Google Ads Campaign Setup Guide.
💡 Why Campaign Structure Matters
Most small businesses set up one big Google Ads campaign and call it a day. But if you want to know where your money’s going (and how to grow smarter), you need structure…and let me tell you, I did the exact same thing before I made a career out of it (Yikes!)
A well-organized campaign gives you clarity and control — so you can see what’s working and what’s not.
At Bindi & Blazers Media, we use three main campaign types for every client:
Brand, Non-Brand, and Competitor.
Here’s how each one works 👇
1. Brand Campaign – Protect Your Name
What It Is
These ads target searches for your own business name or branded terms — like “Bindi and Blazers Media Marketing” or “Bindi and Blazers Media.”
Does It Matter?
While Competitors (and big-box chains) often bid on your name to steal your clicks, unless it’s a highly competitive market, you generally don’t need to waste your money as a local business with this campaign type. However as your business grows, here is the setup.
How to Set It Up
Match Type: Exact or Phrase Match for your business name
Keywords Examples:
[bindi and blazers media]
"bindi and blazers media near me"
Ad Copy Tips:
Headline: Official Site – [Your Brand Name]
Description: Digital Marketing Experts. Visit our official store today.
Budget: Keep small — 5–10% of total ad spend.
Pro Tip 💡
Add Negative Keywords for unrelated terms like “jobs,” “reviews,” or “complaints” to keep your brand campaign clean.
2. Non-Brand Campaign – Grow New Customers (Most Important for Small Businesses)
What It Is
These ads target people who don’t know your business name yet but are searching for what you offer.
Think: “kids resale store near me” or “digital marketing agency for small business.”
Why It Matters
This is where new customer growth happens.
Brand campaigns protect — Non-Brand campaigns expand to new customers.
How to Set It Up
Match Type: Start with Phrase Match, then test Exact.
Keyword Examples:
"digital marketing near me"
"affordable google ads help"
"local seo services for small business"
Ad Copy Tips:
Speak to pain points and benefits.
Example: Save money with google ads”
Include local cues like “near me” or your city name.
Budget: 60–70% of total ad spend.
Pro Tip 💡
Use your Search Terms Report weekly to find new keywords and block irrelevant ones (like “free”).
3. Competitor Campaign – Stand Beside the Big Guys
What It Is
These ads show up when someone searches for your competitors’ brand names — like “Once Upon a Child” or “Funky Frog resale.” when it comes to a children’s clothing resale shop.
Why It Matters
It’s a smart way to attract shoppers who are already looking for similar businesses.
You’re meeting people mid-decision — and giving them a reason to try you instead.
How to Set It Up
Match Type: Phrase Match or Exact
Keyword Examples:
"once upon a child"
"funky frog resale"
"local ad agency near [city]"
Ad Copy Tips:
Never use competitor names in the ad text (that’s against policy and will get your ads disapproved)
Instead, highlight your unique edge:
“Better Payouts. Better Prices. Same Great Savings.”
“We’re Local. We’re Personal. We’re Ready to Help.”
Budget: Small test budget (10–20%) — watch performance closely.
Pro Tip 💡
Competitor campaigns usually have higher cost per click, but even a few conversions can be valuable if you position yourself with a strong offer or local advantage.
Maintenance Tips
Review your Search Terms Report weekly.
Add Negative Keywords to stop irrelevant clicks.
Monitor Conversion Tracking — know what’s working.
Test new headlines and offers every month.
Quick Recap
Your Smart Google Ads Setup Includes:
Brand Campaign → Defend your name.
Non-Brand Campaign → Reach new customers.
Competitor Campaign → Win attention from rivals.
Grow Smarter. Spend Wiser. Stand Out.
👉 Want help setting this up the right way?
Book a free consultation with Bindi & Blazers Media — we’ll build your first campaign with strategy and purpose from day one.
