Google Ads Best Practices: Tips for Winning Results in 2025 

Google Ads can be a powerful way to reach the right audience if your setup and ad strategy are dialed in. A well-structured account with clear goals, thoughtful copy, and properly tested creatives can make a big difference in how your ads perform. 

In this guide, we’ll walk through Google Ads best practices for 2025, covering everything from campaign structure and keyword strategy to ad extensions, budgeting, and creative optimization.

In this article, we’ll cover: 

• Why following best practices matters
• Google Ads best practices 
• Using Google Ads extensions
• Landing page best practices
• Budgeting best practices

Let’s talk about why following the best Google Ads practices matters.

Why do Google Ads best practices matter?

Running Google Ads without a clear approach can lead to wasted spend, messy data, and campaigns that are tough to scale. Best practices give you a reliable foundation so you’re not figuring things out from scratch every time you launch something new.

Here’s what Google Ads best practices help with:

• Reduce wasted spend: Avoid paying for clicks that won’t convert
  
  
• Speed up testing: Get faster insights with cleaner, more focused campaigns
  
  
• Improve ad performance: Higher Quality Scores can lower CPC and increase conversions
  
  
• Simplify scaling: Easier to grow when your structure, naming, and strategy are already tight

What is the best structure for a Google Ads account?

A solid account structure helps you control spend, improve performance, and avoid messy reporting. When things are clean and consistent, you can spot what’s working (and what’s not) without digging through tons of data.

Here’s the basic hierarchy you’ll be working with:

• Campaign: This is where you set your daily budget and choose your overall goal, like driving sales, generating leads, or increasing website traffic.
  
  
• Ad group: Each ad group contains a set of related keywords and ads that focus on a single product or theme, keeping your targeting and messaging consistent.
  
  
• Ads: These are the headlines, descriptions, and final URLs that appear to users. You'll usually have multiple versions to test what performs best.
  
  
• Keywords: These are the search terms that trigger your ads. They should closely match the intent and theme of the ad group they belong to.

Example Google Ads account structure

Let’s say you’re running ads for a furniture store. You might set up a campaign called “Living Room Furniture – Lead Gen” that’s focused on generating leads for that category. Inside the campaign, you can organize your ad groups by product type to keep things clean and relevant.

Here’s what that could look like:

• Ad Group: Sofas
  
  • Keywords: leather sofa, sectional couch, modern sofa
  • Ads: Focused on your sofa collection, with consistent calls to action and matching landing pages
    
    
• Ad Group: Coffee Tables
  
  • Keywords: wood coffee table, modern coffee table, coffee table for small spaces
    
  • Ads: Tailored to coffee tables, using ad copy that matches the keywords and leads to the right product page

Each ad group is tightly themed, enhancing ad relevance and performance. This kind of structure improves your Quality Score, lowers cost-per-click, and gives you clearer data on what’s performing best

Best practices to improve your account structure

There’s no one-size-fits-all structure, but keeping your campaigns focused, consistent, and easy to analyze will give you a stronger base to build from, especially as your account grows. Consider the Google Ads tips and best practices below:

• Keep it to one goal per campaign: For example, don’t combine “brand awareness” and “sales” in one campaign, since they’ll need different bidding strategies and creatives.
  
  
• Keep it to one theme per ad group: If your ad group is called “sofas,” don’t throw in keywords for beds or chairs. Keep the focus tight, so your ad messaging stays relevant.
  
  
• Use clear naming conventions: Name campaigns and ad groups in a way that’s easy to understand at a glance. For example: Search_US_Sofas_LeadGen_ExactMatch
  
  
• Use SKAG or STAG only when relevant: SKAG (Single Keyword Ad Group) offers more control by focusing on one exact keyword per group, while STAG (Single Theme Ad Group) groups together a few closely related keywords for easier management and broader testing.

Writing better ads: copy and headline best practices

Your ad copy is often the first thing a potential customer sees, so it needs to be clear, relevant, and compelling. With limited space, every word has to pull its weight. Strong copy not only improves your click-through rate but can also lower your CPC and boost your Quality Score.

Here’s how to write ads that actually perform:

Match your headline to the search intent

The most effective ads echo what the user is already looking for. The closer your ad matches the query, the more relevant it feels, and the more likely it is to earn the click. If someone searches for ‘leather sofa under $1,000,’ your ad should speak directly to that, not just talk about furniture in general.

Here are some examples of good and bad headlines:

• Good: Leather Sofas Under $999 — Free Delivery Available
  
  
• Bad: Find Your Next Couch Today

Use emotional or value-driven hooks

Don’t just state the facts. Tap into what people care about, whether that’s comfort, speed, savings, or trust. Emotional hooks can make your ads stand out, especially in competitive spaces, but there’s a caveat. Be specific and honest. If you’re using claims like ‘rated #1,’ make sure you can back them up.

Let’s take a look at some example hooks:

• Built to last a lifetime
  
  
• Rated #1 for comfort
  
  
• Sale ends Sunday — don’t miss it!

Use dynamic keyword insertion carefully

Dynamic Keyword Insertion (DKI) can auto-insert the search term into your headline. While it can boost relevance, it’s easy to overdo. If the inserted term sounds awkward or generic, it can hurt more than help. Use DKI only in tightly themed ad groups where the keyword will fit naturally.

Be specific about the next step

Your call to action (CTA) should tell people what to do and what they’ll get. Vague CTAs like “Click here” don’t perform as well as ones that clearly describe the action and benefit. 

Here are some more specific CTA examples:

• Shop the collection
  
  
• Get your free quote
  
  
• Save 20% today

Make the most of RSAs (Responsive Search Ads)

Responsive Search Ads let you submit up to 15 headlines and 4 descriptions. Google rotates these to find what works best, so variety is key. The goal is to give Google a set of messages that can adapt to different searches without feeling repetitive or scattered. Use a mix of product features, emotional appeals, and urgency-based headlines to give the system more options.

Here are some example RSA headlines:

• Affordable Leather Sofas
  
  
• Sofas Delivered in 2 Days
  
  
• Top Rated for Comfort
  
  
• Weekend Sale Ends Sunday

Google Ads extensions: best practices

Ad extensions are one of the simplest ways to improve your Google Ads without increasing your cost per click. They help your ads take up more space, give users extra context, and offer additional ways to engage. Used well, they can improve click-through rates, boost ad rank, and support your broader campaign goals.

Below are some helpful best practices for using Google Ads extensions in 2025:

Use sitelinks to give users more ways to click

Sitelink extensions let you add extra links under your main ad, like “Pricing,” “Get a Quote,” or “Shop New Arrivals.” This is a great way to drive traffic to multiple pages from a single ad and give people more control over where they go next. Sitelinks are helpful for ecommerce, service-based businesses, or anything with more than one clear offer.

Add callouts for fast, trust-building value props

Callout extensions let you highlight short value points, things like “Free shipping,” “No contracts,” or “Open 24/7.” They’re not clickable, but they add extra detail and can help reinforce trust. Use them to surface things that make your business easy to work with.

Highlight categories with structured snippets

Structured snippets let you show off what you offer under a predefined header like “Brands,” “Services,” or “Types.” For example: Services: Installation, Repairs, Maintenance. These are ideal for businesses that offer a range of options and want to signal variety quickly.

Combine call and location extensions for local visibility

If you serve customers locally or rely on calls, combining these two extensions is a must. Call extensions add a clickable phone number, while location extensions display your address and business hours. Together, they make it easier for people to visit or get in touch immediately.

Test image extensions to make your ad stand out

Image extensions add visuals like product shots or branded graphics alongside your ad. They’re great for visually driven categories like home goods, fashion, and food. Just make sure your images are clear, on-brand, and follow Google’s creative specs.

Keep lead forms short and focused

Lead form extensions let people submit their contact info straight from the ad, no landing page needed. They’re great for mobile-heavy audiences and lead-gen campaigns. Only ask for the essentials (like name and email) to keep drop-off rates low.

Use promotion extensions to highlight timely offers

Promotion extensions let you showcase deals like “20% Off Today” or “Free Gift with Purchase.” These work well for seasonal campaigns, product launches, or limited-time sales. You can even schedule them to turn on and off automatically.

Use app extensions if you want installs

If you’re promoting a mobile app, this extension adds a direct download link under your ad. It’s especially helpful if your app supports or extends your core offering, like booking services, loyalty rewards, or shopping features.

Use at least 3 – 4 extensions per campaign

Google doesn’t show every extension every time, so giving it more to choose from increases your chances of showing a strong combo. Prioritize variety, and focus on the extensions that best match your goal, like sitelinks for ecommerce or call extensions for service-based brands.

Don’t repeat the same message in every extension

Each extension should offer something new. If your headline already mentions free shipping, skip it in your callouts. Redundancy can clutter your ad and take away from more valuable info.

Write extensions manually when possible

Google can auto-generate some extensions, but custom-written ones tend to perform better. They reflect your actual messaging, brand voice, and intent more clearly, which may lead to better engagement.

Google Ads landing page best practices worth knowing

Getting the click is only half the job. Once someone lands on your page, the experience needs to match what your ad promised and make it easy for them to take action. Here’s what to focus on:

Relevance to your ad message

The landing page should directly reflect the copy and intent of the ad that led to it. If your ad says “Free design consultation for kitchen remodels,” don’t send people to a generic homepage. Send them to a page with that exact offer, clear supporting details, and a form to book a consultation. 

Mobile responsiveness and load speed

Most ad traffic comes from mobile devices, so your landing page needs to load quickly and display correctly on smaller screens. A page that takes more than 2 to 3 seconds to load is likely to lose visitors. Use compressed images, avoid heavy animations, and keep mobile usability in mind from the start.

Form UX and CTA placement

If you’re collecting leads, keep the form short and include just the essentials. Name, email, and maybe one qualifying question are usually enough. Place your main CTA button high on the page and repeat it once or twice if the page is long. For ecommerce, make sure “Add to Cart” or “Buy Now” buttons are clearly visible and not buried below a wall of text.

Trust elements that reduce hesitation

People are more likely to convert if they feel confident in your brand. Add customer testimonials, reviews, security badges, or satisfaction guarantees wherever they’re appropriate. Even small touches like displaying accepted payment methods can help build trust, especially for first-time buyers.

Match the tone and design of your ad

The visual feel and messaging of your landing page should match what users saw in your ad. If your ad was sleek and modern, your page shouldn’t look outdated or inconsistent. That kind of disconnect can make users bounce quickly, even if the offer is solid.

Budgeting tips: daily budget and bidding strategy 

Budget and bidding decisions can make or break a campaign. The goal is to give your campaigns enough room to gather performance signals, without overspending in the process.

Here are some best practices for setting a daily budget in Google Ads:

Start with a learning budget

When launching a new campaign, it’s helpful to treat your initial spend as “buying data.” A good rule of thumb is to budget enough to generate at least 10 to 20 clicks per day. For lead gen, that might mean $20 to $50/day depending on your industry. For ecommerce, start closer to your average order value or a realistic cost per acquisition (CPA) target.

Pick a bidding strategy that fits your goal

If your campaign is brand new, and you don’t have much data, use Maximize Clicks or Maximize Conversions to help Google learn. Once you have 30+ conversions in 30 days, switch to a goal-based option like Target CPA or Target return on ad spend (ROAS) for more control.

Segment your campaigns by intent

Your highest-intent keywords (like “buy standing desk online”) deserve more budget than broad or exploratory ones (like “home office ideas”). Separating these into different campaigns makes it easier to manage bidding and daily spend based on performance.

Adjust by device, audience, and time

Use bid adjustments to fine-tune your spend. For example, if mobile users convert better in the evening, you can increase your bids for that combo. Over time, these tweaks can help you shift budget toward your most valuable segments.

Avoid setting and forgetting

Daily budget needs will shift as campaigns exit the learning phase or as competition changes. Check in regularly, like once a week at least, to see if you’re capping out too early in the day or underspending on top performers.

Use shared budgets carefully

Shared budgets can be helpful when multiple campaigns serve the same goal. But if one campaign consistently eats up the full budget, it might be time to split them out and control ad spend manually.

How to improve search ads with creative optimization 

If your ads are getting impressions but performance is slipping, the problem might be your creative. Creative analytics and optimization help you figure out what’s working, what’s falling flat, and what to test next.

Here’s how to improve search ads through creative optimization:

Test more than just headlines

Don’t limit your tests to copy tweaks. Try different structures, emotional angles, or formats, like short vs. long descriptions, value-first messaging vs. feature-led, or changing the order of your CTAs. Even subtle layout changes can affect how users engage.

Segment creative by audience

If you’re targeting multiple personas, don’t assume one message fits all. For example, a value-focused ad might work for budget-conscious buyers, while a premium-focused one performs better for high-intent shoppers. Creating variations for each group gives you cleaner insights and better control.

Use branded copy and competitor contrast carefully

Highlight what sets your offer apart, like “Backed by a 10-Year Warranty” or “Faster Setup Than [Competitor].” Just avoid direct name comparisons unless you’re confident they won’t trigger policy issues. Keep in mind that positioning matters, but accuracy and tone matter more.

Watch for creative fatigue

If the same ad keeps showing and your click-through rate (CTR) starts dropping, it’s a sign of creative fatigue. Users have seen it too many times, and they’ve tuned it out. Rotate in fresh messaging, change the offer, or switch up your CTA to reset engagement.

Track creative performance by asset

Responsive Search Ads make it easy to test multiple combinations, but the key is tracking which headlines and descriptions are actually doing the heavy lifting. Pause underperforming assets and lean into the ones driving conversions.

When do you need to contact Google Ads customer service?

Most performance issues can be solved through better targeting, creative, or budgeting, not by reaching out to support. But there are a few cases where it makes sense to escalate and get someone from Google involved.

Here’s when to contact support:

• Your account is suspended: If you get a suspension notice, especially for things like “circumventing systems” or “misrepresentation,” reach out right away. These flags can happen automatically and sometimes need manual review to resolve.
  
  
• Billing or payment issues: If your ads suddenly stop running due to a declined payment, overcharge, or an issue with your billing profile, customer support is the fastest way to get it sorted.
  
  
• Unusual policy disapprovals: If your ads keep getting flagged for things that seem inaccurate, like mislabeling a product or flagging a legit landing page, you can request a manual review. This is often needed when automated systems misclassify something.
  
  
• Slow or stuck ad reviews: Most ads are reviewed within 24 hours, but sometimes they get stuck in review for longer. If it's been a couple of days, and you're on a tight schedule, it’s worth reaching out.

What support won’t help with is improving performance. They don’t provide strategic advice or help with things like audience targeting, ad copywriting, or budgeting decisions. For that, you’re better off relying on your internal team, data, or tools like Bestever.

Don’t forget to use competitor research to improve ad messaging

Before you write a single headline, take a look at what other brands in your space are already saying. Competitor research helps you understand what kinds of offers, tones, and formats your audience is seeing, and how you can stand out.

Start with Google ads competitor analysis tools like:

• Google’s Ads Transparency Center: Looking at this resource allows you to search your competitors by name and see their current and past ads.
  
  
• SpyFu or Semrush: With tools like these, you can look at what keywords competitors are bidding on and which ads have the most visibility.
  
  
• Meta Ads Library: This is a good resource for inspiration and testing angles across platforms, even if you’re not running Facebook ads.

As you analyze competitor ads, ask yourself the following questions:

• Are they using price-driven messaging?
  
  
• Are their CTAs more aggressive or more subtle?
  
  
• Are they leaning on social proof, speed, or quality?

When you use Google search ads spy tools for competitor research, you’re not looking to copy them — you’re looking to find the gaps. If everyone else is shouting about low prices, maybe your ad should highlight speed, customer service, or free delivery. That contrast is what helps your ad get noticed.

Pro tip: Use Bestever to compare your ads directly against competitors’ creatives. You’ll get visual and messaging feedback to help you improve positioning before you launch.

Frequently asked questions

How many ads should I test per group?

It’s best to run 3 to 5 ads in each ad group, including at least one responsive search ad (RSA). This gives Google enough variation to test what headlines and descriptions perform well together. You’ll also get more insights into which messaging resonates with your audience. Just make sure the ads stay tightly aligned with the keywords in that group.

What’s the best bidding strategy for new campaigns?

If you're just starting out, use Maximize Clicks or Maximize Conversions to gather data. Once your campaign has enough conversion history, switch to Target CPA or Target ROAS to better control your cost and performance. Smart bidding isn’t magic, but it can help you scale faster once the system has data. One of the best Google AdWords tips (if we’re referencing the old name) is to start broad, then optimize based on your results.

Can I run Google Ads without a landing page?

You technically can, but it’s not a great idea. Sending traffic to a generic homepage or product listing usually leads to higher bounce rates and lower conversion rates. A focused landing page that matches your ad copy helps users take action more easily. If you want to improve Google Ads results, a relevant, fast-loading landing page is a must.

Do RSAs perform better than ETAs?

In most cases, yes. RSAs tend to reach more people and adapt better to different searches. ETAs (Expanded Text Ads) were the older format where you could write three headlines and two descriptions that showed in a fixed order. With RSAs, Google tests different combinations of up to 15 headlines and 4 descriptions to find what performs best. While RSAs offer more flexibility, strong copy is still key to getting good results.

What’s a good CTR for Google Search Ads?

The average click-through rate (CTR) in Google Ads across industries is currently 6.42%, but this number can vary widely. Arts and entertainment often see the highest CTRs — over 13% — while legal services tend to average closer to 5.3%. 

How do I know if my creative is the problem?

If your ad impressions are steady but CTR and conversions are falling, your creative might not be doing its job. Look at headline performance, Quality Score changes, and user engagement on your landing page. Testing new copy angles or formats can help to bring underperforming ads back to life. You can also use tools like Bestever to identify weak spots in your current creative.

Can creative fatigue happen in Google Ads?

Yes, creative fatigue is a real issue, especially in campaigns with limited audiences or high ad frequency. If your impressions stay steady, but performance drops, there’s a good chance people are tuning out the same visuals or messaging. 

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This can lead to lower CTRs, fewer conversions, and wasted spend. Rotating in fresh copy, testing new formats, or adjusting your creative angle can help prevent fatigue and keep your ads performing over time.

How Bestever can help you improve your Google Ads

Following Google Ads best practices is a great way to set up your campaigns for success, but strong creatives are what turn structure into real performance. Even with perfect targeting and bidding, your ads won’t convert if the message doesn’t land. Great creative helps drive better click-through rates, stronger conversions, and more efficient spend. That’s where Bestever can help.

Bestever is a creative analysis and optimization tool that helps performance marketers understand what’s working, what’s not, and how to fix it fast. Here’s how:

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

Ready to improve your Google Ads with stronger creative and faster insights? Let our team show you how Bestever can help you launch ads that perform.

Schedule a free demo of Bestever now.