Google Ads: 7 Ways To Win

Double your revenue, boost your ROI and WIN with expertly crafted Google Ads campaigns. It’s easier than you think.

The Goal: Make $2 For Every $1 Spent

Let’s state the obvious, shall we? When you acquire new leads for your business, you want to do it for the least amount of money possible.

You’ll find Google Ads pretty tough to beat for this. Why? Here’s the headline: businesses make an average of $2 in revenue for every $1 they spend on Google Ads.

The advertising giant’s platform serves up the following trio: it’s laser-focused, it’s cost-effective and you can easily scale your ad campaigns.

This winds up being an extremely potent marketing tool.

So it’s simple then, isn’t it? Whatever you spend on Google Ads, you’ll make back double. Sounds pretty good, right?

Well, as usual, it’s not quite that easy.

Some businesses do struggle to get good returns on their Google Ads investment.

Apologies for being blunt, but this is largely because they get Google Ads wrong.

That’s because there’s a steep learning curve and a dizzying amount of options that can make it pretty overwhelming for newer users. Even “expert” users are usually missing a few nifty tricks.

But with time, patience and by feasting your eyes on the words that follow, you can master the process yourself in next to no time.Seriously, it’s not that hard. And the potential benefits are ridiculously good.

Here are some simple ways to win at Google Ads.

1: Google Ad Extensions

Google Ad extensions are bite-sized chunks of information you can attach to your ads. Let’s look at a few examples.

Location extensions let your customers know your store’s physical location:

Image to show Google ads location extensions

Callout extensions make your business stand out with information that sets you apart from the crowd:

image for Google Ads callout extension to show an example

Sitelink extensions direct customers to pages on your site that will be most relevant to them. They’re useful for when you’re one company selling different products under one banner:

Image to show you an example of Sitelink extensions

Why should you use them? Remember the following:

  • You should never make it too hard for your customers to find the information they need. The quicker your customers can find what they want, the higher your conversion rate.
  • The aim of the game is increasing Click-Through Rate (CTR) to your site. Offering instant, specific details that are important to people looking for you will push this up.
  • You can measure how each specific Ad extension is performing and tweak, remove or add them as required.
  • Here’s the big one. Ad extensions achieve all of the above at no extra cost to you. There are no extra charges.

You will have relevant information that you can serve up to your customers with Ad extensions. There are no valid excuses for missing out on this opportunity. Use them. Reap the rewards. Win.


  • Do attach relevant Google Ads extensions to your ads.
  • Do give your customers easy access to information about your business.
  • Do focus on anything that will set you apart from your rivals.
  • Do keep everything short and sweet. Make sure it’s instantly useful information.
  • Do measure how each specific Ad extension is performing and tweak them as required.
  • Do schedule start and end dates for time-sensitive sitelinks.


  • Don’t add Google Ads extensions to your ads if they don’t provide immediately useful information.
  • Don’t set them up and forget them. Keep coming back and see if they have improved the performance of your ads.
  • Don’t repeat yourself. More real estate doesn’t give you the excuse to repeatedly type “Free Shipping” or “50% off sale”.

2: Location Targeting

Ensuring you’re laser-focused on the right audience is what makes Google Ads so cost-effective.

If you’ve made the greatest ad the world has ever seen, it still won’t perform very well if it isn’t seen by the right people in the right places.

You must get Google Ads location targeting right or you will lose money and, ultimately, lose at Google Ads.

You’ve got to pinpoint your customers.

Why? Because if your setup isn’t right, you will pay for clicks from people who were never going to be your customers in the first place.

For example, if I’m giving one-to-one guitar lessons to the Nottingham area, I have no business with a teenager in Paris.

This is an example of how sitelink extensions work.

Many businesses will want to target customers within a certain distance of their physical location. This is very easy to set up.

You can set your location country-wide (or wider) if that’s who you’re looking to target. But when you can use a scalpel, put the sword away.


  • Do make sure you’re picking out specific people to display your ad to.
  • Do use affiliate location ad extensions so that your search ads display nearby stores that sell your products.
  • Do track data (see below) to see where your customers are coming from and whether your targeting settings can be tweaked.


  • Don’t target a huge population of users if you don’t have to.
  • Don’t use location targeting without optimising for mobile first.

3: Keyword Research

Bidding on the wrong keywords is a leading reason for the failure of many Google Ads campaigns. Don’t let yourself fall into this trap.

You can start with the Google Ads tool, known as the Keyword Planner. The idea is to search for words or phrases related to your products or services and add them to your plan.

Answerthepublic is another free tool which gives you information about what people are searching for. It doesn’t give numbers for the volumes (which you can find using Google Ads itself), but it’s a good springboard.

You can also compare keyword trends and look for long-tail keyword opportunities.

Keyword trends show how the popularity of certain keywords are rising and falling over time.

Long-tail keywords are longer search terms that are highly relevant to your specific niche, have low competition level and lower search volume.

Research your keywords and use the right ones. It’s critical to your success. And even when you’re flying high, review your keywords regularly. Things can change quickly in PPC marketing.


  • Do focus on search intent. What are your customers looking for? Someone searching for a how-to-guide is not going to be looking for a sales pitch without any instructions.
  • Do look for keyword trends, long-tail keyword opportunities and terms related to the products you’re selling.
  • Do make sure your landing page or website is contextually relevant to your ad. Using keywords that don’t marry up to your site will hurt your conversion rate and Quality Score.
  • Do make sure quality is your goal. Your ads and the content they lead to will not perform well if your content isn’t high-quality, and Google has gotten pretty good at judging.


  • Don’t target too broadly. If you’re only selling a particular brand or make of mobile phone, advertising to people looking for a phone may not be your best audience.
  • Don’t target too narrowly either. If you’re selling sports equipment, it may not be in your best interests to only advertise gum shields.
  • Don’t stuff your page with keywords. It might have worked years ago, but now Google is smart enough to recognise spam.
  • Don’t set everything up and forget about it. Regularly review your keywords and see which ones are performing and which ones aren’t.

4: Irrelevant Keywords

While you’re at it, combat another campaign killer: irrelevant keywords.

When you bid on keywords with Google Ads, you can also specify the variations of keywords you don’t want to bid on.

Let’s say you’re a “mobile mechanic”. You head out to your customers, wherever they are, and fix their vehicle. In the UK, we use the word “mobile” when we mean smartphone.

This means in the UK market, a “mobile mechanic” could technically mean someone who fixes phones. We want to make sure we aren’t bidding on keywords that could cause confusion for searchers.

Why does this help you? It means your ad will never appear in front of someone who has no intention of buying what you’re selling.

There are tons of freely available tools for facilitating this, and a good one is Kparser.


  • Do specify keywords you don’t want to bid on.
  • Do focus on how your products and services – and therefore your keywords – may differ across the international variations of English.


  • Don’t make any assumptions about your keywords. Use software and careful research to find out what will and will not work.

5: One Size Fits All Advertising

A one size fits all approach rarely works for PPC advertising.

Remember: you’re after laser-focused, highly targeted advertising.

Have you got one big catch-all ad for your entire range of products or services?

If you do, you need to fix that.

(Apart from anything else, this tactic will hammer your Quality Score. And that’s pretty much always a terrible thing. If you’re not sure what this is, make a note to read our handy article on what Quality Score is and how you can improve yours.)

You need to split your keywords into tight, highly organised groups that can then be tied to individual campaigns.

For example, let’s say you repair and sell phones. You will want an advert for your repair service and you will want an advert for your phone selling. In fact, you may want multiple campaigns for each.

Why? Always remember: laser-focused, laser-focused, laser-focused.


  • Do have a highly focused strategy.
  • Do split up your products and services into groups and run different funnels for each if they’re very different.
  • Do review how each of your campaigns are performing.


  • Don’t have one advert if you offer very different products and services.
  • Don’t have one advert if you are trying to attract different types of customers.

6: Network Targeting

If you keep your Ads away from the Google Display Network, you are limiting the number of people who will see them. You are reducing your potential pool of customers.

The Google Network allows you to reach targeted customers by choosing the websites or pages you want your ads to appear on.

Your ads can run on:

  • The Search Network – Your ads will appear on search results, Google sites and partner websites. It’s effective because it targets an “active searcher” who is looking for you.
  • The Display Network – Your ads will appear on Google, Google sites (such as YouTube), partner websites and mobile apps. While users may not be an “active searcher”, clicks on this network are generally cheaper and generally still perform better than an organic listing.

An example of how the display network works for Google Ads

In most circumstances, enabling your ads to be shown across the whole Google Ads Display Network is a good move. But, whatever you choose, you can analyse the performance of your ads across each. Ignoring it completely is likely to be a bad move.


  • Do review your Google Ads Display Network settings and ensure they’re configured correctly.


  • Don’t reduce your potential pool of customers without a good reason.

7: Link Google Analytics To Your Google Ads.

When big hitting companies make big-budget TV ads and put them out there for the masses, they often struggle to identify how successful their campaign has been.

What’s more, they can’t make changes on the fly. Once they’ve hit the go button and handed over the cash, they’re strapped in for the ride.

That’s not the case with Google Ads. Always be thinking: Google, gimme that sweet, sweet data.

You can tweak every tiny detail to an extreme level. And you can do this at any time.

But without data, you’re doing this blind.

Link Google Analytics to your Google Ads account and gain access to a plethora of data. With increased insight, you’ll soon find it easy to identify the performance of your campaigns.

Analyse where your campaign is doing well and where it needs work. Track post-click customer activity related to your Google Ads and identify how much of your traffic and business comes from Google Ads.

It’s meaningful data that’s useful to you – and it’s available for free. Don’t miss out on the opportunity.

Seeing As You’re Here…

Admittedly, Google Ads is no walk in the park. But it’s not the calamity-ridden jungle some people make it out to be either.

And, seriously, the benefits are worth the work.

However, if it all sounds like a bit too much of a headache, we can help you.

Simple, faster, more effective online advertising is what we do here at Adzooma.

Whether you need to get your business online with a done-for-you service, or take a free health check that will sniff out how well your PPC campaigns are performing, we’ve got you covered.

Our Adzooma Pro service will make suggestions that will improve your campaigns and ensure you avoid the traps many people fall into when advertising online.

Either way, you are now well placed to advertise your business successfully for the least amount of money possible.

John Severn
I studied law and taught English to rowdy secondary school kids. Having produced content for companies big and small, I’ve found a brilliant home with Adzooma. When away from the writer’s desk, I can be found gaming, having a quiet pint or catching up with the baseball or ice hockey. If we meet, don’t ask me about books, music or film: I’ll bore you to tears.