Google Ads is one of the most effective digital marketing tools available. When done right, it can drive targeted traffic, generate leads, and increase sales. However, many businesses struggle to see a strong return on investment (ROI) due to common mistakes that can drain budgets without producing results.

This guide will walk you through the key do’s and don’ts of Google Ads, helping you optimize your campaigns and get the most out of your ad spend.

The Do’s of Google Ads

1. Do Conduct Thorough Keyword Research

Effective Google Ads campaigns start with well-researched keywords. Use tools like Google Keyword Planner, SEMrush, or Ahrefs to find keywords with high search intent that align with your products or services.

Best practices:

• Target a mix of short-tail and long-tail keywords to reach different levels of search intent.
• Focus on high-converting, relevant keywords rather than just high-traffic ones.
• Use negative keywords to filter out irrelevant searches and prevent wasted ad spend.

2. Do Write Compelling Ad Copy

Your ad copy is what grabs attention and persuades users to click. Make it engaging, concise, and benefit-driven.

Key elements of effective ad copy:

• A strong headline that speaks directly to the user’s search intent.
• Clear value proposition, highlighting what makes your offer unique.
• A compelling call-to-action (CTA) such as “Get a Free Quote,” “Shop Now,” or “Schedule a Consultation.”
• Keyword relevance, ensuring your ad matches the search query.

3. Do Optimize Your Landing Pages

A well-optimized landing page can make or break your Google Ads success. If your page doesn’t match the user’s intent or loads too slowly, you’ll lose potential leads.

Best practices for landing pages:

• Match the headline and message of the ad to the landing page.
• Include a clear CTA above the fold.
• Ensure fast loading times (under 3 seconds).
• Make sure the page is mobile-friendly and easy to navigate.

4. Do Monitor and Adjust Your Campaigns

Google Ads is not a “set it and forget it” platform. Regularly reviewing and optimizing your campaigns will help improve your ROI.

Key areas to monitor:

• Click-through rate (CTR) – Are people engaging with your ads?
• Conversion rate – Are your ads leading to meaningful actions?
• Quality Score – Higher scores lower your cost-per-click (CPC).
• Ad extensions – Use site links, callouts, and structured snippets for better visibility.

5. Do Use Audience Targeting

Refining your audience can improve the performance of your campaigns. Google Ads allows you to target based on:

• Demographics (age, gender, income level).
• Interests and behaviors.
• Geographic locations (for local businesses).
• Retargeting visitors who previously interacted with your site.

The Don’ts of Google Ads

1. Don’t Use Broad Match Keywords Without Caution

While broad match can help expand your reach, it often results in wasted ad spend due to irrelevant searches.

Solution:

• Use phrase match or exact match to control when your ads appear.
• Add negative keywords to prevent your ad from showing for irrelevant terms.

2. Don’t Ignore Ad Extensions

Ad extensions give your ads more visibility and engagement opportunities. Failing to use them can make your ads less appealing than your competitors’.

Essential ad extensions to use:

• Sitelinks – Direct users to specific pages (e.g., Pricing, Contact, Services).
• Call Extensions – Allow users to call your business directly from the ad.
• Location Extensions – Show your address and encourage local visits.
• Callout Extensions – Highlight unique selling points like “24/7 Support” or “Free Shipping.”

3. Don’t Send Users to a Poorly Designed Website

Even the best Google Ads won’t convert if your website is slow, outdated, or confusing. A poor user experience leads to high bounce rates and lost sales.

Fixes:

• Make your site mobile-friendly and easy to navigate.
• Optimize for fast loading times (test with Google PageSpeed Insights).
• Ensure clear CTAs guide users toward taking action.

4. Don’t Set It and Forget It

Google Ads requires continuous optimization to stay profitable. Businesses that neglect regular adjustments end up wasting their budget.

How to stay on top of your campaigns:

• Run A/B tests on different ad variations.
• Monitor which keywords drive conversions and adjust bids accordingly.
• Check performance metrics weekly and make data-driven changes.

5. Don’t Overlook Google Analytics and Conversion Tracking

Without conversion tracking, you won’t know which ads lead to sales, calls, or leads.

Best practices:

• Set up Google Ads conversion tracking to measure key actions (e.g., form submissions, phone calls, purchases).
• Link Google Analytics to track on-site behavior and refine campaigns.
• Analyze which ads generate the best ROI and adjust budgets accordingly.

Bonus: Pro Tips for Maximizing Google Ads ROI

• Use Smart Bidding: Leverage Google’s AI-driven bidding strategies for optimized performance.
• Test Different Ad Variations: Create multiple ad versions to see what resonates best with your audience.
• Leverage Retargeting: Show ads to users who visited your site but didn’t convert.
• Optimize for Mobile Users: Ensure your ads and landing pages perform well on smartphones.

Final Thoughts

Google Ads is a powerful tool for driving traffic and conversions, but only if used strategically. By focusing on targeted keywords, writing compelling ads, optimizing landing pages, and continuously refining campaigns, businesses can maximize their ROI and see consistent results.

Want expert help managing your Google Ads campaigns? Fivenson Studios can create high-performing ads that deliver real results. Contact us today!