How To Optimise Google Ads : 5 Tips To Get Better Results

You have got your Google ads campaign up and running (that’s exciting!). However, it has been some time and you still have not had any results from it. Sounds familiar? Then this post is for you ;).

While Google ads is a great way to expand your business, competing with other advertisers to get new customers online can be difficult and overwhelming.

We’ve put together a list of 5 optimisation tips you can follow that will help you get results from your campaign.

  1. Create similar themes keywords ad groups:

    You have come up with a total keyword list for your campaign. The next question is, “how many keywords should I have in 1 ad group, or how do I organise the ad groups better?”  Well, it is best to organise your keywords into smaller (20 keywords or less) ad groups based on services, products or other categories of your website. It will help you keep keywords and ads relevant to what people type into Google and it will give you more control over your campaign.

  2. Write compelling ad copy:

    As you are competing with a number of other businesses, it is important to make sure that your ad stands out from the crowd and is relevant and attractive to your potential customers. 

    There are some best practices to follow when it comes to writing ad copies: highlight any benefits or any unique features your business has, include at least one of your keywords to the ad copy. 

    Another great way to get people to interact with the ads is adding a call-to-action. Are you selling something? Tell people to view a range of your products. In case if you are offering a service, tell people how they can get in touch with you. You can also include information about any running promotions, discounts, etc.

    The bottom line is you need to show your potential clients how you can solve a problem they might have, and why they should choose you over your competitors.

  3. Use Ad Extensions:

    Provide your potential clients with more information about your products and services with ad extensions. These include additional links to your website, telephone numbers, service (product) catalogues, any unique selling points, location, etc.

    Using ad extensions will help you differentiate your ads from your competitors, add value by increasing visibility, as your ad will take up more space on a search engine result page (SERP). There are several types of ad extensions, click here to find out more. It is usually recommended to use ad extensions that align with your business goals (for example use call extensions, if you want to receive inquiries via phone calls).

  4. Use the Search Terms report to build a negative keyword list:

    Again, when it comes to Google ad campaigns, keeping your ads relevant to search queries is the key.

    Luckily, you can minimise the number of irrelevant clicks by adding negative keywords. 

    Negative keywords will prevent your ads from showing up if a search query contains that keyword. For instance, your business is a car dealership and you sell cars, but you do not rent them. You will need to add ‘rent’ as a negative keyword, so your ads will not show up for someone who wants to rent a car.

    Not sure what you can add as a negative keyword? Check the “search terms” report, it contains all search queries (phrases people typed into Google) that triggered your ads to appear. You can also use it to get new keyword ideas.

  5. Track the conversions (purchases, leads, phone calls, etc.) from your campaign:

    And lastly, once your campaign is set up, you want to make sure that you track the results you are getting from it. You need to understand what actions you would like people to take on your website and define it as a conversion. Conversions usually include purchases, inquiries, phone calls, app installs (if applicable), etc. 

    Conversion tracking will help you understand the return on investment, and you will be able to analyse which ad, ad group or keyword delivers most of the results.

Overall, there are many ways to optimise Google Ads, we have just outlined some of them that will help you get on the right track with your campaign.


Are you still finding it hard/confusing to manage Google Ads campaign and struggling to get the leads with it? Or perhaps would like to try Google Ads for your business? Get in touch with us today and learn more about how we can help you grow your business online.