Actionable optimization tips from our Google Ads Management experts. Improve your campaign performance with these proven strategies.
Learn About Our Google Ads Management ServicesMonitor Auction Insights weekly to understand competitive dynamics and identify opportunities to take market share.
Bid on your own brand terms to protect against competitors, control messaging, and capture high-intent traffic at minimal cost.
Prioritize budget by campaign efficiency, not channel habit. Use incremental ROAS, not absolute ROAS, to find your best marginal spend.
Bid on competitor names carefully. Expect low Quality Scores and high CPCs, but potentially high-intent traffic.
Don't just upload one "All Customers" list. Segment lists by "High Value," "Churned," and "Recent Buyers" for tailored bidding.
Use Demand Gen (formerly Discovery) to reach users on Gmail, Discvoer, and YouTube Home with visual-first ads.
Deploy Dynamic Search Ads (DSA) with low bids to capture relevant search queries your keyword-based campaigns are missing.
Use every relevant extension type and create variations for each. Extensions increase ad real estate, improve CTR, and boost Quality Score.
Consolidate granular ad groups into larger, thematically grouped ones to feed Smart Bidding more data.
Build a tiered negative keyword system: account-level universal negatives, campaign negatives for theme control, and ad group negatives for precision.
Upload offline sales data back to Google Ads to optimize for final revenue, not just initial clicks.
Align your ad copy keywords with your landing page headlines to boost Quality Score.
Use audience signals, asset group structure, and brand exclusions to guide PMax while letting the AI optimize within your constraints.
Focus on headline diversity and proven formulas, not just Ad Strength. Use benefit headlines, keyword headlines, and CTA headlines in combination.
Pin headlines in Responsive Search Ads only when necessary for compliance or critical context, to avoid restricting Google's AI.
Inform Smart Bidding of upcoming short-term conversion rate spikes (e.g., Flash Sale) using Seasonality Adjustments.
SKAGs (1 keyword per ad group) are largely dead for broad match strategies but remain 'God Mode' for exacting control over Brand and High-Intent terms.
Wait for 30+ conversions per month before using Smart Bidding. Start with Maximize Conversions, then graduate to Target CPA or Target ROAS.
Stop optimizing for just "Conversions" and switch to "Maximise Conversion Value" to prioritize higher-value customers.
Use Video Action Campaigns (VAC) on YouTube to drive conversions, not just views, leveraging responsive video ad formats.
Let our Google Ads Management experts optimize your campaigns.
Get a Free Audit