Running a successful Google Ads campaign requires constant monitoring and optimisation. However, as simple as it sounds, we find business owners often struggle to run a successful Google Ads campaign. It certainly requires a lot of time, effort, and energy to ensure that the campaign is set up for success. There could be many reasons why your Google Ads campaign could be underperforming or not performing at all. We’ve put together the top tips that will ensure the important aspects of your Google Ads campaign are monitored and optimized.

1. Choosing the right campaign goal

It can be overwhelming to know when you are not sure on what goal to select when setting up your Google Ads campaign. The simple rule is to realise what your business objectives are and to try to align your campaign goals with your business goals. For instance, if your business goal is to generate more leads then ensure your Google Ads campaign goal matches this. This is the first and most crucial step in predicting the success of your Google Ads campaign.

2. Ensure Ads are highly relevant

Ensuring your ads are highly relevant is a crucial aspect of your ads being served on the google search engine platform. Ideally, your ads should match the user’s search query and intent for your ads to be displayed. Your headline and ad copy should closely match the keywords you are bidding on and therefore this stands a higher chance of increasing impressions and clicks. If your ad does not match the user’s intent you will not get enough clicks to justify your ad spend.

3. Develop a solid keyword strategy

The importance of incorporating a solid keyword strategy is equally important to keyword research. Keyword research is the first step in choosing the keywords that are relevant to your business. You may already have a rough idea of what those keywords might be, however, it is important to still diligently perform keyword research and get an understanding of search volume to ensure those keywords are popular and searched regularly.

You may think that a particular keyword is what best describes your business, but once you perform a keyword research you’d be surprised to know that it is the opposite. Once appropriate keywords are identified, develop a keyword strategy where you should regularly add, update and tweak new and underperforming keywords. This practice ensures that the quality score of the keywords are maintained at the above-average score.

4. Optimise your landing page

A successful Google Ads campaign does not stop within the campaign itself. As Google realises it is important for users to reach a solution for the query being searched for therefore it takes into account whether the landing pages’ content matches the ads. Furthermore, a relevant landing page is more likely to contribute towards the quality score which is directly related to the ad rank. The user experience after a click is equally important to the set up of a Google Ads campaign. You can find out what the score for your business’s landing page experience is by simply customising the column within your Google Ads campaign dashboard.


Google Ads can prove to be an excellent way to increase your business’s online presence and reach a wider audience if done correctly. It all comes down to the simple fact that it requires time to monitor performance and optimize campaigns correctly for success. If you’d like to see performance improvement in your Google Ads campaign, apply these top four tips and let us know if you’ve seen any improvement.