What a Google Ads setup engagement is
A setup engagement is everything that has to be right before an account can be optimized: the account and billing, a conversion tracking layer that has been tested, a campaign structure built from keyword research, and ads and settings chosen for your customers rather than left on Google’s defaults. I do that work once, document it, and train whoever will run the account. After handover you own a Google Ads account that measures leads or sales correctly, which is the part most in-house accounts in Nepal never get, and the part that makes every later decision possible.
Who this is for
- Business owners in Nepal who plan to manage Google Ads themselves and want to avoid the broad-match, no-tracking start that wastes the first few months of budget.
- Companies with a marketing executive or digital team that can run weekly optimization but has never built an account from scratch.
- Startups and agencies abroad that need a clean build for a new market and will take it in-house afterward.
- Anyone who has been quoted a retainer but only needs the foundation laid.
If you would rather not touch the account at all, PPC management includes the same build plus the ongoing work.
What the setup includes
Account, billing and access
A new Google Ads account created under your Google login, or an existing one reviewed and cleaned up. Billing is set up in your name with the payment method that works for your business; for Nepal that means confirming the card and currency arrangement before the first campaign, because a declined payment on day three stops everything. I work through a manager account with access you can revoke at any time.
Conversion tracking
Google Tag Manager and GA4 are installed or repaired, then conversion actions are created in Google Ads for the events that matter: form submissions on real success, phone calls with a minimum duration, WhatsApp clicks, bookings or purchases with value. Each conversion is test-fired and seen in the account before spend starts. The full method is described under Google Ads conversion tracking; in a setup engagement it is not optional.
Keyword research and campaign structure
Keywords are researched by service and intent and grouped into campaigns and ad groups you will still understand in six months. Exact and phrase match carry the launch. A negative keyword list built for your industry (jobs, salary, free, course, training, competitor brands you do not want) is applied before the first click.
Ads, assets and settings
Responsive search ads are written per ad group, with sitelinks, callouts, structured snippets, call and location assets added at campaign level. Location targeting is set to people physically in your service area, language and schedule match your customers, and the automatically applied recommendations that quietly change accounts are switched off.
Landing page review
Each ad group is pointed at the most relevant page you already have, and I list the changes that page needs for message match, speed and a form or call button above the fold. Building pages is a separate service under landing pages for ads.
Handover
A written playbook covering the structure, the tracking, the weekly checklist and the rules for when to change bids, add negatives or move to Target CPA. A handover session walks your team through the account, and a follow-up call two to four weeks later reviews what has happened since launch.
How a setup runs
- Scoping call. Your services, markets, budget and what a lead is worth to you. I confirm whether Google Ads is the right first channel; sometimes it is not, and I say so.
- Access and audit. Website, analytics, tag container and any existing account are reviewed so the build fits what is already there.
- Tracking build and test. Tags, triggers and conversion actions, each fired and verified in Google Ads.
- Research and structure. Keyword and negative lists, campaign map and landing page assignments shared with you for comment before anything is built.
- Build. Campaigns, ad groups, ads, assets and settings, created in your account so the history stays with you.
- Launch and first review. Campaigns go live, the first search-term report is read with you, and early negatives are added.
- Handover. Playbook delivered, training session held, follow-up call booked.
What you receive
- A Google Ads account, GA4 property and GTM container in your name.
- Verified conversion actions with a record of what each one measures.
- Keyword, negative and campaign-structure documents.
- Live campaigns with ads and assets, reviewed after the first week.
- A written playbook and a recorded handover session.
Setup or management?
| Google Ads setup | PPC management | |
|---|---|---|
| Fee | One-off, quoted per account | Fixed monthly fee |
| Who runs the account afterward | You or your team, with the playbook | I do, with weekly optimization |
| Best for | In-house capacity, modest budgets, new markets | Higher budgets, several campaign types, no time in-house |
| Follow-on | Optional coaching sessions | Monthly report and dashboard included |
Pricing and next step
Setup is a one-off fee quoted per account after the scoping call; the factors that move it are the number of campaign types, markets and the state of your tracking, all explained on the Google Ads packages and pricing page. If you already have an account that is spending, start with a free Google Ads audit so the setup fixes what is actually wrong. If you later want help without a retainer, Google Ads consulting and coaching picks up where the handover left off.