Someone types “adjustable desk lamp”. That’s different from casually browsing images: they have a question they’re expressing through search. Search campaigns in Google Ads let you show ads connected to searches. They’re one campaign type, not the whole of Google advertising. [1]
We’ll prepare a draft for a fictional shop, focusing on the connection between what someone searches for, what the ad says and what the page delivers.
A keyword isn’t always the actual search term
A keyword is a setting used to connect an ad with relevant searches. A search term is what the user actually typed. Adding a keyword doesn’t necessarily restrict the ad to those exact characters: match types affect which searches can qualify. Google’s guide covers keywords and matching options within ad groups. [1]
Before touching the settings, write down phrases a customer might use. Separate them by intent: “buy a desk lamp” and “how to repair a lamp” ask different questions. This is an exercise in understanding intent, not data about search volume or keyword costs.
Build around one clear topic
In a Search campaign, organise ad groups around related topics. Connect the message to a page that answers that topic. Don’t put lamps, chairs and accounting software into one group simply because they’re all on your website.
| Part | Fictional example | Review question |
|---|---|---|
| Search intent | Buy a desk lamp | Do we sell something that meets the need? |
| Ad group | Adjustable desk lamps | Is the topic clear and coherent? |
| Copy idea | A lamp with an adjustable lighting direction | Is the description accurate and specific? |
| Final page | A relevant product or category page | Can the person continue the task they searched for? |
| Result | A completed purchase | Does measurement record the intended purchase? |
You don’t need dozens of groups to learn the principle. Keep the plan simple and add detail when it serves a real difference in product, message or destination.
Review the settings that can change the test
Define the area you serve and the relevant languages. Understand the network, budget and bidding options shown in your account. Bidding is how you manage competition for advertising opportunities under your chosen settings and objective; it isn’t another word for your entire budget.
Google notes that first-time account setup may differ from the experience in an existing account. Treat the steps as decisions to review rather than searching for a button that matches an old screenshot. [1]
Prepare measurement before judging campaign quality. An ad click doesn’t prove a page visit completed or a purchase happened. If a phone call or form is part of the journey, decide how you’ll distinguish a general question from a relevant enquiry.
Try the page before launching the ad
Open the destination on your phone. Is it the right product? Are the price and delivery areas clear? Does the order button work? Check the journey without placing an order or submitting real details during the exercise. Changing the headline isn’t a substitute for fixing a page that doesn’t answer the searcher’s need.
Your exercise: choose one product, write three possible search phrases, then draft a short ad that answers them and identify its destination. Add a phrase that doesn’t suit the offer and explain why you would exclude it. This is your first relevance review, connecting search, ad and page. It isn’t a keyword list ready to publish.
Official sources
Documentation reviewed: 16 October 2026. Interfaces and availability vary by account, market and updates. Examples and exercises are hypothetical, not campaign results.
