Google Ads lets you appear exactly when a potential customer searches for what you offer. But between keywords, bids, ads and new AI-powered features, it is easy to spend a lot without proportional results. Often the problem is not the budget but how the account is set up and managed.
In this article we gather the most useful tips to improve Google Ads performance, with a special focus on search terms, one of the most underrated levers.
1. Measure properly before optimising
Without correctly tracked conversions, Google’s algorithms and campaign managers work in the dark. First of all, make sure you measure:
- form submissions, calls, quote requests, purchases with their value;
- enhanced conversions, which improve measurement accuracy;
- Consent Mode, required for European users.
A tidy setup often relies on Google Tag Manager.
2. Structure the account clearly
Separate campaigns for different goals, products or services; ad groups with consistent keywords; budgets allocated by priority. A clear structure shows what works and where to invest.
3. Choose keywords by intent
Not all searches are equal. Someone searching “how to do email marketing” is learning; someone searching “email marketing agency Padua” is looking for a supplier. Keywords with clear commercial intent bring fewer clicks but better qualified leads.
| Match type | What it captures | When to use it |
|---|---|---|
| Exact | Searches with the same meaning as the keyword | Maximum control, high-value terms |
| Phrase | Searches that include the keyword’s meaning | Balance between control and reach |
| Broad | Related searches, even quite different ones | Only with automated bidding and well-tracked conversions |
4. Check search terms and use negative keywords
Keywords are what you bid on; search terms are what people actually typed before clicking your ad. The gap can be huge. The search terms report lets you:
- spot waste: irrelevant searches eating your budget (for example “free”, “course”, “jobs”, “DIY”);
- add negative keywords, at campaign or account level, so you no longer appear for those searches;
- find new opportunities: searches that convert well and deserve their own keyword.
Checking it regularly, especially in a campaign’s first weeks, is one of the actions with the best return on time.
5. Write ads that answer the search
- use responsive search ads with many different headlines and descriptions;
- echo the user’s search terms in the copy;
- highlight concrete benefits, proof (years of experience, certifications, clients) and a clear call to action;
- add assets: links to specific pages, call, location, extra information.
6. Take care of landing pages
The click is only half the job. The page must be fast, consistent with the ad, clear in its offer and with a simple form or contact. A good landing page improves both conversions and Quality Score, lowering cost per click.
7. Use automated bidding wisely
Conversion-based strategies (target CPA, target ROAS, maximise conversions) and automated campaigns such as Performance Max can work very well, but only with correct and sufficient data. Set them up with realistic targets and monitor them rather than leaving them alone.
8. Analyse and optimise regularly
- shift budget to the campaigns and keywords that deliver results;
- analyse devices, times and locations;
- test new ads and new pages;
- judge results by cost per lead or sale, not just cost per click.
FAQ
How much budget does Google Ads need?
It depends on industry, competition and goals. More than the absolute amount, what matters is that the budget is enough to gather data and focused on the most valuable searches.
How often should I check search terms?
Weekly in the early stages of a campaign, then at least monthly.
In-house or agency management?
It depends on available skills and time. An experienced partner can save budget by avoiding common mistakes and optimising continuously.
To see how Google Ads fits with SEO, read also Google and the myth of the first page.
Want to improve your campaigns?
E-Business Consulting, with Google-certified professionals, offers Google Ads consulting: account review, structure, keywords, ads, landing pages and continuous optimisation. Get in touch with us for a review of your campaigns.
