Module 8

Google ads in practice

13 lessons, 57 stepsOne instruction at a time, each with the result to expect. Tick steps as you go; Helix remembers.

Outcome: a clean Google setup that shows your products to people already searching for them, at a profit. You can look after it once a week.

Related SOP: 09 Google Shopping, PMax and Search

In plain words

Stage: Attract (get seen by people who want what you sell). Every lesson below is tagged with its stage; see Attract, Convert, Grow.

What it is: How to show your products on Google when people search for them.

Why it matters: People on Google are already looking to buy. It catches demand your other ads create.

Do this:

Connect your product list (Merchant Center).

Start a Performance Max campaign and exclude your brand name.

Once a week, block searches that cost money and never sell.

Words to know:

PMax: A Google campaign type that shows your products across Search, Shopping, YouTube and more from one campaign.

Product feed: The list of your products, prices and photos that Google and Meta read to make shopping ads.

Search terms: The exact words people typed into Google before they saw or clicked your ad.

Negative keyword: A word you tell Google never to show your ads for, to stop wasted clicks.

All words are explained in the glossary.

Lesson 8.1: FoundationsAttract

In short

A clean Google foundation means every dollar is tracked and nothing changes without you.

Do this now

Step 1: In Google Ads, open Admin > Access and security .

Why this matters

A clean Google foundation means every dollar is tracked and nothing changes without you. Do this once before you spend money, tick each step, and recheck tracking monthly.

Step 1 of 70 of 7 done

In Google Ads, open Admin > Access and security. Check that you (not an agency) are an admin owner of the account.

Expected result

Your own email is listed with Admin access. If an agency owns it, ask them in writing to transfer ownership to you.

Lesson 8.2: Product dataAttract

In short

Shopping ads are built from your product feed .

Do this now

Step 1: Rewrite product titles with search words first: brand, product type, then main feature.

Why this matters

Shopping ads are built from your product feed. Better product data means better ads and cheaper clicks. Most gains come from titles, images and fixing errors.

Step 1 of 50 of 5 done

Rewrite product titles with search words first: brand, product type, then main feature. For example: "Helix Linen Shirt, Men's, Relaxed Fit, Sand". Put the most important words in the first 70 characters, because Google often shows only about 70.

Expected result

Your top 20 products have search-first titles.

Lesson 8.3: Campaign structuresAttract

In short

The right Google setup depends on your size.

Do this now

Step 1: If you are small, run brand search plus one Shopping campaign or feed-only Performance Max .

Why this matters

The right Google setup depends on your size. Starting simple, then adding campaigns as you grow, keeps each campaign fed with enough data.

Step 1 of 40 of 4 done

If you are small, run brand search plus one Shopping campaign or feed-only Performance Max. In Performance Max (PMax), Google decides where to show your products across Search, Shopping, YouTube, Gmail and more.

Expected result

You have two campaigns: brand search and a product campaign.

Tips

Want to click along? Use the campaign builder.
There is a drawing under Good to know.

Brand search: Ads that show when people search your brand name. Usually cheap and often very profitable.
Campaign: The top level in an ad account. It holds the goal, like getting sales.
PMax: A Google campaign type that shows your products across Search, Shopping, YouTube and more from one campaign.

Good to know

Drawing, not a real screenshot. Labels on your screen may look a little different. Official help: Google: about Performance Max campaigns

Lesson 8.4: Keyword researchAttract

In short

Keywords are the search words you want your ads to show for.

Do this now

Step 1: List buying words: "buy", "best", "price", or the product type plus a feature ("linen shirt men").

Why this matters

Keywords are the search words you want your ads to show for. Buying words with clear intent bring buyers; vague words bring browsers.

Step 1 of 40 of 4 done

List buying words: "buy", "best", "price", or the product type plus a feature ("linen shirt men").

Expected result

You have 20 to 50 candidate keywords.

Lesson 8.5: Writing search adsAttract

In short

Search ads are short, so every line has to earn its place.

Do this now

Step 1: Write up to 15 headlines.

Why this matters

Search ads are short, so every line has to earn its place. Mixing benefit, offer, proof and urgency lets Google find the best combination.

Step 1 of 30 of 3 done

Write up to 15 headlines. Mix product plus benefit, the offer, proof (reviews, years in business), urgency and your brand. Pin 1 or 2 only if they must always show.

Expected result

The ad strength meter shows "Good" or "Excellent".

Watch out

Pinning lowers ad strength, so pin as little as you can (see Google: ad strength).

Tips

Open: Google: ad strength

Lesson 8.6: Target ROASGrow

In short

Target ROAS tells Google how many dollars of sales you want for each $1 of ads.

Do this now

Step 1: Work out break-even ROAS : 1 divided by (1 minus VCR, your order costs as a share of sales).

Why this matters

Target ROAS tells Google how many dollars of sales you want for each $1 of ads. Set it from your break-even, not a guess, and change it gently.

Step 1 of 30 of 3 done

Work out break-even ROAS: 1 divided by (1 minus VCR, your order costs as a share of sales). With VCR at 45%, that is about 1.82.

Expected result

You have your break-even ROAS.

Tips

Shortcut: Open your key metrics.

Break-even ROAS: The ROAS where an order makes $0 profit after its costs. Below it, ads lose money.
ROAS: Return on ad spend: how many dollars of sales you get for each $1 of ads. ROAS 3 means $3 of sales for $1 of ads.

Lesson 8.7: New customer acquisitionAttract

In short

New customers grow the store; repeat customers are cheaper to reach in other ways.

Do this now

Step 1: Upload your customer list in Audience manager > Your data segments .

Why this matters

New customers grow the store; repeat customers are cheaper to reach in other ways. Google can bid more for new customers or show ads only to them.

Step 1 of 20 of 2 done

Upload your customer list in Audience manager > Your data segments.

Expected result

Google knows who has already bought.

Lesson 8.8: Weekly optimisationAttract

In short

Ten to twenty minutes once a week keeps Google profitable.

Do this now

Step 1: Clean up your searches once a week.

Why this matters

Ten to twenty minutes once a week keeps Google profitable. Most waste hides in the search terms report.

Step 1 of 40 of 4 done

Clean up your searches once a week.

Open Insights and reports, then Search terms.
Tick searches that cost money but never sell. Click Add as negative keyword.
Tick searches that sell well. Click Add as keyword.

Expected result

Wasted searches are blocked and winners are targeted directly.

Tips

There is a drawing under Good to know.

Search terms: The exact words people typed into Google before they saw or clicked your ad.
Negative keyword: A word you tell Google never to show your ads for, to stop wasted clicks.

Good to know

Drawing, not a real screenshot. Labels on your screen may look a little different. Official help: Google: search terms report

Lesson 8.9: Demand Gen and YouTubeAttract

In short

Demand Gen campaigns show videos and images on YouTube (including Shorts) and Discover (the Google app feed).

Do this now

Step 1: Export your 3 best social videos in both vertical and horizontal versions.

Why this matters

Demand Gen campaigns show videos and images on YouTube (including Shorts) and Discover (the Google app feed). They also show on Gmail and the Display Network (see Google: about Demand Gen). Your best social videos often work here with little change.

Step 1 of 30 of 3 done

Export your 3 best social videos in both vertical and horizontal versions.

Expected result

You have Demand Gen-ready video files.

Lesson 8.10: Seasonality and salesAttract

In short

Big sales change shopper behaviour overnight, and Google's bidding needs a nudge to keep up.

Do this now

Step 1: Tell Google a sale is coming.

Why this matters

Big sales change shopper behaviour overnight, and Google's bidding needs a nudge to keep up. Three settings make the difference.

Step 1 of 30 of 3 done

Tell Google a sale is coming.

Click Tools, then Budgets and bidding, then Adjustments, then the Seasonal tab (older screens say Seasonality adjustments).
Add a new adjustment and set its dates to cover the sale. It works best for short sales of 1 to 7 days.
Set the expected conversion rate change to what you saw in past sales. Google's own example is up to +50% for a 3-day sale.
Save it. When the dates end, Google goes back to normal by itself (see Google: seasonality adjustments).

Expected result

The adjustment shows as scheduled for the sale dates.

Tips

Open: Google: seasonality adjustments

Conversion rate: Out of every 100 visits, how many end in an order. 2% means 2 orders per 100 visits.

Lesson 8.11: AI-driven changes in 2026Attract

In short

In 2026 Google turns on more AI features by itself.

Do this now

Step 1: Open Campaigns and review any campaign Google upgraded automatically.

Why this matters

In 2026 Google turns on more AI features by itself. These include AI Max for Search and Shopping, and AI-written ad text. Google may also pick the landing page and show ads in AI Mode answers. From September 2026, Google began moving some Search campaigns to AI Max automatically (see Google: DSA upgrade to AI Max). These features can help, but only if you check what they do.

Step 1 of 30 of 3 done

Open Campaigns and review any campaign Google upgraded automatically.

Expected result

You know which campaigns now use AI features.

Tips

Want to click along? Use the campaign builder.

Campaign: The top level in an ad account. It holds the goal, like getting sales.

Lesson 8.12: Launch your first Google campaign in 45 minutesAttract

In short

Google Ads tries to rush new owners into a guided "smart" campaign .

Do this now

Step 1: Make your Google Ads account without a campaign.

Why this matters

Google Ads tries to rush new owners into a guided "smart" campaign. It spends money in places you cannot see. This lesson skips that. It sets up the two campaigns most Shopify stores should start with. One is brand search, which is cheap and protects your name. The other is Performance Max fed by your products. Helix does not connect to Google Ads yet, so you follow these steps yourself.

Step 1 of 120 of 12 done

Make your Google Ads account without a campaign.

Go to ads.google.com and click Start now.
When it asks you to make a campaign, look for a small link near the bottom. It says Switch to Expert Mode or Create an account without a campaign.
Click it.

Expected result

You are creating an account, not a campaign.

Tips

Want to click along? Use the campaign builder.

Campaign: The top level in an ad account. It holds the goal, like getting sales.

Good to know

Words you will see: Merchant Center holds your product list (the feed). Performance Max (PMax) shows your products across Shopping, Search, YouTube and Gmail. Conversion means a purchase Google can count. Impression share is how often your ad shows when someone searches your name.

Lesson 8.13: Find your way around Google AdsAttract

In short

Google Ads hides a lot behind menus.

Do this now

Step 1: Open ads.google.com and check the account name and ID (top of the page) is your store's account.

Why this matters

Google Ads hides a lot behind menus. You only need a few screens: campaigns, search terms, conversions and recommendations.

Step 1 of 40 of 4 done

Open ads.google.com and check the account name and ID (top of the page) is your store's account.

Expected result

You are in the right account.

Good to know

The parts that matter: the account picker is at the top. The left menu has Campaigns, Goals (conversions), Insights and reports (search terms), Tools and Billing. The date range is at the top right. The table shows Cost, Conversions and conversion value per cost (this is ROAS). In the Status column, Eligible means running. Limited means held back by budget or bids.

Self-check

How many main (primary) conversions should you have?
What goes at the start of a Shopping product title?
VCR is 45%. What is break-even ROAS?
Name three weekly Google checks.

Answers

One: purchase.
The words people search: brand, product type, key feature.
1 ÷ 0.55 = about 1.82.
Any three of: search terms, Performance Max insights, campaigns limited by budget, brand versus non-brand split, Merchant Center errors.

Words to know in this module

Profit: Usually means contribution profit: what is left from sales after product cost, shipping, payment fees, discounts, refunds and ads. Net profit also takes off fixed costs.
PMax: A Google campaign type that shows your products across Search, Shopping, YouTube and more from one campaign.
Campaign: The top level in an ad account. It holds the goal, like getting sales.
Product feed: The list of your products, prices and photos that Google and Meta read to make shopping ads.
Search terms: The exact words people typed into Google before they saw or clicked your ad.
Negative keyword: A word you tell Google never to show your ads for, to stop wasted clicks.
Margin: The share of each sale you keep after product cost. A $100 sale with $40 product cost is a 60% margin.
Brand search: Ads that show when people search your brand name. Usually cheap and often very profitable.
Theme: The design template for your Shopify store. It controls how every page looks.
ROAS: Return on ad spend: how many dollars of sales you get for each $1 of ads. ROAS 3 means $3 of sales for $1 of ads.
Break-even ROAS: The ROAS where an order makes $0 profit after its costs. Below it, ads lose money.
Creative: The ad itself: the picture or video plus the words.
MER: Helix shows it as all ad spend divided by all sales, as a percentage. MER 25% means $25 of ads for every $100 of sales. Many tools flip it to sales divided by ad spend, so 25% shows as 4x.
Conversion rate: Out of every 100 visits, how many end in an order. 2% means 2 orders per 100 visits.

All words to know