Every marketing campaign needs to have an excellent set of KPIs and goals. Goals can guide you, and effective KPIs can help you determine if you have achieved your objectives. The same elements should be present in all business and marketing plans regardless of your platform.

Having clear goals and systems for measuring results can allow you to discover your business strategy issues and strengths. If you want to focus on optimizing your Google Ads, you might find this article helpful. It focuses on how you can improve your results.

How to Set Your Goals

When planning a Google Ad campaign, you need to make a lot of decisions. You could make these decisions easier if you have campaign goals to start with.

When talking about a business, the goals must be objective. That means being realistic with what you aim to achieve. Fortunately, the process can be made simple by setting a S.M.A.R.T. goal. This framework has been used by many businesses for many years now to great effect. If you plan to set up your Google Ads goals soon, here are some guidelines for clearer and more attainable goals:

  • Specific: Make sure that your goal is well-defined, clear, and in no way unambiguous.
  • Measurable: State-specific criteria that can help you measure your progress towards your goal.
  • Achievable: Make sure that your goal is not impossible to achieve within the given time frame.
  • Realistic: It should also be relevant to your primary purpose and should be within reach.
  • Time-bound: Include a start and end date for your goal. It can give your campaign a sense of urgency.

Would you want to invite more people to download your free ebook? Do you want more click on your event links? Or would you like to increase your sales? These are just some common goals in Google Ad campaigns.

By knowing what you are targeting and when you need to achieve it, the whole process can be more structured and understandable.

How to Use the Conversion Tracking

The best thing about Google Ads is it already has built-in tools for easy conversions. It can be as simple as setting up your conversion metrics onto the system. Once done, all you have to do is wait and review the running campaigns and actions that occurred during the particular period.

Measuring your conversions and performance can help you identify which parts of the campaign are working and which parts need improvement. Make sure that you allot time to review your Google Ad performance. It is one of the most critical steps to assess if your campaign is effective or the complete opposite.


There will be instances when you might think everyone from the team understands what you want but eventually learn that you are not on the same page. With a S.M.A.R.T. goal, everyone in the team can be aligned towards achieving one common goal. By tracking your conversions, you can gauge your results. Remember that these two go hand in hand to help you make the most of your Google Ad investment.

Google Ads is an effective online driving tool, but only when used correctly. If you think you need help from experienced digital marketers, Lethal can help you. Our Google Adwords Agency in Perth specialises in putting your business in front of the right people at the right time. Get a free quote from us today!