Google Ads Best Practices

Our team has a combined 30+ years of experience working in the Google Ads platform. As experts in the space, we’ve discovered countless tips and tricks to make our clients’ ads successful. 

With our combined years of knowledge,  we’ve found that these 6 best practices will produce positive results from your Google Ads:

1. Utilize keywords that align with your business goals

One of, if not the most important first step in creating your Google Ads campaign is conducting keyword research. This will determine what words or phrases your desired website visitors, and potential clients will be searching for in order to find your website.

Once you’ve developed your keyword list, you can begin to develop your ad groups and campaigns. Not only can you bid on your keywords, but be sure to utilize them in your ads themself. Google will then use these keywords, along with your targeting settings, to determine when the ads should show up for relevant searches. 

2. Add negative keywords to decrease unrelated search term matches

Speaking of relevant searches, sometimes keywords can be misleading and Google places your ad in front of unwanted searches. How do you set Google straight? It may be time to consider adding negative keywords to your campaign. 

For example, at, we want to rank for “web developer.” That being said, we don’t want to show up on a search results page of “web developer courses” (we definitely don’t provide courses). Therefore, our team will likely add “course” and “courses” to our negative keyword list on phrase match so our ads will no longer appear in these irrelevant search results.

3. Create ads that reflect your brand

You’ve already learned that it’s important to incorporate your keywords into your ads to improve quality score. Another very important aspect to ad creation is remaining on brand. 

When a potential customer clicks on your ad, the last thing you want is to confuse that visitor when they arrive on your website. Your ad should remain consistent with your website and branding guidelines to let visitors know that they’re in the right place.

4. Build a landing page that leverages your keywords and provides a strong user experience

Now that you’ve created ads with strong quality scores and that are consistent with your brand, your visitor will know they’re on the right website upon first glance. The next thing your visitor will pay attention to is the content on the page they’ve landed on. 

“Does this content provide me with the answer or solution that I’m searching for?”

Creating a relevant landing page is essential to retaining your website visitors and eventually driving them to convert. Integrating your keywords onto your landing page will indicate that your landing page has the answer/solution your visitor is looking for. 

That being said, don’t make the common mistake of keyword stuffing. Google doesn’t like when content is stuffed with keywords (yes, Google is pretty dang smart). Place the keywords in areas of your content that make sense, and don’t overdo it.

Lastly, make sure you have calls to action on your landing page. Don’t make your website visitor go looking for ways to buy, donate, or sign up for your service/product, because the likelihood is, they probably won’t. Place your calls to action (CTA) right on your landing page so your visitors can’t miss them.

5. Identify and track conversion points

As you may have already known, Google Ads isn’t free (sorry to break it to those of you who didn’t know 😬). The price of your ad spend completely depends on your business and/or industry. Regardless of the cost, it’s essential to have the data that shows your ads are bringing you a positive ROI.

In order to gather that data, it’s imperative to set up tracking wherever you can, particularly on your calls to action. Whether your CTA is a phone number, a form, purchasing a product, or subscribing to a newsletter, there is a way to set up tracking so you can identify where the lead came from.

This data will show you not only if your Google Ads are providing you with a positive ROI, but they can also help you determine if it’s time to start allocating more funds because of their success.

To take it a step further, your Google Ads account can be linked to your Google Analytics account. Linking Google Ads to Google Analytics will not only allow you to measure conversion data at a deeper level but analyze the role Google Ads plays when compared to other traffic sources to your website.

6. Optimize your keywords, negative keywords, ads, landing page, and targeting settings after gathering data

Now that you’ve set up tracking and gathered your data, it’s time to determine what’s working, what isn’t working, and what adjustments you can make to your campaigns in order to improve your results. 

Are your negative keywords taking away visitors you weren’t expecting? Do your keywords pull in relevant visitors to your landing page? Maybe visitors are landing on your website and leaving immediately after. Why is that? Can you revamp your landing page design and content? 

There are endless improvements one can make to their website and Google Ads campaign to get the desired results. There really is no such thing as “done” when it comes to Google Ads so make sure you have a dedicated agency or employee who is constantly making adjustments and analyzing the data. 

What’s Next?

Our digital marketing team understands Google Ads through and through. Our team is made up of individuals who have different areas of expertise. Whether one member excels in design, while the other excels in data analysis, our team works collaboratively to achieve the best results for our clients. 

If you need help managing your Google Ads campaign(s) or would like to start running Google Ads for the first time, contact our sales team for a free consultation today. At the end of the day, we want to see your campaigns and business receive that positive ROI so we pride ourselves in offering fair pricing. 

Bytes Builds Businesses. We would love to work with you and help your business grow!