PPC Campaign Builder

Build Google search campaigns on what people in your market actually search for: the keywords, how they are grouped, the budget each campaign gets, and an ad for every group – checked against Google's rules and ready to import into Google Ads Editor, every campaign paused.

Open it from Studios → Advertising & PPC → PPC Campaign Builder.

Set it up

The left side holds your calls; the right side shows the campaign taking shape as you make them, with The brief under it.

Start from. From scratch builds from your brief. A saved strategy builds a campaign that carries that strategy out: its positioning, its offer, its audiences and its creative angles steer the ads. Facts in the ads – prices, numbers, results – still have to come from your brief or your website. You can pick one tactic of the strategy for the campaign to serve.

The market. The country is where keywords are researched and where the campaigns will run. The language is the one people there search in, and the ads are written in it too – a Czech brand advertising in Germany gets German ads. The country starts from your brand's currency; change either at any time.

Budget and result. The monthly budget is in your brand's currency, and the builder shows what it is a day. What counts as a result – Sales, Leads, Sign-ups or Calls – decides what the ads ask people to do.

Keywords. Find them for me reads the keywords Google connects with your website and the ones that grow out of what you sell, and checks each against real searches in the chosen country. Use my keywords checks your own list instead (one per line); the plan still decides which of them run. Arriving from Keyword Research with a set you picked, the campaign is built on that set.

Your Google Ads account. When the brand has Google Ads connected, pick the account and the builder adds the searches that already converted there and keeps out the ones that only cost money.

Filing. Assign to a strategy files the campaign under a strategy in your library. It does not change the ads. It follows the strategy you started from until you assign a different one.

The brief comes from your business profile. Edit brief changes it for this campaign only; your profile stays as it is.

If a paid campaign like this one did not work for the brand before, the builder says so above the button, with its numbers. You decide.

Build the campaign saves the campaign to your library. Nothing goes live. The price shows beside the button.

While it builds

Three steps, each saying what it found as soon as it knows: reading your site and the market's searches, deciding the structure, and writing the ads (with a count of ad groups written). A build usually takes one to two minutes.

Read the campaign

The numbers. How many campaigns, ad groups and keywords, and how many searches a month they cover. Below: the daily budget, Google's forecast of clicks a month and what that demand would cost, and how much of it your budget covers. When Google gives no estimate, the builder says so instead of guessing.

Before you launch. What still needs doing:

• Google's rules. Every headline and description is checked for length (30 and 90 characters, with Chinese, Japanese and Korean characters counted twice, as Google counts them), duplicates, exclamation marks in headlines, repeated punctuation, emoji, words in capitals and phone numbers. A line that breaks a rule is marked where it is, and Open the first one takes you there.
• Landing pages. Every page an ad or a sitelink leads to is loaded. A page that does not load is named, because every click would land on it.
• Conversion tracking, when the campaigns bid on conversions.
• What the plan found – budget left on the table, a budget bigger than the searches can use, thin ad groups, broad match held back until the account has conversion history, research searches held for later.
• From the strategist – the few things to do or check before switching the campaigns on.
• Your brand's writing rules, when the brand has them.

Campaigns and ad groups. Each campaign shows its daily budget and share, its bidding and why, and the searches it never shows for. Open an ad group to see its keywords with their monthly searches and cost per click, the ad as a Google results page shows it (Another combination walks through the headlines Google rotates), and every headline, description, display path and landing page. Everything is editable, each line with its character count, and changes save to your library as you type.

Sitelinks, callouts and snippet. Added to every campaign. Sitelinks point at real pages read from your website; callouts and the snippet use facts from your brief and your site.

Left out, and why. Searches the builder read but did not use: people looking for a particular page, a login or a job; searches with too few people behind them; searches Google files with your category that share no words with what you sell; and searches from people researching rather than buying, held until the account has conversion history. When your account is connected, the searches added from it are listed here too.

Take it to Google Ads

Download for Google Ads Editor gives one file with everything: campaigns, locations, ad groups, keywords at their match types, negative keywords, the ads, sitelinks, callouts and the snippet. In Google Ads Editor, import it with Import › From file, review the changes, and post them. Every campaign imports paused, so nothing spends until you switch it on. Target CPA and Target ROAS import as Maximize conversions and Maximize conversion value until you set the target amount in Google Ads.

Microsoft Advertising can import the same campaigns straight from Google Ads.

Copy the ads puts every ad on your clipboard as plain text, for a review or a brief.

Find it again

Your campaigns lists every campaign built for the brand. The library opens a campaign in the builder, where its plan, ads and download are.