Google Ads Playbook

Google Ads Campaign Builder

Complete step-by-step guide with all assets, copy, and settings to launch a high-traffic campaign for Critical Path Management.

0/8
Steps Complete
$150–$300
Recommended Daily Budget
8 Campaigns
Recommended Structure

Campaign Steps

Step 1: Campaign Goal & Type

Choose the right campaign structure for maximum qualified traffic.

💡 Use Search campaigns as your primary driver — they capture high-intent buyers already searching for PM services.

Recommended Campaign Structure (8 Campaigns)

Campaign 1 — Core Brand
Goal: Brand Awareness + Traffic · Type: Search
Always On
Campaign 2 — PM Resourcing
Goal: Leads · Type: Search
High
Campaign 3 — Managed Services
Goal: Leads · Type: Search
High
Campaign 4 — Telecom Vertical
Goal: Leads · Type: Search
Medium
Campaign 5 — Life Sciences Vertical
Goal: Leads · Type: Search
Medium
Campaign 6 — IT Infrastructure
Goal: Leads · Type: Search
Medium
Campaign 7 — Competitor Conquest
Goal: Traffic · Type: Search
Medium
Campaign 8 — Remarketing
Goal: Conversions · Type: Display
Always On

Google Ads Setup — Step by Step

  1. 1Go to ads.google.com → Click "+ New Campaign"
  2. 2Select goal: "Leads" (for most campaigns) or "Website traffic" for brand
  3. 3Select campaign type: "Search" (do NOT select Smart/Performance Max initially)
  4. 4Enter your website URL: cpathmanagement.com
  5. 5Under "Networks": UNCHECK "Google Display Network" and "Search Partners" to start
  6. 6Set campaign name using the naming convention above (e.g., "CPM | Search | PM Resourcing | US")
  7. 7Set locations: United States, Canada
  8. 8Language: English
⚠️ Do NOT use "Performance Max" campaigns until you have at least 30 conversions/month tracked. Start with manual Search campaigns for full control.