Google Search ads for startups

last updated: Sep 4, 2025
Tree diagram of google search ads for startups test structure with goals chips

TL;DR

Your first $1,000 should buy intent, not noise. Use a simple tree: Campaign → Ad group → tightly related keywords, plus a shared negatives list. Set tracking you trust. Google Search ads for startups pay when queries mean "I want a demo" or "I want to switch".

How to:
  • Map goals. Pick demo or signup.
  • Build SKAG‑lite. Add negatives.
  • Track conversions. Launch and learn in 14 days.

Glossary

  • Brand. Queries containing your startup’s name.
  • Non‑brand. Category or competitor intent, not your name.
  • Match type. Exact, phrase, broad. Controls query matching.
  • Quality Score. Google’s relevance score that affects CPC.
  • RSA. Responsive Search Ad. Auto‑mixes headlines.
  • Consent mode v2. Tag behavior based on user consent
  • Enhanced conversions. Hashing first‑party data to improve tracking.

How to run an effective google ads campaign

  1. Choose the single outcome. Pick one goal: booked demo or product signup. If your offer is fuzzy, tighten your value proposition for startups first. Add it as the only primary conversion. Everything else goes to secondary actions.
  2. Design the $1k test window. Spend in 10-14 days. Split: 20 percent brand, 80 percent non‑brand. If there is no brand demand yet, move 100 percent to non‑brand.
  3. Build tight ad groups. One campaign per intent bucket. A few ad groups where each ad group carries 1-3 tightly related keywords. Use exact and phrase on day one. Add broad later when signals are clean.
  4. Create the shared negative keywords list. Add obvious junk, job seekers, free, DIY, consumer variants, and excluded countries or languages if needed. Attach to all campaigns. Update weekly with new search terms. Locations: Target "Presence" only (exclude "Search interest") to avoid out-of-geo traffic. Use account‑level negatives for cross-campaign safety.
  5. Write RSAs that echo the query. 8-12 headlines. 4 descriptions. Pin only if needed. Use proof points: SOC 2, time to value, case study. If you need signal fast, run a fake door test on the landing page. One CTA that matches the goal. Add 2-4 sitelinks and 4-6 callouts. Keep them benefit-led.
  6. Switch on conversion tracking. One primary conversion that maps to your sales motion. Enable enhanced conversions. In the EU, keep consent mode v2 on so modeled measurement continues.
  7. Launch. Learn. Trim. Day 3: cut bad queries. Day 7: add negatives and raise bids on top ad groups. Day 14: pause non-brand ad groups/campaigns with no conversion or weak post-click metrics.

Pro tip: After the test, work warm leads with a targeted cold email playbook.

Benchmarks

Table is directional for B2B.
Metric
Directional average
B2B typical range
Source
CTR
6.4%
4-8%
[WordStream benchmarks] https://www.wordstream.com/blog/2024-google-ads-benchmarks
CPC
$4.70
$6-15
[WordStream + B2B studies] https://localiq.com/blog/search-advertising-benchmarks/
CVR
7.0%
1-4%
[WordStream + B2B studies] https://localiq.com/blog/search-advertising-benchmarks/
Cost per lead
$66.7
$300-1,200
[WordStream + B2B studies] https://localiq.com/blog/search-advertising-benchmarks/
What this means
  • If your CPC is under $6 on non‑brand, you likely target too broad.
  • If CVR is under 1 percent, fix offer and form before buying more.
  • If cost per qualified lead is above $1,200, narrow intent or improve landing pages.
Sample math. Spend $1,000 at $8 CPC → 125 clicks. At 2 percent CVR you get 2.5 form fills. If 40 percent become sales‑accepted leads, you get 1 lead. Cost per SAL is ~$1,000. At 4 percent CVR you halve the cost.

Sources to read
In 90 seconds, find the bottleneck stopping your first 10 customers. Take the free quiz and get a personalized action plan.
Take the free quiz

Different approaches to keywords

There are two distinct approaches to working with keywords:

Tight ad groups = 1-3 near-identical keywords per ad group in [exact] or "phrase".

Broad+Smart = the same ad group idea but keywords without quotes or brackets (broad match) plus an automated bidding strategy like Maximize conversions or Target CPA.

What a first-timer should do
  • For your first $1,000: use tight ad groups only.
  • Why: you control which searches you pay for, and your negatives work.
  • When to expand: after one ad group gets 3-5 real conversions in 7-14 days and search terms are clean, duplicate it and test broad+Smart.

Switch checklist
  • You have 3-5 conversions from one ad group in the last 7-14 days.
  • Cost per lead is close to target.
  • Negatives list is cleaned weekly.
  • Location option is Presence only.

How to test safely
  1. Duplicate the winning tight ad group.
  2. Remove quotes and brackets so the keywords are broad.
  3. Set bidding to Maximize conversions. Keep sitelinks and callouts. Watch search terms daily for a week and add negatives fast.

Templates

Sample structure
  • Campaigns. Brand; Non‑brand problem; Non‑brand solution; Competitors.
  • Ad groups. Competitor alternative; {category} software; replace spreadsheets; {competitor} vs {yourbrand}.
  • Keywords per ad group. 1-3, exact and phrase. Consider broad only after you have steady conversions and a clean negatives list.

RSA template
  • Headlines. Book a {ICP} demo. SOC 2 ready. Switch in 7 days. Trusted by {customer}. {Competitor} alternative. Cut {metric} by {value}. Pricing that scales.
  • Descriptions. Ship value in weeks. See how in a live demo. Automate {workflow}. Save hours per week. Secure, compliant, easy to deploy.

Risks

  • Junk conversions pollute bidding. Move micro actions to secondary.
  • Consent gaps block modeling. Enable consent mode v2.
  • Brand cannibalization. Cap brand spend unless attacked by competitors.
  • Over-negativing. If Impression Share drops fast, loosen the list.
  • Competitor terms & trademarks. Follow Google trademark policy. Use "alternative" tactfully.
FAQ
  • You:
    How should I split the first $1k?
    Guide:
    Start 20 percent brand, 80 percent non‑brand. Raise brand if competitors bid on your name.
  • You:
    How many keywords per ad group?
    Guide:
    1-3 on day one.
  • You:
    Phrase vs exact in 2025?
    Guide:
    Use both. Add broad later.
  • You:
    What is a good cost per lead in B2B?
    Guide:
    Directionally, $300-1,200 for a sales‑accepted lead on search.
  • You:
    Should I import GA4 or tag directly?
    Guide:
    Use the Google Ads tag for the primary conversion. Import GA4 as backup.
  • You:
    Can I run in the EU without consent mode?
    Guide:
    You can run. Tracking will degrade. Turn on consent mode v2.
  • You:
    Do I need Performance Max now?
    Guide:
    No. Start with Search only.
  • You:
    How long is enough?
    Guide:
    Two weeks. Extend to 21 days if volume is low.
Ready to stop guessing?
Book Your Free Strategy Call
© 2025
Telegram
Linkedin
Twitter
If you're an early-stage founder who wants predictable results from paid ads,