How to Use Google Ads: A Crash Course

Online advertising with Google Ads is one of the most effective ways to reach new customers and grow your business. However, before you can get started, you’ll need to know how to use Google Ads effectively in order to maximize the return on investment from your advertising spend and avoid making mistakes.

How to Use Google Ads

Let us help you get started with this beginner's guide to advertising on Google.

What Is Google Ads?

Google Ads is the online advertising platform owned and operated by Google. It is also the largest and most widely used online advertising network in the world, and millions of businesses advertise online using Google advertising to reach new customers and grow their business.

Advertisers who choose to use Google Ads can target users across two main networks – the search network, and the Display network. The search network refers to pay-per-click advertising, in which advertisers bid on keywords that are relevant to their business and have a chance to display their advertisements to users who enter those keywords into Google as part of a search query. Pay-per-click advertising is also known as paid search.

The Display network offers advertisers the option of placing visual banner-style advertisements on websites that are part of the Display network. The Google Display Network reaches approximately 90% of global internet users, a vast potential audience.

How to Use Google AdWords Display network reach

Although both search and display advertising campaigns are managed via Google Ads, the term "Google Ads" is typically used to refer to the Search Network. Digital marketers usually refer to the Display network by its own name.

How to Set Up a Google Ads Account

Before you can start advertising on Google Ads, you’ll need to set up a Google Ads account. Setting up a new Google Ads account is easy, and takes just a few minutes.

You have the option of creating your account using an existing Google account, or you can create a new account specifically for use with Google Ads. Then, you’ll specify some basics for your account, such as your location and time zone. Finally, you’ll set up billing details, so Google can accurately bill you every month.

For a full guide to setting up your Google Ads PPC account, read this PPC University lesson.

How to Use Google Ads: Optimizing Account Structure

Once you’ve set up your Google Ads account with Google, it’s time to think about how to structure the Google Ads account itself. A logical account structure can have a dramatic impact on several crucial PPC metrics, such as Quality Score. Ensuring your Google Ads account is structured properly has many benefits, including:

  • More relevant traffic and clicks
  • Higher Quality Scores (and thus, lower cost-per-clicks)
  • Making your account easier to optimize and maintain

If you’re only planning to run a single campaign, your Google Ads account structure will likely be quite simple. However, if you intend to run multiple campaigns simultaneously, or plan to do so in the future, it pays to consider optimal account structure from the outset.

The ideal Google Ads account is structured into individual campaigns, each of which will have its own ad groups. In turn, each ad group will have its own keywords, unique ad text, and landing pages. The figure below illustrates how an account should be set up for optimal performance:

How to Use Google AdWords account structure diagram

There are several ways you can structure an AdWords account, depending on your needs. For example, you can structure your Google Ads account based on the structure of your website, by the types of products or services you’re advertising, or by geographic location, if your business operates in several individual markets.

For more information on how to structure your Google Ads account, read this lesson at PPC University.

How to Use Google Ads: Understanding Keywords

Now that you’ve set up and structured your Google Ads account, it’s time to examine the fundamental building blocks of what makes Google Ads work – keywords.

As their name implies, keywords are key words or phrases that users enter into Google when performing a search to find the information they need. Google Ads works by allowing advertisers to bid on keywords that are relevant to their business so that their ads are shown to users when these keywords are entered. Advertisers bid on keywords, rather than “buying” them outright, because Google Ads functions in the same way as an auction to ensure that not only advertisers with the largest budgets can succeed with PPC.

For more on the Google Ads ad auction and how the Google Ads system works, check out this infographic.

Keyword Research for Google Ads

Before you can bid on keywords, you need to know which keywords are worth bidding on. This is determined during the keyword research phase.

There are many different ways to conduct PPC keyword research when launching a new Google Ads campaign, and WordStream’s Free Keyword Tool is an excellent starting point.

How to Use Google Ads Keyword Tool

Simply enter a search term to begin, and WordStream’s Free Keyword Tool will generate a comprehensive list of keywords related to the original. You will also see data for the relative frequency of the related keywords, the search volume (using data from both Google and WordStream), as well as the keyword’s competitiveness.

How to Use Google Ads Keyword Tool

WordStream Advisor, our PPC and social media advertising management platform, also features a comprehensive suite of keyword research tools that enable you to find new keyword ideas, identify keyword niches, find negative keywords to exclude from your campaigns, and much more.

Sign up for a free, no-obligation trial of WordStream Advisor today to see how WordStream can help you grow your business with paid search.

How to Use Google Ads: Writing Compelling Ads

Once you’ve identified the keywords that are relevant to your business, all that’s left to do is write compelling, persuasive text ads that simply beg to be clicked.

Although Google Ads offers a wide range of diverse ad formats, text-based PPC ads form the core of Google Ads. Writing ad text is a particularly challenging task, not least because of the space restrictions that advertisers are subjected to. You only have very limited space to craft a compelling message that speaks to your prospective customers and persuades them to click on your ad.

There are many elements to consider when writing PPC ad text. Your choice of language is crucially important, and can have a dramatic impact upon the tone of your advertisements. Some ads leverage emotional responses such as fear or even comedy to tempt visitors to click on them, whereas others capitalize on special offers to make their ads more compelling.

For more on how to write clickable ads that convert, check out these resources:

If you’re pressed for time or looking for a starting point for your ad copy, you can also download 288 PPC ad copy templates from this blog post, which includes everything you need to get started writing your own unique, compelling ad text.

Check out this guide full of best practices & tips to getting started with Google Ads.

Evaluate the Strength of Your Google Ads Account

Taking the time to regularly adjust and optimize your Google Ads account is one of the most important things you can do as a paid search advertiser. However, even if you’re doing everything right, it can be difficult to know just how well your campaigns are performing. That’s why WordStream created the Google Ads Performance Grader.

Google Ads Performance Grader

In 60 seconds or less, the Google Ads Performance Grader performs a comprehensive audit of your Google Ads account. After securely logging in to your Google Ads account, the Google Ads Performance Grader will evaluate the strength of your account based on crucial PPC metrics including:

How to Use Google Ads APG

No other free tool provides as much unique, individualized insight into your Google Ads account performance as the Google Ads Performance Grader. To see how well your account is performing, and to identify areas in which you can improve, try the Google Ads Performance Grader for free today.

APG Banner Ad for Blog

Google Ads

Online advertising platform owned by Google

This article is about the Google service aimed at advertisers. For the Google service aimed at publishers, see AdSense.

Google Ads (formerly Google AdWords)[2] is an online advertising platform developed by Google, where advertisers bid to display brief advertisements, service offerings, product listings, or videos to web users.[3] It can place ads both in the results of search engines like Google Search (the Google Search Network) and on non-search websites, mobile apps, and videos (the Google Display Network).[4][5] Services are offered under a pay-per-click (PPC) pricing model.

Google Ads is Alphabet Inc's main source of revenue, contributing US$134.8 billion in 2019.[6]


Former logo of the service

Google launched AdWords in 2000.[1] At first, AdWords advertisers paid for the service monthly, and Google would set up and manage their campaign. To accommodate small businesses and those who wanted to manage their own campaigns, Google soon introduced the AdWords self-service portal. In 2005, Google started a campaign management service called Jumpstart.[7]

The AdWords system was initially implemented on top of the MySQL database engine. After the system had been launched, management decided to use Oracle instead but was eventually reverted to MySQL after the system became much slower.[8] Eventually, Google developed a custom distributed Relational database management system (RDBMS) known as Google F1 specifically for the needs of the Ad business. The interface offers Spreadsheet Editing, Search Query Reports, and conversion metrics.[9]

In 2008, Google launched the Google Online Marketing Challenge,[10] an in-class academic exercise for tertiary students.[11] Over 8,000 students from 47 countries participated in the challenge in 2008, over 10,000 students from 58 countries took part in 2009, about 12,000 students in 2010, and almost 15,000 students from 70 countries in 2011. The Challenge runs annually, roughly from January to June.

In April 2013, Google announced plans to add enhanced campaigns for AdWords to aid with campaign management catered to multiple-device users. The enhanced campaigns aimed to include advanced reports about users. This move was controversial among advertisers.[12]

In July 2016, Google unveiled "Showcase Shopping" ads. With this format, retailers can choose to have a series of images that appear in search results related to various search queries and keywords.[13]

In October 2017, Google revised AdWords' daily budget caps, which were previously set at a maximum of 120% of preset daily budgets, to a maximum of 200%. This change was rolled out on the same day it was announced, prompting criticism from paid search professionals, though Google later clarified that this change would affect only short-term campaigns of less than 30 days and that for campaigns running more than 30 days, overage charges would be refunded.[14]

On June 27, 2018, Google announced[15] a rebranding of Google AdWords as Google Ads as of July 24, 2018.[2][16]

In 2018, Bloomberg News reported that Google had paid millions of dollars to Mastercard for its users' credit card data for advertising purposes. The deal had not been publicly announced.[17][18]


Google's headquarters in Ireland where all EU Google Ads account management takes place.

Sales and support for Google's Ads division in the United States is based in Mountain View, California, with major secondary offices in Hyderabad, Dublin, Singapore, Ann Arbor[19] and New York City. The third-largest US facility is the Googleplex,[20] Google's headquarters, which is located in Mountain View, California. Google AdWords engineering is based at the Googleplex, with major secondary offices in Los Angeles and New York.


Google Ads' system is based partly on cookies and partly on keywords determined by advertisers. Google uses these characteristics to place advertising copy on pages where they think it might be relevant. Advertisers pay when users divert their browsing to click on the advertising copy.[21] Adverts can be implemented locally, nationally, or internationally.

Google's text advertisements mimic what the average search result looks like on Google.[22] Image ads can be one of the several different standardized sizes as designated by the Interactive Advertising Bureau (IAB). In May 2016, Google announced Expanded Text Ads, allowing 23% more text.

Besides the Google search engine, advertisers also have the option of enabling their ads to show on Google's partner networks, including AOL search,, and Netscape, who receive portion of generated income.[21]

In addition to external search engine marketing agencies and consultants, Google has its own in-house team of account managers.[23]


  • The Keyword Planner provides data on Google searches and other resources to help plan advertising campaigns.[24][25]
  • AdWords Express (previously "Google Boost") is a feature aimed at small businesses that attempts to reduce the difficulty of managing ad campaigns by automatically managing keywords and ad placement.[26][27][28]
  • Google Ads Editor is a downloadable program that allows users to make bulk changes to ads and edit ads offline. It also allows users to see ad performance, like the dashboard.[29][non-primary source needed]
  • Google Ads Manager Accounts (previously "My Client Centre (MCC)") allows users to manage multiple accounts from one login and dashboard.[30][non-primary source needed] This is most commonly used by Marketing and Advertising agencies who manage a large portfolio of client accounts.
  • The Reach Planner allows users to forecast the reach and extent of their video ads across YouTube and Google video partners.[31][non-primary source needed] The tool allows users to choose their audience, then recommends a combination of video ads that help reach the user's objectives, and see the reach of their ads.[32][non-primary source needed]
  • In addition to location and language targeting, advertisers can specify Internet Protocol (IP) addresses to be excluded. Advertisers can exclude up to 500 IP address ranges per campaign.[33][non-primary source needed]
  • Google Academy for Ads (previously "Google Partners", "Google AdWords Certification Program" and "Google AdWords Certification") provides a qualification to clients who pass a Google Ads Fundamentals exam and one Advanced AdWords exams on search, display, video, shopping, or mobile advertising, or Google Analytics.[34][35][36][non-primary source needed] Google Partners must maintain a minimum spend threshold of US$10,000 over 90 days, with a higher spend threshold for Google Premier Partners.[37][non-primary source needed]
  • Placement-targeted advertisements (formerly Site-Targeted Advertisements) places adverts based on keywords, domain names, topics, and demographic targeting preferences entered by the advertiser. If domain names are targeted, Google also provides a list of related sites for placement. Advertisers bid on a cost-per-impression (CPI/CPM) or cost-per-click (CPC) basis for site targeting.[38][non-primary source needed] The minimum cost-per-thousand impressions bid for placement-targeted campaigns is 25 cents. There is no minimum CPC bid.[citation needed]
  • Remarketing allows marketers to show advertisements to users that have previously visited their website, and allows marketers to create different audience lists based on the behavior of website visitors. Remarketing Lists for Search (RLSA) via Google Analytics became available in Google Ads in early June 2015, allowing for the use of standard GA remarketing lists to plan traditional text search ads.[39][non-primary source needed] Dynamic remarketing can show past visitors the specific products or services they viewed.[40][non-primary source needed] While common, some users may find overly overt use intrusive.[citation needed]
  • Ad extensions allow advertisers to show extra information with their ads, such as a business address, phone number, links to a web page or app, prices, or sales and promotions.[41] Google Ads may also display automated extensions such as consumer ratings when the system predicts they will improve performance.[42]
  • The Google Ad Grants program gives eligible nonprofits US$10,000 per month in Google Ads credits, and has served over 100,000 nonprofits and charities worldwide since its launch in 2003.[43][non-primary source needed][failed verification]

Restrictions on ad content[edit]

The "Family status" of an ad ("family safe", "non-family safe", or "adult") is set by a Google reviewer and indicates what “audiences the ad and website are appropriate for”. This affects when and where, including in which countries, an ad can appear.[44]

As of April 2008, Google AdWords no longer allows for the display URL to deviate from that of the destination URL. Prior to this, paid advertisements could feature different landing page URLs to that of what was being displayed on the search network. Google explained that this policy change stems from both user and advertiser feedback. The concern prompting the restriction change is believed to be the premise on which users clicked advertisements. In some cases, users were being misled and further targeted by AdWords advertisers prior to this change.[45]

As of December 2010, Google AdWords decreased restrictions over sales of hard alcohol.[46] It now allows ads that promote the sale of hard alcohol and liquor. This is an extension of a policy change that was made in December 2008, which permitted ads that promote the branding of hard alcohol and liquor.

Some keywords, such as those related to hacking, are not allowed at all. From June 2007, Google banned AdWords adverts for student essay-writing services, a move which received positive feedback from universities.[47] Google has a variety of specific keywords and categories that it prohibits that vary by type and by country.[48] For example, use of keywords for alcohol related products are prohibited in Thailand[49] and Turkey;[50] keywords for gambling and casinos are prohibited in Poland;[51] keywords for abortion services are prohibited in Russia and Ukraine;[52] and keywords for adult related services or products are prohibited worldwide as of June 2014.[53][54]

In March 2020, at the beginning of the Coronavirus crisis, Google blocked all face masks keywords from being eligible for ads targeting as part of a policy to prevent companies attempting to capitalise on the pandemic.[55]


Whenever a user conducts a search on Google, AdWords runs an auction to determine which search ads are displayed on the search results page as well as the ad's position.[56] The cost of a Google AdWords campaign therefore depends on a variety of factors, including the maximum amount an advertiser is willing to pay per click, the keywords being bid on, and the relevance and click frequency of ads and ad extensions.

Although an advanced bidding strategy can be used to automatically reach a predefined cost-per-acquisition (CPA), this should not be confused with a true CPA pricing model.[57]

Lawsuits and controversies[edit]

Google Ads has been the subject of lawsuits relating to trademark law (Google, Inc. v. Am. Blind & Wallpaper Factory and Rescuecom Corp. v. Google Inc.), fraud (Goddard v. Google, Inc.), and click fraud.

Overture Services, Inc. sued Google for patent infringement in April 2002 in relation to the AdWords service. The suit was settled in 2004 after Yahoo! acquired Overture; Google agreed to issue 2.7 million shares of common stock to Yahoo! in exchange for a perpetual license under the patent.[58]

In 2006, Google settled a click fraud lawsuit for US$90 million.[59]

In May 2011, Google cancelled the AdWord advertisement purchased by a Dublin sex worker rights group named "Turn Off the Blue Light" (TOBL),[60] claiming that it represented an "egregious violation" of company ad policy by "selling adult sexual services". However, TOBL is a nonprofit campaign for sex worker rights and is not advertising or selling adult sexual services.[61] After TOBL members held a protest outside Google's European headquarters in Dublin and sent in written complaints, Google reviewed the group's website. Google found the website content to be advocating a political position, and restored the AdWord advertisement.[62]

In June 2012, Google rejected the Australian Sex Party's ads for AdWords and sponsored search results for the July 12 by-election for the state seat of Melbourne, saying the Australian Sex Party breached its rules which prevent solicitation of donations by a website that did not display tax exempt status. Although the Australian Sex Party amended its website to display tax deductibility information, Google continued to ban the ads. The ads were reinstated on election eve after it was reported in the media that the Australian Sex Party was considering suing Google. On September 13, 2012, the Australian Sex Party lodged formal complaints against Google with the US Department of Justice and the Australian competition watchdog, accusing Google of "unlawful interference in the conduct of a state election in Victoria with corrupt intent" in violation of the Foreign Corrupt Practices Act.[63]

In December 2019, France fined Google €150 million for advertiser suspensions on Google Ads, arguing it had "abused its dominant position by adopting opaque and difficult to understand rules" which it was then free to "interpret and modify" at its own discretion.[64]

Trademarked keywords[edit]

Google has come under fire for allowing AdWords advertisers to bid on trademarked keywords.[65] In 2004, Google started allowing advertisers to bid on a wide variety of search terms in the US and Canada, including trademarks of their competitors[66] and in May 2008 expanded this policy to the UK and Ireland. Advertisers are restricted from using other companies' trademarks in their advertisement text if the trademark has been registered with Advertising Legal Support team.

In March 2010, Google was involved with a trademark infringement case involving three French companies that own Louis Vuitton trademarks. The lawsuit concerned if Google was responsible for advertisers purchasing keywords that violate trademark infringement. Ultimately, the Court of Justice of the European Union ruled that Google AdWords were “not a breach of EU trade mark law, but that the content of some advertisements that are linked by Google keywords may well be in breach depending upon the particular facts of the case.” [67] Additionally, in some American jurisdictions, the use of a person's name as a keyword for advertising or trade purposes without the person's consent[68] has raised Right to Privacy concerns.[69]

In 2013, the Tenth Circuit Court of Appeals held in 1-800 Contacts, Inc. v., Inc. that online contact lens seller did not commit trademark infringement when it purchased AdWords and other search advertisements using competitor 1-800 Contacts' federally registered 1800 CONTACTS trademark as a keyword.[70] In August 2016, the Federal Trade Commission filed an administrative complaint against 1-800 Contacts alleging that its search advertising trademark enforcement practices have unreasonably restrained competition in violation of the FTC Act. 1-800 Contacts has denied all wrongdoing and is scheduled to appear before an FTC administrative law judge in April 2017.[71]

IT support ban[edit]

In 2018, Google implemented a policy change which restricts the advertising of consumer technical support, including, "troubleshooting, security, virus removal, internet connectivity, online accounts (for example, password resets or login support), or software installation",[72][73] Google's Director of Global Product Policy, David Graff stated that the policy was intended to "address abuse" and "fraudulent activity" from third-party technical support providers, and that a verification program for legitimate providers would be rolled out "in the coming months".[74] This is yet to manifest, resulting in an effective ban on all IT support and repair related services on the Google Ads platform.[75] Commentators have expressed concerns that this is an attempt by Google to stifle consumers' right to repair electronic devices.[75][76]

See also[edit]


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  64. ^Chaffin, Zeliha (2019-12-20). "L'Autorité de la concurrence inflige à Google une amende de 150 millions d'euros". Le Monde (in French).
  65. ^Rosso, Mark; Jansen, Bernard (Jim) (August 2010), "Brand Names as Keywords in Sponsored Search Advertising", Communications of the Association for Information Systems, 27 (1): 81–98, doi:10.17705/1CAIS.02706
  66. ^Stefanie Olsen (2004-04-13). "Google plans trademark gambit". CNET.
  67. ^"European Union: Google Adwords And Online Advertising: Trade Mark Infringement? ECJ Decision". Retrieved 2013-05-02.
  68. ^Fishman, Ross. "Bad Precedent: Lawyer Censured for Buying Google Keywords for Other Lawyers and Law Firms". The National Law Review. Retrieved 2014-03-05.
  69. ^"Robert L. Habush and Daniel A. Rottier, Plaintiffs-Appellants, v. William M. Cannon, Patrick O. Dunphy and Cannon & Dunphy, S.C., Defendants-Respondents"(PDF). Case No.: 2011AP1769. Court of Appeals of Wisconsin Published Opinion. 2013-02-21. Archived from the original(PDF) on 2013-05-14. Retrieved 2014-03-05.
  70. ^"1-800 CONTACTS, INC. v. L | 722 F.3d 1229 (2013) | 20130716080 |". Leagle. Retrieved 2021-07-28.
  71. ^David O. Klein & Joshua R. Wueller, Trademark Enforcement and Internet Search Advertising: A Regulatory Risk for Brand Owners, IP Litigator, Nov./Dec. 2016.
  72. ^"Update to Other restricted businesses policy (October 2018) - Advertising Policies Help". Retrieved 2019-05-24.
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  75. ^ abPenniment, Bradley (2019-05-23). "Google Declares War on Consumer Electronic Repair Service Centers". Medium. Retrieved 2019-05-24.
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External links[edit]

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  2. Ar tuning
  3. Designing in solidworks

How to Set Up a Google Ads Account Without Creating a Campaign

When you set up a brand new Google Ads account, it is easy to get sucked into using Google's setup wizard. This is not always desirable because it means that:

  • you will end up being made to create your first campaign as part of the initial account setup process
  • that campaign is likely to be a Smart Campaign - which means you won't have access to some important settings and will have much less control over where and when your ads appear

Fortunately, there is a way to set up a new Google Ads account without having to create a campaign at the same time.

In this article, I'm going to explain step-by-step how it's done.

Find out how to write eye-catching ads that will jump off the page and get you more clicks.

The Correct Way to Create a New Google Ads Account

Choose an Email Address

Visit the Google Ads website and click the blue Start Now button. You'll be asked to enter your email address. If you already have an email address that is associated with a Google account (e.g. a Gmail address) use that one and then click Next and enter your password.

If you don't have an existing Google account email, click the Create Account link, choose the Myself option, and then follow the instructions to create and confirm your new Google Account.

set up a google ads account - How to Set Up a Google Ads Account Without Creating a Campaign

Switch to Expert Mode

You'll then be asked what your advertising goal is. Ignore these options and click the "Switch to Expert Mode" link at the bottom of the screen.

set up a google ads account - How to Set Up a Google Ads Account Without Creating a Campaign

Skip Campaign Creation

Now you'll be asked what type of campaign you want to create. Ignore all the options and click the "Create an account without a campaign" option at the bottom of the screen.

set up a google ads account - How to Set Up a Google Ads Account Without Creating a Campaign

Confirm Your Regional Settings

Check that the timezone and billing currency options on the next screen are correct, adjust them as required, and then click Submit.

set up a google ads account - How to Set Up a Google Ads Account Without Creating a Campaign

Setup Google Ads Billing

You'll now be taken into your new Google Ads account. From here, the final step is to click the Billing icon on the top menu bar, followed by Settings, and then enter your billing address and payment information. I recommend you opt for post-pay rather than pre-pay billing and that you use credit/debit card as your payment method rather than direct debit. The latter can take several days to get approved, during which time your ads can't run.

set up a google ads account - How to Set Up a Google Ads Account Without Creating a Campaign

Having completed all these steps, you'll now have a blank canvas of a Google Ads account which is ready for you to create your first campaign.


11 Common Google Ads Login Problems and How to Fix Them

Almost 70 percent of small-to-midsize businesses (SMBs) use pay-per-click (PPC) advertising. With so many companies advertising online with platforms like Google Ads, it’s not uncommon for users to encounter login issues.

If you’re having problems with your Google Ads login, then this troubleshooting guide is for you.

Keep reading to learn more about fixing sign-in issues on Google Ads — including yours. And if login errors aren’t your only problem with Google Ads, contact Google for assistance. Their team can help get your advertising campaigns back on track!

11 most common Google Ads login issues (and how to fix them!)

Not able to sign in to your Google Ads (previously known as Google AdWords) account? Have no fear.

Here are some of the most common issues that prevent you from logging into your Google Ads account (and how to fix them):

  1. Forgotten username, email address, or password
  2. Deleted Google Ads account
  3. Username and password do not match
  4. Invalid username and/or password
  5. “Click Here to Continue” error message
  6. Invalid Google Ads account
  7. Migrated Google Ads data
  8. “We are unable to process your request” error
  9. Disabled Google Ads account
  10. Random letters error message
  11. Account manager no longer available

With this troubleshooting guide for Google Ads login errors, however, you can fix each of these issues.

The point of this guide is simple: help your team get back into your Google Ads account.

That’s why you’ll find a breakdown for each issue (from a disabled account to an unverified email) below. Just choose the heading that best describes your problem and follow the steps for fixing your specific login error.


If you forgot your email address, username, or password, you can usually recover that information fast.

For example, you can ask for a password reset by answering some security questions, which you create when making your account. When answering these questions, Google recommends that you use a computer that previously accessed the account.


A screenshot of Google recommendations for fixing password login error in Google Ads


Recovering your email address requires you to supply the phone number or full name associated with the account. You will, however, need to complete additional steps to verify that the email address belongs to you.

In comparison, to retrieve your username, you will need to enter a recovery email address. Google will then email you a list of usernames associated with that recovery email address, which you can then use to recover your account.

Solution: Request a replacement or reset with your designated recovery method.


Accidents happen.

Whether you or your company deleted the Google Account that managed your Google Ads account doesn’t matter. What does matter, however, is that your team completes the account recovery process as soon as possible.


Google recommendations for recovering deleted account and resolving login error


Depending on when the account got deleted, you can recover the account and all its data. You will, however, need to provide answers to some security questions to confirm account ownership. If your team can’t recover the account through this process, contact a representative.

Solution: Complete the steps for recovering an account or contact a Google Ads representative.


Even if you know your username and password, you can still receive a password- or username-related error when trying to log into Google Ads. In most cases, these are quick-fix Google login errors. Some, however, require going deeper into this Google Ads login troubleshooting guide.

When users log into Google Ads, it’s not uncommon to see one of the following messages:

  • User name and password do not match
  • Invalid email address

These messages usually generate in the case of a user error, like accidentally capitalizing a letter in a password, inserting an additional space, or forgetting the “@” symbol in an email address. Before re-entering your password and email address, double-check your text formatting for accuracy.

If you also use your account credentials for Google Ads to access other Google products, like Gmail, updating those credentials (and entering the old ones in Google Ads) can also cause a password and/or username error.

That’s because your Google Account uses the same credentials to access all Google products.

Solution: Check your email address and/or password for capitalization, extra spaces, and spelling.


An invalid username and password error can also generate due to an unverified email address. It’s a common Google Ads login problem, but it’s easy to fix, which means you can get into your Google Ads account sooner, rather than later.

Check the inbox of the email associated with your Google Ads account and look for a verification email from Google Ads. It should include a link, which you want to click, to verify your account. Once you confirm your account, log in to Google Ads.

If you can’t find a verification email, you can request a new one with the following steps:

  • Go to Google Ads
  • Enter your email address and password
  • Request a verification email via the pop-up alert message

Once you submit your request, check your inbox. If an email does not arrive, contact Google Ads.

Solution: Request a verification email and confirm your email address.


Google Ads is a web-based application, which means your browser can impact its performance. Sometimes, when you can’t sign in to your Google Ads account, it has nothing to do with your credentials, but your browser.

The error message, “Click here to continue,” happens almost exclusively with Internet Explorer.

For the fastest (and most reliable) fix, Google recommends downloading and using another browser, like Google Chrome or Mozilla Firefox. You can, however, update your settings in Internet Explorer to try and resolve this Google Ads error.


A screenshot of Google Chrome and Mozilla Firefox, approved browsers for Google Ads


If you want to use Internet Explorer for Google Ads, try the following fixes:

  • Add as an allowed and trusted site via the Tools menu
  • Update your browser’s security settings to “Medium” in the Tools menu
  • Enable “Navigate sub-frames across different domains” in the Tools menu

Aside from trying a different browser and updating your browser settings, you can fix the issue temporarily by opening the “Click here to continue” link in a new window. Just right-click that text and select, “Open in New Window.”

Solution: Update your Internet Explorer settings or use a different browser.


Companies that started using Google Ads when it was Google AdWords often encounter this login error. That’s because a master Google Account (which you can use to access the entire Google Marketing Platform and other Google products) was not available before.

Your team can fix this login issue fast, though.

Just log into Google Ads with your previous credentials — not your Google Account. Then, accept the request to update your Google Ads login information. During this process, make sure you select the following options:

  • “Yes, I have a Google Account”
  • “Yes, Replace my Google Ads login with my existing Google Account”

Once you finish updating your information, go ahead and log into Google Ads with your Google Account.

Solution: Link your Google Ads account with your Google Account.


Companies can also encounter login issues following a data migration.

When you migrate your Google Ads data, you transfer it to a personal Google Account or an organizational Google Account. The account you select becomes the new account for accessing Google Ads, which means you need to use that account’s credentials to log in to Google Ads.

Solution: Log in with the credentials of the account that accepted the migrated data.


While the above Google Ads login error may seem like a problem for Google Ads to solve, your browser or Internet connection can also cause it. Whether you use Mozilla Firefox, Google Chrome, Safari, or Internet Explorer, this error can happen.


A list of browser fixes for Google Ads login errors


You can fix this Google Ads login issue a few ways, including:

  • Turn on first- and third-party cookies
  • Clear your cache and cookies
  • Enable JavaScript
  • Turn off Internet security programs like Norton Internet Security or Zone Alarm

Outside of your browser settings, you can also try accessing Google Ads from a different computer. If you can log into Google Ads from an alternate device, it often indicates a problem with your computer, network, or browser. Contact your company’s IT team if that happens.

Solution: Check your browser settings and try to access the site from a different device.


If you’re trying to log into your Google Ads account and receive the message, “Sorry, your account has been disabled,” your company will need to contact a Google Ads representative to discuss reenabling your account.

Google will disable advertising accounts when the account violates its:

  • Google Terms of Service
  • Product-Specific Terms of Service

Keep in mind that unless your account was disabled in error, it’s unlikely Google will reactivate it.

Solution: Contact a Google Ads representative.


Sometimes, you will have trouble signing into your Google Ads account because of another browser-setting error. This error, caused by your browser’s selected language, causes Google Ads to generate an unreadable message of random characters or letters.


A screenshot of how to update encoding settings in Mozilla Firefox and Internet Explorer


You can fix this by updating your browser settings to Unicode UTF-8:

  • Mozilla Firefox: Open the View menu, select Character Encoding, and choose Unicode (UTF-8).
  • Internet Explorer: Open a window, right-click the page, and select Encoding and Unicode (UTF-8).

This login issue in Google Ads usually happens in Mozilla Firefox and Internet Explorer.

Solution: Update your browser settings to Unicode UTF-8.


A common Google Ads login problem happens when the person managing your online advertisements leaves. This issue is why you want a dedicated company email, rather than an employee-specific one, for managing your Google Ads account.

If you cannot access that former team member’s credentials for Google Ads, you will need to complete and submit a lost account form. Your company will also need to provide your Google Ads ID or most recent payment information.

Solution: Complete a lost account form.

Still having trouble signing into Google Ads? Get in touch with Google!

If you’re still having trouble signing into Google Ads, reach out to Google’s team for immediate assistance!



Grow your business with Google Ads

Get in front of customers when they’re searching for businesses like yours on Google Search and Maps. Only pay for results, like clicks to your website or calls to your business.

Start now

Show up when people search for what you offer

Google is where people search for what to do, where to go, and what to buy. Your digital ads can appear on Google at the very moment someone is looking for products or services like yours.

Whether they’re on desktop or mobile, a well-timed ad can turn people into valuable customers.

Start now

Get the results that matter to you

Drive website visits

Grow online sales, bookings, or mailing list signups with online ads that direct people to your website.

Get more phone calls

Increase customer calls with ads that feature your phone number and a click-to-call button.

Increase store visits

Get more customers in the door with business ads that help people find your company on the map.

Set a budget that works for your business

Google ads give you control over your advertising budget. Set a monthly budget cap, and never go over it. Plus, you can pause or adjust your spend anytime.

Learn more about setting a budget
Monthly budget capAdjust anytime

Partner with Google to find the right customers

With Google Ads you can reach more relevant customers within your budget. Plus, our smart technology will help you improve your ads over time to get more of the results that matter to your business.

Learn how Google Ads works

See real results

“Advertising on Google has helped us grow our business, and it has allowed me to be able to do what I love.”

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Google services were down including Google Ads, Google Analytics, Search Console & more

This morning at around 6:55am ET, many of Google’s services went offline. This includes many tools and services that you, as marketers, depend on. While Google Search seems to be working, outside of logging into Google Search, other aspects of Google are not working.

What is offline. Here is a list of services that are offline that marketers may care about:

  • Google Ads
  • Google AdSense
  • Google Analytics
  • Google Search Console
  • Google My Business
  • YouTube
  • Google Play
  • Firebase
  • Gmail
  • Google Apps/Workforce
  • Admob

Virtually all services that require a Google login are offline.

What it looks like. When you try to login, you may get a blank screen or a 502 error of some sort:

We’re back. Google services seem to be coming back up at 7:28am ET, so about a 30 minute outage.

Today, at 3.47AM PT Google experienced an authentication system outage for approximately 45 minutes due to an internal storage quota issue. This was resolved at 4:32AM PT, and all services are now restored.

— Google Cloud (@googlecloud) December 14, 2020

About The Author

Barry Schwartz a Contributing Editor to Search Engine Land and a member of the programming team for SMX events. He owns RustyBrick, a NY based web consulting firm. He also runs Search Engine Roundtable, a popular search blog on very advanced SEM topics. Barry's personal blog is named Cartoon Barry and he can be followed on Twitter here.

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Connect your Google Ads account to HubSpot to manage your Google ads in HubSpot's ads tool. Once your Google Ads account is connected, HubSpot will display and report on all existing campaigns in that account.

Google Ads connection requirements

  • Only individual Google Ads accounts can be connected to HubSpot. Google Ads manager accounts cannot be connected to HubSpot, so any Google Ads account being managed in a manager account should be connected to HubSpot individually.
  • If you've installed an ad blocker extension for your browser, make sure you disable it when you connect your Google Ads account and when you're using the HubSpot Ads tool.
  • The HubSpot user who connects a Google Ads account must have Publish access to the ads tool in HubSpot.
  • The HubSpot user who connects a Google Ads account must have Admin access for that individual account. In your Google Ads account, you can check the access level for any user by clicking the Tools dropdown menu and selecting Account access.

  • HubSpot is not able to track or report on Smart Campaigns (formerly Google Express Campaigns). If you've recently created your Google Ads account, it will be in Smart Mode by default. While in Smart Mode, all ads will be created as Smart Campaigns. To check if your account is in Smart Mode:
    • Log in to your Google Ads account.
    • If the URL begins with, then your account is in Smart Mode.
    • To switch to Expert Mode, click Tools in the top menu, then select Switch to Expert Mode.


Please note: cancelled Google Ads accounts cannot be connected to HubSpot. If a connected Google Ads account is cancelled, it will be disconnected from HubSpot. An error will show in HubSpot next to any cancelled accounts. Learn more about cancelled accounts and how to reactivate them in Google's documentation.

Connect your Google Ads account

Connect your Google Ads account to HubSpot. If you encounter any errors during the connection process, check out our troubleshooting guide.
  • In your HubSpot account, click the settings iconsettings in the main navigation bar.
  • In the left sidebar menu, navigate toMarketing>Ads.
  • In theAccountstab, clickConnect account.
  • In the dialog box, selectGoogle Ads. If you have multiple Google Ads accounts, a list of your accounts will appear. Select the account(s) you want to connect to HubSpot, then click Connect.
  • In the pop-up window, log in to your Google account using the email address associated with your Google Ads account, then click Allow.
  • You'll be redirected back to HubSpot to finish the setup process.
    • If your Google account is associated with existing Google Ads accounts, you'll see each of your accounts listed in the dialog box. Select the checkbox next to any ad account you want to connect to HubSpot, then click Connect.
    • If you don't have an existing Google Ads account, you can create one from within HubSpot. In the dialog box, configure your account information:
      • Enter your ad account name.
      • Enter the email address you used to log in to your Google account.
      • Select a time zone.
      • Select a currency. This currency will be set within your new Google Ads account and cannot be changed later.
      • Click Create account.


      • Click the Go to your new Google ad account settings and add your billing information link to open a new browser tab and finish setting up your account from within Google Ads.
      • After you've added your billing information from your Google Ads account, navigate back to the original tab and click I've added billing information.

All accounts you connected will appear in your Ads Accounts settings in HubSpot.


Once you've connected your Google Ads account, you'll receive an email notifying you that your Google Ads account is linked to the manager account HubSpot Customer MCC. A manager account is a Google account that allows HubSpot to monitor and track advertising performance across users' ads accounts.

Linking your Google Ads account to HubSpot's manager account also allows HubSpot to escalate issues regarding your account to Google, grants you the ability to create audiences for your Google ads in HubSpot's ads tool, and makes you eligible for beta products and other benefits that Google makes available to HubSpot customers.

Linking your Google Ads account to HubSpot's manager account is not necessary for the core contact tracking and reporting functionality in HubSpot's ads tool. Learn how to unlink HubSpot's manager account (HubSpot Customer MCC) from your Google Ads account.

Please note: if your ad account has outstanding billing issues, violations of Google's ad policies, or has been inactive for a long period of time, HubSpot will mark your ad account as Inactive. To fix this issue, you'll need to check your Google Ads account settings and Google's support resources.

Once your Google Ads account is connected, you can also connect additional users so that they can manage and create campaigns for the account. You can also disconnect ad accounts from within your ads settings.

Necessary disclosure: your use of the Google Ads integration is subject to the Google Ads Terms and Conditions. HubSpot will be able to view and manage your account, and will store your Google Ads account number. When you authorize the integration, HubSpot receives a user token with permissions on the connected ad accounts. HubSpot can view but does not store all the ad accounts you have permission for. Google will share settings details (e.g., name, budget, bid strategy, creative) and performance metrics (impressions, clicks, etc.) for all campaigns, ad groups, and ads in the ad accounts you connected.


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