How to Make Google Ads More Effective
- zachsievert15
- Apr 24
- 5 min read
Running Google Ads can be a smart investment, but it’s easy to burn through your budget if the campaigns aren’t managed well. Whether you're just starting out or have ads running with lackluster results, improving the performance of your Google Ads doesn’t require a massive overhaul. Instead, it’s about making small, strategic improvements based on real data and user behavior.
Here’s a guide on how to make your Google Ads more effective and maximize your return.
Table of Contents
Understand the Basics of Google Ads
Google Ads is a pay-per-click (PPC) advertising platform where advertisers bid on keywords to show up in Google’s search results. You’re charged only when someone clicks on your ad. But ranking high isn’t just about spending more—it’s about creating relevant, quality content that meets the searcher’s intent.
Google evaluates each ad using a Quality Score, which considers expected click-through rate, ad relevance, and the user’s landing page experience. A higher score can help lower your cost-per-click and improve ad position.
Know Your Audience Before You Advertise
Effective campaigns begin with understanding your audience. Are you targeting local businesses? Nationwide e-commerce companies? Health-conscious millennials? The more you know about who they are, what they’re searching for, and what problems they’re trying to solve, the better your campaign will perform.
If you’re a digital marketing agency in Utah, your audience may search for terms like “digital marketing Utah” or “digital marketing agency near me.” Tailoring your messaging and keywords around those phrases helps you show up for the right people at the right time.
Use the Right Keywords (and Match Types)
Keywords are the core of any Google Ads campaign. But simply choosing popular ones isn’t enough. It’s about finding a balance between relevance and reach. Using long-tail keywords such as “SEO services for small business” or “digital marketing consultant for startups” can drive highly targeted traffic.
Understanding match types is essential:
Exact match helps you reach users with very specific queries.
Phrase match offers a little more flexibility while still maintaining relevance.
Broad match can generate more traffic, but needs careful monitoring and negative keywords.
Regularly reviewing your search terms report can reveal irrelevant queries that should be filtered out and help you discover new keyword opportunities.
Focus on Ad Relevance and Quality Score
Relevance is what ties your keywords, ads, and landing pages together. Google’s Quality Score rewards advertisers who deliver a consistent, useful experience to users.
You can boost your Quality Score by:
Making sure your ad copy mirrors your keywords
Creating tightly themed ad groups
Optimizing landing pages to reflect the promise made in the ad
Better Quality Scores often lead to lower costs and higher ad placements, making your campaigns more cost-effective.
Structure Campaigns for Clarity and Control
A clear campaign structure gives you more control and makes optimization easier. Don’t lump unrelated keywords into the same ad group—this usually leads to vague ads and diluted performance.
Instead, structure your campaigns around specific services, products, or customer intents. For example, a digital marketer might have one campaign for SEO services, another for paid search, and another for content marketing. This makes it easier to tailor messaging, monitor performance, and make adjustments.
Write Clear, Compelling Ad Copy
Your ad copy is your first impression—it needs to be clear, relevant, and enticing. Good copy reflects the searcher’s intent and offers a reason to click.
Best practices for writing Google Ads:
Use keywords in the headline to show relevance
Highlight unique benefits or offers
Use emotional appeal when it fits the audience
Always include a call to action (e.g., “Get a free quote,” “Book a consultation”)
Also, don’t forget to follow character limits and preview your ads to ensure they make sense on both desktop and mobile formats.
Don’t Ignore the Landing Page Experience
Clicking on your ad is just the beginning. The user experience after that click is just as important. If someone clicks on an ad about SEO services and lands on a generic homepage, they’re more likely to bounce than convert.
Your landing pages should:
Load quickly
Be mobile-optimized
Use consistent language from the ad
Have a clear and visible CTA
Offer real value—such as a lead magnet, consultation, or pricing info
This not only boosts your Quality Score but increases conversions significantly.
Leverage Location and Device Targeting
Google Ads allows you to target users by location, time of day, and device type. These tools are often underused but incredibly valuable, especially for businesses with local service areas.
If you’re a digital marketing agency based in Utah, location targeting ensures your ads show to people who are actually within the area. Similarly, if you know most of your conversions happen on mobile, you can adjust your bidding strategy accordingly.
Use Ad Extensions to Your Advantage
Ad extensions give your ads more visibility and offer additional value to the user without extra cost. They also help increase your click-through rate.
Popular extension types include:
Sitelinks: Take users to different parts of your website
Callouts: Add trust-building statements like “No contracts” or “24/7 Support”
Call extensions: Add a phone number for instant contact
Location extensions: Show your business address if relevant
Use as many relevant extensions as possible—Google typically favors ads that use them.
Track Conversions, Not Just Clicks
Clicks are nice, but conversions are what matter. A conversion could be a form fill, a sale, a phone call, or any action that shows user intent.
Use tools like:
Google Analytics
Google Tag Manager
Conversion tracking in Google Ads
This data tells you what’s working, what’s not, and where to adjust your campaigns for better performance. It also helps you understand your customer’s journey—crucial information for improving your strategy over time.
Test, Learn, and Optimize Regularly
No campaign is perfect from the start. The best-performing ads come from regular testing, analysis, and refinement. This includes A/B testing ad copy, experimenting with landing pages, and evaluating different keyword match types.
Use the data at your fingertips to tweak and improve:
Try different CTAs and headlines
Adjust bids based on high-performing keywords
Shift budget toward campaigns that convert best
The key to effective Google Ads isn’t doing everything at once—it’s consistent, thoughtful changes over time.
How Wasatch Digital Group Can Help
At Wasatch Digital Group, we help brands turn their digital marketing into a strategic advantage. Whether you're launching your first Google Ads campaign or trying to improve one that’s been running for years, we bring experience, tools, and insight to every project. From search engine optimization to full digital marketing services, our team is ready to support your goals. Take a look at our services and see how we can help your business grow its reach!
If you're ready to improve your Google Ads and see measurable results, Contact us at Wasatch Digital Group. Let's build smarter campaigns together.
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