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If you want to take your Google Ads account to the next level, there’s work to be done. That said, there are a few key areas where every marketer should focus their energy. These 10 improvements will help you get started:
Upgrade your ad copy
High-performing ads can help lower your cost per click, improve ad relevance, and drive more clicks.
But the most important part of any ad is the copy. It’s what makes people click - and ultimately turn into customers (or at least get curious enough to learn more about what you offer).
Here are the steps you need to write a great ad:
Optimize your landing page
Optimize your landing page. This is the page that appears when someone clicks your ad - and getting it right matters a lot. Your landing page should be specific to the search query, the ad copy, the visuals, and other user details (like location). For example, if you’re advertising dog fur vests online, don’t just drop them onto a generic “top 10 dog outfits” list - focus on fur vests specifically, since that’s what relates directly to what the user was looking for.
Your landing page should also be relevant in both content and appearance, depending on what your audience is searching for. If they’re looking for pet services near them, make sure that’s exactly what they see when they land on your page. As a general rule: keep things simple by optimizing for one or two main goals; don’t overwhelm visitors with too much information; include images whenever possible; avoid SEO jargon unless it’s absolutely necessary; and make sure everything loads fast - even on older phones with poor signal (this is especially important if you’re using AdWords Express).
Use the right keywords
Keywords are the words or phrases you use to describe your business. They help Google Ads find people who are interested in your products or services - and show your ads to the right audience.
Choose keywords that are actually relevant to your business. If a keyword isn’t relevant, it won’t connect you with customers who care about what you offer. For example, if you sell clothing, “shoes” probably isn’t the right keyword. It doesn’t make sense in context and won’t help anyone find your store - so make sure that people searching for your product actually see an ad that matches what they’re looking for.
Review your search terms report
The search terms report is a list of all the words and phrases people have searched to find your business. It’s a mix of organic and paid results, so you’ll see both types of clicks - organic clicks are free, paid clicks cost money (though Google does give you a few free clicks to start).
The report shows how many times each word or phrase was searched and over what timeframe. This information can help you refine your keywords by identifying which ones aren’t performing as well as others — so you can shift your focus where it actually counts.
Add negative keywords
Negative keywords are the terms you don’t want your ads to show up for. They’re especially useful for filtering out irrelevant searches from your campaigns and can be added at both the ad group and campaign level in Google Ads.
Negative keywords help you reach the right audience by excluding certain phrases or broad topics that aren’t a good fit for your offer. By adding them, you’re telling Google not to show your ads when those terms appear anywhere in a user’s search query.*
https://support.google.com/adwords/answer/2437304?hl=en-GB
Add ad extensions
Ad extensions are a great way to show potential customers more information about your business, products, and services. They’re especially useful for local businesses with physical locations - think address extensions and phone number extensions.
If you sell products, displaying star ratings can help convince shoppers that your products are a better choice than the competition. If you offer services - or both services and products - highlighting any promotions you’re running (like free shipping on orders over $50) can give people one more reason to choose you over a competitor.
Use Remarketing Lists for Search Ads (RLSA)
Remarketing Lists for Search Ads (RLSA) is a feature that lets you target users who have already visited your website. If you’re not familiar with remarketing, it’s a powerful way to reach people who have already shown interest in your product or service - and bring them back later. This can help re-engage potential customers who are more likely to convert, since they’ve already had some interaction with your brand.
Implement conversion tracking and call tracking
Conversion tracking and call tracking are two of the most powerful tools in the Google Ads toolkit. They help you identify which keywords are driving customer engagement, sales, or other important business outcomes. Both let you measure how much traffic your ads are getting - and what happens next with those visitors (i.e., how many of them convert or call).
The first step is defining what a conversion means for your business, then setting up goals for each type of conversion that happens on your site. For example, if one of your goals is a sales conversion and another is a lead generation conversion - when someone buys something from you via a Google search ad or clicks on a link in your ad (like a phone number), that counts as a sales conversion. But if someone calls after seeing your ad in their search results or Gmail - that’s considered a lead generation conversion.
Tidy up your account structure
One of the most impactful improvements you can make is cleaning up your account structure. When your account is well-organized, you get a much clearer picture of what’s happening across your campaigns and ads. If you’re struggling with this step - or any other - don’t worry. Google has a full guide on building a Google Ads account from scratch: https://www.google.com/ads/how-to-build-a-google-ads-account/
Once you’ve built out your campaign and ad group structure, it’s time to apply it correctly. Make sure each campaign has the right campaign type for the ad groups within it (for example: if one campaign targets a specific set of keywords by audience, and another targets a different set by interest). Then make sure each ad group contains only one specific ad type (for example: if one ad group runs text ads, no other ad group should). This helps ensure everything works exactly as intended.
These improvements will help you raise the quality of your Google Ads.
If you’re already doing these things - great, they’ll only make your campaigns stronger. If not, now’s a good time to start.
Summary
We hope these tips were helpful and gave you some concrete ideas for improving your Google Ads. If you have other suggestions, let us know!
