Welcome to the exciting world of Google Ads! If you’re a coach looking to scale your services, you’ve landed in the right place. As a digital marketer, I’ve seen firsthand how effective Google Ads can be for growing businesses, especially for coaches like you.

Google Ads is an online advertising platform developed by Google, where advertisers like us bid to display brief advertisements, service offerings, or product listings to web users. It’s an incredibly powerful tool, not only because of Google’s vast reach, but also because it allows us to target our ads with incredible precision. This precision ensures our ads are seen by the people who are most likely to be interested in our coaching services.

In this comprehensive guide, I’ll be taking you through the essentials of Google Ads. We’ll start from the very beginning, setting up your account, and then we’ll delve into the intricacies of creating and optimizing your first advertising campaign.

Whether you’re a life coach, sports coach, or a business coach, the principles we’ll discuss apply to you. By the end of this guide, you’ll have a solid foundation in Google Ads and be equipped to start attracting more clients to your services.

Let’s get started on this exciting journey together, and dive into the world of Google Ads!

Understanding Google Ads

Before we dive into the nitty-gritty, let’s take a moment to truly understand what Google Ads is and why it’s a game-changer for coaches like us. Google Ads, formerly known as Google AdWords, is an online advertising platform created by Google. It offers several types of ads including search, display, video, shopping, and app ads.

When someone uses Google to search for something, Google Ads allows our ads to appear alongside or above the organic search results. And here’s where the real magic lies: Google Ads uses a pay-per-click (PPC) model, meaning we only pay when someone actually clicks on our ad. So instead of spending money on ads that may or may not be seen, we’re investing in actual results—clicks that can lead to sign-ups, purchases, or whatever our coaching business goals may be.

But it’s not just about the search engine. Google’s network is vast, allowing our ads to appear on other Google properties like YouTube and Gmail, and on websites participating in Google’s Display Network.

For coaches, this is a game-changer. It means we can get our services in front of potential clients right when they’re searching for help. Whether they’re looking for a business coach or a fitness coach, if we’re offering what they’re looking for, Google Ads can help us connect. That’s the power of Google Ads, and that’s why it’s such an invaluable tool for coaches.

Google Ads vs. Other Advertising Platforms

It’s essential to know that while there are several advertising platforms available to us, Google Ads holds a unique position. Compared to other popular platforms like Facebook Ads, Google Ads offer some distinct advantages.

The primary difference lies in the intent of the users. On Facebook, people are there to socialize, not necessarily to find a coach. They might stumble upon your ad and become interested, but the intent to hire a coach isn’t initially there. Google, on the other hand, is where people go when they’re actively searching for something. If someone types “business coach in New York” into Google, they’re likely already considering hiring one. If your ad shows up, it’s precisely what they’re looking for.

Another advantage of Google Ads is its vast reach. Google processes over 3.5 billion searches per day. That’s a lot of opportunities for your ad to get in front of the right people. Plus, with Google Ads, we can advertise not just on Google Search but also across their other properties like YouTube and Gmail, and thousands of other websites through the Google Display Network.

In conclusion, while both platforms have their merits, Google Ads is particularly powerful for us as coaches. It enables us to reach potential clients who are actively searching for our services, which is a tremendous advantage.

Setting Up Your Google Ads Account

Now that we understand the value of Google Ads, it’s time to roll up our sleeves and get started. Setting up a Google Ads account is straightforward and can be done in just a few simple steps.

1. Create Your Account:

  • Head over to the Google Ads homepage and click on “Start Now”. If you already have a Google account (for example, for Gmail or Google Drive), you can use that. If not, you’ll need to create a new one.

2. Set Your Time Zone and Currency:

  • Next, you’ll be asked to set your time zone, currency, and billing country. Be careful with these settings, especially the currency and time zone, as they cannot be changed after you’ve set them up.

3. Set Up Your First Campaign:

  • Google will then guide you to set up your first advertising campaign. Don’t worry about the details at this point, you can always pause the campaign and come back to it later after we’ve gone through the steps in this guide.

4. Enter Your Billing Information:

  • Lastly, you’ll need to enter your billing information. Google needs this before you can start running ads. Be assured, Google has secure measures in place to protect your payment information.

And voila! You’ve set up your Google Ads account. But we’re just getting started. Next, we’ll learn about different campaign types in Google Ads and select the one that’s most suitable for your coaching services.

Remember, don’t be intimidated by the process. Setting up your Google Ads account is just the first step in harnessing the power of this robust platform. As we move forward, you’ll see how it can help you connect with potential clients, expand your reach, and grow your coaching business.

Understanding Campaign Types

Now that we have our Google Ads account set up, let’s understand the different types of campaigns we can create. Google Ads offers several campaign types, each with its own set of features and benefits. Here are the main ones:

1. Search Campaigns:

  • These are the most common type of campaigns. They show text ads on Google Search results and other Google sites when people search for terms that are relevant to your ad’s keywords. If you want to reach people when they’re actively searching for coaching services, this is the campaign type for you.

2. Display Campaigns:

  • These campaigns allow you to show image or text ads on websites and apps that are part of the Google Display Network. If you want to raise awareness and reach people while they’re browsing their favorite websites or using mobile apps, consider using Display campaigns.

3. Video Campaigns:

  • Video campaigns let you show video ads on YouTube and other Google Display Network sites. If you have engaging video content that can promote your coaching services, this campaign type can be highly effective.

4. Shopping Campaigns:

  • These are primarily for businesses selling products, so it’s less likely to be relevant for coaches.

5. App Campaigns:

  • If you have a mobile app for your coaching services, App campaigns can help increase its visibility and downloads.

As a coach, you’re most likely to use Search, Display, and possibly Video campaigns. Each campaign type serves a different purpose and can be an important part of your overall advertising strategy. In the next section, we’ll dive deeper into how to create your first campaign.

Keyword Research for Coaches

Keywords are the backbone of your Google Ads campaigns. They are the words or phrases that users enter into Google when they’re searching for services like yours. That’s why it’s crucial to identify the right keywords for your coaching business.

Start by brainstorming a list of words and phrases related to your services. Think about the terms your potential clients might use. If you’re a life coach, for example, keywords could include “life coach”, “career coaching”, or “personal development coach”.

Once you’ve got a basic list, it’s time to delve deeper with keyword research tools. Google’s Keyword Planner is an excellent place to start. This free tool provides insights into how often certain words are searched and how those searches have changed over time. It can also suggest new keywords you may not have thought of.

When choosing your keywords, consider the balance between search volume (how many people are searching for this term) and competition (how many other advertisers are bidding on this term). Ideally, you want to find high-volume, low-competition keywords.

Remember, keyword research isn’t a one-time task. It’s an ongoing process of refining and expanding your keyword list based on what’s working and what isn’t. It’s one of the most critical steps in setting up successful Google Ads campaigns, so take the time to get it right.

Creating Your First Campaign

Creating your first Google Ads campaign might feel daunting, but don’t worry—I’ll guide you through it step by step.

1. Choose the Right Campaign Type:

  • Based on our previous discussion, choose the campaign type that best suits your coaching services. For most coaches, starting with a Search campaign is a good choice.

2. Define Your Campaign Goals:

  • Google Ads will ask you to set a goal for your campaign. This could be getting more website traffic, more phone calls, or more form submissions. Choose a goal that aligns with what you want to achieve.

3. Set Your Budget:

  • Decide how much you want to spend each day. This can be adjusted later, so don’t worry if you’re not sure. As a rule of thumb, start small, monitor performance, and adjust as needed.

4. Select Your Target Audience:

  • Here you can define who you want to reach with your ads. You can select locations, languages, and even demographic details like age and gender.

5. Choose Your Keywords:

  • Use the keywords you found during your keyword research. These are the search terms you want your ad to appear for.

6. Write Your Ad:

  • Now comes the creative part—writing your ad. You’ll need to write a headline, a display URL, and a description. Make sure your ad is clear, compelling, and highlights what makes your coaching services unique.

7. Set Your Bids:

  • Decide how much you’re willing to pay each time someone clicks on your ad. Google Ads operates on an auction system, so the amount you bid can influence how often your ad is shown.

8. Review and Launch:

  • Double-check everything, make sure your billing information is correct, and when you’re ready, launch your campaign!

Congratulations, you’ve just created your first Google Ads campaign! It’s an important first step in growing your coaching business with Google Ads. Remember, the key to a successful campaign is continuous learning and optimization, so don’t be afraid to experiment and adjust over time.

Understanding and Using Google Ads Metrics

Running your Google Ads campaign is only half the battle. To truly succeed, you need to understand and analyze the performance of your ads. That’s where Google Ads metrics come in. These metrics provide a wealth of information that can help you fine-tune your campaigns. Here are some of the most important metrics to understand:

1. Clicks:

  • This is the number of times people have clicked on your ad. More clicks could mean your ad is compelling and relevant to the search queries.

2. Impressions:

  • This is the number of times your ad was shown. If this number is low, it might mean you need to adjust your keywords or bids.

3. Click-Through Rate (CTR):

  • This is the percentage of impressions that resulted in a click. A low CTR might suggest that your ad is not resonating with the audience.

4. Average Cost-Per-Click (CPC):

  • This is the average amount you’re charged for a click. It’s determined by your bid and the competition for the ad space.

5. Conversions:

  • This is the number of desired actions (like form submissions or calls) that occurred after someone clicked your ad. High conversions suggest that your ad and your landing page are doing their jobs well.

    By keeping a close eye on these metrics, you can identify what’s working and what isn’t. This will allow you to optimize your campaigns, get better results, and get more clients for your coaching business. Remember, the goal is not just to run ads, but to run ads that deliver results. And these metrics are the key to doing just that.

    Optimizing Your Campaigns

    Launching your Google Ads campaign is just the beginning. To get the most out of your investment, you’ll need to optimize your campaigns regularly. Here are some key strategies:

    1. Keyword Optimization:

    • Regularly review your keyword performance. Remove or pause keywords that aren’t driving results, and test new ones. You might discover new high-performing keywords as your campaign progresses.

    2. Ad Copy Optimization:

    • Test different versions of your ad copy to see what resonates best with your audience. Google Ads allows you to run multiple versions of your ad, and it automatically prioritizes the ones that perform best.

    3. Landing Page Optimization:

    • Your ad’s job is to get people to click, but your landing page’s job is to convert those clicks into actions. Make sure your landing page is relevant, easy to navigate, and has a clear call to action.

    4. Bid Optimization:

    • Monitor your CPC and consider adjusting your bids based on keyword performance. You may want to bid more for high-performing keywords and less for underperforming ones.

    5. Demographic and Location Optimization:

    • Over time, you may notice that your ads perform better in certain locations or with certain demographics. Use this data to refine your targeting.

      Remember, the key to Google Ads success is continual testing and optimization. It’s about learning what works for your coaching business and applying those insights to improve your campaigns. Optimization is a continuous journey, but one that can lead to increased visibility, more clients, and growth for your coaching business.


      And there you have it—a beginner’s guide to Google Ads for coaches. We’ve journeyed from understanding the basics of Google Ads and its benefits, through setting up your account and creating your first campaign, to analyzing and optimizing your campaigns for success.

      Google Ads is a powerful tool that can help you connect with potential clients right when they’re searching for your services. But remember, mastering Google Ads takes time and patience. Don’t be discouraged if your first few campaigns don’t yield the results you’re hoping for. Keep learning, testing, and optimizing. Your perseverance will pay off.

      As coaches, we’re in the business of helping others achieve their goals. With Google Ads, we can reach more people, make a bigger impact, and take our coaching businesses to new heights.

      So, don’t wait—start your Google Ads journey today and see where it can take you. And remember, every step you take is a step towards creating a more successful coaching business. Happy advertising!

      Call to Action

      Thank you for taking the time to read this comprehensive guide on Google Ads for beginners. I hope you found it informative and helpful as you embark on your digital marketing journey. Remember, the key to success with Google Ads is perseverance, experimentation, and continual learning.

      If you’ve enjoyed this guide and would like to learn more about digital marketing strategies for coaches, consider subscribing to our newsletter. You’ll get access to exclusive content, tips, and resources that can help you grow your coaching business.

      Also, if you need more personalized guidance or have any questions about Google Ads, feel free to reach out to us.

      Don’t forget to share this guide with other coaches who might find it useful. Together, we can reach more people, make a bigger impact, and grow our businesses.

      Ready to take the next step in your Google Ads journey? Get started today and see the difference it can make for your coaching business. Good luck!