Google Ads login screen with new campaign button

Google Ads Campaign Setup Guide

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Running ads on Google can feel overwhelming at first, but once you understand the process, it becomes a powerful way to grow your business. Here’s a simple step-by-step breakdown of how to launch your first campaign:

Google Ads for Travel Package – Example-Filled Setup Guide & Fillable Templates

This guide shows exactly what to fill at every step in Google Ads for a travel package (trek/tour). It includes: a filled Search campaign example, a filled Performance Max campaign example, ready‑to‑copy ad assets, and templates you can reuse.

Google Ads login screen with new campaign button

0) Prerequisites (do these once)

  • Business Manager email ready for Google Ads & Google Analytics 4 (GA4)
  • Website has: clear product/tour pages, lead form, privacy policy, thank‑you page (e.g., /thank-you)
  • Google Tag Manager (GTM) installed site‑wide (recommended)
  • Create conversion events in GA4 (lead submit, phone click, WhatsApp click) and import to Google Ads

GA4 → Google Ads Linking

  1. GA4 → Admin → Product links → Google Ads links → Link
  2. Google Ads → Tools & Settings → Linked accounts → Google Analytics (GA4) → Link

Primary Conversions to import

  • Lead_Submit (form submit / thank‑you page)
  • Call_Click (click-to-call on mobile)
  • WhatsApp_Click (click on WA button)

Enhanced Conversions (optional but recommended)

  • Google Ads → Tools & Settings → Conversions → choose Lead_Submit → Enhanced conversions → Turn on
  • Map form fields (name, email, phone) via GTM

1) Choose a Starting Campaign Type

  • If you need bookings/leads now and control over keywords → Search Campaign (start here)
  • If you want multi‑channel exposure with Google AI (Search, YouTube, Discover, Display, Maps) → Performance Max (PMax)

You can run both: start with Search for intent traffic + add a PMax campaign for incremental reach/remarketing.

A) SEARCH Campaign – Fully Filled Example (Everest Base Camp Trek – 14 Days)

A1) Campaign Objective & Conversions

  • Objective: Leads
  • Conversion goals: Lead_Submit (Primary), Call_Click (Secondary at start), WhatsApp_Click (Secondary)

A2) Campaign Name

  • Name: SRCH | EBC 14D | US-UK-AU | EN | 2025-Q4

A3) Networks

  • Search Network: ON
  • Include Google Search Partners: OFF (turn ON later if CPL is healthy)
  • Display Network: OFF (don’t mix in Search)

A4) Locations & Languages

  • Locations (Include): United States, United Kingdom, Australia, Canada
  • Location options: Presence: People in or regularly in your targeted locations
  • Exclude: Nepal (to avoid local clicks if targeting internationals)
  • Languages: English

Ad schedule: All days, 24 hours (optimize later to top converting hours by geo)

A5) Budget & Bidding

  • Daily budget: USD 40/day (start; scale with results)
  • Bidding: Maximize conversions (no tCPA for first ~20 conversions). After data, switch to Target CPA = last 30‑day average CPL × 0.9

A6) More Settings

  • Ad rotation: Optimize
  • Start/End: Start today; no end date
  • Brand Safety: Standard inventory

A7) Ad Groups & Keywords (structure)

Create tightly themed ad groups. Example:

Ad Group 1: everest base camp trek

  • [exact] [everest base camp trek]
  • [exact] [everest base camp trek 14 days]
  • [phrase] “everest base camp trek package”
  • [phrase] “everest base camp trekking”
  • [exact] [ebc trek]

Ad Group 2: everest base camp itinerary

  • [phrase] “everest base camp itinerary”
  • [phrase] “ebc trek itinerary”
  • [exact] [everest base camp route]

Ad Group 3: everest trek cost

  • [phrase] “everest base camp trek cost”
  • [phrase] “ebc trek price”
  • [exact] [everest trek price]

Ad Group 4: everest trek best time

  • [phrase] “best time for everest base camp”
  • [phrase] “everest trek in october”

Negative Keyword List (shared)

  • free, cheap, job, salary, vacancy, map, pdf, wiki, wikipedia, review aggregator, insurance, gear, shoes, jacket, weather today, forecast, training plan, volunteer, internship

Tip: Use Broad Match only if you have strong negatives and Smart Bidding with good conversion signals.

A8) Final URLs & UTM Tracking

  • Final URL: https://www.langtang.com/treks/everest-base-camp-14-days (example – use your real URL)
  • Path: everest/base-camp
  • Tracking Template (Ads level):
{lpurl}?utm_source=google&utm_medium=search&utm_campaign=srch_ebc14d_usukau_2025q4&utm_term={keyword}&utm_content={creative}

A9) Responsive Search Ad (RSA) – Copy You Can Use

Provide 12–15 headlines and 4 descriptions. Pin sparingly (only if needed).

Headlines (max 30 chars each)

  1. Everest Base Camp Trek
  2. 14‑Day EBC Trek Package
  3. Guaranteed 2025/26 Dates
  4. Local Sherpa Guides
  5. Small Group Departures
  6. Flexible Booking Policy
  7. Transparent, No Hidden Fees
  8. Kathmandu–Lukla Flights
  9. Customizable Itineraries
  10. Trusted Nepal Operator
  11. Safe, Slow Ascent Plan
  12. Earn Lifetime Memories
  13. Free Trip Planning Call
  14. Pay Small Deposit Today
  15. 24/7 Traveller Support

Descriptions (max 90 chars each)

  1. Book your EBC trek with expert local guides. Limited seats for 2025/26.
  2. All permits, lodges & support included. Fair price. Instant help on WhatsApp.
  3. Small groups, safety‑first pacing, acclimatization days. Get a custom quote.
  4. Secure payment & flexible reschedule options. Talk to a trek specialist.

Create at least 2 RSAs per ad group. Mix value props + keywords.

A10) Assets / Extensions (add at campaign level)

Sitelinks (with descriptions)

  • Itinerary & Route → /everest-base-camp-14-days/itinerary
    • Day‑by‑day plan with altitude & distance
  • Dates & Prices → /everest-base-camp-14-days/dates-prices
    • 2025/26 departures & early‑bird deals
  • FAQs → /everest-base-camp-14-days/faq
    • Permits, insurance, fitness, packing
  • Contact & WhatsApp → /contact
    • Chat now for a custom quote

Callouts

  • Free Trip Planning • Local Experts • Safe Pacing • No Hidden Fees • 24/7 Support

Structured Snippets

  • Destinations: Everest, Annapurna, Langtang, Manaslu
  • Services: Guided Treks, Permits, Flights, Porters

Call Extension

  • Your sales number (with call reporting ON)

Location Extension

  • Your Kathmandu office address (helps trust)

Lead Form Extension (for Search)

  • Headline: Plan Your EBC Trek
  • Business name: Langtang Ri Trekking (example)
  • Description: Get a custom quote & itinerary in minutes.
  • Fields: Name, Email, Phone, Travel month, Group size
  • CTA: Get Quote
  • Privacy policy URL: your privacy page
  • Thank‑you msg: Thanks! A trek specialist will contact you shortly.
  • Webhook/CRM: Connect to send leads to your inbox/CRM

Image Extensions (1200×1200 & 1200×628)

  • Lodge & trail photos, EBC views, group shots (no text on image)

A11) Conversion Tracking Setup (summary)

  • Form Submit: Track thank-you page view or GA4 generate_lead event
  • Phone Calls: Call extension calls & on‑site tap‑to‑call clicks
  • WhatsApp Click: Event on WA link/button (click_whatsapp)

A12) Launch Checklist (Search)

  • Goals set & primary conversion chosen
  • Locations/language correct (exclude Nepal if targeting abroad)
  • Budget & bidding set (Max Conversions to start)
  • Ad groups tightly themed (≥3 per campaign)
  • ≥2 RSAs per ad group with 10–15 headlines, 4 desc
  • Final URL loads fast on mobile (CWV ok)
  • Sitelinks, callouts, snippets added
  • Lead form/call extension configured
  • UTM tracking template added
  • Negatives added (+ shared list)

B) PERFORMANCE MAX (PMax) – Filled Example (Nepal 5‑Day Tour)

B1) Objective & Conversions

  • Objective: Leads
  • Conversions: Lead_Submit (Primary), Call_Click (Secondary)

B2) Campaign Name

  • Name: PMAX | Nepal 5D Tour | US-UK-AU | EN | 2025-Q4

B3) Budget & Bidding

  • Daily budget: USD 50/day
  • Bidding: Maximize conversions → set tCPA after 2–4 weeks once stable (e.g., USD 35–60)

B4) Locations & Languages

  • Target: United States, United Kingdom, Australia, Canada
  • Exclude: Nepal (if you want only international)
  • Language: English

B5) Final URL & UTM

  • Final URL: https://www.langtang.com/tours/nepal-5-days
  • Tracking: same UTM format as Search (campaign code pmax_nepal5d_…)

B6) Asset Groups (create 2–3 themes)

Asset Group 1: Nepal 5‑Day Highlights

  • Audience signals: In‑market “Travel → Tours & Sightseeing”, “Adventure Travel”; Custom intent (keywords like “nepal 5 day tour”, “short nepal itinerary”)
  • Images: 3–5 high‑quality square & landscape photos (Pashupatinath, Patan, Pokhara lake, sunrise at Sarangkot)
  • Logos: Square and landscape logo
  • Videos: 10–15s vertical + 15–30s horizontal montage (auto‑generated video ok to start)
  • Headlines (≤30 chars):
    1. Nepal 5‑Day Tour
    2. Kathmandu & Pokhara Trip
    3. Daily Departures
    4. Private or Group
    5. Local Expert Guides
  • Long headline (≤90): Discover Nepal in 5 Days—Culture, Views & Comfort
  • Descriptions (≤90):
    1. All transfers, guided city tours & scenic Pokhara. Get a custom quote.
    2. Flexible dates & trusted local operator. Quick WhatsApp support.
  • Business name: Your company
  • Call to action: Get Quote / Book Now

Asset Group 2: Short Nepal Tour + Flight

  • Similar copy but emphasize optional flights & upgrades

Site Links, Callouts, Snippets: Reuse from Search

Audience signals are hints, not hard targeting—PMax will expand beyond them.

B7) Brand Exclusions & URL Expansion

  • URL expansion: ON, but add exclusions for irrelevant pages (blog posts, careers)
  • Brand exclusion: If you don’t want to bid on your own brand terms inside PMax, add brand exclusion (optional)

B8) Listing Groups (if applicable)

  • Not for tours unless you use a feed. Skip.

C) Example Filled Forms (Copy/Paste & Replace)

C1) Campaign Brief Template (fill before you build)

Campaign Type: Search
Objective: Leads
Primary Conversion: Lead_Submit
Geo: US, UK, AU, CA (exclude NP)
Language: English
Daily Budget: $40
Bid Strategy: Max Conversions (switch to tCPA after 20+ conv)
Final URL: https://www.example.com/treks/everest-base-camp-14-days
UTM: utm_source=google&utm_medium=search&utm_campaign=srch_ebc14d_usukau_2025q4
Key USPs: Local Sherpa guides, small groups, flexible booking, fair price
Sitelinks: Itinerary | Dates & Prices | FAQs | Contact
Lead Form Fields: Name, Email, Phone, Travel Month, Group Size
Phone Number: +977-1-XXXXXXX
Images: Square & landscape trek photos
Negatives: free, job, pdf, wiki, map, cheap, weather

C2) Ad Group + Keywords Sheet (example)

Ad Group: everest base camp trek

[everest base camp trek]

“everest base camp trek package”

[everest base camp trek 14 days]

“everest base camp trekking”

[ebc trek]

Ad Group: ebc trek cost “everest base camp trek cost” “ebc trek price”

[everest trek price]

C3) RSA Assets Sheet (example)

Headlines (choose 12–15):
Everest Base Camp Trek | 14‑Day EBC Trek Package | Guaranteed 2025/26 Dates | Local Sherpa Guides | Small Group Departures | Flexible Booking Policy | Transparent, No Hidden Fees | Kathmandu–Lukla Flights | Customizable Itineraries | Trusted Nepal Operator | Safe, Slow Ascent Plan | Free Trip Planning Call | Pay Small Deposit Today | 24/7 Traveller Support

Descriptions (choose 4):
Book your EBC trek with expert local guides. Limited seats for 2025/26. | All permits, lodges & support included. Fair price. Instant help on WhatsApp. | Small groups, safety‑first pacing, acclimatization days. Get a custom quote. | Secure payment & flexible reschedule options. Talk to a trek specialist.

C4) Lead Form Extension (filled)

Headline: Plan Your EBC Trek
Business name: [Your Company]
Description: Get a custom quote & itinerary in minutes.
Fields: Name, Email, Phone, Travel month, Group size
Call-to-action: Get Quote
Privacy URL: https://www.example.com/privacy-policy
Thank-you message: Thanks! A trek specialist will contact you shortly.

C5) UTM Template (copy)

{lpurl}?utm_source=google&utm_medium={ifsearch:search}{ifcontent:display}&utm_campaign={campaignid}&utm_term={keyword}&utm_content={creative}

D) 7‑Day Optimization Plan (after launch)

Day 1–2

  • Pause obviously irrelevant queries; add to negatives
  • Ensure leads are tracking and landing in CRM/inbox

Day 3–4

  • Review search terms; move good queries into new ad groups
  • Test new headlines emphasizing dates/prices

Day 5–7

  • Raise bids/budget on ad groups with CPL ≤ target
  • Lower/Exclude geos or hours with poor CPL
  • Add tCPA once you have 20–30 conversions

Benchmarks (guide, vary by market)

  • CTR ≥ 6–10% (Search)
  • Conv rate (lead) 5–15%
  • Landing page speed LCP < 2.5s (mobile)

E) Compliance & Quality Tips

  • Landing page must match ad promises (itinerary, inclusions, price range, availability)
  • Show business details: address, phone, license numbers if any
  • Avoid misleading superlatives (e.g., “#1 in the world”) unless verifiable
  • Use original images with consent; avoid heavy text on images
  • Include cookie consent if using tracking per local law

F) Quick Build Checklist (Print & Tick)

  • GA4 linked & conversions imported
  • GTM installed & enhanced conversions (if using)
  • Campaign goal = Leads; primary conversion set
  • Geo & language targeting correct
  • Budget/bidding chosen; schedule set
  • Tightly themed ad groups & keywords
  • ≥2 RSAs/ad group; images uploaded
  • Sitelinks, callouts, snippets,

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