Day 14 – Audience & Budget (Step-by-Step Guide)
Week 3: Google Ads Setup
Day 14 – Audience & Budget (Step-by-Step Guide)
The purpose of Day 14 is to configure who will see your Google Ads, where they will see them, how much the client will spend, and how Google will optimize the campaign.
This step ensures the advertising budget is spent on the right audience instead of wasting money on people who are unlikely to become customers.
Step 1: Open the Campaign
What are you doing?
Opening the Google Ads campaign you created on Day 11 to configure its audience and budget settings.
Tool
Using Google Ads – Configure campaign audience, location targeting, budget, and bidding strategy.
How to Access
Go to Google Ads
Log in.
Select the client's account.
Click Campaigns.
Select the campaign you created.
Free or Paid:
✅ Free to configure.
💰 Costs begin only when the campaign is active and eligible ads are shown or clicked, depending on the campaign type.
Step 2: Choose Target Locations
What are you doing?
Selecting the countries, states, cities, or areas where the advertisements should appear.
Why?
You should only advertise where the client offers services.
Examples
If the tutoring is online worldwide
Target:
United States
Canada
United Kingdom
Australia
If the tutoring is only available in Canada
Target:
Canada
If the tutoring is only available in Toronto
Target:
Toronto, Ontario
Steps
Click Locations.
Click Enter another location.
Search for the country, state, or city.
Click Target.
Save the settings.
Also Exclude Locations
If necessary, exclude countries or cities where the client does not provide services.
Example
Exclude
Nigeria
if the client only serves Canada.
Step 3: Choose Location Options
What are you doing?
Telling Google whether to target people who are physically in the selected locations or people who simply show interest in them.
Recommended
Choose:
Presence: People in or regularly in your targeted locations
Why?
This usually provides more relevant traffic than targeting anyone who has shown interest in a location.
Step 4: Select Target Audience
What are you doing?
Helping Google understand the type of people you want to reach.
Tool
Using Google Ads – Audience Segments.
Example
For Root Learning
Audience
Parents
Families
Education
School-age children
Preschool education
Private tutoring
Online learning
Note
For Search campaigns, audience selections are typically used as Audience Signals or in Observation mode to gather insights. Google primarily decides when to show Search ads based on the user's search query (keywords).
Step 5: Select Language
What are you doing?
Choosing the language spoken by your target customers.
Example
English
If the client serves bilingual customers
Select
English
French
Step 6: Set the Daily Budget
What are you doing?
Choosing how much the client is willing to spend per day.
Why?
Google will try to keep spending close to the monthly limit (daily budget × average days in a month), although spending can vary from day to day.
Example
Monthly Budget
$300
Daily Budget
$10/day
Another Example
Monthly Budget
$900
Daily Budget
$30/day
Steps
Click Budget.
Enter the daily amount.
Save.
Step 7: Choose a Bidding Strategy
What are you doing?
Telling Google how to optimize your advertising campaign.
Option 1 – Maximize Clicks
Google tries to get as many clicks as possible within your budget.
Best for:
Brand awareness
New websites
New campaigns without conversion tracking
Option 2 – Maximize Conversions ✅ (Recommended)
Google tries to get as many conversions as possible.
Best for:
Contact forms
Student enrollments
Phone calls
Requires reliable conversion tracking.
Option 3 – Target CPA (Cost Per Acquisition)
Google aims to get conversions at an average target cost.
Best for:
Established campaigns with sufficient historical conversion data.
Option 4 – Target ROAS
Best for online stores that track revenue.
Not typically used for tutoring businesses unless online purchases are being tracked.
Recommendation
For a new tutoring business:
If conversion tracking is already working: Maximize Conversions
If conversion tracking is not yet set up: Maximize Clicks, then switch later after collecting conversion data.
Step 8: Enable Conversion Tracking
What are you doing?
Making sure Google measures successful actions.
Examples
Track
Contact form submissions
Phone calls
Consultation bookings
WhatsApp clicks
Student enrollments
Why?
Without conversion tracking, you won't know whether your ads are generating business results.
Step 9: Review Campaign Settings
What are you doing?
Checking all audience and budget settings before launching.
Review Checklist
Target locations
Excluded locations
Languages
Audience signals
Daily budget
Bidding strategy
Conversion tracking
Correct any issues before proceeding.
Step 10: Record Your Work
What are you doing?
Documenting all campaign settings for future optimization.
Tool
Using Google Sheets or Microsoft Excel – Create a campaign settings report.
How to Access: Google Sheets
Free or Paid: ✅ Free.
Example
| Setting | Selected Option |
|---|---|
| Campaign | Root Learning Search Campaign |
| Target Location | Canada |
| Excluded Locations | Nigeria |
| Language | English |
| Audience | Parents, Families |
| Daily Budget | $10 |
| Bidding Strategy | Maximize Conversions |
| Conversion Tracking | Enabled |
| Status | Ready to Launch |
Best Practices
Location Targeting
Target only locations where the client provides services.
Audience
Choose audience segments that closely match your ideal customer.
For tutoring businesses:
Parents
Families
Education
School-age children
Budget
Start with a manageable daily budget, monitor results, and increase spending only after the campaign demonstrates good performance.
Bidding Strategy
New campaign without conversion data → Maximize Clicks
Campaign with conversion tracking and data → Maximize Conversions
Deliverables for Day 14
By the end of Day 14, you should have:
✅ Target locations configured.
✅ Audience segments selected.
✅ Languages selected.
✅ Daily budget set.
✅ Bidding strategy chosen.
✅ Conversion tracking confirmed.
✅ Campaign settings documented.
Final Goal
By the end of Day 14, your Google Ads campaign should be configured to:
Reach the correct geographic locations.
Focus on the most relevant audience.
Operate within the client's daily advertising budget.
Optimize for the client's business goals.
The campaign will then be ready for Day 15, where you can launch it, monitor its early performance, and make initial optimizations based on the data collected.
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