Google Search & Shopping Ads

Google Ads Guide India 2026: Search, Shopping & Performance Max

Google handles 93% of all Indian search queries. Google Ads captures customers at peak purchase intent — when they're actively searching for what you sell.

93%
Indian search share
600M+
Internet users
₹5–60
Avg CPC
5B+
Daily searches globally
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What is Google Ads?

Google Ads (formerly Google AdWords) is the advertising platform for Google Search, Google Shopping, YouTube, Display Network, and Gmail. It's the most powerful “intent-based” advertising platform — you reach people at the exact moment they're searching for your product or service.

Unlike Meta Ads (interruption-based), Google Ads captures existing demand, making it ideal for high-consideration purchases where customers are actively comparing options.

Google Ads at a Glance

93%Indian search market share
600M+Indian internet users
₹5–60Average CPC range
₹300/dayRecommended minimum budget
30+ conv.Needed for Smart Bidding
6 channelsSearch, Shopping, Display, YouTube, Gmail, Maps

Google Ads Campaign Types

Six campaign types covering every stage of the customer journey — from awareness to purchase

Search Ads

Text ads on Google Search results. Highest purchase intent. Pay only when clicked.

Shopping Ads

Product images + prices on Google Search. Essential for eCommerce stores.

Performance Max

AI-powered campaign across all Google channels simultaneously.

Display Ads

Banner ads on 2M+ websites in Google Display Network. Great for retargeting.

YouTube Ads

Video ads on YouTube (TrueView, Bumper, Discovery). Brand awareness + conversions.

Local Ads

Show your business in Google Maps and local search results.

How to Run Google Ads Step by Step

8-step process to launch and optimize your first campaign

01

Create Google Ads Account

Set up your account at ads.google.com — the control centre for all Google advertising campaigns.

02

Install Google Tag Manager + Conversion Tracking

Deploy tracking tags on your website to measure purchases, leads, and other key conversion events.

03

Set Up Google Merchant Center

Connect your product feed for Shopping campaigns. Required for Shopping and Performance Max.

04

Define Campaign Type and Goal

Choose the campaign type aligned to your goal: Sales, Leads, Traffic, or Brand Awareness.

05

Research Keywords

Use Google Keyword Planner to find high-intent, cost-effective keywords your customers are searching.

06

Write Ad Copy with All Extensions

Craft compelling headlines and descriptions. Add sitelinks, callouts, and structured snippets for maximum visibility.

07

Set Bidding Strategy

Use Manual CPC for new accounts. Switch to Smart Bidding (Target ROAS) after accumulating 30+ conversions.

08

Monitor & Add Negative Keywords Weekly

Review the Search Terms report to find irrelevant queries. Add negatives, test ad variations, and optimize bids.

Google Ads Cost in India

2026 benchmarks — actual costs vary by industry, keyword competition, and Quality Score

Campaign TypeIndia BenchmarkNotes
Search CPC₹5–60Varies by keyword competition and industry
Shopping CPC₹3–25Lower than Search for equivalent traffic quality
Display CPM₹20–80Per 1,000 impressions on Display Network
YouTube CPV₹0.25–2Per view (TrueView skippable format)
Performance MaxVariableOptimized by AI across all channels
Minimum daily budget₹300/dayPer campaign recommended minimum

* Scalo Digital provides detailed cost projections based on your specific industry and keywords before campaign launch.

Key Google Ads Metrics to Track

Five metrics that separate profitable campaigns from wasted spend

1

Quality Score (1–10)

Ad relevance + Landing page experience + Expected CTR. Higher QS = lower CPC and better ad position.

2

Impression Share

% of auctions you appeared in. Below 50% typically means budget or bid is limiting reach.

3

Search Term Report

Actual queries triggering your ads. Essential for finding irrelevant terms to add as negatives.

4

Conversion Rate

% of clicks that convert. Benchmark: 2–5% for eCommerce. Below benchmark indicates landing page issues.

5

ROAS

Revenue per ₹ of ad spend. Target 4x+ for eCommerce profitability. Shopping campaigns often hit 5–8x.

Google Ads FAQs for Indian Businesses

Everything you need to know before running Search, Shopping, or Performance Max campaigns in India

Start with ₹10,000-30,000/month for a meaningful test. Minimum ₹300/day per campaign for the algorithm to learn. Industries like real estate and insurance have CPC of ₹30-100+, requiring higher budgets. eCommerce typically starts with ₹15,000-25,000/month. Scalo Digital recommends budget based on your target CPA and revenue goals, not arbitrary minimums.
Quality Score (1-10) is Google's rating of your ad relevance, expected CTR, and landing page experience. Higher QS = lower CPC and better ad position. A QS of 8-10 can reduce CPC by 30-50% vs QS of 3-4. Scalo Digital focuses on improving Quality Score in every campaign — through keyword-ad-landing page alignment, which directly reduces your cost per click.
Both work best together. Shopping Ads show product images + prices for purchase-intent queries — highest ROAS for eCommerce (typically 5-8x). Search Ads capture branded and specific product queries with text ads. Scalo Digital runs both simultaneously: Shopping for product discovery, Search for brand protection and high-intent keywords. Performance Max combines both with AI optimization.
Performance Max (PMax) is Google's AI-powered campaign type that runs ads across Search, Shopping, Display, YouTube, Gmail, and Maps — all from one campaign. It requires 50+ conversions/month to work effectively. Great for scaling established campaigns. Scalo Digital uses PMax alongside manual campaigns: PMax for scale, manual for control over high-value keywords.
Add negative keywords (irrelevant terms your ads shouldn't show for), review Search Terms report weekly, use exact/phrase match for high-CPC keywords, pause low-performing ad groups, and set bid adjustments for time/device. Scalo Digital's Google Ads audit typically finds 20-40% of budget wasted on irrelevant terms in new client accounts.
Search campaigns show traffic immediately. Conversion optimization takes 30-60 days as Smart Bidding needs 30+ conversions to learn. Month 1: data collection. Month 2: optimization. Month 3: scaling. Smart Bidding strategies need patience — don't change settings during the 2-week learning period. Scalo Digital manages campaigns with weekly optimizations and monthly strategy reviews.
Yes — Google Shopping Ads show your products directly in search results with image, price, and store name. Conversion rates for Shopping Ads are 2-3x higher than text Search Ads for product queries. Scalo Digital connects your Shopify product feed to Google Merchant Center and manages Shopping campaigns for maximum ROAS on eCommerce stores.
Yes — Scalo Digital is headquartered in Hansi, Haryana and manages Google Ads for clients across Haryana (Hisar, Rohtak, Gurugram, Faridabad, Karnal, Ambala) and pan-India. We manage campaigns in all categories: eCommerce, local services, lead generation, and brand awareness. Contact us for a free Google Ads audit.

Get a Free Google Ads Audit

Scalo Digital will audit your existing Google Ads account — or plan your first campaign from scratch. Identify wasted spend, Quality Score issues, and untapped keyword opportunities.

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