How to create effective Google Ad Campaigns


Google’s Annual Economic Impact Report talks about successful US businesses using Google’s Advertising platforms, and the numbers are pretty impressive! But like any business tool, your output (sales and profits) depends on your input (marketing efforts & optimization). 

With new tools being offered by Google every day, it is likely that you miss out on some. For example, Google My Business is a free service to optimize how your business shows up on Google. It’s pretty simple to set up – you can read more about it in our guide on how to create an optimized GMB listing.  

Over a decade of experience working on thousands of Google Ad Campaigns has enabled us to learn certain tricks and tips to maximize your Return on Investment.  

Focus On Mobile:   

91% of people have reported that they look up information on their mobiles, so it’s only natural to focus on Mobile-optimized Websites and Mobile Ads. Ensure that your ads show properly on your mobile screen in the correct size, displaying the most critical info first. Keep the language easy and make sure it is easy to interact with on mobile.  

AMP (Accelerated Mobile Pages) is essential for any website – this video by Google talks about Mobile site UX best practices. Google Search Console also has a mobile-friendly test; just enter your URL, and it checks if your website is mobile-friendly or not.  

Carefully Match Keyword Types  

Broad Match, Broad Match Modifier, Phrase Match, and Exact Match are all the keyword matching options provided by Google. Carefully choose which ones you want to opt for – this guide will help you with keyword matching styles.  


Keeping your geo-targeting on ensures that your ad is only being displayed in the areas that you service. It targets people around your business and helps in drawing them in.  

This tutorial can widen your scope from a defined radius to cover the entire city or country.   

Make sure your Landing Pages match your Ads  

Consistency is key – when the link in the ad redirects your visitors to your website landing page, make sure it is in line with the ad. The headline, copy, and design on both should match to ensure a connection and avoid confusion.  

Ad Extensions  

Ad Extensions enable you to add extra info about your business at the bottom of a search ad. You can choose from Location Extensions, Callout Extensions, Sitelink Extensions, Price & Message Extensions, App Extensions, and Promotional Extensions. You need not use all of these on a single ad – you can plan on using the most relevant ones and inspire action from the viewer. You can refer to this Google tutorial to know more.  

Negative Keywords  

For your PPC ads to reach your prospective customers, you use specific “keywords” in your Google Ads. Negative keywords are the ones that you don’t want your ads to show up on. To know more, you can refer to Google’s guide on using negative keywords in AdWords, ensure that your keywords are adequately managed to keep generating conversions.   


You can succeed in using the biggest advertising network in the world, provided that you’re dynamic and keep optimizing your campaigns.  

You can always outsource your Google and Facebook Ads to an agency if you’re unsure about managing your SEM and PPC Advertising in-house. Do reach out to us if you need any help with your Google Ads campaigns.