To improve your ads’ performance, adjust your Google Ad strategy and focus on choosing the right campaign type, refining audience targeting, and optimizing bids and landing pages. 

Today, we'll dive into 20 actionable tips to help you run more efficient, high-performing ads so you can maximize your return on investment.

In this article, we’ll cover: 

• How to choose the right Google Ads campaign type
• Best bidding strategies to control costs and maximize conversions
• How to use audience segmentation and retargeting to reach the right people
• Optimizing landing pages to improve ad performance and lower CPC
• How to track key metrics and refine your ads for long-term success

Let’s start with the foundation.

The foundation of an effective Google Ad strategy 

A solid Google Ads strategy starts with the basics. Here’s what you need to get right from the start:

1. Choose the right campaign type

Picking the right Google Ads campaign type helps you reach the right audience while making the most of your budget. Here’s how to decide which one fits your goals:

• Search ads: Work on a Google search ads strategy if you want to capture high-intent customers who are actively searching for your product or service.
  ‍
• Performance Max: This campaign type helps you achieve your conversion goals across all of Google’s channels, including YouTube, Display, Search, Discover, and Maps, using one unified campaign.
  ‍
• Display ads: Go with this if your goal is brand awareness or retargeting. These visually appealing ads help you stay top-of-mind with potential customers, but they typically have lower conversion rates than search ads.
  ‍
• Shopping ads: Ideal for e-commerce businesses looking to showcase products with images, prices, and store names at the top of search results. 

2. Understand Google’s auction system and ad rank

Every time someone searches on Google, an ad auction determines which ads appear and in what order. Your Ad Rank is based on your bid, Quality Score, and ad relevance. 

A higher Quality Score — which measures expected click-through rate (CTR), ad relevance, and landing page experience — can lower your cost-per-click (CPC) and improve rankings.

To boost your Ad Rank without increasing bids:

• Write more relevant ads that match user intent.
  ‍
• Improve landing pages by making them fast and user-friendly.
  ‍
• Use ad extensions to provide extra details and increase engagement (more on this below).

3. Match user intent with the right ad format

Your ad format should match what users are looking for. For example, high-intent keywords, like “buy running shoes”, work best with search ads or shopping ads because they target people who are ready to take action. 

Choosing the right keyword match type also helps balance control (how precisely you target searches) and reach (how many potential customers see your ads). Consider:

• Exact match: This gives the most control since your ads only appear for searches that closely match your keyword.
  ‍
• Phrase match: Balances control and reach — your ads show for searches that include your keyword in a relevant context.
  ‍
• Broad match: This match type casts a wide net, showing your ads for searches related to your keyword, even if the exact words aren’t in the query. It’s great for reaching more people but requires careful use of negative keywords to avoid wasted spend. Pairing it with automated bidding (like Target CPA) helps Google fine-tune your bids for better results.

4. Find low-competition, high-conversion keywords

​​Targeting high-competition keywords can drain your budget quickly, so it’s a good idea to focus on overlooked keywords with strong conversion potential. 

Search term reports show real searches triggering your ads, helping you find valuable terms to target while filtering out the irrelevant ones. 

You can also analyze competitor keyword gaps using tools like Semrush or Ahrefs to discover high-performing keywords your competitors rank for, but you haven’t targeted yet.

5. Use negative keywords to cut wasted spend

Negative keywords prevent your ads from showing for irrelevant searches, which can help you save your budget and improve Google Ads targeting. 

Common negative keywords include terms like "free," "cheap," "DIY," "jobs," or anything unrelated to your offer. 

To automate filtering, dynamic exclusion lists allow you to update and apply negative keywords across multiple campaigns, helping you block low-quality traffic without constant manual adjustments.

Structure your Google Ads for maximum ROI

When you structure your Google Ads campaigns well, you’ll get more clicks, lower costs, and better overall performance while reducing wasted ad spend. Here’s how to set up your ads strategically:

6. Single keyword vs. thematic ad groups

Single keyword ad groups (SKAGs) were previously a popular way to make ads highly relevant by focusing on just one keyword per ad group. This gave advertisers more granular control over their messaging and Quality Score, but also made campaigns less flexible and harder to manage.

Today, the popular method is thematic ad groups, which group similar keywords together to reach more people while still keeping ads relevant. They’re easier to manage and scale as your campaigns grow (plus Google’s AI works better for optimization with broader keyword groupings).

7. Use responsive search ads

Responsive search ads (RSAs) let Google’s AI mix and match your headlines and descriptions to find the best-performing combinations. To improve results:

• Use all 15 headline slots: Include different benefits, offers, and calls to action (CTAs) without repeating the same idea.
  ‍
• Keep descriptions varied: Highlight features, promotions, and action-driven messages.
  ‍
• Pin headlines only when necessary: Too much pinning limits Google’s ability to optimize.

Try different styles, like unique selling points ("Handcrafted from premium leather"), promotions ("Get 20% off today!"), or credibility boosters ("Rated #1 by experts"). The more variety you provide, the better Google’s AI can optimize your ads for higher conversions.

8. Use ad extensions that boost CTR

Ad extensions add extra details to your ads, making them more informative and helping you get more clicks without increasing costs. 

Consider using:

• Site links: Direct users to important pages like pricing, contact, or product categories.
  ‍
• Callouts: Highlight selling points like “Free Shipping” or “24/7 Support.”
  ‍
• Structured snippets: Show product features, services, or categories.
  ‍
• Price extensions: Display pricing upfront to attract serious buyers.
  ‍
• Image extensions: Add visuals to make your ad stand out, especially useful for e-commerce and visually-driven products.

Master bidding strategies for higher conversions 

Choosing the right bidding strategy, whether that’s manual, automated, or a mix, helps you control costs, maximize conversions, and get the best return on your ad spend. Here’s how to set up your Google Ads strategies for bidding:

9. Choose your bidding strategy

Start with manual bidding if you want full control, then switch to automated bidding once you have enough conversion data for Google to optimize effectively. 

Consider these automated bidding strategies:

• Maximize Clicks: This aims to get as many clicks as possible within your budget but can overspend if not monitored. Remember to set bid limits with this strategy to prevent Google from bidding too high on expensive clicks.
  ‍
• Maximize Conversions: This lets Google optimize for more conversions but may use your entire budget quickly. It’s wise to also set a limit for this strategy to avoid burning your budget.
  ‍
• Target ROAS: This automated strategy adjusts bids to maximize return on ad spend and is ideal if you have strong conversion data.
  ‍
• Target CPA: This focuses on keeping cost per conversion within a set budget and is good for lead generation.

10. Adjust dayparting and geo-bidding 

​​Fine-tuning your bids based on time and location can help you maximize your ad budget. Here’s how:

• Dayparting (ad scheduling): This allows you to increase bids during peak hours when conversions are high and lower them during slow periods. You can review past performance data to find the best times to adjust your spending.
  ‍
• Geo-bidding: Use location reports to see where your best customers are coming from, then adjust to spend more in high-converting locations and reduce bids in areas with lower ROI. 

Optimize your landing page 

Even the best Google Ads campaign won’t deliver results if your landing page isn’t optimized for conversions. Here’s how to ensure your landing page works as hard as your ads:

11. Think about speed (and mobile)

Because of shortening attention spans, slow and non-mobile-friendly sites can hurt rankings and raise your ad costs.

Use Google PageSpeed Insights or GTmetrix to analyze speed, optimize images, and improve server response times to prevent people from clicking away while they wait.

12. Design for simplicity and focus

A simple, focused landing page makes it easier for visitors to take action. Keep the layout clean by removing distractions, highlighting key information, and using one clear CTA.

To see what works best, try A/B testing different headlines, layouts, and CTAs. Tools like VWO let you test small changes, so you can see what gets more clicks and conversions. 

13. Use high-quality visuals 

Strong visuals make a good impression, build trust, and make your landing page more engaging. Use:

• Relevant imagery: Use visuals that support your message and product.
  ‍
• Professional quality: Avoid blurry or low-resolution images—high-quality visuals create a polished, credible look.

Retargeting and audience segmentation

Reaching the right audience is important if you want to lower cost-per-acquisition (CPA) and improve conversions. Here’s how to refine your targeting for better results:

14. Exclude past converters and use similar audiences

There’s no need to keep showing ads to people who have already bought from you. Excluding past converters saves your budget for new potential customers instead of paying for clicks from people who’ve already converted.

Lookalike segments (formerly Similar audiences) help you reach new people who share traits with your existing customers, using data from your customer match lists.

Custom segments, on the other hand, let you target users based on their interactions with your website. The more solid first-party data you provide, like website visitors or customer match lists, the better Google can create these segments and match your ads to the right audience.

15. Create custom intent and in-market audiences 

Want to target users who are actively looking for what you offer? Consider trying:

• Custom audiences, which lets you reach people based on specific keywords, browsing habits, and purchase intentions.
• In-market audiences, which connects you with users already considering similar products or services.

16. Use predictive bidding with first-party data

Google’s AI uses first-party data to predict which users are most likely to convert. 

Customer Match helps reconnect with past leads by targeting people who have already interacted with your business, while Lookalike Audiences uses AI to find new users with similar traits. 

While these tools aren’t predictive on their own, Google’s AI analyzes behavior patterns to show ads to users who are most likely to take action.

17. Use segmentation

Segmentation means grouping your audience based on behaviors, devices, or past interactions to fine-tune your targeting. 

For example, mobile and desktop users don’t always convert the same way, so adjusting bids based on performance can make a big difference. Small adjustments like these help you optimize your ad budget.

Track and optimize ad performance

Running a Google Ads campaign is just the beginning — continuous tracking and optimization are what drive real results. Here’s what you can do to keep your campaigns running at their best:

18. Understanding key Google Ads metrics 

Tracking the right metrics helps you measure success and make smarter optimizations. Focus on:

• CTR: Measures how often people click your ad after seeing it.
  ‍
• Conversion rate (CVR): Shows how many clicks turn into actual actions (purchases, sign-ups, etc).
  ‍
• CPA: The average cost to get a new customer or lead.
  ‍
• Quality score: Google’s rating of your ad relevance, which affects CPC and rankings.

Tip: Avoid vanity metrics (numbers that look good but don’t directly impact your goals). Impressions or total clicks might seem impressive, but if they’re not leading to conversions, they don’t tell the full story.

19. Conduct more A/B testing

A/B testing helps you optimize by comparing different versions of your ads and landing pages to see what performs best. Testing ad copy, landing pages, and bidding strategies can reveal small changes that lead to better conversions. 

Google’s Experiments tool makes it easy to split test without affecting your main campaign, allowing you to optimize based on real data.

20. Integrate Google Ads with Google Analytics 4

Google Analytics 4 (GA4) gives deeper insights into how users interact with your site after clicking an ad. It helps you connect ad performance with actual customer behavior, leading to better optimization decisions. You can:

• Set up event tracking and UTM parameters to measure specific user actions like form submissions or purchases.
  ‍
• Track phone call conversions and offline sales by linking Google Ads with CRM or call-tracking tools.

Stay updated with platform changes

Google Ads (once called AdWords before it was changed in 2018) is constantly changing, and what works today might not work tomorrow. Stay on top of Google’s updates, industry news, and new tools to make sure you can keep your campaigns competitive. Regularly learning about new bidding strategies, audience targeting options, and ad formats helps you adapt before your competitors do.

How Bestever helps you improve your Google Ads

If your ads aren’t converting enough or if you’re having trouble optimizing your Google Ad strategy, Bestever can help. 

We make ad optimization as easy as clicking a button by using AI computer vision to analyze your creatives and suggest improves based on data. Here’s how:

• Quickly analyze ad performance instantly: Bestever’s Ad Analysis tool provides actionable feedback on your creative’s visual impact, audience relevance, CTA strength, and info density. You’ll get a clear breakdown of what’s working and what’s not, so you can adjust ASAP.
  ‍
• Avoid wasting your budget: Rather than spending thousands and waiting a week to see if an ad performs, Bestever helps you spot weaknesses early. Our AI analyzes your ads in real time, identifying underperforming elements and offering suggestions so you can pivot your strategy quickly.
  ‍
• Review your old ads and get ideas: Our AI reviews your historical data to identify patterns in top-performing ads so you can use these insights to refine your strategy to double down on what works.
  ‍
• Refine targeting: Unsure if your audience is too broad or too narrow? Enter your website URL or integrate it into your ad manager, and our AI will analyze your traffic to help refine your ad targeting with audience personas.
  ‍
• Generate high-converting ad creatives: Need new ad creatives but don’t have a large team? Bestever can help you generate image, video, and audio ads quickly so you can create variations for A/B testing.

Ready to optimize your Google Ads for success? Let our team show you how to fine-tune your Google Ads campaigns so you can maximize your ad budget, starting today.

Try a demo of Bestever for free.