Google Ads gives businesses access to potential customers across Google Search, YouTube, Maps, and partner sites, with the key benefit of only paying when someone clicks an ad. However, the way an account is set up from the start determines how much control and flexibility an advertiser will have going forward. Choosing the wrong path during setup can lock accounts into simplified Smart Campaigns that limit advertising potential. This guide covers the full setup process, from switching to Expert Mode and configuring permanent settings like time zone and currency, to linking Google Analytics, structuring campaigns, and understanding keyword and budget fundamentals.