Top Tips for Advertising on Google Ads (Formerly AdWords)

Google Ads (previously known as Google AdWords) is one of the most powerful digital advertising platforms, helping businesses reach their target audience effectively. However, running successful campaigns requires strategy, optimization, and continuous testing. Here are the top tips to maximize your Google Ads performance.

1. Define Clear Goals

Before launching any campaign, determine your primary objective:

• Brand awareness (impressions, reach)

• Website traffic (clicks, CTR)

• Lead generation (form submissions, calls)

• Sales & conversions (purchases, sign-ups)

Your goals will shape your campaign structure, bidding strategy, and success metrics.

2. Use Keyword Research Wisely

• Focus on intent-based keywords: Target commercial intent terms like “buy running shoes” rather than broad ones like “best shoes.”

• Use long-tail keywords: These are more specific and less competitive (e.g., “women’s waterproof hiking boots size 8”).

• Leverage Google’s Keyword Planner to find high-volume, low-competition keywords.

• Negative keywords are crucial—exclude irrelevant searches to save budget.

3. Optimize Ad Copy for Higher CTR

• Write compelling headlines (include keywords, benefits, and urgency).

• Highlight unique selling points (free shipping, discounts, guarantees).

• Use strong CTAs (“Shop Now,” “Get a Free Quote,” “Limited Offer”).

• A/B test different versions to see what resonates best.

4. Leverage Ad Extensions

Ad extensions improve visibility and CTR by providing extra information:

• Sitelink extensions (link to key pages)

• Call extensions (phone number for direct calls)

• Location extensions (for local businesses)

• Price extensions (show product/service pricing)

• Structured snippets (highlight features)

5. Target the Right Audience

• Use audience targeting (demographics, interests, remarketing lists).

• Remarket to past visitors—they’re more likely to convert.

• Exclude irrelevant audiences to avoid wasted spend.

6. Optimize Landing Pages

Your ads should lead to high-converting landing pages with:

• Relevant content matching the ad’s promise.

• Clear CTAs (buttons, forms, contact options).

• Fast loading speed (Google penalizes slow pages).

• Mobile-friendly design (most searches are on mobile).

7. Use Smart Bidding Strategies

Google’s automated bidding can improve performance:

• Maximize Conversions (best for lead gen/sales).

• Target CPA (Cost Per Acquisition) (set a desired cost per conversion).

• Target ROAS (Return on Ad Spend) (for eCommerce).

8. Monitor & Optimize Continuously

• Check performance weekly (CTR, conversion rate, cost per lead).

• Pause underperforming ads/keywords.

• Adjust bids based on device, location, and time performance.

• Test new ad variations to improve results.

9. Track Conversions Properly

Set up Google Ads conversion tracking or Google Analytics 4 (GA4) to measure:

• Purchases

• Form submissions

• Phone calls

• App downloads

Without tracking, you can’t measure ROI.

10. Stay Updated with Google Ads Trends

Google frequently updates its algorithms and features. Follow industry blogs, test new ad formats (like Responsive Search Ads), and adapt strategies accordingly.

Google Ads can deliver high ROI when managed correctly. By focusing on keyword research, ad relevance, audience targeting, and continuous optimization, you can maximize your ad spend and drive better results. Start implementing these tips today to improve your campaigns!