Verify Your Business Using Google Ads




Thomas Røhr Kristiansen

CMO, Freeway

Thomas Røhr Kristiansen has helped building a wide range of startups through his role as CMO in Freeway.  

Freeway which is behind startups as dating.dk, Plusbog, RoomService, and many more.


Sofie Marie Østervemb Yang

Paid Ads Specialist, LAZZAWEB

Sofie Marie Østervemb Yang , Paid ads specialist at LAZZAWEB, a Google ads Agency,  is helping companies find new customers and grow their business every day. 



01   Understand the importance of doing a keyword analysis

The ideal keyword has, Low competition - indicating that other sites are not targeting the same word, Low price – You want to pay as little possible per click to your website, Low to Medium volume -  this to ensure people are searching for the keyword for the right reasons.  

The best keyword for you includes the qualities that differentiate  your product or service from your competitors.

02  Learn what to consider when writing your ad text

When writing the text, it is important to ensure that your text is aligned with the keywords we are targeting. Be creative and consider your unique selling propositions, so that your customers will feel engaged.

03   Learn how to optimise based on real life data

When you have enough data to make decisions in google ads, it is time to optimize your setup.  Go through your entire setup. In the beginning you should go through it often. 

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Before activating your google ads account, you have to do some research.

First and foremost, you have to make a keyword analysis.

A keyword analysis is made by using tools, that show the expected volume, price (also known as CPC), and competition level for the keywords you are interested in.

You need to know the correct keywords for you, to set up the right ad and verify your business. A keyword analysis can be made in many different forms and using tons of different tools.

At LAZZAWEB they usually use a combination of Ahrefs, Google’s own Keyword Planner, and UberSuggest. Whatever tool you use, these are the main things you need to look for in your keyword analysis

        1. Competition shows how difficult it is to rank on a word. This is because there will be many other sites competing for that same keyword.
        2. CPC also known as Cost Per Click indicates how much it costs when a potential customer clicks on your ad which is linked to the relevant keyword. CPC or cost per click, indicates, as the name suggests, how much it costs to get someone to click on that keyword. This is the estimate of the price you will pay for each visitor clicking on your ad if you target that specific keyword.
        3. The final thing for you to look at, when creating your first Google Ads account is the volume. This is an estimation of the number of searches for the keyword pr. month.

As a startup with limited funds the ideal keyword analysis is based on keywords with low competition, low CPC, and a low to medium volume. When making this keyword analysis, we have to be creative, as it might be a challenge to find the “perfect” keywords for your business.
The formular for the ideal keyword is a combination of low competition, low cost pr. Click and high volume. But these are also the keywords everyone is looking for, so now it is time to be creative.

Example of a keyword analysis 

If you want to sell shoes and start the analysis by writing “shoes”, you will find out that the competition, volume and the CPC is quite high. It goes without saying, as there are many companies selling shoes. Here your creativity has to kick in.
You have to ask yourself: “ how do your products differentiate from your competitors’ ” What are your USP’s (also known as Unique Selling Points). 

If you sell shoes, you will see that a lot of people will be competing for the word “shoes”. This is natural as there will be extremely many who sell shoes. And this is where your creativity becomes important.

How does your shoe differentiate from others? Check how the parameters will change as you look for blue shoes, women shoes or recycled shoes.

And this is applicable no matter what type of business you have - Think about how your product or service differs from your competitors.

This also means that you are spending your money more efficiently if you are more specific. So go with what we call the long-tailed keywords.
As you continue making the Keyword Analysis some of the keywords might have the same “theme” and thereby these keywords should be in the same Campaign.

There isn't a golden rule for how many keywords you should have in one account or campaign. 

You will spend your money more efficiently if you have many words which are specific for your product or service, rather than if you go too broad. This is what we call a long-tailed keyword strategy.

Rather than having one specific keyword with high volume in your ad-group, you choose several words with lower volume, but also with lower competition and CPC.

Now that we have made the keyword analysis and found the keywords we are interested in being shown for in Google Ads. It is time to find the words for which you do not want to be found, these are called Negative Keywords. If you for example only have White shoes, then it is not relevant for you to be shown for the keyword [black shoes]. And therefore you will add the keyword [black shoes] to the negative keyword list. This will save you money, as it would be an irrelevant click.

Now it is time to set up the ads. Here I will take you through the common settings to make it easy for you to create your ads.

As you have finished your keyword analysis and know which words you want and which words you won't target it is time to set up your ad. I will take you through your most common settings and the most general pitfalls.

When you are setting up your ad you will be asked to specify your target group beyond who is simply searching for the keyword. . This is based on  Geolocation, devices and language.

Before you set up your ads, you have to specify your target group.

So first you will be asked for the location and language. The location is about, where your customers are situated
Here it is important to consider where your customers already are, or where you assume your customers will be. Are they in Denmark? Or are they in a more specific location as Copenhagen or Aalborg?

Finally, what language is your website? If your website is only in danish, then select Danish as a language for your target group.


Now it is time to choose some of your target audiences. Here you can browse through categories like demographics, interests, habits, similar segments and more. Choose the ones that are relevant to your business.

Which device do you imagine your customers use when they are searching for your product or service? Will they do their shopping scrolling on their mobile or are you offering a service which is specifically designed for computers.
It is extremely important you take some time to consider, even though you don’t necessarily have the right data to back up your hypothesis. A qualified guess can spare some of your hard-earned startup money in the beginning, and don’t worry, later we will ensure data back up your decisions.  

Set up ad groups

You have already set up a solid base with the keyword analysis and the general settings of your campaign. You have to set up both Exact and Phrase keywords; this is done by using Quotation marks “KEYWORD” or clamps. [KEYWORD].
Exact is when a potential customer searches for a keyword with the same meaning as your keyword. Where the phrase keyword includes the meaning of your word.


This can also be used to specify your negative keywords. In the beginning I would recommend you, as you have already limited the broad keywords, to use both match types. The reason for this is that you will keep a close eye on the data the first days and weeks to come.
After you have set up your general settings of your campaign, it is time to choose the keywords. If you have done a proper keyword analysis, this part is easy.

For each ad group you enter the url and enter the keywords.

Writing the text for your ads

Now that you have set up the campaign it is time to write the text for your ads. When writing your text it is important to ensure that your text is linked to the keyword.

So if we are to make an ad for the keyword “Recycled Shoes”. I would use the keyword in the first headline, the description and the URL. Furthermore, the rest of the headlines should be featuring your USP’s.

The reason for using the keyword several times in the ad is to increase ad relevance and to avoid irrelevant clicks. If you are not specific in your ads a customer might think that your products are what they are looking for and click on your ads. This costs unnecessary money for you and is annoying for the potential customer.

There are several ways to set up your keywords in an ad group. As we want to limit irrelevant clicks and increase ad relevance, we want the most similar to go into one ad group. For the recycled shoes it will mean that “Recycled shoes” in phrase and [Recycled shoes] in exact will be the only keywords in one adgroup.

To make your ads more visible and relevant it will be a good idea to use Google’s possibility to add extensions. This is not mandatory, but there are several important extensions that we always try to fill out.

- Sitelinks
- Callout
- Call
- Structured Snippet

It is not mandatory to add extensions for your ads to be shown but it will help guide the users and it will take up a lot of space in Google’s Search Engine.

When you have set up your campaigns, ads and extensions you are ready to start your journey in Google Ads.

It is not always that extensions are being shown, but if they are filled out and end up being shown it will take way more space and be easier for the customer to find your ad.

To be clear, this is not mandatory for your ad to work, and this is not something which will necessarily been shown, but when it is shown it gives your add an opportunity to be “maxed out”

That’s it – Your ad has been set up and you are ready to start verifying your business!

Optimize the ad

When you have enough data to make decisions in Google Ads it is time to optimize your setup.

In Google Ads it is nearly possible to make the smallest adjustments to your campaigns, ad groups or keywords. 

After your ad has run sometime, it is now time to optimize. The idea is to go through the settings of your ad, and optimize based on the data your ad has collected so far.

One Key performance indicator is ROAS.

If you have a ROAS of 4, it means that, when you spend 1 kr. on Google Ads, you get 4 kr. back.

Now we will go through how to make the most essentials aspects of optimizations.

First let us talk about the goal or KPI for a successful Google Ads setup. For example, if you are a webshop you might look into ROAS, which is return on ad spend. If you have a ROAS of 4, then it means that, when you spend 1 kr. on Google Ads you get 4 kr. back.
If you are a lead based business you might look at cost per conversion.

But first, let's talk a bit about KPI’s:

  • Here we want to talk about different KPI’s, however we wont go into depth with all of them ,as we also want to make a document explanining them into depth.
  • Roas:
  • Det vigste er at man har prisen(altså penge brugt) , kliks + eksponeringer, konverteringer, = Roas
  • CPC = AVERAGE CPC Might be useful, might not
  • Other?

When you have decided on the goal for Google Ads it is time to go through the most essential aspects of the optimizations.

Now that we understand the KPI’s it is time to optimize the ad. There are tons of things to look for, but for now we will go through the most important things.

1) GEO Location, Audience and Devices

Which device do you imagine your customers use when they are searching for your product or service? Will they do their shopping scrolling on their mobile or are you offering a service which is specifically designed for computers.

In the Google Ads menu it is possible to click Locations, Devices and Audiences.

In locations you can filter by region or even cities to make decisions as to where or how you should adjust the bids.

In devices you can see from where the potential customers are clicking through imobile, computer or tablet.

Lastly, in Audiences you can see the performance of your chosen audiences in the general setting.

Here it is possible to see the data for the people who have clicked on your ads in Google.
In “locations” you can filter by region or even cities to make decisions as to where or how you should adjust the bids.

In “devices” you can see whether the potential customers are clicking on your ads from a mobile device, a computer, a tablet and sometimes if they are clicking through the television. Here you can also adjust your bids for the keywords by a percentage.

Lastly, the Audiences. You have chosen the most important target audiences in your general settings but how are they performing? Here it is possible to see the data for the people in the audiences you are targeting.
When I say that it is possible to adjust the bids, I mean that it is possible to increase or decrease your keyword bids by a percentage. A decision to do so can be based on the cost, conversions, high CPC, the KPI (ROAS or Cost per Conversion). Do you want to keep spending money, where it does not give you anything in return and/or do you want to spend more money where the conversions are coming in (of course you do, because that is sustainable business.)

 2) Search terms

In the google ads menu, you can also find search terms. When optimizing Search Terms, you have to find the irrelevant keywords and add them to the negative keyword list. If there are keywords, that have converted you might add them to the relevant ad group.

Which ones are performing bad

As I have mentioned the Negative Keywords in the Keyword analysis it is possible to expand these by taking a look at the search terms. These are the keywords that potential customers use to find your ad. If you find some irrelevant keywords among these it is important to add them to the negative keywords, as it would be a waste of money to keep being found by the use of these search terms. This is important to check these frequently when activating your campaigns.

Second thing we want to change is the search terms. These are the words that people have entered in the search machine to have your ad shown. This can help you discover words you can optimize for, as well as find the negatives which you do not want to be found for, as we did in the key word analysis. This is why it is so important to check daily in the beginning of your campaign.

3) Ad groups

The final thing to optimize is the ad groups and keywords. It is possible to see the data, for how much the keywords have spent and how many conversions the keyword has given you. It might, for example, be better for you to pause a keyword instead of wasting your money.

Then you have to rely on the other keywords in your setup or be creative again. Here it is important to have a feeling of where it is most effective to use your money.

Google Ads is also about testing, what works the best for your business there is no recipe for how it is going to work for you. But now you know the basics to have a flying start in your Google Ads adventure, and remember to keep optimizing on your setup.

Third thing to optimize is the ad groups. If you have set up several ad groups you can now see which one s works the best. Pause the ones which doesn’t work that well, and spend your money more effectively on those groups that perforts

Are there more which we want to optimize?


And as always, keep, optimizing and repeat the process to keep verifying your business.