Build the Campaign in Google Ads for B2B Teams

Build the Campaign is a chapter of the free Google Ads for B2B Teams tutorial with 4 lessons: Messaging, Creating Ads, Landing Pages and Advertising Against Competitors. Plan on about 85 minutes. It has 16 exercises you run and check in your browser.

What each lesson covers:

  • Messaging: Pick the buyer, the problem and the promise before you write a word of ad copy, then turn them into a one-page brief.
  • Creating Ads: Write responsive search ads that match intent, structure ad groups, and add assets that earn extra space.
  • Landing Pages: One page, one job: what makes a good B2B landing page, how to keep it consistent with the ad, and how to build it in Astro.
  • Advertising Against Competitors: Competitor campaigns that work, the do's and don'ts, and how trademark rules differ by region.

Before you start, it helps to have finished Start Here, because these lessons build on it.

When you finish, continue with Measure and Protect.

Lessons in this section

  1. Messaging

    Pick the buyer, the problem and the promise before you write a word of ad copy, then turn them into a one-page brief.

    • Name the buyer and the problem the ad answers
    • Write a one-page messaging brief
    • Use an LLM to test your message against buyer language
  2. Creating Ads

    Write responsive search ads that match intent, structure ad groups, and add assets that earn extra space.

    • Write headlines and descriptions for a responsive search ad
    • Structure ad groups around one theme each
    • Add sitelinks and callouts that help the buyer
  3. Landing Pages

    One page, one job: what makes a good B2B landing page, how to keep it consistent with the ad, and how to build it in Astro.

    • Plan a landing page that does one job
    • Keep the ad and the page consistent
    • Build and track a landing page in Astro
  4. Advertising Against Competitors

    Competitor campaigns that work, the do's and don'ts, and how trademark rules differ by region.

    • Decide whether a competitor campaign is worth running
    • Write competitor ads that stay within policy
    • Check the trademark rules for your region