Google Ads is where people actively search for a solution, so the traffic is high-intent and the rules are stricter than on social platforms. This step-by-step guide shows beginners how to set up Google Ads from scratch: which campaign type to choose, what to put in each field, how to measure results and why Google suspends accounts — enough to launch your first Search campaign for an affiliate offer.
Quick answer
- Start with a Search campaign: keywords, negative keywords, responsive search ads. Add Performance Max and AI Max after your first conversions.
- Use a landing page with real value, not a bridge page.
- Set up conversion tracking before launch — Google tag or offline import by GCLID from your tracker.
- Turn off Display Network and search partners while testing; start with Maximize clicks and a max CPC limit.
- Never circumvent the rules: cloaking or new accounts after a suspension lead to permanent suspension without warning.
Affiliate marketing on Google Ads
Google does not forbid affiliate marketing, but your landing page must offer standalone value — a review, comparison, calculator or useful content. Pages that only redirect users to an offer violate Google's policies.
Rules that most often break beginners' accounts (chart labels in Russian)
Start with white verticals. Finance, health and dating are restricted categories. Gambling requires Google certification and is limited to permitted countries. Bid on an offer's brand only if the affiliate program allows it.
How much money do you need
There is no minimum budget. For a test, plan a daily budget of 2–3 target costs per conversion for 7–10 days, plus a domain, hosting and a tracker.
Step-by-step setup
- Offer and GEO: check demand and CPC in the free Keyword Planner; make sure the payout covers realistic click costs.
- Account: switch to Expert mode, choose currency and time zone carefully (they can't be changed), add billing and be ready for advertiser verification (up to 5 business days).
- Landing page and tracker: fast, mobile-friendly, with a privacy policy; the tracker passes sub-id and receives postbacks — see Keitaro vs Binom.
- Conversion tracking: Google tag, GA4 import or offline import by GCLID via your tracker.
- Search campaign: goal Leads or Sales, Search network only, Maximize clicks with a CPC cap, location "Presence", daily budget, phrase and exact match keywords, negative keywords, responsive search ads with up to 15 headlines (30 characters) and 4 descriptions (90 characters). Language is now matched automatically in Search — see our news.
- Analysis: don't touch bids daily during the 7–10 day learning period; check CTR, CPC, CR, cost per conversion and ROI — see affiliate math.
What to set in each field (chart labels in Russian)
Search vs AI Max vs Performance Max
Campaign types and when to use them (chart labels in Russian)
Search gives the most control and is the best start. AI Max for Search adds search term matching (broad match and keywordless technology), text customization and final URL expansion; each can be turned off, with brand and URL controls — enable it once the campaign converts steadily. Performance Max runs across Search, YouTube, Display, Discover, Gmail and Maps from asset groups and needs conversion history. Demand Gen, Display and YouTube reach people who aren't searching — cheaper but colder traffic.
Example: first test in numbers
Hypothetical: $30/day × 10 days = $300; $0.50 CPC → 600 clicks; 3% CR → 18 leads; $25 payout → $450 revenue; ROI 50%. At 1.5% CR the test loses money — so landing pages and negative keywords matter most.
Why Google Ads suspends accounts
Circumventing systems (cloaking, swapping landing pages, new accounts after a suspension) means permanent suspension without warning. Other common reasons: misrepresentation, destination requirements, suspicious payments and unfinished advertiser verification. Appeal mistaken suspensions via the Policy Manager.
Pre-launch checklist
Six steps from offer to analysis (chart labels in Russian)
- The offer allows search traffic and the payout covers CPC.
- Expert mode, correct currency and time zone, billing added.
- Useful, fast landing page with a privacy policy.
- Tracker set up and conversions sent to Google Ads.
- Search only, phrase/exact keywords, negatives added, responsive ads with assets.
FAQ
Can you do affiliate marketing with Google Ads?
Yes, if the landing page offers standalone value, the offer allows search traffic and you follow Google's policies.
How do beginners set up Google Ads?
Create an account in Expert mode, set up conversion tracking and launch a Search campaign with Display and partners off, phrase and exact match keywords and negatives.
What is AI Max in Google Ads?
A Search campaign feature that expands search terms, customizes ad text and picks the best landing page; each part can be turned off.
Why did Google Ads suspend my account?
Usually for circumventing systems, misrepresentation, poor landing pages or suspicious payments. Appeal if it was a mistake.
Sources: Google Ads Help, Google Ads Policies, Search Engine Land.
