Google Ads Account Setup & Structure for Lead Generation (Step-by-Step

You understand the complete tech stack you need. You know which tools connect together and why they matter. Now it’s time to actually create your Google Ads account.

This chapter focuses on opening your account correctly from day one. We’re not diving into campaign structure, keywords, ad copy, or even campaign settings yet—those come in later chapters. Right now, we need to get your account opened properly so you can:

Add users (like an agency, consultant, or team members)
Connect all your tracking tools (Analytics, Tag Manager, etc.)
Have an account ready when we set up campaigns in later chapters
Claim promotional credits before you start spending

Think of this as opening a bank account. You’re just getting it established—you’ll deposit money and use it later.

Creating Your Google Ads Account

The actual process of opening a Google Ads account takes about 10 minutes. Here’s exactly what to do.

Step 1: Go to ads.google.com

Start at ads.google.com and click “Start Now” or “Sign In.”

Use your business email address—not your personal Gmail. This is important for several reasons. Your account will be tied to this email. If you ever sell your business, the account should stay with the business, not your personal email. Plus, it looks more professional when agencies or contractors access the account.

If you don’t have a business email yet (like yourname@yourbusiness.com), at least create a dedicated Gmail account for your business rather than using your personal one.

Step 2: Choose Expert Mode (Critical Decision)

Google will immediately try to guide you into “Smart campaigns” or a simplified setup process. Don’t fall for this.

Look for the option to “Switch to Expert Mode” and click it.

Why does this matter so much? Smart campaigns give you almost no control. Google makes most decisions for you—which keywords to target, how much to bid, where your ads show. For lead-generation businesses, Smart campaigns typically waste money because they’re too broad.

I’ve helped dozens of businesses who started with Smart campaigns, spent thousands of dollars with poor results, and then had to rebuild everything in Expert mode. Save yourself that expensive lesson and start in Expert mode from day one.

Step 3: Skip the “Create Your First Campaign” Prompt

After selecting Expert mode, Google will prompt you to create your first campaign immediately. Skip this step.

Look for an option like “Create an account without a campaign” or a link to skip campaign creation. It’s usually small text at the bottom of the screen.

Why skip it? Because we want to configure your account properly, set up all your tracking tools, and connect everything before launching any campaigns. Rushing into campaign creation now is putting the cart before the horse.

Step 4: Add Billing Information

You’ll need to add a payment method to fully activate your account. Use a business credit card if possible—preferably one that earns cashback or points. You’ll be spending significant money through this account, so you might as well earn rewards.

Billing options:

Automatic payments: Google charges your card after you accrue costs (most common)
Manual payments: You prepay a balance (less common in the US)

Most businesses use automatic payments. You’ll set a primary payment method, and Google will charge it based on your billing threshold or monthly cycle.

Important: Adding a payment method doesn’t mean you’re spending money yet. You won’t be charged until you actually launch campaigns and people click your ads.

Step 5: Claim Your Promotional Credits

Here’s free money most people miss: Google frequently offers promotional credits for new advertisers. The most common offer is $500 in free advertising credit when you spend your first $500.

These offers aren’t always prominently displayed during account setup. Look for:

Promotional code fields during billing setup
Email offers from Google after account creation
Google Ads support (call and ask if there are any current offers)

When I set up new accounts for clients, I always contact Google support and ask about promotional credits. More often than not, they’ll apply a $500 credit on the spot.

Don’t leave this money on the table.

Step 6: Complete Business Verification (If Prompted)

Google may require business verification during or shortly after account setup. You’ll need to provide:

Business name
Business address
Phone number
Sometimes: Business registration documents or tax ID

Why verification matters:

Higher spending limits
Access to more features (like Local Service Ads)
Fewer restrictions on your account
Required for Google Guaranteed badge (if you qualify)

Complete this process as soon as Google requests it. Some businesses can run ads without verification, but it’s required eventually, and delays can pause your campaigns later.

Step 7: Set Your Time Zone (You Can’t Change This Later)

During account setup, you’ll select a time zone. This cannot be changed later without creating a new account.

Choose your local time zone. This affects:

When your reports calculate daily performance
When ad scheduling starts/stops (covered in later chapters)
Billing cycles

If you accidentally set the wrong time zone, you’ll have to create an entirely new account and start over. Double-check this before finishing setup.

Adding Users to Your Account

Once your account is created, you’ll want to add other people who need access.

Why you might add users:

You’re hiring an agency or consultant to manage campaigns
Team members need to view performance reports
A developer needs to install tracking codes
A bookkeeper needs to see billing information

Permission levels:

Admin: Full control (can manage users, billing, campaigns, everything)
Standard: Can create and edit campaigns but can’t manage billing or other users
Read-only: Can view reports but can’t make any changes

How to add users:

Click the tools icon (wrench) in your Google Ads account
Select “Access and security” under Setup
Click the plus button to add a user
Enter their email address
Select their permission level
Click “Send invitation”

They’ll receive an email invitation to access your account.

Best practices:

Give yourself Admin access
Give your agency or consultant Admin or Standard access (depending on trust level)
Give team members who just need to see reports Read-only access
Use 2-factor authentication on your Google account for security

If you’re working with me or another consultant, this is when you’d add us to your account so we can help set up tracking, build campaigns, or provide ongoing management.

Common Setup Mistakes to Avoid

I’ve seen these mistakes countless times. Here’s how to avoid them:

Using a personal email instead of business email. Your account should be tied to your business, not you personally. If you leave the company or sell the business, the account should transfer with it.

Starting with Smart campaigns. Always choose Expert mode. You can’t easily switch from Smart to Expert later without starting over.

Not claiming promotional credits. You’re leaving hundreds of dollars on the table. Always ask Google support about current offers.

Wrong time zone. Check this twice during setup. You cannot change it later without creating a new account from scratch.

Giving everyone Admin access. Only give Admin access to people who truly need it. Most team members should have Standard or Read-only access.

Account Setup Checklist

Before moving to the next chapter, verify you’ve completed:

☐ Account created with business email (not personal)
☐ Expert mode selected (not Smart campaigns)
☐ Billing method added
☐ Promotional credits claimed (if available)
☐ Time zone set correctly (cannot change later)
☐ Business verification completed (or submitted)
☐ Your user access set to Admin
☐ Additional users added (if needed)

That’s it. Your account is open and ready.

Your Account Is Ready

Your Google Ads account now exists. You can add users when needed, and you have an account ready to connect all the tracking tools we’ll set up in the next few chapters.

What we didn’t cover: Campaign settings, location targeting, bidding strategies, conversion tracking, or anything related to actually running ads. Those come in later chapters. Right now, you just have an empty account properly opened.

Think of it like opening a business bank account. The account exists. You haven’t deposited money or written checks yet—that comes later.

Next, we’ll set up your Google Business Profile. This is essential for local lead-generation businesses—it powers Local Service Ads, enables location extensions in your Search Ads, and shows your reviews directly in your ads. It’s one of the most important tools for lead-gen, and it takes about 30 minutes to set up correctly.