Complete Guide to Google Ads Campaign: Tips, Strategies, and Best Practices

What is Google Ads?

Google Ads is a pay-per-click (PPC) platform where you pay only when someone clicks on your ad (or views it in some cases). It’s a powerful way to attract customers who are already searching for products or services like yours. With Google Ads, you can drive more people to your website, get more inquiries, and even increase visits to your physical store. Plus, Google Ads provides insights over time to help you improve your ads and reach a wider audience.

How Google Ads Work: A Simple Explanation

You create an ad, set your bid, and wait for the results to come in. That’s the basic idea—with just a few extra steps.

I’ll explain how to set up a Google Ads campaign in detail later, but here’s the main point: Google Ads uses a pay-per-action model, usually called cost-per-click (CPC). This means you pay a set amount each time someone clicks on your ad or takes the action you want.

The price you pay isn’t fixed—it changes often based on several factors, like how many other brands are bidding on the same keyword, the keyword’s popularity, the number of people you could reach, and even the time of day or year. When you set up your ad, you choose a “maximum bid,” which is the highest amount you’re willing to pay for each click (or view, or any action you’ve chosen).

The three main bidding options are:

1. Cost-per-click (CPC): You pay each time someone clicks on your ad.
2. Cost-per-mile (CPM): You pay for every 1,000 times your ad is shown.
3. Cost-per-engagement (CPE): You pay when someone interacts with your ad in a specific way, like signing up for a list or watching a video.

For example, if your max bid is $2 but Google values that click at $2.55, your ad won’t show. However, if your max bid is $2.56, your ad is more likely to get placed.

t’s important to know that this max bid is separate from your total campaign budget. You can set an average daily budget and let Google manage individual bids for you, or you can set both a total budget and adjust the max bid for each ad.

For beginners, it’s best to set a daily budget and let Google handle the individual bids. This approach is simpler and often gives you better results for your money.

For example, if you have a $1,000 budget, you could run your campaign for 30 days with a daily budget of about $33, or for 14 days at $66 per day. You get the idea.

That’s the basics of setting a budget, although some industries may work a bit differently.

There’s also another important factor in bidding called Quality Score. This score helps Google decide which ad is the best match for a keyword. Quality Score is a number from 1 to 10. For example, a lunch café might score a high 10 for “avocado sandwiches” but get a low 1 for “local plumber.” It’s all about relevance to what people are searching for.

Your Quality Score doesn’t directly control your ad’s placement or spending, but it does have indirect effects.

A high Quality Score shows that your ads match what people are actually looking for. When your ads align with users’ search intent, they’re shown more often, which can lead to more clicks. Think of Quality Score as a helpful guide to see if your ad targeting is on point and how you stack up against others using the same keywords. It’s not a metric to monitor closely, but it gives you an idea of how well your ads are working.

Different Types of Google Ads Explained

Google Ads has evolved over the years, adding new features and ad types. Currently, Google Ads includes:

• Responsive search ads
• Performance Max ads
• Discovery ads
• Display ads
• Shopping ads
• App ads
• Smart campaigns

Let’s look at each one and when to use them.

Responsive Search Ads

The classic, tried-and-true search ad format is a must-have in any campaign. These are the text ads that show up on Google’s search results pages (SERPs).

In the past, what you wrote was exactly what users saw. But now, with responsive search ads, you can create multiple versions, and Google’s AI will mix and match to find the best combination based on the search query and intent.

Search ads are marked with a bold “Sponsored” label and typically appear in the top four spots on the page.

When to use:

• Always! Search ads are the most basic and versatile Google Ads format, and every brand can benefit from using them.

Specs:

• Headlines: You need at least 3, but can add up to 15, each with a maximum of 30 characters.
• Display URL: Use your domain, but it doesn’t need to be the final URL. You can also add a simplified “Path” with up to 15 characters.
• Descriptions: You must have at least 2, and you can have up to 4, each with a maximum of 90 characters. This is the main text of your ad.

 

Performance Max Ads

Performance Max ads aren’t just a type of ad—they’re more of a strategy. Google describes Performance Max as combining their top machine learning algorithms and AI-driven bidding strategies, along with the data you provide, like custom audiences. The goal is to help you get the best results possible for your objectives.

Google claims that Performance Max campaigns deliver 18% more conversions than traditional search ads.

To set up a Performance Max campaign, you’ll need a specific goal, such as generating sales, getting leads, or another defined action. You’ll also need either existing campaigns to draw from or upload as many creative assets as possible.

When to use:

• Google recommends using a Performance Max campaign alongside your regular search ads.
• When you have a clear goal, like increasing sales or generating leads.
• When you have additional data to help Google target your ads, such as custom audiences from Facebook, past campaigns, e-commerce data, etc.

Specs:

• Performance Max covers multiple ad and creative formats. For the best results, provide a variety of assets—graphics, videos, and text options—for Google Ads to use.

Discovery Ads

Discovery ads show up in places where people are likely to be researching products or watching reviews. These include the YouTube homepage and Watch Next pages, Gmail inboxes, Google searches related to shopping, and even the Google homepage. They’re like a mix of display ads and Shopping ads.

Google users can opt out of the data tracking used to target Discovery ads, but most don’t. Google claims Discovery ads can reach up to 3 billion people.

To decide which Discovery ads to show, Google uses:

• Web and app activity
• App info from devices (phone, tablet, computer)
• Contacts
• Location history
• Location settings (like saved “home” and “work” locations)

It might seem a bit “creepy,” but it’s very effective for reaching your target audience.

When to use:

• You already have several campaigns and assets in Google Ads. Discovery ads use your existing assets across different formats.
• To boost sales.
• To retarget previous customers by creating a custom audience.

Specs:

• Discovery ads include multiple ad formats, such as text, graphics (display), and video. For the best results, provide multiple options for each visual format.
• To run a Discovery campaign, you must have the Google tag installed on your website (formerly called “sitewide tagging”).

YouTube Ads

YouTube ads are familiar to most people—they play before, during, or after a video, and can also appear on the YouTube homepage, and on the Subscriptions, Watch Later, and playlist pages.

Who sees your video ads depends on a few things, such as:

• Whether the user is signed in or not
• Their interests
• Their watch history
• Your campaign goal
• Your targeting settings

There are different types of video ads you can use:

• Bumper ads: These are short, 6-second ads that can’t be skipped.
• In-stream ads: These play before, during, or after a video. You can make them unzippable, meaning users must watch the whole ad, or allow users to skip after 5 seconds.
• Outstream ads: These video ads play on Google’s video partners, not on YouTube.

When to use:

• For product launches, special offers, or building brand awareness. Video ads are great for almost any goal or campaign, as long as you have high-quality video content.

Specs:

• Skippable in-stream ads: There’s no maximum length, but it’s best to keep them under three minutes.
• Non-skippable in-stream ads: These should be between 15 and 30 seconds.
• In-feed and outstream ads: No maximum length. You can use existing videos from your channel.
• Bumper ads: These are a maximum of 6 seconds.

Display Ads

Display ads are images or videos that show up across millions of websites in Google’s Display Network, as well as on Google sites like YouTube.

You can create your own ads, or upload a mix of assets—graphics, videos, logos, and headlines—and let Google Ads’ AI pick the best combinations to target your audience. This can be done as part of a Smart Display or Performance Max campaign.

As of 2024, it’s a good idea to convert your eligible Display ad campaigns into Performance Max campaigns. This means you upload your assets and let Google handle the bidding and targeting. This change is important because single image display ads no longer appear in high-value places like Gmail, while Performance Max ads do. Google also claims that advertisers who switch to Performance Max see an average of 15% more conversions at a similar cost-per-action.

 

When to use:

• As soon as you have visual assets, like graphics or video. Display ads are something everyone should try.
• When you want to retarget an existing audience, like re-engaging past customers to shop with you again.

Specs:

• Image ads: These come in various specific sizes, including banners, square ads, and more. For the best results, create versions of your images in all the different Display ad sizes.
• HTML5 ads: If your brand has spent $9,000 or more on Google Ads and your account is over 90 days old, you can apply to use HTML5 ads. These ads are created with Google Web Designer.

Shopping Ads

Shopping ads use your product catalog to create ads that are optimized for e-commerce, appearing across the Google Search and Display networks, YouTube, and Gmail. Google automatically targets users with the most relevant products based on their search. For example, if I’m searching for a cute marketing-related shirt, Google will show me products it thinks match my search.

These product listings, both ads and organic results, are displayed in an e-commerce-friendly layout, making it easy to browse, click, and make a purchase.

 

When to use:

• Essential for all e-commerce retailers.
• Especially useful if you use Shopify, Woo Commerce, Big Commerce, or GoDaddy, which support automatic Performance Max Shopping ads.

Specs:

• Product data feeds must be structured so Google Ads can read them, including a unique ID, description, URL, image, and other details for each item.
• Product information must be refreshed (manually or automatically) every 30 days to stay up-to-date.

App Ads

App ads are designed to encourage users to download your iOS or Android app. There are a few extra features for Android app campaigns (since Google owns the Google Play Store).

For either iOS or Android, you can choose a goal of either getting more app installs or increasing engagement from users who already have your app. With Android campaigns, you can also run a pre-registration campaign to collect early signups, helping validate your app before it launches.

App ads are simple to set up because they pull images, videos, and text from your app store listing, or you can upload your own media if you prefer.

 

When to use:

• If you have an app (requires at least 50,000 installs, except for Android pre-registration ads).

Specs:

• Images: .PNG or .JPG format, up to 5 MB each. Recommended sizes are 1200x1200px, 1200x628px, or 1200x1500px.
• Video (optional): Must be uploaded to YouTube, or you can use a video from your app store listing.
• Text: Up to five headlines (30 characters or less each) and five descriptions (90 characters or less each).
• HTML5: Select advertisers can use HTML5 assets in app ad campaigns.

Smart Campaigns

Regular mode, Smart mode, Expert mode—what’s the difference? Any campaign can be a “Smart campaign” if you let Google Ads’ AI handle bidding, targeting, or ad placement.

In the past, you needed a Google Ads expert to carefully create and test each ad for the best results. While having a human expert is still helpful, Google’s automated ad tools have come a long way. For most users, especially beginners, Smart campaigns are a great choice.

To get the best results from your Smart campaign, choose one of these goals:

• Get more leads (calls)
• Increase visits to your physical business location
• Boost website sales or sign-ups
• Build brand awareness (for video campaigns)

 

When to use:

• If you’re new to Google Ads, Smart campaigns are a simple, beginner-friendly option that takes under 15 minutes to set up.
• Even for experienced brands, Smart campaigns often perform better than standard campaigns and require less time to manage.

Specs:

• Each Smart campaign ad consists of multiple components: a headline, description, URL, your business name, and, if needed, a phone number, address, or map location (for businesses with physical locations).

 

Reasons to Advertise on Google

Google is the top search engine, with millions of searches every day. Plus, Google Ads has been around for almost 20 years, making it a well-established platform in paid advertising.

On the other hand, Facebook is a major player too. Insider Intelligence predicts that Facebook will generate 58.5% of Meta’s global ad revenue, reaching a total of $121.90 billion.

Your competitors are likely using Google Ads — and might even be bidding on your brand’s name. With hundreds of thousands of companies advertising on Google, even if you rank high organically, your results may still get pushed down by competitor ads appearing at the top of the page.

 

Essential Google Ads Terms You Need to Know

• Ad Extensions
• Ad Rank
• Bidding
• Campaign Type
• Click-Through Rate
• Conversion Rate
• Display Network
• Impression
• Keywords
• PPC
• Quality Score

1. Ad Extensions

Ad Extensions let you add extra details to your ad at no additional cost. They come in five types:

• Sitelink: Links to specific pages on your website
• Call: Adds your phone number
• Location: Shows your business address
• Offer: Highlights promotions or deals
• App: Links to your mobile app

2. Ad Rank

Your Ad Rank decides where your ad appears. The higher your Ad Rank, the better your placement, which means more visibility and a higher chance of users clicking on your ad. Ad Rank is calculated by multiplying your maximum bid with your Quality Score.

3. Bidding

Google Ads uses a bidding system, where you set the highest amount you’re willing to pay for a click on your ad. The higher your bid, the better your ad placement. You can choose from three bidding options:

• CPC (Cost-Per-Click): You pay each time someone clicks on your ad.
• CPM (Cost-Per-Mile): You pay for every 1,000 times your ad is shown.
• CPE (Cost-Per-Engagement): You pay when someone interacts with your ad in a specific way, like watching a video or filling out a form.

We’ll go over each bidding strategy in more detail below.

4. Campaign Type

Before launching a paid campaign on Google Ads, you’ll choose from seven campaign types:

• Search Ads: Text-based ads shown in Google search results.
• Display Ads: Image-based ads shown on websites in the Google Display Network.
• Video Ads: Short ads (6–15 seconds) that play on YouTube.
• Shopping Ads: Product ads shown in search results and the Google Shopping tab.
• App Campaigns: Ads optimized using data from your app, shown across websites.
• Smart Campaigns: Google automatically optimizes targeting and bidding to get the best results.
• Performance Max Campaigns: A new campaign type that gives you access to all Google Ads inventory in one campaign.

5. Click-Through Rate (CTR)

Your CTR (Click-Through Rate) is the ratio of clicks your ad gets compared to how often it’s shown (impressions). A higher CTR means your ad is relevant, matching what people are searching for, and targeting the right keywords.

6. Conversion Rate (CVR)

CVR (Conversion Rate) measures how many form submissions or desired actions occur compared to the total visits to your landing page. In simple terms, a high CVR means your landing page delivers a smooth experience that matches what the ad promised, encouraging users to take action.

7. Display Network

Google Ads can appear on search results pages or on websites within the Google Display Network (GDN). GDN is a collection of websites that allow Google Ads to be shown on their pages, either as text or image-based ads. These ads are displayed next to content related to your target keywords. The most popular Display Ad types are Google Shopping ads and app campaigns.

8. Impressions

Every time your ad is shown on the search results page (SERP), it gets an impression. Some marketers refer to this as “eyeballs” on the ad. Impressions are a key part of the CTR (Click-Through Rate) equation.

By tracking impressions, you can see how many people are seeing your ad and how many are clicking through to your landing page. This helps you optimize your ad for a higher CTR. However, it’s important to remember that not every impression will result in a click. Users might click on a competitor’s ad, skip your ad, or click on an organic search result instead. Achieving a 100% CTR is unrealistic.

9. Keywords

When someone searches on Google, the results show ads and websites that match what they’re looking for. Keywords are the words or phrases that you choose to show your ad when people search for them. For example, if someone types “how to clean gum off shoes,” ads that target keywords like “clean shoes” will show up.

Negative keywords are words you don’t want your ad to show up for. These are terms that are related but not exactly what you’re offering. By using negative keywords, you can make sure your ad doesn’t show to people who are looking for something that doesn’t match your product or service. This helps save your ad budget.

10. PPC

Pay-per-click (PPC) is a type of advertising where you pay each time someone clicks on your ad. It’s not just for Google Ads—many platforms use PPC. Before you start your Google Ads campaign, it’s important to understand how PPC works to get the best results.

11. Quality Score (QS)

Your Quality Score (QS) shows how good your ad is. It looks at things like how often people click your ad (CTR), how relevant your keywords are, the quality of your landing page, and your past performance on search results. Your QS helps decide your AdRank, which affects where your ad shows up.

 

How does Google Ads work? – Explanation

In the Google Ads process, there are three main players:

• The Searcher: This is the person using Google to search for something. They enter a query to find what they need—whether it’s information, a product, or a service.
• The Advertiser: This is the business or individual who creates ads and bids on keywords. The goal is to get their ad shown when a searcher types in a relevant query.
• The Google Ads Platform: Google connects searchers with advertisers through its advertising platform. Google decides which ads to show based on factors like bids, ad quality, and relevance to the searcher’s query.

Here’s a look at how everything works behind the scenes:

1. Keyword Bidding in Google Ads

Bidding on keywords is how advertisers tell Google which search terms they want their ads to show up for on the search results page (SERP). The cost per keyword can vary widely, from just a few dollars to hundreds. Advertisers usually set a daily budget to cover their keyword bids.

The great thing about Google Ads is that it allows you to adjust your ads based on your budget. You can set a monthly spending cap and pause or stop your ads whenever you need, ensuring that you stay within your financial limits.

2. Customers Search for Keywords on Google

Next, the potential customer searches for a keyword that an advertiser has bid on. On the search results page (SERP), they’ll see ads for products or services that match their search intent. The order in which these ads appear is mainly determined by the ad rank, which factors in the bid amount, quality score, and other elements.

3. Google Ads Appear Based on Ad Rank for Selected Keywords

When a user types a search into Google and hits enter, Google quickly runs a process called ad rank behind the scenes. In just seconds, it determines the order of ads on the search results page (SERP). Google ranks advertisers based on two main factors: the quality score of their keywords and how much they’ve bid on those keywords. These factors decide who gets the top spot, second place, and so on, for the available ad spaces.

4. Potential Customer Clicks on a Website from the SERP

After the customer sees the ads based on their search, they might click on the ad that seems to match their needs. Once they click, they may make a purchase or take another action, like clicking back to the search results to try a different ad or an organic listing. Alternatively, they might decide to leave without clicking or buying anything.

 

Key Factors Affecting Google Ads Performance

There are several factors that affect how well your Google Ads perform. Let’s take a look at them below.

Ad Rank

Ad Rank decides where your ads show up on the page. It’s calculated by looking at two things: your Quality Score and your bid amount for a keyword.

Quality Score measures how relevant and useful your ad is. Google checks this by seeing how many people click on it (your CTR, or click-through rate). A good CTR comes from three main factors:

• How closely your keywords match what users are searching for.
• Whether your ad message and CTA align with what the searcher wants.
• The experience users have on your landing page.

When you’re starting a Google Ads campaign, focus on improving your Quality Score before raising your bid. A higher Quality Score can lower your costs and help your ad rank better without paying more.

Location

When setting up your Google ad, you’ll choose a geographical area where it will appear. If you have a physical store, target a reasonable area around your location. For an e-commerce business with shipping, set your location to places where you ship. If your product or service is available globally, you can target worldwide.

Your location settings affect who sees your ad. For example, if you own a yoga studio in San Francisco, someone searching for “yoga studio” in New York won’t see your ad, even if your Ad Rank is high. Google aims to show searchers the most relevant local results.

Keywords

Keyword research is crucial for paid ads, just like it is for organic search. Your keywords should closely match what searchers are looking for since Google uses them to show your ad to the right audience.

For each ad group in your campaign, focus on a small set of keywords (ideally one to five) that best represent your ad. Google will use these keywords to decide when to show your ad, helping it reach the most relevant searchers.

Match Types

Match Types help you control when your ads appear by telling Google how closely you want searches to match your keywords. Here’s a simple breakdown:

• Broad Match: This is the default setting, and it’s flexible. It shows your ad if any words in your keyword phrase show up in any order. For example, with “goat yoga in Oakland,” your ad might appear for “goat yoga” or “yoga Oakland.”
• Modified Broad Match: Adding a “+” symbol locks in specific words that must be in the search. For example, “+goats yoga in Oakland” will show results with “goats,” like “goats like yoga” or “yoga with goats.”
• Phrase Match: This type shows your ad for searches that include your exact keyword phrase, but it can have extra words before or after. So, “goat yoga” might trigger ads for “spotted goat yoga” or “goat yoga with puppies.”
• Exact Match: Your ad only appears if the search matches your exact phrase as it’s typed. “Goat yoga” would not match “goats yoga” or “yoga for goats.”

If you’re new, start with a broader match to see what works best. Then, narrow your matches as you learn which keywords bring the best results. Regularly check your ads and keywords to keep them focused on the right searches.

 

How to Get Started with Google Ads: A Simple Guide

Ready to dive into Google Ads? Great! Starting out is straightforward, but it involves a few key steps. Here’s a quick, step-by-step guide to launching your first Google Ads campaign.

 

1. Set-Up Your Google Ads Account.

To begin, visit the Google Ads homepage. In the top right corner, click on “Start Now”. You’ll be prompted to sign in with an existing Google account or create a new one if needed.

2. Select Your Business Name and Website

Once signed in, you’ll be directed to a page to enter your business name and website. The website you provide will be the landing page where users are taken when they click on your ad.

3. Choose Your Advertising Goal

Next, choose your primary advertising goal. You have four options:

1. Get more calls,
2. Increase website sales or sign-ups,
3. Attract more visits to your physical location,
4. Boost views and engagement on YouTube.

Select the one that best matches your objectives.

4. Create Your Google Ads Campaign

The next step is to create your ad. This part requires creativity and may feel a bit challenging.

Luckily, Google offers tips to guide you in writing your ad. However, the most important thing is to craft an ad that captures attention and encourages clicks.

Google Ads expert, Andrew Hogan, says, “The key to crafting great ad copy is deeply understanding who your customer is and what they’re looking for. A great Google ad speaks to the customer directly and makes them feel that the answer to their search is one click away.”

5. Choose Relevant Keyword Themes

On the next page, you’ll choose keywords that match your brand. Google will suggest a few options for you. If you’re not familiar with keyword research, it’s a good idea to start by selecting the suggested keywords. Once you’ve chosen the right keywords, click “Next.”

6. Choose Your Ad Location

On the next page, you can choose the location where you want your ad to appear. You can target specific areas near your physical address or any other locations that suit your business.

7. Set Your Google Ads Campaign Budget

Here, you can either choose from the budget options provided by Google or set a specific daily budget that fits your needs.

8. Complete Your Payment for Google Ads

Finally, enter your billing information to complete the setup.

That’s it! You’ve just created your first Google ad. As you can see, the process is quick and easy, especially since Google walks you through each step with helpful tips. If you’ve already prepared your ad copy and images, the setup can take as little as 10 minutes.

What’s important next is ensuring your ads are properly optimized and trackable for the best performance. Here are the additional steps you’ll want to take after submitting your ads for review.

9. Connect Your Google Analytics Account

If you already have Google Analytics set up on your website (if not, you can easily set it up on WordPress), it’s important to link your Google Analytics account to Google Ads. This connection allows you to track important data such as traffic, conversions, goals, and other metrics. By linking these two accounts, you can streamline your tracking, analysis, and reporting, making it much easier to monitor the performance of your campaigns all in one place.

10. Include UTM Codes for Tracking

UTM (Urchin Tracking Module) codes are used by Google to track activity associated with specific links. You’ve likely seen them before – they appear after a question mark (“?”) in a URL. UTM codes help you understand which ad or offer led to conversions, allowing you to track the most effective parts of your campaign. They make it easier to optimize your Google Ads, as you’ll know exactly which strategies are working.

To save time, you can add UTM codes at the campaign level when setting up your Google Ads. This way, you don’t have to manually add them for each ad URL. If needed, you can also use Google’s UTM builder to add them manually.

11. Set Up Conversion Tracking for Google Ads

Conversion tracking shows you exactly how many customers or leads you’ve gained from your ad campaigns. While it’s not required to set up, not using it means you’ll be guessing the return on investment (ROI) of your ads.

With conversion tracking, you can track sales, app installs, or phone calls generated by your ads, helping you measure the effectiveness of your campaigns.

12. Link Google Ads to Your CRM for Improved Campaign Insights

It’s important to keep all your data in one place where you can easily track, analyze, and report on it. If you already use a CRM to manage contact data and lead flows, integrating it with Google Ads is a smart move. This integration helps you see which ad campaigns are resonating with your audience, so you can follow up with more targeted and relevant offers.

 

Effective Google Ads Examples to Inspire Your Campaigns

Google Ads is one of the most effective channels for sponsored advertising. It gives you access to a massive audience on Google, YouTube, and millions of websites across the internet. Using Google Ads wisely can help you increase your visibility, raise brand awareness, and drive conversions. Without a focused strategy, however, you risk wasting your advertising budget on clicks that don’t lead to real business results.

To make the most out of your Google Ads campaigns, it’s important to craft effective ads. Let’s explore what makes a great Google Ad and look at some inspiring examples to help you get started.

Craft Compelling Copy to Attract and Convert Customers

We all know how important good copy is in any ad, especially with Google Ads. Clear and concise messaging is key to capturing attention and appealing to your specific audience.

Take the example below, where the copy is short, simple, and straight to the point. It’s an excellent example of how effective ad copy can quickly convey value and grab the target audience’s attention.

How you can do this:

• Make sure the copy clearly communicates the main goal of your product or service.
• Keep it simple by highlighting only the key features that matter most.

Pro Tip: Be direct and to the point. Skip the fluff and focus on what you do best.

 

Target Relevant Keywords

Your choice of search phrases plays a huge role in your Google Ads ROI. However, figuring out which keywords work best can take some time.

You need to consider different types of keywords like negative, phrase match, broad match, or exact match, as they can all affect your ad’s performance.

Why we like it: Office Chairs UK didn’t just focus on the keyword “office chairs” but also targeted additional keywords related to its product line. This strategy helps customers easily browse their selection, boosting sales.

How you can do this:

• Do thorough keyword research and bid on those that align with your brand and offerings.
• Be as specific as possible with your keywords to make them more relevant to your product.
• Don’t forget to bid on branded keywords to reach your target audience.

Pro tip: You can also bid on your competitor’s keywords—check out what they’re targeting and use it to your advantage.

 

Create a Clear and Persuasive Call to Action

If your customers don’t know what to do after seeing your ad, you’ve missed the mark on a good call-to-action (CTA).

Why we like it: The New York Times effectively communicates its authority as a news source while using the CTA “See my options,” which encourages readers to explore different subscription options in a personalized and engaging way.

How you can do this:

• Be clear and direct about the action you want customers to take.
• Ensure your CTA stands out and aligns with your brand’s offerings.

Pro Tip: Make your CTA compelling. A bland, generic button won’t entice anyone to click—make it something your audience can’t resist!

 

Make Your Ads Relatable and Personal

Brands often miss the mark when placing ads on Google by coming off as too sales-driven or disconnected from their audience.

Why we like it: Grammarly stands out by featuring real customer testimonials in their ads. Instead of relying on just voiceovers or text, they use a woman to guide viewers through a new feature, demonstrating its benefits and showing how it works in real-life situations. This approach helps potential users imagine themselves benefiting from the product.

How you can do this:

• Focus on user-generated content to make it the centerpiece of your ads.
• Track success stories and leverage them to turn your customers into brand ambassadors.

Pro tip: Personalize your content to resonate with different types of customers to broaden your reach and connect with a larger audience.

 

Showcase Your Brand’s Credibility

Similar to showcasing your customer’s journey, sharing their feedback is essential, as user reviews can make or break your Google ad campaign.

Why we like it: Take Muller Solutions Ad (my partner), for example. They display their 4.7 out of 5 rating right beneath the headline, making it more attractive to potential customers. This visible positive feedback builds trust and encourages others to consider their wall art.

How you can do this:

• Highlight your ratings and reviews in your ads to build credibility.
• Encourage your customers to leave feedback to help establish trust.

Pro tip: Choose the most credible feedback to showcase, and don’t be afraid to include a few negative reviews. Embracing constructive criticism shows authenticity and transparency.

Succeeding with Google Ads takes effort, but one key piece of advice is to experiment with different ad formats. There are so many options available, so don’t rely solely on one tactic that’s working for you.

By now, you likely have a clearer understanding of how to use the Google Ads platform, what to expect from different campaigns, and how to achieve a higher return on investment (ROI).

 

Google Ads Bidding Strategies

Once your ad campaigns are set up and tracking is in place, the next step is bidding. How much you bid plays a key role in determining your ad’s ranking in Google Ads. Your bid amount will depend on your budget and campaign goals, but there are a few strategies and bid settings to consider when launching your paid campaign.

1. Automated vs. Manual Bidding

When it comes to bidding on your keywords, you have two options: automated and manual. Here’s how they work:

• Automated Bidding allows Google to adjust your bids based on competition. You can still set a maximum budget, and Google will aim to optimize your bids within that budget to give you the best chance of winning.
• Manual Bidding lets you control the bid amounts for each ad group and keyword. This option gives you the flexibility to adjust bids and reduce spending on ads that aren’t performing well.

2. Bidding on Branded Search Terms

Branded terms are keywords that include your company or product name, like “HubSpot CRM.” Some people debate whether it’s worth bidding on these terms. On one side, some think it’s a waste of money since these terms may already appear in organic search results.

On the other hand, bidding on your branded terms allows you to take control of the search results and reach people who are already interested in your product. For example, if someone is considering HubSpot’s Live Chat and searches for “HubSpot live chat software,” your ad will appear right at the top, making it easy for them to find what they’re looking for without scrolling.

Another reason to bid on your branded terms is to prevent competitors from bidding on them. If you don’t, they could take up valuable ad space that should be yours.

3. Cost Per Acquisition (CPA)

If you’re hesitant about spending money upfront to turn prospects into leads, you can choose to set a CPA (Cost Per Acquisition) instead. With this option, you only pay when a user actually becomes a customer. While it might cost a bit more, you’ll have peace of mind knowing that you’re only paying for real conversions. This approach also makes it easier to track and justify your ad spend.

 

Top Google Ads Best Practices to Boost Campaign Performance

 

If your Google Ads aren’t performing well, don’t get discouraged. There are many reasons why they might not be delivering results. But before jumping to conclusions, let’s go over some basic Google Ads best practices that can help improve your performance.

1. Avoid Using Broad Keyword Terms

You need to get your keywords just right, so testing and adjusting them is important. If your keywords are too broad, Google might show your ad to the wrong people, which means fewer clicks and higher costs.

Check which keywords are working (the ones that get clicks) and adjust them to better match your audience. It might take a few tries to find the right keywords, but keep adding, removing, and changing them until you find the best mix.

2. Avoid Irrelevant Ads for Better Google Ads Performance

If your ad doesn’t match what people are looking for, you won’t get enough clicks to make your ad spend worth it. Your headline and ad text should match the keywords you’re targeting, and your ad should offer a solution to the searcher’s problem.

This combination is key to getting good results and may only need a few small changes. You can create multiple ads in one campaign to test which ones perform best. Even better, try Google’s Responsive Search Ads feature, which helps you test different combinations automatically.

3. Improve your Quality Score (QS).

Your Quality Score (QS) is Google’s way of deciding where your ad ranks. A higher QS means a better rank and better placement on the Search Engine Results Page (SERP). If your QS is low, fewer people will see your ad, reducing your chances of getting conversions. Google provides your Quality Score, but it’s up to you to work on improving it.

4. Optimize Your Landing Page

Don’t just focus on the ad itself — the user experience after a click matters just as much. Think about what the user sees when they land on your page. Is the page set up to encourage conversions? Does it solve the user’s problem or answer their question? Your landing page should provide a smooth, helpful experience that makes it easy for users to take the next step.

 

Top Google Ads Tips to Boost Your Campaign Performance

Now that you’re familiar with setting up a Google Ads campaign, here’s a quick checklist of best practices to help you succeed. These tips have been highlighted throughout, but they’re essential for creating effective campaigns. Keep this checklist handy to refine your ads consistently.

1. Set SMART Goals

Before diving into ad creation, it’s crucial to set clear goals. Instead of crafting an ad and trying to adjust it later, work with your marketing team to establish an advertising plan. Set SMART goals—Specific, Measurable, Achievable, Relevant, and Time-bound—to guide your Google Ads campaigns effectively.

2. Build a Relevant Landing Page

When adding your URL to your Google Ads, make sure it leads to a relevant landing page. Even if your ad attracts clicks, a poor landing page can undo all that effort. Optimize your landing pages to ensure they turn visitors into paying customers.

3. Choose the Right Keywords

Keywords are crucial for your ad’s success, so it’s important to pick the right ones. Long-tail keywords are great because they are specific and target a particular audience. For example, if you run a cat clinic, using a broad keyword like “cat clinic” may not attract local customers. But using a more specific keyword like “cat clinic in Belvedere” will help you reach the right people in your area.

4. Optimize Bids for Better Conversions

You can boost conversions by optimizing your bidding process. Tools like Smart Bidding adjust your bids automatically based on the likelihood of success. This way, you’ll only spend money when there’s a higher chance of getting a successful result.

5. Use Ad Extensions.

Extensions can improve your ad performance by providing extra details, like your location, services, products, or current promotions. For instance, you can add a phone number to your ad, making it easy for people to call and inquire about your services immediately.

6. Use Negative Keywords.

Google Ads lets you use negative keywords to prevent your ad from showing up in irrelevant searches. These keywords tell Google what your product or service isn’t about. For example, if you run a cat clinic and don’t offer services for dogs or other pets, you can add terms like “dogs” or “pets” as negative keywords to avoid appearing in searches for those.

7. Monitor and Optimize Your Strategy

By integrating your Google Ads with Google Analytics, you can track key metrics like which pages are popular, which keywords bring in the most traffic, and other important data. Analyzing these metrics will help you refine your ads, improve conversions, and boost your revenue in the long run.

Start Your Google Ads Campaign

Google Ads should definitely be a key part of your paid advertising strategy because of its vast reach and authority. By following the tips we’ve discussed, you can get started on the right foot.

And remember, there’s no such thing as a Google Ads campaign that doesn’t work — just campaigns that need continuous refining. With the strategy and insights provided, you’re now equipped to create successful Google Ads campaigns that drive traffic and convert leads. Keep testing, adjusting, and optimizing to see the best results.

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