Google Ads Tips: How to Maximise ROI and Drive Business Growth

2. Choose the Right Campaign Type

Google Ads offers several campaign types. Choose the one aligned with your business objective.

• Search Campaigns: Text ads on Google’s search results
• Display Campaigns: Banner ads on websites in Google’s network
• Shopping Ads: For e-commerce businesses showcasing products
• Video Campaigns: YouTube ads for awareness or engagement
• App Campaigns: Promote mobile apps across Google’s ecosystem
• Performance Max: Google’s AI-driven all-in-one campaign type

Tip: Start with Search Campaigns if your primary goal is leads or sales through intent-based queries.

3. Master Keyword Research

Keywords are the foundation of every successful Google Ads campaign.

Use tools like:

• Google Keyword Planner
• Ubersuggest
• Semrush
• Ahrefs

Best Practices:

• Target high-intent keywords (e.g., "buy organic honey online")
• Avoid overly broad keywords like “marketing” or “software.”
• Group similar keywords into tightly themed ad groups
• Include long-tail keywords for more qualified traffic
• Monitor cost-per-click (CPC) and competition metrics

Tip: Don’t forget about negative keywords. They help you avoid paying for irrelevant clicks.

4. Write Ads That Sell, Not Just Inform

You only have three headlines and two descriptions to convince users to click. Make every word count.

Ad Copywriting Tips:

• Include your primary keyword in Headline 1
• Use benefit-focused messaging (e.g., “Get 3X More Leads”)
• Add credibility with numbers or trust signals (e.g., “Trusted by 500+ Clients”)
• Include a strong CTA like “Call Now,” “Book a Free Demo,” or “Shop Today.”

Use dynamic keyword insertion to make your ad copy match what the user is searching.

5. Optimise Landing Pages for Conversions

Clicking your ad is only half the battle. The landing page experience determines if you convert that click into a customer.

Checklist for High-Converting Landing Pages:

• Matches the ad offer and keyword
• Loads fast (under 3 seconds)
• Has one clear CTA (no distractions)
• Is mobile-optimised
• Builds trust (testimonials, logos, reviews)
• Uses persuasive headlines and benefit-led content

Tip: A/B test different headlines, forms, and CTAs to identify what works best.

6. Use Ad Extensions Strategically

Ad extensions expand your ad and increase visibility. They also improve click-through rates and quality scores.

Types of ad extensions:

• Sitelink Extensions: Add links to other relevant pages
• Call Extensions: Add your phone number for direct calls
• Location Extensions: Show your physical business location
• Callout Extensions: Highlight USPs (e.g., “Free Shipping”)
• Structured Snippets: Showcase categories, services, or products
• Lead Form Extensions: Capture leads directly from the ad

Tip: Always use at least 3-4 extensions for better ad relevance.

7. Bid Smart: Balance Budget and Goals

Google offers various bidding strategies. Choose based on your campaign goal:

• Manual CPC: Full control over bid amounts
• Maximize Clicks: Good for traffic-heavy campaigns
• Target CPA (Cost Per Acquisition): Google auto-adjusts bids for the target cost
• Target ROAS (Return on Ad Spend): Best for revenue-focused campaigns
• Maximize Conversions: Focus on getting the most conversions within budget
• Enhanced CPC: Google adjusts your manual bids for better conversions

Tip: Start with manual bidding to understand CPC trends, then shift to automated bidding once you have data.

8. Focus on Quality Score

Google rewards high-quality ads with better rankings and lower CPC.

Quality Score is based on:

• Expected CTR (click-through rate)
• Ad relevance
• Landing page experience

Improve your Quality Score by:

• Writing tightly themed ad copy
• Matching keywords with landing pages
• Improving loading speed and mobile UX

Tip: A higher Quality Score can reduce your CPC by 30-50%, drastically improving ROI.

9. Track Conversions Correctly

Without conversion tracking, you’re flying blind.

Track:

• Form submissions
• Phone calls
• Purchases
• Button clicks
• Downloads

Set up conversion goals in:

• Google Ads
• Google Analytics
• Google Tag Manager (for complex setups)

Tip: Use “conversion value” to track revenue per conversion, not just the number of conversions.

10. Don’t Just Set It and Forget It

The most successful advertisers monitor and optimise campaigns weekly—or even daily.

Regular tasks include:

• Pausing underperforming keywords
• A/B testing ads
• Adjusting bids
• Adding negative keywords
• Testing new ad extensions
• Reviewing impression share and search terms

Tip: Set up automated rules and alerts to flag changes in performance.

11. Leverage Remarketing for Higher Conversions

Remarketing targets users who previously interacted with your brand but didn’t convert.

Types of remarketing:

• Standard (visitors who didn’t convert)
• Dynamic (product-based for e-commerce)
• Video remarketing (YouTube viewers)
• Customer list (uploaded contacts)

Tip: Remarketing usually delivers higher ROI than first-time campaigns because it targets warm leads.

12. Segment Your Campaigns and Ad Groups Properly

Avoid stuffing all keywords into one campaign or ad group. Create tightly themed structures:

• One campaign per goal
• One ad group per keyword theme
• Separate branded and non-branded campaigns

This gives you more control over performance, budgets, and testing.

13. Use Geographic and Demographic Targeting

Stop wasting budget on irrelevant audiences.

Refine your targeting by:

• Location (down to the pin code or city level)
• Device (mobile vs desktop)
• Day & time (exclude non-performing hours)
• Age, gender, and household income (for better audience match)

Tip: Analyse “user location” vs “location of interest” to fine-tune your targeting.

14. Test, Measure, Refine

Google Ads is a platform of constant iteration.
What works today may not work in three months. The key is continuous improvement.

• Run A/B tests for copy, bidding strategies, or extensions
• Use Experiments to test major changes
• Track changes with notes in Google Ads
• Review performance by device, hour, day, and location

15. Align Google Ads with Your Full Funnel Strategy

Google Ads should not work in isolation.

Ensure it aligns with:

• Your SEO efforts (targeting similar keywords)
• Your content marketing (using high-performing blog topics for ad ideas)
• Your CRM (retarget leads based on where they dropped off)
• Your sales process (send warm leads directly to sales)

When Google Ads is part of a broader digital ecosystem, its impact compounds.

Why Choose Connective9 for Google Ads Management

At Connective9, we don’t just run Google Ads—we build performance-first campaigns that deliver real business impact.

What we offer:

• In-depth keyword and competitor research
• Campaign setup and strategy based on your business goals
• A/B testing and copywriting for high-converting ads
• ROI tracking and reporting with full transparency
• Conversion-focused landing page design
• Weekly optimisations, negative keyword pruning, and audience refinement
• Full funnel integration with your CRM or marketing platforms

Our clients consistently see higher conversions, lower CPCs, and stronger ROAS.

Final Words: Google Ads Isn’t Just About Clicks—It’s About Business Growth

Any business can run ads. But not every business runs them profitably.
When executed strategically, Google Ads is more than a traffic channel. It’s a scalable growth engine that generates consistent leads, sales, and brand visibility.
If you’re ready to stop guessing and start scaling, it’s time to move beyond the basics into a proven, results-driven approach.

Let Connective9 Build and Optimise Your Google Ads Strategy

Whether you're spending Rs. 10,000 or Rs. 10 lakhs monthly, we’ll help you get more from every rupee you invest.
Contact us for a free Google Ads audit today—and discover how we can transform your campaigns into a powerful growth channel.