Google Ads Performance

How to get the best results from your Ads

With billions of searches happening every day, Google Ads is a powerhouse in online advertising. Imagine all those curious folks typing away their questions, and your ad popping up right where they’re looking! If you’re new to the online scene or need a boost for your product, Google Ads can be your best friend, getting you in front of new audiences pronto and complementing your SEO efforts. But, like with any marketing strategy, there are some tricks of the trade you should know to make sure your campaign shines.

Google Ads Performance – How to get the best results from your Ads.
How does Google advertising work?

Google Ads offers a bunch of ways to showcase your stuff – whether it’s products, services, or content. At its core, it’s a pay-per-click (PPC) platform. You bid on keywords and pay only when someone clicks or views your ad. Fancy stuff, right? But wait, there’s more:

Campaign Types: Google Ads isn’t just about search. You’ve got options like display, shopping, video, app, smart, and Performance Max campaigns. The last two are super cool because they use fancy machine learning to make your ads even better.

Placements: Your ads can pop up in lots of places – on Google’s search results, YouTube, Gmail, or even on affiliate sites through the Google Display Network.

Targeting Options: You can get specific with who sees your ads – based on keywords, demographics, interests, or where they’re hanging out online. You can even target people who are similar to your existing customers!

Bidding Strategy: It’s like an auction. The highest bidder gets the best spot. But you’ve got choices – pay per click, per thousand views, or per engagement.

Ranking Factors: Google looks at more than just your bid. It cares about the quality of your ads, how competitive the auction is, and what the person searching is all about.

How to get the best results from your Ads? Here’s our 5 top tips to get the best results from your Ads
1) Choose your objective

We have found that by building a strong identity internally, this can have positive results in forming and building external client relationships. It is a natural extension which benefits the business as a whole. 

Decide what you want to achieve. Do you want more sales, leads, website visitors, or maybe just more people to know about your brand? Google’s got you covered with different campaign types for each goal.


  • Sales
  • Leads
  • Website traffic
  • Product and brand consideration
  • Brand awareness and reach
  • App promotion
  • Local store visits and promotions
  • Create a campaign without a goal’s guidance

Depending on what you click, Google will suggest the best campaign type for your goal. You can choose from one of these campaign types:


  • Search
  • Performance Max
  • Display
  • Video
  • App
  • Smart
  • Discovery
  • Shopping

Each campaign type will have its own series of setup steps, such as choosing a conversion action or deciding on a campaign subtype.

2) Define your campaign settings

Give your campaign a catchy name, pick where you want your ads to show up, choose your target audience, and set your budget.

Campaign Naming: Opt for a straightforward and descriptive name for your campaign. This name is mainly for internal use but plays a vital role in keeping your advertising efforts organized and coherent.

Network Selection: Determine whether you want your ads to appear on Google’s partner websites to expand your audience reach. This decision allows you to extend your advertising presence beyond Google’s own platforms.

Targeting Locations: Choose the geographical areas you wish to target, whether it’s a country, city, or specific zip codes. Additionally, you can refine your targeting by selecting whether to reach people physically present in your target location or those who have shown interest in it.

Audience Segmentation: This feature is optional but powerful. You can create audience segments based on various parameters, such as demographics or interests. For example, you could target parents of toddlers or individuals interested in children’s toys. Starting with broader targeting and gradually refining it as you gather more data is a smart approach.

Google Ads Performance – How to get the best results from your Ads.
3) Add your keywords

Choosing broader match types casts a wider net, reaching more people but potentially missing those with specific intent. On the flip side, narrow match types like exact match pinpoint precise users but limit your reach. A good strategy is to begin with broader terms and refine them over time as you gather insights. Utilizing phrase match or exact match can also assist in cost management. Additionally, consider adding negative keywords to filter out irrelevant searches and optimize your ad performance.

Google Ads Performance – How to get the best results from your Ads.
4) Incorporate assets

Ad extensions, known as assets, enhance your ad with extra information for searchers. They occupy additional space without additional costs, so it’s wise to include at least one. According to Google, assets can boost your Click-Through Rate (CTR) by up to 15%, thereby improving your ad’s quality score. There are nine types of assets:

  • Sitelink assets: Direct links to specific pages
  • Callout assets: Concise highlights about your company
  • Call assets: Display your phone number or a call button
  • Image assets: Visual elements that complement text ads
  • Location assets: Business address and other relevant details
  • Structured snippet assets: Additional headers with related values
  • Price assets: Interactive breakdowns of prices
  • App assets: Links for downloading your app
  • Lead form assets: Forms for users to contact you
5) Pull search term reports

Consistently keeping an eye on this report enables you to spot irrelevant or poorly performing search terms. These terms could be eating up your budget without bringing in worthwhile outcomes. This step is particularly vital when employing broad match keywords. I recommend performing this check on a weekly basis.

By creating a roster of negative keywords and implementing them in your ad group or campaign, you can:

  • Block low-quality searches.
  • Fine-tune your targeting.
  • Enhance ad relevance.


This, in turn, can boost your quality score and anticipated Click-Through Rate (CTR).

Feeling inspired? Ready to take your advertising game to the next level?  

Don’t hesitate to reach out and explore how Ripple Marketing can help you navigate the exciting world of Google Ads. Send us an enquiry at [email protected] and let’s start making waves together! 

Ripple, Moving Brands Forward

Written by: Thiago Feliciano