Stop wasting $$$ on Google Ads

Have clear, measurable goals in mind

We’re not talking about clicks! If your Google Ads rep (or agency) talks about the number of clicks as key success metric, it’s an absolute RED FLAG. Clicks do not mean profit. You pay for every click onto your Google Ads, so if your ads are being shown to the wrong people, more clicks can actually be detrimental to your bottom line.

Your Google Ads goals should be firmly based on profit. For service based businesses, that means working out how many leads you need each month (and the cost per lead to be profitable). For e-comm, we need to be looking at your cold hard sales figures (and their return on ad spend).

In Google Ads speak, leads or sales are called conversions… so your Google Ads goals should be based on conversions. You’ll need to review your conversions to determine if they’re being profitable (or if you’re using an agency, they should be reporting on conversions). When we take on new clients, goal-setting is numero uno!

Get the boring tech set up done right from the beginning!

Speaking of conversions, you might be wondering…. How on earth do I get my Google Ads to track them?! And the answer is usually long. And boring. And techy. Ew.

As a super simple summary: 

1. Your website needs to be talking to your Google Ads (via various Googly bits & bobs like Google Tag Manager, Google Analytics 4, and possibly Google Merchant Centre). To complicate things, this connection process can change HUGELY depending on your website platform. 

2. Your conversions (e.g. genuine phone call leads, website form leads, or sales) need to be set up in Google Ads itself… then checked they’re tracking properly from your website.

When we take on a new client who has run Google Ads in the past, we’re often astounded that this set up has never been done properly. There’s no denying this bit *can* be tricky, but if you can’t track the results of your Google Ads, you might as well not run them at all.

We persevere with this “set up” stage before we even think about running ads… and by persevere, we mean we’ll pull our hair out so you don’t have to pull out yours.

Don’t bother unless your website is up to the task

You might have the best ads in the world… but if your website is not cutting it, don’t waste your dollars on Google Ads! Your website NEEDS to be easy to use and do a great job of selling your product/service.

As an agency, we won’t take on a client unless their website is fit for the task. If you’re not sure, ask your friends (or even better, clients) for feedback and check your website bounce rates, session times, etc. Speak to us if you need a website audit and some practical suggestions if it needs work. 

Verify your Google Ads account

Google Ads account verification helps you show that you’re a trusted, credible business. Account verification is compulsory for some businesses, but we recommend you verify your Google Ads account even if not compulsory. Why? Verification lets you show your logo next to your ads (which helps you stand out next to your competitors) AND it actually improves your ads’ performance. Woohoo! For a pretty simple, straightforward process, it’s absolutely worthwhile!

Check & optimise your Google Ads every. single. week.  

Unfortunately you can’t just “set and forget” your Google Ads. Once they’re up & running, there’s a long list of things you can do to improve performance (and get a better return on investment). Amongst other things, Google Ads optimisation can include:

• Cutting out underperforming ads / keywords

• Allocating more budget to successful keywords & campaigns

• Adding negative keywords to filter out irrelevant searches that are costing you money!

• Setting up new campaigns and/or ad groups for particular services 

• Setting up ‘remarketing’ and/or specific sales campaigns

• Updating your ad copy & assets

TIP: don’t be tempted to make changes after 24 hours. Give it at least a week for changes to take effect. The Google engines need a chance to learn from your changes.  

Rarely use the Google Display Network 

In our opinion, this tip is absolute GOLD. People go to Google when they are actively searching for a product or solution. When done strategically, this is where Google Search campaigns can work exceptionally well… BUT there’s this whole other beast called the Google Display Network. 

You might see "Display" ads on the websites you visit. Or in your gmail account. Or before a YouTube video. We call them opportunistic ads, which basically work like Facebook Ads. Yes, you *might* be interested in the advertised product or service… but most likely, you are not actively in the “buying cycle” and therefore not likely to become a customer.

Google Display ads are great for piquing interest, and/or talking to your existing client base. We usually only recommend them for remarketing campaigns (e.g. a short sales campaign to people who are already interested in your business). 

Don’t implement everything your Google rep tells you

If you’ve been running Google Ads for awhile, you’ll know that Google WILL call you. And email you. And call you again…. All in the name of “improving your Google Ads performance”. Call us sceptics, but let’s be honest: it’s in Google’s best interests that you spend more on Google Ads. 

Some of their advice is great!  Some of it (like recommending you to use the Google Display Network) will just have you throwing more $$ into your ads without giving you any better return. Our advice here is to take Google’s recommendations with a grain of salt.