At Cloud Sultans, our mission is to help small and large businesses to better collaborate and achieve high productivity with their teams by maximizing the power of Google Workspace (formerly GSuite).
When it comes to growing your business online, Google Ads remains one of the most powerful tools available. But with automation increasing and the interface constantly evolving, many first-time users are left scratching their heads—or worse, wasting valuable ad spend. That’s why understanding the fundamentals is key before jumping in. This beginner’s guide to Google Ads 2025, inspired by insights from Aaron Young, walks you through everything you need to know to launch your first campaign with confidence.
Understand How the Google Ads Auction Really Works
Google Ads is not a simple “highest bidder wins” auction. It’s more nuanced. Every time a user searches on Google, an instant auction takes place behind the scenes. Google calculates something called Ad Rank to determine which ads are shown and in what order. Ad Rank is a combination of your bid (how much you’re willing to pay per click), the quality of your ad, the relevancy of your landing page, and even the user’s context like location, device, or search history.
This means that even if you’re not bidding the highest amount, you can still win top placement by having a high-quality, relevant ad that meets users’ needs.
What Is Ad Rank and Why It Matters
Ad Rank is Google’s way of ensuring the best ads show to users—not just the most expensive ones. It’s calculated using several factors:
- Your bid
- The relevance of your ad to the search term
- The quality of your landing page
- The expected impact of your ad extensions and formats
A high Ad Rank doesn’t just improve your ad visibility; it can also lower your cost per click. That’s why focusing on ad quality and relevance is a more sustainable long-term strategy than just increasing your budget.
Relevance Is the Name of the Game
Relevance is king in Google Ads. Your ad must closely match the user’s search intent, and your landing page should deliver exactly what the ad promises. The closer the alignment, the better the user experience—and the better your Ad Rank.
For example, if someone searches for “affordable yoga mats,” your ad and landing page should both emphasize affordability and yoga mats—not just general fitness gear. Google rewards advertisers who create a seamless journey from search to conversion.
Your Ads Improve Over Time (Thanks to Machine Learning)
One of the reassuring aspects of Google Ads in 2025 is that performance typically improves with time. Google’s AI systems learn which users are most likely to engage with your ad and adjust the delivery accordingly. This means it’s important to stay consistent, monitor performance, and refine your strategy based on data—not just early results.
Early impressions and clicks help Google determine what works best. The longer your campaign runs, the smarter it becomes—if you’re paying attention to relevance and experience.
Where Your Google Ads Can Appear
Many beginners think of Google Ads as only appearing on Google Search. In reality, your ads can show up in several places:
- Search Network: Text ads on Google’s search engine results pages (SERPs)
- Shopping Network: Product listings tied to eCommerce platforms like Shopify
- YouTube: Video pre-rolls and display banners
- Gmail and Display Network: Image-based or interactive ads inside apps and websites
Each platform serves a different purpose, so you should choose the right placement based on your product and customer behavior. For beginners, starting with a Google Search campaign is often the best route.
Mastering Google Ads Targeting Options
Google Ads offers targeting far beyond just keywords. Yes, keyword targeting is crucial—but there’s more:
- Geographic targeting: Narrow your reach by country, state, city, or even zip code
- Device targeting: Show ads only on mobile, desktop, or tablets
- Audience targeting: Focus on users based on demographics, interests, or life events (e.g., new parents)
This multi-layered targeting allows you to speak directly to your ideal customer—wherever they are, on whatever device they’re using.
Campaign Structure: Account, Campaigns, Ad Groups, and Ads
Understanding the Google Ads hierarchy is essential for success:
- Account – One account per business
- Campaigns – Control your budget and ad type (e.g., Search, Display, YouTube)
- Ad Groups – Organize similar products or keyword themes
- Ads – The actual creatives people see
Think of this structure like a tree: the account is the trunk, campaigns are the branches, ad groups are twigs, and ads are the leaves. Keeping this structure tight and organized helps maintain relevance and makes performance analysis easier.
Start with a Search Campaign
If you’re new to Google Ads, Aaron Young recommends starting with a Search campaign. It’s the easiest way to match user intent with the right keyword and measure what ad copy and landing pages work. Once you’ve got experience and data, you can expand into video and display campaigns for broader reach.
Starting with Search ensures you’re targeting users who are actively looking for your product or service.
Get to Know These Important Google Ads Metrics
Here are four essential metrics that beginners must understand:
- CTR (Click-Through Rate): Measures how many people click your ad after seeing it. A high CTR indicates strong relevance.
- CPC (Cost Per Click): Your average cost for each click. Lower CPC + high CTR = great ROI.
- Conversion Value/Cost (ROAS): Your return on ad spend. The higher this is, the more profitable your campaign.
- Search Impression Share: How often your ads appear compared to how often they could appear. A low impression share may mean you’re being outbid or your Ad Rank is too low.
Understanding these metrics allows you to make smarter decisions and continuously improve your campaigns.
Keep Learning and Testing
Google Ads isn’t “set it and forget it.” Continuous testing is key—try different ad copy, new keyword sets, and fresh landing pages. Use tools like A/B testing and monitor performance weekly. Over time, you’ll build campaigns that deliver better leads at lower costs.
As you gain experience, you’ll also uncover which formats and placements bring the best results for your industry.
Any questions, comments, or reactions about our article, we’re happy to hear that in the comment section below. We always love diving into healthy discussions.
If you also feel that you haven’t been using Google Workspace at its best, reach us at (Cloud Sultans : contact@cloudsultans.com). We offer free consultation or system audit to find you the best possible solution.
