20 Tried & Tested Tips for Your Google Ads Strategy in 2025 

When I first started running campaigns, I focused on budget and keywords because I thought those were the keys to success. What I learned over time is that campaigns only perform optimally when they’re backed by a clear strategy.

In this article, I’ll share 20 tips I’ve learned from building Google Ads strategies that deliver results for over 5 years. I’ll also explain why having a plan matters, how Google’s AI-driven placements are changing, and what you can do beyond strategy to keep your campaigns moving forward.

20 Tips for a better Google Ads strategy

I’ve tested plenty of approaches in Google Ads. Over time, I learned that the difference between wasted spend and real results comes down to execution. Here are 20 strategies I’ve tried myself, with examples of what worked, what failed, and why:

1. Define your campaign goals

Setting clear goals for your ads ensures you don’t get lost tracking inconsequential metrics. For e-commerce, I focus on sales or return on ad spend. For service businesses, form fills and phone calls usually matter more. Picking one main goal before launching makes it easier to judge what’s working and what’s not.

I learned this the hard way while running campaigns for a local HVAC company. At first, I celebrated spikes in clicks because they looked good on reports. The problem was that those clicks never turned into paying customers. 

After a few months of wasted spend, I switched the main conversion from clicks to calls. I built campaigns to drive phone leads, added call extensions, and tracked results in Google Ads. That change shifted the numbers for me. Ten calls in a day were worth far more than a thousand empty clicks in a week, and the client finally saw ads turning into booked jobs.

It was then that I realized that campaigns tied to the right goals gave me better data and made optimization straightforward.

So then I carried this approach to other accounts, with the same outcome. A retail brand saw steadier returns when we optimized for sales, while a law office closed more clients when we focused on form submissions. 

2. Match goals to campaign types

Each campaign type in Google Ads serves a different purpose. Search works best for high-intent leads, shopping for e-commerce sales, display for awareness, and video for storytelling. Picking the right one makes sure your ads line up with your goals.

Here’s a quick breakdown of campaign types and the goals they work best for:

I’ve seen shopping campaigns consistently outperform search for online retailers. Customers could see the product, price, and shipping details right in the ad before clicking, which meant they came in ready to buy. Matching the right format to the right goal leads to stronger conversions and a better return on ad spend.

3. Build tight ad groups

Ad groups work best when they’re small and focused. I stick to 5 to 10 closely related keywords per group, so the ad copy matches what people are searching for. When the keywords are too broad, ads end up sounding generic and cost more per click.

I learned this while running campaigns for a shoe retailer. At first, I lumped “trail running shoes,” “gym trainers,” and “casual sneakers” into the same ad group. The ads didn’t match the intent, and my Quality Score dropped. After splitting them out, each group got tailored headlines and descriptions. My click-through rate (CTR) nearly doubled, my cost-per-click (CPC) fell, and my conversions improved because the ads spoke directly to the search.

Keeping ad groups tight also makes testing easier. You can adjust ad copy for one specific keyword set without affecting everything else. That control can save you hours of optimization work and produce clearer data for decisions.

4. Use negative keywords

Negative keywords are words or phrases you tell Google Ads to avoid. They stop your ads from showing on searches that don’t match your offer, preventing your budget from being wasted.

I had one client selling templates who kept paying for clicks on ‘free template’ searches. None of those visitors converted, but they ate up a big share of the budget. 

Once I added ‘free’ as a negative keyword, cost per acquisition dropped by about 20 percent, and more budget went to people ready to buy. I’ve done the same with terms like ‘jobs’ or ‘training’ for service businesses that only want paying clients.

That one step kept ads focused on qualified traffic and stopped money from leaking into searches that were never going to convert.

5. Test different match types

Match types control how closely a user’s search needs to align with your keyword before your ad shows.

Exact match triggers on the specific keyword, phrase match allows close variations, and broad match casts the widest net. 

Using only one match type limits performance because you either end up too narrow to find new opportunities or too broad to control relevance.

When I relied too heavily on broad match, irrelevant searches piled in and drained the budget. For my shoe retailer client, ads showed up on terms like “shoe repair near me,” which was never the target. After adjusting, exact match drove core sales, phrase match picked up close variations, and the updated broad match discovered new, relevant queries I hadn’t considered. 

6. Write ad copy that matches intent

Good ad copy connects directly to what the searcher wants. If someone is ready to buy, highlight pricing, delivery, or discounts. If they’re still researching, focus on education or free resources. Matching your words to their intent is a core part of any Google Ads marketing strategy.

I learned this while running campaigns for an online course. My first ads used a strong call to action, 'Enroll Today.' On keywords like 'what is project management,' it fell flat. CTR stayed low because people weren’t ready to commit. After shifting the copy to promote a 'Free Intro Class,' clicks increased, and I could retarget those visitors later with enrollment-focused ads.

When you write your own ads, think about where the user is in their journey. Use softer calls to action for top-of-funnel searches and stronger conversion-driven copy for bottom-of-funnel searches. The closer your ad matches intent, the easier it is to turn interest into action.

7. Use responsive search ads

Responsive search ads (RSAs) let you provide multiple headlines and descriptions, and Google automatically tests different combinations. Over time, the system leans on the variations that perform best. This saves time and reveals which messages resonate most with your audience.

When I started using RSAs for a retail campaign, I added 15 headlines and 4 descriptions that mixed discounts, product features, and delivery info. After a month, the data showed that 'Free Shipping on Orders Over $50' and 'Shop New Arrivals Today' were the top-performing headlines. Those combinations consistently outperformed the rest, so I used them to guide copy in future campaigns.

When you set up RSAs, don’t just recycle the same wording. Give Google a mix of offers, benefits, and calls to action so it can test what works. Check back after a few weeks, look at which headlines and descriptions drive the most clicks and conversions, and use that insight to shape your next ads.

8. Improve landing page alignment

Your ads should always send people to the page that matches their intent. If someone clicks on an ad about a product, they should land directly on that product page, not the homepage. This alignment removes friction and makes it easier for people to take action.

When I first managed campaigns for a home services company, I sent all traffic to their homepage. The bounce rate was high, and conversions were low because visitors had to dig around to find what they wanted. 

After creating service-specific landing pages, one for 'plumbing repair' and another for 'air conditioning service', conversions nearly doubled. People got exactly what they expected as soon as they clicked.

When you build your campaigns, make sure each ad points to the most relevant page. Even small adjustments, like sending a 'roof repair' search to a roof repair page instead of a general services page, can make a big difference in results.

9. Add ad extensions

Ad extensions expand your ads with extra details like sitelinks, callouts, and structured snippets. They give your ads more space on the results page and more reasons for people to click.

For one e-commerce account, I added sitelinks that linked directly to top categories like ‘Men’s Shoes’ and ‘Women’s Running Gear,’ callouts such as ‘No Setup Fees’ and ‘Free Returns,’ and a structured snippet that listed product features like sizes and materials. CTR jumped by 12 percent, and people started landing on deeper pages that matched their intent better than the main ad link alone.

That’s why it’s a good idea to use as many relevant extensions as you can. Consider them free real estate that makes your ads bigger and more useful. The more options you give users to choose from, the more likely they’ll click the one that fits what they want.

10. Use location targeting

Location targeting lets you narrow ads to the regions where your customers live and exclude the ones you don’t serve. It keeps your budget focused where it can actually generate results.

I made the mistake of leaving campaigns wide open for my local HVAC client. They ended up paying for clicks from three states away, where they had no ability to serve customers. Once I set a 25-mile radius around their service area, the quality of leads shot up and the cost per lead dropped.

Always check your location settings carefully. Target the areas where you do business, and exclude the ones that don’t matter. You’ll spend less on wasted clicks and get leads that are far more likely to convert.

11. Set device adjustments

Device adjustments let you raise or lower bids depending on how users perform on mobile, desktop, or tablet. Not all devices deliver the same results, so adjusting keeps your budget where it works best.

I noticed this while managing a retail campaign. Reports showed that about 70% of conversions were coming from mobile, while desktop clicks cost more and converted less. I increased bids on mobile by 20% and lowered desktop bids by 10%. The return on ad spend improved almost immediately because the budget followed the better-performing traffic.

When you look at your campaign reports, break performance down by device. If mobile is where the conversions are, increase your bids there. If desktop or tablet ads underperform, scale them back. Small adjustments can shift your budget toward the traffic that brings results.

12. Apply audience layering

Audience layering combines keyword targeting with specific audience segments, like 'in-market' groups or remarketing lists. It adds another filter that helps you reach people most likely to convert.

For my HVAC client, I layered 'In-Market for Home Services' on top of search keywords. The ads not only matched the search query but also showed to people already flagged by Google as being in the market for contractors. CTR and conversion rates both improved because the ads hit a more qualified audience.

Targeting works best when it combines keywords with audiences. Using in-market, remarketing, or custom intent groups helps direct spend to qualified users. The more your ads reach people who are already considering options, the more likely you are to see stronger results.

13. Schedule ads by performance windows

Ad scheduling lets you show ads only during the hours and days when they perform best. This avoids spending money at times when conversions rarely happen.

One client ran ads 24/7, and half the budget was burning overnight with no leads to show for it. After checking the data, I set the ads to run from 7 am to 9 pm, when people were most likely to answer the phone. Cost per acquisition dropped by 15 percent because the budget was focused on hours that actually drove results.

When you review performance, use the time-of-day and day-of-week breakdown data to cut dead hours and double down on high-performing windows. You’ll save money and get more leads during the times that matter.

14. Track micro-conversions

Micro-conversions are smaller actions that show intent, like newsletter sign-ups, adding items to a cart, or spending a set amount of time on a landing page. Tracking them gives you signals before the big conversions come through.

For an online store, I set 'Add to Cart' as a micro-conversion alongside purchases. That helped me see which products were generating interest even when the final sale didn’t happen right away. It also gave the algorithm more data to optimize around, which improved purchase volume over time.

When you set up conversion tracking, include a few micro-conversions. They give you early insight into what’s working, and they help campaigns learn faster, even if purchases or leads take time to build.

15. Use remarketing lists

Remarketing lists target people who have already interacted with your site or ads. They’ve shown interest once, and reminding them with a follow-up ad often drives them back to convert.

One law office I worked with had lots of visitors to their consultation page, but few form submissions. By setting up a remarketing campaign, we showed ads specifically to people who visited that page but didn’t complete the form. Within a month, form submissions increased by 25 percent because those visitors just needed a reminder to take the next step.

When you create remarketing lists, segment them by action. Show one set of ads to people who visited a product page and another to people who abandoned a cart. Tailored follow-ups make it more likely they’ll come back and convert.

16. Test different bidding strategies

Bidding strategies control how Google spends your budget to win placements. Options like target cost per action (CPA), target return on ad spend (ROAS), or maximize conversions each have trade-offs. Choosing the right one depends on your goal and how much data your account has.

I once launched a campaign to maximize clicks, which was simple. The traffic poured in, but my conversions lagged. After switching to target CPA and giving it a few weeks to learn, the cost per lead became predictable and closer to what the client wanted.

When you pick a bidding strategy, align it with your goal and volume. If you have lots of data, automated bidding can work well. If you’re starting fresh, manual or maximize conversions may give you more control until enough conversions come in for Google to optimize.

17. Refresh ad creatives regularly

Even strong ads lose effectiveness over time as people see them too often. When performance starts to slide, the issue often isn’t your bids or targeting. It is usually that people are tired of seeing the same thing.

I ran into this with an e-commerce client whose ads had been top performers for months. CTR began dropping and instead of raising bids, I refreshed the creatives with new headlines, images, and offers. Within two weeks, CTR climbed back up and sales followed.

Keep an eye on your ad frequency and performance trends. If results start to dip, test new creatives. You don’t need to rebuild everything. Sometimes, a new headline or updated offer is enough to revive your ads’ performance. 

This is where I like to use Bestever to see which elements are wearing out and which are still performing. We designed it to analyze creatives in detail, so you know exactly what to reuse, instead of starting from scratch.

18. Use conversion tracking properly

Conversion tracking tells you which ads drive business outcomes. Without it, you’re flying blind and optimizing for surface-level metrics like clicks.

I once audited an account where tracking wasn’t set up, so every campaign was judged by CTR. After installing proper conversion tracking, it became clear that only a handful of campaigns were generating leads. The rest were burning the budget without returns.

Make sure you have tracking set for the actions that matter most to your business, whether that’s purchases, form fills, or calls. Accurate data is the only way to decide what’s worth scaling.

19. Segment by match between funnel stages

Breaking campaigns into funnel stages (awareness, consideration, and conversion) makes your ads more effective.

I saw the value of this approach in a SaaS campaign. I ran educational ads for top-of-funnel keywords like 'what is CRM software.' At the same time, I created conversion-focused ads for keywords like 'CRM free trial.' Leads from the second group cost more per click but converted at a much higher rate.

When you plan campaigns, split audiences by intent. Serve informative ads at the top of the funnel, comparison-style ads in the middle, and strong calls to action at the bottom. This way, each group sees the message that fits their stage.

20. Review search terms often

Search term reports show you the exact queries that triggered your ads. Reviewing them regularly is one of the simplest ways to keep your Google advertising strategy on track.

In one account, I found thousands of dollars going to irrelevant searches that slipped through broad match. By adding negative keywords and pulling out strong new ones, I trimmed wasted spend and grew traffic that converted.

Make it a habit to check your search term reports every week. Remove what doesn’t fit, expand on what works, and let the data guide where your budget should go next.

Why having a strong Google Ads strategy matters

A strong strategy matters because it keeps your ads focused on results instead of wasted clicks. When campaigns run without direction, your budget disappears into traffic that never turns into calls, sales, or clients.

A solid Google Ads strategy gives you a framework to build campaigns around business goals. It guides where to spend, which campaign types to run, and how to measure success. Without it, you risk chasing numbers that look good in reports but do not grow the business.

A strong strategy also helps you find opportunities through competitor analysis. By studying what other brands bid on, how their ad copy reads, and which landing pages they promote, you see where you can stand out. Combining your own goals with competitor insight gives you a sharper view of how to improve.

With a clear strategy, every adjustment you make has a purpose and drives you closer to the outcomes that matter.

What AI-driven ad placements mean for your campaigns

AI-driven placements matter for any Google Ads strategy because they change where and how your ads appear. Ads now show inside AI-generated answers, which can boost visibility but also send low-quality traffic. 

Performance Max is Google’s AI-driven campaign type, using machine learning to decide placements, bids, and creative mixes. In my tests, it drove more clicks but led to weaker leads compared to standard search. Keeping a clear search ads strategy alongside Performance Max gave stronger conversions, while excluding poor placements kept reach without wasting budget.

Here’s how you can use this in your own campaigns:

• Run Performance Max alongside standard search to compare quality and volume directly.
  
• Check placement reports often to see where your ads appear inside AI-driven results.
  
• Exclude poor performers quickly before they drain spend.
  
• Label and track AI placements to measure them separately from core campaigns.
  
• Adjust bids and budgets based on the placements that produce conversions.

Here’s a tip: Treat AI-driven placements as tests. Review the data, make changes, and keep control of your spend instead of letting the algorithm run unchecked.

How Bestever can support your Google Ads strategy

Building a Google Ads strategy gives your campaigns a strong start, but keeping them effective requires steady adjustments. The hardest part is seeing which ads drive results and which ones waste budget. 

I use Bestever for this work. And since I’m part of the team here, let me show you how it can help you:

• Analyze your ads' effectiveness: Bestever’s Ad Analysis Dashboard gives you instant feedback on an ad's Visual Impact, Brand Alignment, Sales Orientation, and Audience Engagement. It’ll even break down each element in detail. 
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• Get suggestions to improve every frame: If an ad isn’t hitting the mark, ask Bestever to tell you what’s wrong and get instant, actionable suggestions on what to do to fix it. No more guessing or wasting time, your team can start fixing those issues asap. 
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• Understand your audience: Bestever’s audience analysis tools go beyond sharing standard demographics, helping refine both targeting and messaging. You can share your website URL or integrate it with your ad manager, and it’ll quickly let you know who wants to hear more from you. 
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• Rapid asset generation: Fetch AI-generated images, stock photos, and video clips that all fit your brand voice. Then you can share the creatives with your team to make multiple ad variations faster.

• Instant feedback loop: Know immediately why an ad variant underperforms, then pivot before wasting your budget.

Want to see how your ads are performing inside Google? Let our team show you how Bestever can break down your creatives, surface what drives conversions, and give you clear steps to strengthen your strategy.

 Schedule a free demo of Bestever now.

Frequently asked questions

How can I keep my Google Ads campaign on track after launch?

You can keep a Google Ads campaign on track after launch by reviewing performance and making steady adjustments. Start with competitor analysis to see how other brands write ads, which keywords they target, and what landing pages they use. Treat PPC campaign management as ongoing work. 

Finally, follow Google Ads best practices by matching ads with landing pages, refreshing creatives before they fatigue, and checking data each week.

What is the most important part of a Google Ads strategy?

The most important part of a Google Ads strategy is setting clear goals, because they let you measure success and guide decisions on campaign type, bidding, and ad copy. For example, a goal to drive phone calls shapes everything from your keyword choices to the way you write ad copy. 

How often should you review campaign performance?

It’s a good idea to review campaign performance at least once a week. Frequent check-ins help spot wasted spend, add negative keywords, and adjust bids before problems grow. Weekly reviews balance the need for quick corrections with the stability to avoid chasing small fluctuations. But you can also try monthly reviews, which give a wider view of long-term trends.

How do you improve Google Ads results if performance drops?

If your Google Ads results drop, review campaign data to pinpoint weak areas and adjust them. Start by tightening keywords, updating ad copy, and refining targeting. You can also use search term reports to block irrelevant queries and confirm landing pages match user intent. If performance still lags, review bidding strategies and budgets.