A Beginner’s Guide to Google Ads for Online Stores in Kenya (2025)

I remember when I first started my online store in Nairobi.

The excitement of launching my website quickly turned into frustration as I struggled to get customers.

That’s when I discovered the power of Google Ads.

In this guide, I’m going to show you exactly how to run Google Ads for your online store in Kenya.

Whether you’re selling handmade jewelry in Mombasa or dropshipping electronics in Kisumu, this guide is for you.

What You’ll Need

Before we dive into the nitty-gritty of setting up your Google Ads campaign, let’s make sure you have all the essentials in place.

Here’s what you’ll need:

A live, functional website: This is non-negotiable. Your website should be up and running, with clear product pages and a smooth checkout process.
Google Ads account: We’ll cover how to set this up in detail later.
Google Analytics: This free tool will help you track your website’s performance and the effectiveness of your ads.
A budget: Start small if you’re unsure. Even Ksh 500 per day can get you started.
Patience and willingness to learn: Google Ads isn’t a “set it and forget it” tool. Be prepared to monitor, test, and optimize.
Basic understanding of your target audience: Who are your ideal customers? What are their pain points?
High-quality product images: These will be crucial for creating eye-catching ads.
A reliable payment processor: M-Pesa integration is a must for most Kenyan online stores.
Competitor research: Know what other similar stores in Kenya are doing.
A Google My Business listing: This is especially important if you have a physical store location.

Pro Tip: Before you start spending money on ads, make sure your website is optimized for conversions.

There’s no point driving traffic to a site that doesn’t convert visitors into customers.

Tools I Recommend:

Hotjar: Great for understanding how users interact with your site.
Canva: For creating professional-looking ad images without a graphic design degree.
SEMrush: Helpful for keyword research and competitor analysis.

Remember, you don’t need to be a tech wizard to succeed with Google Ads.

What you do need is a willingness to learn and adapt.

Now, let’s roll up our sleeves and get into the step-by-step process of setting up your Google Ads campaign.

Step-by-Step Guide to Setting Up Google Ads in Kenya

1. Creating a Google Ads Account

First things first, you need to set up your Google Ads account.

Here’s how:

Go to ads.google.com and click on “Start Now”.
Use your existing Google account or create a new one.
Follow the prompts to set up your account.
When asked to create your first campaign, choose “Create an account without a campaign”.

Tip: Use a business email for your Google Ads account, not a personal one.

This keeps things professional and makes it easier if you ever need to hand over management to someone else.

Warning: Google will try to get you to create a campaign right away.

Resist this temptation!

We want to set things up properly, not rush into spending money.

2. Define Your Campaign Goals

Before you create your first campaign, you need to know what you’re trying to achieve.

Are you looking to:

Increase online sales?
Get more phone calls to your business?
Drive foot traffic to your physical store?

Your goal will influence every decision you make in your campaign setup.

For most online stores in Kenya, the primary goal will be to increase online sales.

But don’t overlook other potential goals like building brand awareness or growing your email list.

Tip: Start with one clear, measurable goal.

You can always add more campaigns with different objectives later.

3. Choosing the Right Campaign Type

Google Ads offers several campaign types. For most Kenyan online stores, these are the most relevant:

Search campaigns: Your ads appear when people search for keywords related to your products.
Display campaigns: Your ads show up on websites that your potential customers visit.
Shopping campaigns: These showcase your products directly in Google search results.

For beginners, I recommend starting with a Search campaign.

Here’s why:

It’s easier to set up and manage.
You can target people actively searching for your products.
It often yields quicker results than other campaign types.

Pro Tip: Once you’re comfortable with Search campaigns, consider adding a Shopping campaign.

These work wonders for e-commerce businesses, especially if you have a wide range of products.

4. Setting Up Your Ad Groups

Ad groups are where you organize your ads and keywords.

Think of them as categories within your campaign.

Here’s how to set them up effectively:

Group similar products together.
Create separate ad groups for different product lines.
Aim for 10-20 keywords per ad group.

For example, if you sell kitchenware, you might have ad groups for:

Cooking pots
Kitchen utensils
Blenders and mixers

Tip: Start with 3-5 ad groups.

It’s easier to manage and optimize a smaller number at first.

Warning: Don’t lump all your products into one ad group.

This makes it hard to create relevant ads and track performance.

5. Crafting Compelling Ad Copy

Now for the fun part – writing your ads!

Here’s what makes a great Google Ad:

Attention-grabbing headline: Use your main keyword and highlight what makes you unique.
Clear description: Explain your offer and include a call-to-action.
Relevant extensions: Use sitelinks, callouts, and structured snippets to provide more information.

Example ad for a Kenyan online kitchenware store:

Headline 1: Quality Kitchenware in Kenya
Headline 2: Free Delivery on Orders Over 5000 Ksh
Headline 3: Shop Now & Transform Your Kitchen

Description: Discover our wide range of affordable, high-quality kitchenware. From pots to blenders, we’ve got everything for your Kenyan kitchen. Order now for fast, free delivery on purchases over 5000 Ksh.

Tip: Always include your unique selling proposition (USP) in your ad.

What makes you different from other online stores in Kenya?

6. Selecting Keywords and Match Types

Keywords are the foundation of your Search campaigns.

Here’s how to choose them wisely:

Brainstorm terms your customers might use to find your products.
Use Google’s Keyword Planner to find related keywords and search volumes.
Include a mix of broad and specific keywords.

For match types, start with:

Broad Match Modified: +kitchenware +Kenya
Phrase Match: “buy kitchenware online”
Exact Match: [kitchenware store Nairobi]

Pro Tip: Don’t forget to add negative keywords to prevent your ads from showing for irrelevant searches.

7. Setting Bids and Budgets

This is where many Kenyan e-commerce owners get nervous.

How much should you spend?

Start with these guidelines:

Set a daily budget you’re comfortable with. Even 500 Ksh per day is a good start.
Use automated bidding strategies like Maximize Clicks to begin with.
As you gather data, switch to Target CPA (Cost Per Acquisition) bidding.

Warning: Don’t set your budget too low.

If it’s too restrictive, you won’t get enough data to optimize your campaign.

8. Implementing Conversion Tracking

This step is crucial.

Without conversion tracking, you’re flying blind.

Here’s how to set it up:

In your Google Ads account, go to Goals > Conversions.
Click the blue plus button to add a new conversion action.
Choose “Website” as the conversion source.
Follow the prompts to set up tracking for purchases on your site.

Tip: If you’re using a platform like Shopify, they often have built-in Google Ads conversion tracking.

Use this to save time and reduce the chance of errors.

Remember, setting up your Google Ads campaign is just the beginning.

The real work (and the real results) come from continuous monitoring and optimization.

In the next sections, we’ll cover tips for success, common mistakes to avoid, and how to troubleshoot when things aren’t going as planned.

Google Ads for Online Stores in Kenya Tips for Success

Now that you’ve got your campaign set up, let’s talk about how to make it truly successful in the Kenyan market.

Here are my top tips:

Understand the local context:

Use language and references that resonate with Kenyan customers.
Consider local holidays and events for special promotions.

Mobile optimization is key:

Most Kenyans access the internet via mobile devices.
Ensure your website and landing pages are mobile-friendly.

Leverage M-Pesa:

Highlight M-Pesa as a payment option in your ads.
Consider offering M-Pesa discounts to encourage sales.

Target wisely:

Start by focusing on major cities like Nairobi, Mombasa, and Kisumu.
Expand to other areas as you grow.

Use ad scheduling:

Run your ads when your target audience is most likely to be online.
Test different times to find what works best for your store.

Incorporate local testimonials:

Use ad extensions to showcase reviews from Kenyan customers.
This builds trust and credibility.

Address common concerns:

Highlight your delivery options and timeframes.
Be clear about your return policy.

Utilize remarketing:

Set up remarketing campaigns to reach people who’ve visited your site but didn’t purchase.

Keep an eye on competitors:

Use tools like SEMrush to monitor competitor’s ads and keywords.
Don’t just copy them, but use this information to differentiate yourself.

Continuously test and optimize:

A/B test your ad copy, landing pages, and offers.

What works in other markets might not work in Kenya.

Pro Tip: Consider creating ads in Swahili as well as English.

This can help you connect with a broader audience and stand out from competitors.

Remember, success with Google Ads in Kenya isn’t just about throwing money at your campaigns.

It’s about understanding your market, continuously learning, and adapting your strategy based on data.

Common Google Ads Mistakes to Avoid

In my years of running Google Ads for Kenyan online stores, I’ve seen (and made) plenty of mistakes.

Here are some big ones to avoid:

Ignoring negative keywords:

This leads to wasted spend on irrelevant clicks.
Regularly review your search terms report and add negative keywords.

Setting and forgetting:

Google Ads isn’t a “set it and forget it” platform.
Check your campaigns at least weekly, ideally daily.

Broad match keyword overuse:

This can quickly deplete your budget on irrelevant searches.
Start with modified broad match, phrase match, and exact match keywords.

Sending all traffic to your homepage:

Create specific landing pages for each ad group.
This improves relevance and conversion rates.

Ignoring quality score:

A low quality score means higher costs and lower ad positions.
Focus on improving your landing page experience and ad relevance.

Not using ad extensions:

Extensions provide extra info and increase your ad’s real estate.
Use all relevant extensions for your business.

Overlooking mobile users:

Most Kenyan internet users are on mobile.
Ensure your site and ads are optimized for mobile devices.

Focusing only on conversions:

While important, don’t ignore other metrics like click-through rate and cost per click.
These can indicate problems before they affect your conversion rate.

Bidding too low:

While it’s tempting to keep bids low, this can result in poor ad positions.
Find a balance between cost and performance.

Not tracking conversions properly:

Without proper tracking, you can’t know what’s working.

Take the time to set up conversion tracking correctly.

Warning: Don’t fall into the trap of thinking more keywords = better performance.

Quality trumps quantity every time in Google Ads.

By avoiding these common pitfalls, you’ll be ahead of many of your competitors in the Kenyan e-commerce space.

Troubleshooting Your eCommerce Google Ads Campaigns

Even with the best setup, things can go wrong.

Here’s how to troubleshoot common issues:

Low impressions:

Check your budget – it might be too low.
Review your keyword bids – they might not be competitive enough.
Ensure your location targeting is set correctly.

High impressions but low clicks:

Your ad copy might not be compelling enough.
Check if your offers are competitive in the Kenyan market.
Review your ad relevance to the keywords you’re bidding on.

High clicks but no conversions:

Your landing page might not be effective.
Check if your website is loading slowly, especially on mobile.
Ensure your checkout process is smooth and M-Pesa integration is working.

Sudden drop in performance:

Check if a competitor has entered the market.
Review any recent changes you’ve made to your campaigns.
Look for any policy violations that might be affecting your account.

High costs per click:

Your quality score might be low – work on improving it.
You might be bidding on overly competitive keywords – try long-tail alternatives.

Tip: Use the ‘Recommendations’ tab in your Google Ads account.

While you shouldn’t blindly follow all suggestions, it can point out issues you might have missed.

Remember, troubleshooting is an ongoing process.

Keep learning, keep testing, and don’t be afraid to reach out to Google support if you’re stuck.

Alternative Advertising Platforms for Kenyan E-commerce

While Google Ads is powerful, it’s not the only game in town.

Here are some alternatives to consider:

Facebook Ads:

Great for visual products and building brand awareness.
Offers detailed targeting options based on user interests and behaviors.

Instagram Ads:

Ideal for fashion, beauty, and lifestyle products.
High engagement rates among younger Kenyan audiences.

X (formerly Twitter) Ads:

Good for reaching a tech-savvy, urban audience.
Works well for time-sensitive offers and events.

LinkedIn Ads:

Best for B2B products or high-end, professional items.
More expensive but can reach a valuable audience.

TikTok Ads:

Rapidly growing platform, especially among younger Kenyans.
Great for creative, video-based ads.

When to use these alternatives:

When your target audience is more active on these platforms than on Google.
To complement your Google Ads strategy and reach users at different stages of the buying journey.
When you have highly visual products that shine on social media platforms.
If you’re looking to build brand awareness alongside direct sales.

Pro Tip: Don’t spread yourself too thin.

It’s better to master one platform before expanding to others.

Start with Google Ads, and once you’re seeing consistent results, consider branching out.

Remember, the key is to be where your customers are.

Research your target audience’s online habits and choose platforms accordingly.

GET A BUSINESS WEBSITE KES 208 PER MONTH

Final Thoughts

Congratulations!

You’ve now got a solid foundation for running Google Ads for your online store in Kenya.

From setting up your account to troubleshooting common issues, you’re equipped with the knowledge to start driving targeted traffic to your e-commerce site.

Remember, success with Google Ads doesn’t happen overnight.

It requires patience, continuous learning, and a willingness to adapt.

But trust me, the rewards are worth it.

I’ve seen firsthand how effective Google Ads can be for Kenyan online stores, from small artisanal businesses in Lamu to large e-commerce operations in Nairobi.

As you embark on your Google Ads journey, keep these key points in mind:

Start small and scale up as you learn
Always be testing and optimizing
Keep your customer at the center of everything you do
Don’t be afraid to ask for help when you need it

And most importantly, don’t give up.

The e-commerce landscape in Kenya is growing rapidly, and there’s plenty of opportunity for those willing to put in the work.

So, what are you waiting for?

Log into your Google Ads account, set up your first campaign, and take that crucial step towards growing your online store in Kenya.

Your future customers are out there, searching for exactly what you offer.

It’s time to help them find you.

FAQs

Q1: How much should I budget for Google Ads as a small online store in Kenya?
A: Start with what you’re comfortable with, even if it’s just 500 KSH per day.

As you see results and learn to optimize your campaigns, you can gradually increase your budget.

Q2: Do I need to hire an expert to manage my Google Ads campaigns?
A: Not necessarily.

While an expert can be helpful, many small business owners successfully manage their own campaigns.

Start by learning the basics and managing it yourself.

As your business grows, you can consider hiring an expert if needed.

Q3: How long does it take to see results from Google Ads?
A: It varies, but typically you can start seeing results within a few weeks.

However, it often takes 3-6 months to really optimize your campaigns for best performance.

Q4: Can I use Google Ads if I don’t have a website?
A: While having a website is ideal, you can use Google Ads to drive phone calls or in-store visits.

However, for online stores, a website or e-commerce platform is essential.

Q5: Is it better to focus on Google Ads or SEO for my Kenyan online store?
A: Both have their place.

Google Ads can bring quick results, while SEO is a long-term strategy.

Ideally, you should use both to maximize your online visibility.

Q6: How do I know if my Google Ads are working?
A: Track your conversions (sales, sign-ups, etc.) and monitor your return on ad spend (ROAS).

If you’re making more money than you’re spending on ads, you’re on the right track.

Q7: Can I advertise on Google if I’m dropshipping products to Kenya?
A: Yes, but be transparent about shipping times and ensure you comply with Google’s policies.

Many successful e-commerce businesses in Kenya use dropshipping models.

Q8: How often should I check and update my Google Ads campaigns?
A: For beginners, aim to review your campaigns at least weekly.

As you get more comfortable, daily check-ins can help you spot and address issues quickly.

Q9: Can I use Google Ads to reach customers outside of Kenya?
A: Absolutely.

Google Ads allows you to target specific countries or regions.

However, start by mastering your local market before expanding internationally.

Q10: What’s the difference between Google Ads and Google My Business?
A: Google Ads are paid advertisements, while Google My Business is a free tool to manage your business’s presence on Google Search and Maps.

Both can be valuable for Kenyan online stores.

Remember, the world of digital marketing is always evolving.

Stay curious, keep learning, and don’t hesitate to experiment with new strategies.

Your success in running Google Ads for your online store in Kenya is just around the corner!

Share some Love