Google describes creating a Google Ads account as three steps: add your business information, choose your campaign goals and budget, and enter your payment details. I split that path into five steps, because one billing screen hides choices you cannot fix later. Those are the currency and the time zone. Smart Mode adds a catch of its own: other campaign types stay unavailable there until you switch to Expert Mode.
This is only the first piece of running ads. I laid out the whole sequence in how to set up Google Ads, and here we walk from sign-up to the doorstep of your first campaign.
Five steps in the right order
- Sign-up. Use a Google Account that belongs to your business, not to a contractor. Enter your business name and website right away, but keep the web address out of the account name: newly created accounts no longer support URLs in the name. If Google offers to build a campaign, you can skip it, since the help page itself recommends creating the account first and the campaign second. Right after creation, invite a second admin so you do not depend on one inbox.
- Expert Mode. If you pick a Smart campaign account, you get a Google Ads account in Smart Mode. Other Google Ads campaign types are created in Expert Mode, and you can switch to it at any time. Do it before your first campaign.
- Currency and time zone. You set both on the Billing page, and there is no going back. The currency cannot be changed because it is used for billing. The time zone of a serving account, which is the kind you are creating, cannot be changed either. The one exception is manager accounts, where it can be changed once and only eastward. The list of currencies depends on the country, so choose your billing country first.
- Billing. The account type defaults to “Organization.” “Individual” is available if that is appropriate for tax purposes in your country, so ask your accountant. Payment methods include a credit or debit card, PayPal or a bank account. More on that in Google Ads payment methods.
- First campaign. Launch it only now, in an account that is already set up.
Why can you not fix it later? To pay in another currency or report in another time zone, you must create a new account and move your campaigns over, for example with Google Ads Editor. Historical data does not come along, and tracking in the new account starts from zero. The time zone shapes your reports and statistics, while billing pages always show Pacific Standard Time (PST). The details are in Google’s help page on time zone and currency. A plumber in Ohio and a dentist in Arizona should pick their own local time zone, because that is what their reports will follow.
Traps owners fall into
| Trap | How it ends | How to avoid it |
|---|---|---|
| The account opens in Smart Mode | You work only with Smart campaigns | Switch to Expert Mode before your first campaign |
| Currency or time zone left as is | It cannot be changed: you need a new account, and history does not carry over | Check both values before you submit the form |
| Account created under a contractor’s email | If the contractor leaves, getting the account back means an access request form with proof of ownership | Register under your own email, then invite the contractor at the access level they need |
| Verification email never arrives, or the address has a typo | You cannot verify the account | The help center has separate articles on invalid addresses and verification problems |
| A temporary card hold is mistaken for an ad charge | It looks as if Google took money with no ads running | Such a hold is typically removed within a week, and the exact amount shows in your account |
One more detail: Google may ask for a small prepayment for verification. You can make it after sign-up, it funds your future ad costs, and it is fully refundable if you request a refund or close the account. All of this is on the page create a Google Ads account.
An account without a campaign is an empty office: it brings in no customers. The next step is your first campaign, whether you run an HVAC company, a law firm or a dental practice. The step-by-step version is in my book on Google Ads for business owners.
My e-book “19 Google Ads Secrets”: how to get the most out of Google Ads without draining your budget, drawn from real campaigns and tests.
See the book →When this does not apply
- You need different currencies or time zones. One account cannot do that, so you need separate accounts.
- A contractor or colleague already created the account. Then do not start with sign-up; start by checking who the admin is.
- Your business or billing address is in Europe. There are extra details there, covered in Google Ads account in Europe.
Questions and answers
Can I create a Google Ads account without a campaign?
Yes. At the stage where you link accounts there is an option to create an account without a campaign, and you can skip all recommendations to build one.
Can I change the currency after the account is created?
No. To pay in another currency you need a new account, and you can copy campaigns from the old one. Historical data does not transfer.
What is the temporary charge on my card during sign-up?
It is a temporary authorization that is typically removed within a week. Google shows the exact amount in your account during sign-up.