Building a New Google Ads Account: A Small Store’s 90‑Day Journey 从零搭建出海广告账户：一个小店的 90 天实践记录
This is a small cross-border store specializing in home goods that approached us in July 2025, hoping to use Google Ads to consistently acquire overseas traffic for their independent website. The client had only done platform-based advertising before and was completely unfamiliar with the Google ecosystem, but already had a fully registered independent site with basic English content. 这是一家主营家居小百货的跨境小店，在 2025 年 7 月找到我们，希望通过 Google Ads 为独立站稳定获取海外流量。客户以前只做过平台内广告，对 Google 生态完全陌生， 但已经有了备案齐全的独立站和基础英文内容。
I. Pre-Launch Research and Goal Setting 一、启动前的调研与目标设定
Before officially setting up the account, we had several rounds of communication with the client to confirm key points: main product categories, profit margins, acceptable customer acquisition cost ranges, and target countries and languages. Based on this information, we recommended testing only 2–3 core categories in the first phase to validate which categories are better suited for search ads to acquire new customers. 在正式搭建账户之前，我们先和客户做了几轮沟通，确认了几个关键点：主推类目、毛利范围、 能接受的获客成本区间，以及目标国家和语种。基于这些信息，我们建议第一阶段只测试 2–3 个核心品类，先验证哪些类目更适合用搜索广告拉新。
For goal setting, we divided the first 90 days into three phases: the first 30 days focused on data collection and search term expansion; the middle 30 days gradually eliminated underperforming keywords and ad groups; the final 30 days attempted to increase budget and verify whether conversion costs remained stable. 目标设定上，我们把第一个 90 天拆成三个阶段：前 30 天以数据收集和搜索词扩展为主； 中间 30 天逐步淘汰表现差的关键词与广告组；最后 30 天尝试提高预算并验证转化成本是否稳定。
II. Account Structure Design: Layered by Country + Category 二、账户结构设计：按国家 + 品类分层
Based on the client's site structure, we ultimately chose to split campaigns by "country + category," with each campaign further split into ad groups by different intent keyword groups. The benefit is that when adjusting budgets later, we can clearly see the independent performance of each country and category, avoiding mixing everything in one campaign. 结合客户的站点结构，我们最终选择按"国家 + 品类"来拆分广告系列，每个系列下再按不同意向词组 拆分广告组。这样的好处是：后期调整预算时，可以很清晰地看到某个国家、某个品类的独立表现， 避免全部混在一个系列里。
At the keyword level, we simultaneously deployed brand terms, category terms, and some long-tail question terms, setting different bid caps for different keyword types. We also worked with the client to add compliance content like privacy policies and return/refund instructions on the website to ensure smoother ad review. 在关键词层面，我们同时布局了品牌词、品类词和部分长尾问题词，并为不同类型关键词设置了 不同的出价上限。同时，我们配合客户在网站上补充了隐私政策、退换货说明等合规内容， 确保广告审核更顺利。
III. First Campaign Launch and Optimization: Using Search Term Reports to "Trim Fat" 三、首轮投放与优化：用搜索词报告"减肥"
In the first week after ads went live, we focused on overall click-through rates, search term relevance, and landing page performance. The most common issue for new accounts at this stage is that search terms are too diverse, bringing in many clicks unrelated to the business. 广告上线后的第一个星期，我们主要关注整体点击率、搜索词的相关性以及着陆页表现。 很多新账户在这个阶段最容易的问题，是搜索词太杂、带来了大量与业务无关的点击。
Through search term reports, we gradually added negative keywords to filter out low-quality traffic unrelated to the client. At the same time, we kept a batch of terms that frequently appeared before conversions, split these into separate ad groups, and increased bids to focus budget more on promising searches. 通过搜索词报告，我们逐步添加否定关键词，过滤与客户无关的低质量流量。 同时，我们保留了一批转化前频繁出现的词，并为这些词单独拆分广告组、提高出价， 让预算更集中地投向有潜力的搜索。
IV. Results After 90 Days and Next Steps 四、90 天后的结果与下一步计划
After about three months of continuous optimization, the account's overall click-through rate increased by about 40%, and cost per conversion decreased by nearly half compared to the initial stage. More importantly, the client and we together developed a keyword combination and landing page structure suitable for their product category, laying the foundation for expanding to more countries and products. 经过大约三个月的持续优化，这个账户的整体点击率提升了约 40%，单次转化成本相比起步阶段下降接近一半。 更重要的是，客户和我们一起摸索出了一套适合自己品类的关键词组合和落地页结构， 为后续扩展到更多国家和产品打下了基础。
Next, while maintaining stability of core campaigns, we'll try adding a small amount of display ads and remarketing activities to further amplify the value of validated keywords and audience segments. 接下来，我们会在保持核心系列稳定的前提下，尝试增加少量展示广告和再营销活动， 进一步放大已经验证过的关键词和受众人群的价值。
If you're also at a similar stage and want to build a compliant, sustainably optimizable cross-border ad account from scratch, please contact us through the website to discuss your needs in detail. 如果你也处在类似阶段，希望从零搭建一个合规、可持续优化的出海广告账户， 欢迎通过网站上的联系方式与我们详细沟通需求。