from real results.
3 guides · 25 min3
Scale
Use automation and campaign types wisely as spend grows.
4 guides · 32 min4
Prove and fix
Turn clicks into customers, and prove what the ads really add.
5 guides · 40 min- Leads but no sales?Find the leak, with a lead-cost calculator.11 min
- The lead response systemTurn enquiries into clear next steps.4 min
- Landing page CRO checklistConvert more of the clicks you pay for.8 min
- Would they have bought anyway?The holdout test, with a lift calculator.11 min
- The discount profit testCheck an offer’s margin before you launch.6 min