Google Ads in Bangkok: A Step-by-Step Setup Guide for Local Businesses

1. Open the account in your own name

Create the Google Ads account with your business Google account and add your own card as the payment method. If you work with an agency or freelancer, give them access to your account — but you stay the owner, so your data and spending history always belong to you.

2. Set up conversion tracking before launching

If Google doesn’t know what “success” looks like, it can’t find the right people. Define the actions you want to measure before you spend anything:

• Website forms or purchases
• Phone calls from the ad and clicks on your phone number
• Clicks on your LINE or WhatsApp button
• Direction requests on Google Maps

3. Start with a Search campaign

For most new advertisers the best start is a Search campaign: your ad only appears when someone searches for something related to your business. Display and video campaigns have their uses, but switching everything on in your first campaign spreads the budget too thin. In the campaign settings, untick “Include Google Display Network”.

4. Choose keywords in Thai and English

In Bangkok your customers search in both languages, so plan keywords for each audience. Thai customers often search in Thai, while expats and tourists search in English. Keep the two languages in separate ad groups so the ad text always matches the search.

• Service + area: “aircon cleaning Thonglor” / “ล้างแอร์ ทองหล่อ”
• Buying-intent words: “price”, “booking”, “near me” / “ราคา”, “จอง”, “ใกล้ฉัน”
• Start with a few clear keywords, then expand
• Write separate Thai and English ads

5. Don’t forget negative keywords

Negative keywords stop your ad showing for searches you don’t want, such as “jobs”, “salary”, “free” or “DIY”. In the first weeks, check the “Search terms” report regularly and add irrelevant searches to your negative list. It is the easiest way to stop wasting budget.

6. Write ads that answer the search

Your ad should answer the searcher’s question directly. Use the service and location in the headline, say why they should choose you, and finish with a clear call to action.

• Headline with service + area: “Dental Clinic in Sukhumvit”
• Trust details: experience, opening hours, easy booking
• Clear call to action: “Call now”, “Book on LINE”
• Add call, location and sitelink assets

7. The landing page matters too

Even a great ad fails if people land on a slow page or can’t find what they searched for. The page should load fast, describe the service from the ad and show the call or chat button clearly. Check it on mobile — most local searches happen on phones.

8. Location and budget settings

If you serve a specific area, show your ads only there, and choose “people in or regularly in your locations” so you don’t pay for clicks from people far away who are only interested in Bangkok. If you serve tourists, think carefully about this setting. On budget: start small, collect data for two or three weeks, then gradually move more budget to the campaigns that bring customers.

Common mistakes

The mistakes I see most often in new Google Ads accounts:

• Launching without conversion tracking
• Leaving Search and Display on in the same campaign
• Mixing Thai and English keywords and ads in one ad group
• Sending every ad to the homepage
• Changing settings every day without giving the system time to learn