google-ads-search-campaign-builder

Search Campaign Builder

Complete guide for setting up high-performance Google Ads Search campaigns specifically for lead generation with RSA best practices and full ad extensions setup.

2026 Updates: AI Max + Broad Match + Smart Bidding

AI Max Search Campaign Type (2026)

AI Max is a new Search campaign subtype that combines RSA ad serving with expanded keyword matching powered by Google AI. Key differences from standard Search:

• Automatically matches to relevant queries beyond your keyword list
• Uses landing page and asset content to find additional traffic
• Requires: Smart Bidding (tCPA or Max Conversions), RSA with 8+ headlines
• URL expansion: Google may direct to most relevant landing page
• Best for: advertisers with strong conversion data who want to scale Search

To create an AI Max campaign, set advertising_channel_sub_type = 'SEARCH_EXPRESS' in API v23+. Note: url_expansion_opt_out was removed in v22; URL expansion control is now via final_url_expansion_opt_out at the campaign level.

Broad Match + Smart Bidding (Google's 2026 Recommendation)

Google's official recommendation: use broad match keywords paired with Smart Bidding (tCPA or Max Conversions) rather than exact+phrase-heavy structures. Smart Bidding's signals prevent broad match from serving on irrelevant queries.

Decision guide:

• Account has <30 conversions/month: Start with exact+phrase, add broad later
• Account has 30-100 conversions/month: Mix phrase + broad with tCPA
• Account has >100 conversions/month: Broad match + tCPA is recommended, fewer ad groups needed

GAQL: Audit Search Campaign Health

SELECT campaign.name, campaign.status, campaign.bidding_strategy_type,
    ad_group.name, metrics.impressions, metrics.clicks,
    metrics.cost_micros, metrics.conversions,
    metrics.search_impression_share, metrics.search_top_impression_share
FROM ad_group
WHERE campaign.advertising_channel_type = 'SEARCH'
AND campaign.status = 'ENABLED'
AND segments.date DURING LAST_30_DAYS
ORDER BY metrics.cost_micros DESC
LIMIT 50

-- Check search terms quality (match type performance)
SELECT campaign.name, search_term_view.search_term,
    search_term_view.status, segments.keyword.ad_group_criterion,
    metrics.impressions, metrics.clicks, metrics.conversions,
    metrics.cost_micros
FROM search_term_view
WHERE campaign.advertising_channel_type = 'SEARCH'
AND segments.date DURING LAST_30_DAYS
ORDER BY metrics.cost_micros DESC
LIMIT 100

Campaign Structure for Lead Gen

Recommended Account Structure

LEAD GEN ACCOUNT STRUCTURE
══════════════════════════

CAMPAIGN 1: Brand
├── Ad Group: Brand Exact
│   ├── [company name]
│   ├── [brand + service]
│   └── High bid, maximize conversions
├── Budget: 10-15% of total
└── Goal: Capture branded intent

CAMPAIGN 2: High-Intent Non-Brand
├── Ad Group: Service + Action
│   ├── "[service] request"
│   ├── "[service] quote"
│   └── "[service] contact"
├── Ad Group: Service + Urgency
│   ├── "[service] today"
│   ├── "[service] immediate"
│   └── "[service] now"
├── Budget: 50-60% of total
└── Goal: Qualified leads

CAMPAIGN 3: Research/Consideration
├── Ad Group: Service + Info
│   ├── "best [service]"
│   ├── "[service] comparison"
│   └── "how much does [service] cost"
├── Budget: 20-25% of total
└── Goal: Top-funnel leads

CAMPAIGN 4: Competitor
├── Ad Group: Competitor Names
│   ├── [competitor 1]
│   ├── [competitor 2] alternative
│   └── Strict negatives
├── Budget: 5-10% of total
└── Goal: Competitive conquest

Ad Group Best Practices

AD GROUP SETUP FOR LEAD GEN
════════════════════════════

KEYWORDS PER AD GROUP:
──────────────────────
□ 10-20 keywords per ad group (STAG approach)
□ Same intent cluster
□ Same landing page
□ Same ad copy theme

MATCH TYPE STRATEGY (Lead Gen 2026):
───────────────────────────────────
┌──────────────────────────────────────────────────────────────────────┐
│ Match Type │ Budget % │ Use Case                                     │
├────────────┼──────────┼──────────────────────────────────────────────┤
│ Exact      │ 30-40%   │ Proven converting queries, brand terms       │
│ Phrase     │ 20-30%   │ Core service terms, medium accounts          │
│ Broad      │ 30-50%   │ Scale with Smart Bidding — Google's primary  │
│            │          │ recommendation for accounts >30 conv/month   │
└────────────┴──────────┴──────────────────────────────────────────────┘

LEAD GEN SPECIFIC:
├── Broad match REQUIRES tCPA or Max Conversions bidding (never manual)
├── Heavy negatives for quality regardless of match type
├── For accounts <30 conversions/month: stick to exact+phrase only
└── Focus on qualified leads, not CTR

RSA Best Practices

Responsive Search Ad Structure

RSA ANATOMY (2025)
══════════════════

HEADLINES (Max 15, Min 8):
──────────────────────────
Position 1 Headlines (Pin 2-3):
├── [Keyword] - [Primary Benefit]
├── [Service] Request | Direct Contact
└── "[Keyword]" + CTA

Position 2 Headlines (Pin 1-2):
├── [Key USP]
├── Free [Quote/Consultation/Demo]
└── [Social Proof]

Position 3+ Headlines (No Pin, let Google test):
├── Benefit statements
├── Trust signals
├── Urgency (where appropriate)
├── Location specific
└── CTA variations

DESCRIPTIONS (Max 4, Min 3):
────────────────────────────
Description 1 (Pin to position 1):
├── Keyword + primary value prop
├── Call-to-action
└── Max 90 chars for visibility

Description 2-4 (No pinning):
├── Social proof / testimonials
├── Process explanation
├── Trust signals
└── Secondary benefits

AD STRENGTH TARGETS:
────────────────────
□ "Excellent" = no guarantee of better performance
□ "Good" = sufficient, focus on conversions
□ Minimum "Average" = below this level action required

Improving Ad Strength

AD STRENGTH OPTIMIZATION
═════════════════════════

"POOR" OR "AVERAGE" AD STRENGTH? CHECK:
────────────────────────────────────────

1. HEADLINE DIVERSITY
   □ Use all 15 headline slots
   □ Vary sentence structure
   □ Mix keywords, benefits, CTAs
   □ Avoid repetition

2. DESCRIPTION DIVERSITY
   □ Use all 4 description slots
   □ Each with unique message
   □ Different lengths

3. KEYWORD INCLUSION
   □ Keywords in minimum 3 headlines
   □ Keywords in minimum 1 description
   □ Natural fit, no keyword stuffing

4. UNIQUE SELLING POINTS
   □ Minimum 5 unique USPs incorporated
   □ Concrete numbers (30% discount, 1000+ customers)
   □ Differentiators vs competitors

QUICKLY IMPROVE AD STRENGTH:
────────────────────────────
□ Add "popular" headlines that Google suggests
□ Include prices/numbers
□ Add location headlines
□ Mix short and long headlines

Ad Extensions Setup

Required Extensions for Lead Gen

AD EXTENSIONS CHECKLIST (Lead Gen)
══════════════════════════════════

1. SITELINK EXTENSIONS [REQUIRED]
─────────────────────────────────
Minimum 4 sitelinks (max 8 for desktop):

Lead Gen Sitelinks:
├── "Request a Quote" → /quote
├── "Call Us Directly" → /contact (with phone number)
├── "Our Services" → /services
├── "About Us" → /about
├── "Reviews & References" → /reviews
├── "Free Consultation" → /consultation
├── "FAQ / Common Questions" → /faq
└── "Locations" → /locations

Sitelink Best Practices:
□ 25+ characters descriptions
□ Unique landing pages
□ Mobile-first thinking
□ Track sitelink conversions

2. CALLOUT EXTENSIONS [REQUIRED]
────────────────────────────────
Minimum 4 callouts (max 10):

Examples:
├── "Free Quote"
├── "Response Within 24 Hours"
├── "No Call-Out Fee"
├── "Certified"
├── "15+ Years Experience"
├── "Personal Advice"
├── "Custom Solutions"
├── "Flexible Hours"
├── "All-Inclusive Pricing"
└── "Satisfaction Guarantee"

3. STRUCTURED SNIPPETS [REQUIRED]
─────────────────────────────────
Choose relevant headers:

Services: [service 1], [service 2], [service 3]
Types: [type 1], [type 2], [type 3]
Brands: [brand 1], [brand 2], [brand 3] (if dealer)

4. CALL EXTENSIONS [CRITICAL FOR LEAD GEN]
──────────────────────────────────────────
□ Main phone number
□ Call tracking number (via Google Ads or third party)
□ Schedule: Only show during business hours
□ Mobile: Click-to-call prominent

5. LEAD FORM EXTENSIONS [OPTIONAL]
──────────────────────────────────
Native Google lead forms:
├── Low friction (no landing page needed)
├── Pre-filled with Google account data
├── Directly in search results
├── CRM integration (Zapier, native)

WARNING: Trade-off: Lower lead quality vs more volume

Advanced Extension Setup

ADVANCED EXTENSIONS
═══════════════════

6. LOCATION EXTENSIONS
──────────────────────
□ Link Google Business Profile
□ Show distance in ads
□ Driving directions
□ Store visits tracking

7. PRICE EXTENSIONS
───────────────────
Ideal for services with fixed pricing:
├── "Consultation" - "From $99"
├── "Basic Package" - "$199/month"
├── "Premium Service" - "$499"
└── Link to relevant pages

8. IMAGE EXTENSIONS
───────────────────
□ Relevant product/service image
□ 1.91:1 aspect ratio
□ High quality, no text in image
□ A/B test different images

9. BUSINESS NAME & LOGO
────────────────────────
□ Automatically from Business Profile
□ Ensure correct branding
□ Logo meets guidelines

EXTENSION SCHEDULING:
─────────────────────
□ Call extensions: Business hours only
□ Sitelinks "Call Now": Office hours only
□ Urgency callouts: Specific days/times

Lead Form Extensions Setup

Native Lead Forms Configuration

LEAD FORM EXTENSION SETUP
══════════════════════════

WHEN TO USE:
────────────
Yes: Volume more important than quality
Yes: Simple lead capture (name, email, phone)
Yes: No complex qualification needed
Yes: Mobile-heavy traffic

WHEN NOT TO USE:
────────────────
No: Complex B2B with qualification questions
No: High-value leads needing nurturing
No: When landing page is part of the sales process

SETUP STEPS:
────────────
1. Campaign → Extensions → Lead Form
2. Choose form type:
   ├── More leads: Shorter form, more volume
   └── More qualified: Longer form, better quality

3. Configure fields:
   STANDARD FIELDS:
   ├── Name (always on)
   ├── Email (always on)
   ├── Phone number (optional)
   └── City/Postal code (optional)

   CUSTOM QUESTIONS (max 5):
   ├── "When do you need this service?"
   │   └── Options: Immediately, Within 1 month, 1-3 months, Later
   ├── "What is your budget?"
   │   └── Options: $1k-5k, $5k-10k, $10k+, Unknown
   └── "How can we help you?"
       └── Open text field

4. Headline & Description:
   └── "Get a free quote" + short value prop

5. Privacy policy URL:
   └── Required: link to privacy page

6. Submit button text:
   └── "Submit" or "Request"

7. Background image:
   └── Optional, increases engagement

LEAD DELIVERY:
──────────────
□ Webhook to CRM (real-time)
□ Email notification
□ Download CSV (manual)
□ Zapier integration

Improving Lead Form Quality

LEAD FORM QUALITY OPTIMIZATION
═══════════════════════════════

PROBLEM: Poor lead quality

SOLUTIONS:
──────────

1. ADD QUALIFICATION QUESTIONS
   ├── Budget question filters tire-kickers
   ├── Timing question prioritizes hot leads
   └── Specific needs question shows serious intent

2. USE LONGER FORM VARIANT
   └── Google offers "More qualified" template

3. COMBINE WITH LANDING PAGE
   └── Lead form only for mobile
   └── Desktop to landing page

4. FAST FOLLOW-UP
   ├── Contact within 5 minutes = 21x higher connect rate
   ├── Webhook to sales team
   └── Auto-responder email

5. LEAD SCORING SETUP
   ├── Score based on answers
   ├── High-score leads = priority
   └── Low-score leads = nurturing track

Call Tracking Setup

Google Ads Call Tracking

CALL TRACKING IMPLEMENTATION
═════════════════════════════

OPTION 1: GOOGLE ADS CALL TRACKING (Free)
──────────────────────────────────────────
How it works:
├── Google replaces your number with a tracking number
├── Tracks calls as conversions
└── Limited: only clicks from ads

Setup:
1. Tools → Conversions → New conversion → Phone calls
2. Choose: "Calls from ads using call extensions"
3. Set call length threshold (often 60+ sec)
4. Link to campaigns

OPTION 2: WEBSITE CALL CONVERSIONS
───────────────────────────────────
Tracks calls from website (after ad click):
1. Tools → Conversions → "Calls from website"
2. Implement Google forwarding snippet
3. Dynamic number replacement
4. Tracked in full customer journey

OPTION 3: THIRD-PARTY CALL TRACKING
────────────────────────────────────
Tools: CallRail, CallTrackingMetrics, Infinity
Advantages:
├── Call recording
├── Call scoring/qualification
├── Multi-channel attribution
├── CRM integration
└── Keyword-level tracking

CALL CONVERSION SETTINGS:
─────────────────────────
□ Call length: 60+ seconds (lead gen)
□ Count: One (not every)
□ Attribution: Data-driven (if sufficient data)
□ Value: Average lead value

Google Ads Script: Lead Gen Campaign Checker

/**
 * Lead Gen Campaign Health Check Script
 *
 * Checks:
 * - Extension coverage
 * - Ad strength
 * - Conversion tracking
 * - Budget utilization
 *
 * Setup:
 * 1. Update CONFIG
 * 2. Schedule: Weekly
 */

var CONFIG = {
  EMAIL: '[email protected]',

  // Thresholds
  MIN_SITELINKS: 4,
  MIN_CALLOUTS: 4,
  MIN_AD_STRENGTH: 'GOOD', // POOR, AVERAGE, GOOD, EXCELLENT
  MIN_CONVERSION_RATE: 0.02, // 2%

  // Date range
  DATE_RANGE: 'LAST_30_DAYS'
};

function main() {
  var report = {
    campaigns: [],
    issues: [],
    recommendations: []
  };

  var campaigns = AdsApp.campaigns()
    .withCondition('Status = ENABLED')
    .withCondition('CampaignType = SEARCH')
    .get();

  while (campaigns.hasNext()) {
    var campaign = campaigns.next();
    var campaignReport = analyzeCampaign(campaign);
    report.campaigns.push(campaignReport);

    if (campaignReport.issues.length > 0) {
      report.issues = report.issues.concat(campaignReport.issues);
    }
  }

  // Generate recommendations
  report.recommendations = generateRecommendations(report);

  if (report.issues.length > 0) {
    sendReport(report);
  }

  Logger.log('Lead Gen Check Complete');
  Logger.log('Campaigns analyzed: ' + report.campaigns.length);
  Logger.log('Issues found: ' + report.issues.length);
}

function analyzeCampaign(campaign) {
  var name = campaign.getName();
  var issues = [];

  // Check Extensions
  var sitelinks = campaign.extensions().sitelinks().get();
  var sitelinkCount = 0;
  while (sitelinks.hasNext()) { sitelinks.next(); sitelinkCount++; }

  if (sitelinkCount < CONFIG.MIN_SITELINKS) {
    issues.push({
      campaign: name,
      type: 'EXTENSION',
      issue: 'Fewer than ' + CONFIG.MIN_SITELINKS + ' sitelinks (' + sitelinkCount + ')'
    });
  }

  var callouts = campaign.extensions().callouts().get();
  var calloutCount = 0;
  while (callouts.hasNext()) { callouts.next(); calloutCount++; }

  if (calloutCount < CONFIG.MIN_CALLOUTS) {
    issues.push({
      campaign: name,
      type: 'EXTENSION',
      issue: 'Fewer than ' + CONFIG.MIN_CALLOUTS + ' callouts (' + calloutCount + ')'
    });
  }

  // Check Call Extensions
  var hasCallExtension = false;
  try {
    var callExtensions = campaign.extensions().phoneNumbers().get();
    if (callExtensions.hasNext()) {
      hasCallExtension = true;
    }
  } catch (e) {}

  if (!hasCallExtension) {
    issues.push({
      campaign: name,
      type: 'EXTENSION',
      issue: 'No call extension active'
    });
  }

  // Check Ad Strength per Ad Group
  var adGroups = campaign.adGroups()
    .withCondition('Status = ENABLED')
    .get();

  while (adGroups.hasNext()) {
    var adGroup = adGroups.next();
    var ads = adGroup.ads()
      .withCondition('Type = RESPONSIVE_SEARCH_AD')
      .withCondition('Status = ENABLED')
      .get();

    while (ads.hasNext()) {
      var ad = ads.next();
      var rsa = ad.asType().responsiveSearchAd();
      var strength = rsa.getAdStrength();

      if (isWeakAdStrength(strength)) {
        issues.push({
          campaign: name,
          adGroup: adGroup.getName(),
          type: 'AD_STRENGTH',
          issue: 'RSA ad strength is ' + strength
        });
      }
    }
  }

  // Check Conversion Rate
  var stats = campaign.getStatsFor(CONFIG.DATE_RANGE);
  var clicks = stats.getClicks();
  var conversions = stats.getConversions();

  if (clicks > 100) {
    var convRate = conversions / clicks;
    if (convRate < CONFIG.MIN_CONVERSION_RATE) {
      issues.push({
        campaign: name,
        type: 'PERFORMANCE',
        issue: 'Conversion rate ' + (convRate * 100).toFixed(2) +
               '% is below target ' + (CONFIG.MIN_CONVERSION_RATE * 100) + '%'
      });
    }
  }

  return {
    name: name,
    sitelinks: sitelinkCount,
    callouts: calloutCount,
    hasCallExtension: hasCallExtension,
    conversions: conversions,
    clicks: clicks,
    issues: issues
  };
}

function isWeakAdStrength(strength) {
  var strengthOrder = ['POOR', 'AVERAGE', 'GOOD', 'EXCELLENT'];
  var minIndex = strengthOrder.indexOf(CONFIG.MIN_AD_STRENGTH);
  var currentIndex = strengthOrder.indexOf(strength);
  return currentIndex < minIndex;
}

function generateRecommendations(report) {
  var recommendations = [];

  var extensionIssues = report.issues.filter(function(i) {
    return i.type === 'EXTENSION';
  });

  if (extensionIssues.length > 0) {
    recommendations.push({
      priority: 'HIGH',
      action: 'Add missing extensions for better CTR and lead volume',
      campaigns: extensionIssues.length + ' campaigns affected'
    });
  }

  var adStrengthIssues = report.issues.filter(function(i) {
    return i.type === 'AD_STRENGTH';
  });

  if (adStrengthIssues.length > 0) {
    recommendations.push({
      priority: 'MEDIUM',
      action: 'Improve ad strength by adding more headline/description variation',
      campaigns: adStrengthIssues.length + ' ad groups affected'
    });
  }

  return recommendations;
}

function sendReport(report) {
  var subject = 'Lead Gen Campaign Check - ' + AdsApp.currentAccount().getName();
  var body = 'Lead Generation Campaign Health Check\n';
  body += '=====================================\n\n';

  body += 'CAMPAIGNS ANALYZED: ' + report.campaigns.length + '\n';
  body += 'ISSUES FOUND: ' + report.issues.length + '\n\n';

  if (report.issues.length > 0) {
    body += 'ISSUES:\n';
    body += '───────\n';

    for (var i = 0; i < report.issues.length; i++) {
      var issue = report.issues[i];
      body += '• ' + issue.campaign;
      if (issue.adGroup) body += ' / ' + issue.adGroup;
      body += '\n  ' + issue.issue + '\n\n';
    }
  }

  if (report.recommendations.length > 0) {
    body += 'RECOMMENDATIONS:\n';
    body += '────────────────\n';

    for (var j = 0; j < report.recommendations.length; j++) {
      var rec = report.recommendations[j];
      body += '[' + rec.priority + '] ' + rec.action + '\n';
      body += '  ' + rec.campaigns + '\n\n';
    }
  }

  body += '\n---\nGenerated by Lead Gen Campaign Checker Script';

  MailApp.sendEmail(CONFIG.EMAIL, subject, body);
  Logger.log('Report sent to ' + CONFIG.EMAIL);
}

Output: Search Campaign Setup Template

# Search Campaign Setup Plan

## Campaign Overview
- **Business type:** [B2B/B2C/Local Service]
- **Target locations:** [Locations]
- **Monthly budget:** $[X]
- **Target CPL:** $[X]
- **Primary conversion:** [Form/Call/Lead Form]

## Campaign Structure

### Campaign 1: [Name]
**Type:** Search
**Bidding:** Target CPA / Maximize Conversions
**Daily budget:** $[X]

**Ad Groups:**
| Ad Group | Keywords (sample) | Match Types |
|----------|-------------------|-------------|
| [AG1] | [kw1], [kw2] | Exact, Phrase |
| [AG2] | [kw1], [kw2] | Phrase, Broad |

## RSA Setup

### Headlines (15):
1. [Keyword-focused headline - PIN position 1]
2. [Second keyword variation - PIN position 1]
3. [Primary benefit - PIN position 2]
4. [Social proof]
5-15. [Variations on benefits, CTAs, USPs]

### Descriptions (4):
1. [Keyword + value prop + CTA - PIN position 1]
2. [Trust + process]
3. [USPs + social proof]
4. [Urgency + secondary CTA]

## Extensions Checklist
- [ ] 6+ Sitelinks configured
- [ ] 6+ Callouts added
- [ ] Structured Snippets (2 types)
- [ ] Call Extension active
- [ ] Location Extension linked
- [ ] Lead Form Extension (optional)
- [ ] Image Extensions added

## Conversion Tracking
- [ ] Form submission tracking
- [ ] Call tracking enabled (60+ sec)
- [ ] Lead form webhook configured
- [ ] Value per conversion set

## Launch Checklist
- [ ] All ads reviewed for spelling/accuracy
- [ ] Landing pages mobile-optimized
- [ ] Negative keyword lists applied
- [ ] Budget and bids confirmed
- [ ] Conversion tracking verified

Optional: Enrich with Live Data

If the user has connected their Google Ads account, check for existing campaigns before building new ones to avoid duplication and surface relevant performance history:

# List active search campaigns with budget, status, and recent performance
google_ads_run_gaql(
    customer_id="YOUR_CUSTOMER_ID",
    query="SELECT campaign.name, campaign.status, campaign.advertising_channel_type, campaign_budget.amount_micros, metrics.impressions, metrics.clicks, metrics.conversions, metrics.cost_micros FROM campaign WHERE campaign.advertising_channel_type = 'SEARCH' AND campaign.status != 'REMOVED' AND segments.date DURING LAST_30_DAYS ORDER BY metrics.cost_micros DESC LIMIT 20"
)

Use this to understand the existing campaign structure, identify budget already allocated to search, and avoid duplicating keyword coverage. Existing high-performing campaigns may only need RSA copy improvements rather than a full rebuild.