Any business owner who chooses to advertise their brand through Google Ads is making a conscious and impactful effort to grow their business. However, it’s going to take time to see any favourable results if your Google Ads campaign isn’t optimised for profitability. If you want to maximise your return on investment and get the highest return of investment, then you need to take several helpful steps. We go over five tips that make a big difference.

1. Vary Your Audience Targeting Options

If your keywords are getting low impressions or are costing you too much while yielding poor results, then you don’t have to advertise to all of your targeted customer bases at once. If you are targeting a specific customer demographic, you can vary your target audience by location, site content, time of day, and so on.

This will help you target your niche market better and save your money by focusing on potential customers who have a higher chance of converting. Varying your audience targeting options will also help you get more competitive bids and more specific ad placements.

2. Reduce Your Cost Per Click

If you have a low click-through rate, you may want to exclude your keywords from your ad group. Also, low click-through rates are usually the result of an irrelevant ad. If your ads are not related to your landing page, you will not get many clicks.

Also, make sure you are bidding on the right keywords. You can do keyword research and find out which keywords people use to find your business. You may want to bid on those keywords instead of making them a broad match.

3. Create Ad Groups That Are Targeted and Relevant to Each Other

This will help you get more conversions, as your ads and landing page are closely related. If you are running a broad campaign and targeting many keywords, your ad groups should be tightly related to each other.

If you are running a specific campaign, then your ad groups need not be closely related to each other. But even here, the last ad group in the campaign should be closely related to the first ad group.

4. Split Test Your Ad Copy

A lot of businesses neglect to split test their ad copy because they think it is a waste of time. However, doing ad copy split testing can be beneficial, as it will help you become more efficient and give you a better ROI.

You can test different ad copies by changing a single word. You can also test different ad formats and landing pages. This is how you get to the bottom of which copy appeals most to your target audience.

5. Use Negative Keywords To Reduce Costs And Maximise Conversions

You can use negative keywords to get rid of unsuitable searches. This will help you save money and increase your click-through rate. There are several reasons why you should use negative keywords:

Using negative keywords will stop your ads from being triggered by searches that are irrelevant. This will help you save money, as irrelevant searches will not cost you anything.

Negative keywords can also stop your ads from showing up under irrelevant searches. All in all, it can help you get better ROI, as your ads will be triggered by relevant searches only.


Optimising your Google Ads campaign isn’t a complicated process. However, it does take a lot of time and effort. However, with the right strategies and tips, you can easily get the best results and a high ROI. So with these tips on how to optimise your Google Ads, you can be well on your way to success.

Lethal Digital is a results-driven web design and digital marketing agency bent on helping businesses reach their goals. If you’re looking for a team who can take you through the ins and outs of Google Ads in Perth, then Lethal Digital is your choice. Boost your campaign’s performance by partnering with Lethal. Contact us today to get started!