How to Make Your Google Ads Worth Every Penny

Thanks to an ever-growing digital landscape, marketers now have every avenue to advertise their services. With no shortage of options, marketers must decide based on their target market, budget, and overall advertising goals. 

From building awareness to nurturing prospects, there is no better digital tool than Google Ads. Rife with user-friendly features and methods of measuring success, Google Ads provides an unstoppable potential for growing brands. Here are a few forms of optimizing your ROAS (return on advertising spend) to ensure ongoing success. 

1. Leverage the Platform Itself

Google Ads comprise search and display options. The former occurs when users plug in keywords associated with your ongoing campaigns. The latter pertains to ads that appear on websites, YouTube videos, and other platforms based on keyword characteristics. When incorporated well, both are effective, though they take very different approaches. 

Search ads comprise mostly text, with supplementary extensions and product images. Display ads are images with a few text elements. Both ads link back to landing pages on your website or provide contact information. 

2. Skew Your Content

Search ads require that users craft their content according to a specific template, whereas display ads provide a little more wiggle room. Display ads marketers must upload a high-quality, finished image, or use responsive ads already crafted by Google. 

Use concise copy and eye-catching images that allow viewers to relate the content to your brand identity. 

3. Be Mindful of Keywords

Utilize specific keywords to trigger the ad. Unlike previous SEO efforts, searchers no longer focus on single keywords. Instead, marketers need to research long-tail keywords that are 2 to 5 words long. 

Marketers must also consider voice search for accessibility. Thanks to the increased use of devices such as Google Home and Alexa, users are no longer using their keyboards as much as they used to. Thus, marketers need to study natural speech patterns, incorporating them into their upcoming ad campaigns. 

4. Try Out Different Campaigns

When you pinpoint successful search phrases, you’ll need to bid aggressively on these keywords. While identifying profitable keywords is critical to your success, determining low-performing ones is just as useful. 

Create at least three ad campaigns incorporating these keywords, separating them according to search volume and bidding. 

5. Audit Consistently

You won’t know how well your campaigns are performing without evaluating your success. Perform a Google Ads audit every time you complete a campaign, paying close attention to impressions, clicks, CPC, and conversions. 

Monitor your product feed to determine which items and services are selling thanks to your ads. 

6. Prioritize High-Selling Items

Naturally, you’ll want to pull keywords and themes from your highest-selling ads. Adjust your bidding accordingly and direct a large portion of your advertising budget to what is performing best. 

Experiment with different versions of already-successful campaigns, integrating them into future launches. 


If you’ve been in the advertising business for some time, you’re probably already familiar with your top performers. However, there is always room for improvement when it comes to the ever-changing landscape of Google Ads. 

Do you need the help of a Google Ads agency to improve your advertising campaigns? If so, Discover My Business can hook you up with a Google Ads manager that will make your pay-per-click campaign worth every dollar you spend.  

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