Running PPC ads might seem as simple as picking a few keywords, writing an ad, and waiting for the clicks to roll in. But here’s the truth: most campaigns flop not because of bad products or tight budgets, but because the entire structure is wrong from the start.

I’ve worked with dozens of businesses that came to me saying, “We tried Google Ads  it doesn’t work for us.” But when I looked at their campaigns, what I saw was chaos. Keywords thrown in all over the place. Ads pointing to irrelevant pages. No real strategy.

So let me walk you through how to set up your campaigns properly — so your budget actually pays off.

Start With What You Actually Want

The first thing to figure out — and this part sounds obvious, but almost nobody does it  is: what does success even look like?

Do you want people to call you? Buy a product? Fill out a form? Or are you just trying to get your name out there and make sure your brand shows up?

You’d be surprised how many campaigns I see with no goal beyond “get some clicks.” And then people wonder why their ads don’t convert.

If you’re selling a service, you’ll probably want campaigns that focus on high-intent search terms and lead forms. If you’re pushing a sale, you might structure around specific product categories with limited-time messaging. Whatever it is, write it down before you touch the Ads dashboard.

Get Specific With Ad Groups

Here’s where most people go wrong: they throw 50 keywords into an ad group and then write one generic ad to cover all of them. The result? A vague ad that doesn’t resonate with anyone.

What works much better is keeping each ad group tight. Focus on one idea — maybe even just 3–5 very closely related keywords — and write ads specifically for that theme.

When we do this for clients at D’Genius Solutions, we often see their Quality Scores go up overnight. That means lower costs per click and more impressions for the same budget. If

you’re curious, check out our PPC Company in Mumbai or our performance marketing services — we help businesses untangle their messy accounts all the time.

Write Ads That Make People Stop Scrolling

Now comes the fun part. Your ads are competing with hundreds of others, so they need to grab attention.

Don’t just write, “We sell shoes. Buy now.” Nobody cares.

Instead:
– Use your main keyword in the headline so it matches what people searched for.
– Call out what makes you unique — free shipping, eco-friendly, award-winning.
– And always, always tell people what to do next. Click here. Get started. Shop today.

One client I worked with added the phrase “Free Same-Day Delivery” to their ads and saw their CTR jump by 30% — because they finally said something specific and relevant.

Landing Pages Matter More Than You Think

Let’s say your ad is perfect. People click. Then they land on… your homepage. With a dozen menus, no clear offer, and no form in sight. Guess what happens? They bounce.

Instead, every ad should lead to a landing page that continues the conversation you started in your ad. If your ad says “Get a Free Consultation,” then the landing page better have a big form at the top saying exactly that.

Also:
 Make sure the page loads fast (people leave after 3 seconds).
 Keep it mobile-friendly.
Use testimonials, trust badges, and clean design to reassure people they’re in the right place.

Review. Test. Adjust.

Here’s the dirty secret: no campaign is perfect the first time. And that’s okay.

Check in on your campaigns regularly. See which ads and keywords are pulling their weight. Pause anything that’s draining your budget without converting. Don’t be afraid to test new variations of ads, landing pages, and even calls to action.

Final Thoughts

Running PPC ads doesn’t have to feel like lighting your money on fire. But it does require some thought and planning.

Start with clear goals. Organize your campaigns in a way that actually makes sense. Write ads that connect. Send people to the right page. And keep testing.

And if you’d rather have someone else handle the details while you focus on your business, reach out to the team at D’Genius Solutions. We know what works — and we know how to fix what doesn’t.