The success of a Google Ads Campaign doesn’t lie solely in its setup. The real magic happens when you optimize Google Ads campaigns based on performance. Plenty of advertisers and business owners set up their Google Ads campaigns once and forget. As a result, they have a high cost per conversion and less revenue.
Google Ads is a learning machine that learns based on past data. If campaigns feed it less quality traffic, it will affect its performance in the future as well. Such negative effects can sometimes take months to recover from. This will affect the account and long-term business growth and strategy.
So today, we’re sharing Tips and beest practices that you can use to optimize Google Ads for Conversions. Use these Tips to optimize your Ad campaigns in the best way possible. Please read it thoroughly and implement it to get more Leads for your service business.
What is Google Ads Optimization?
Google Ads optimization is the process of improving your ad campaigns. It could be to get better results like more clicks, leads, or sales. It involves all elements such as keywords, ad copy, targeting, bids, and landing pages. By analyzing performance metrics, you can make smart adjustments to optimize Google Ads. This helps your Ads to reach the right Audience. Optimizing google ads cut off wasted areas and Ad spend. You can do it at Account level, for campaigns and landing pages.
When to Optimize Google Ads for conversions
After you setup your campaigns, gather enough data. Don’t rush to optimize your campaigns. Once you campaign have enough data in the form of clicks and conversions. Then, start to find out what’s working well and what’s not.
Optimization is especially important if you’re seeing high clicks but low conversions. It helps to find reasons for rising cost per lead, or inconsistent performance. Note down the changes you make in you campaign and compare the performance.
Assess your Google Ads strategy on quarterly basis. Regular weekly reviews ensure your budget is being used to generate quality leads.
Landing Page Optimization for Google Ads
Google Ads is responsible for sending relevant traffic according to your goals. But it’s the landing page that captures the attention and trust.
Based on our data, Users prefer to multiple pages before making a decision. So, having a unique and user-friendly landing page is more important than ever. Further, in 2025, Google emphasized to improve Landing Page navigation to appear in Ads. Read their Full Article here.
Optimize Landing Page Offer
Analyze the landing pages of competitors. Use google ads auction insights to spot top competitors. Check their landing pages and offer. Aim to present a better offer on your landing page. This is how you can competitive advantage.
Here are few tips for your google ads landing pages.
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Mention high-converting keywords on your landing Page
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Share Testimonials and Social Proof of your customers
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Show transformation from using your product or service
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Explain the smooth process in a few steps
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Address their concerns in FAQs or Live chat
For more details, read our full guide here on Landing page Tips for Google Ads.
Add Microsoft Clarity to the Website
It’s important to check if landing page is working smooth. You need to analyze user behavior to optimize your landing pages.
Add Microsoft Clarity to your website to understand user behavior. MS Clairty helps through session recordings, heatmaps, and engagement insights. It’s a free tool that shows how visitors interact with your pages.
Use Microsoft Clarity to spot and fix issues even before they disturb your performance. View recordings and analyze and fix the errors and optimize google ads.
Apply Negative Keywords to Campaigns
Adding negative keywords to your Google Ads campaigns helps to block irrelevant traffic. It avoid wasting budget on low-quality clicks. Adding negative keywords improves traffic quality.
You can block the search terms you don’t want you ads to show for. Review your search terms report on daily basis. Keep updating your negative keyword list. This is highly important if you are phrase or broad keyword match types. For Search and Perfromance Max, it’s the most powerful way to optimize campaigns.
Use the right Negative keyword Match Types
Choosing the right negative keyword match type. A lot of advertisers use a wrong keyword mtch type strategy. The most careful way to add negative keywords is to add exact match.
Here’s how these match types are different for negative keywords. Broad match blocks any search that contains all your negative keywords in any order. Phrase match blocks searches that include your exact phrase in order. Exact match is the most restrictive, only blocking that exact search query.
Using the correct type helps you avoid irrelevant clicks. So, apply negative keywords with right match types. This will improves the focus of your campaign and optimize your google ads.
Optimize Bidding Strategy for Conversions
Use a bidding strategy that aligns with your goals. Smart bidding strategies use Google’s machine learning to adjust bids in real-time. It is based on the likelihood of a conversion. Check the current bidding strategies you are using. Identify if it is the best strategy for your business.
Check the bidding strategy currently in use. Assess the results if it is performing or not. It’s better to test to find the strategy that satisfies your goals.
You can start with manual bidding to gather some data. Once you have some good amount of conversion data, switch to automated bidding. Monitor performance and adjust targets to ensure you’re maximizing results without overspending.
Manual bidding vs Smart bidding. Which one to use?
Manual bidding gives you full control over your keyword bids. You can set the maximum CPC. It’s useful when you want tight control over your budget. It can help if you are starting and gathering data. Advertisers with low budgets prefer manual bidding.
On the other hand, smart bidding works well when it has some conversion data. 30 conversions in 30 days is said to be enough to use smart bidding and target CPA or Target ROAS. Use Manual bidding if you want control and use smart bidding for volume.
Keyword Optimization Inside Google Ads
keyword optimization is reviewing and refining your keywords. Identify the high performing keywords. Analyze low performing keywords. Check the match types being used in keywords. Long tail keyword capture high intent traffic and convert more. Further, Search terms report can also help you to optimize your keyword strategy. 20% of keywords drive 80% of conversions (Pareto Principle). So, it’s important that your high converting terms have enough budget to spend.
Here’s how you can do keyword optimization in google ads (formarly google adwords).
Here’s How to do Keyword Optimization inside Google Ads
Here is the process for keyword optimization by focusing on high converting terms.
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Go to your Google Ads keyword report for a Campaign
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Select a longer time frame (30 days or more)
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Sort keywords by Conversions (from high to low)
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Pause the Keywords with Low conversion rates.
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This would shift your budget to the remaining ones.
If you are running ads for low-volume keywords, make sure to have a good amount of Clicks before trying this strategy. Apply this guide to Optimize Google Ads by using keyword optimization.
Check out our guide to do Keyword Research for Google Ads.
Optimize for high-converting search terms
Check your Search term report. With loosely matched keywords, focus on actual terms that are converting. In search terms report, we can’t see 100% of search terms. But, still it’s enough data to optimize your campaigns.
Identify the high converting terms. Check if there are any terms you are not using as keywords. Add them as keywords if they have enough volume.
In the same way, spot the term that are not converting. Check if there are any irrelevant terms your ads are showing for. Add them as negatives to save your Ad spend.
Optimize the keyword match types
CPCs for exact match keyword are rising. So, it’s important to test different match types. Check the keyword match types being used in the account. By using phrase or broad match keywords, you can unlock more opportunities for conversions.
If you’re using smart bidding, test phrase and broad match keywords. Check the Impression share metrics for your keywords. Broad and Phrase match will help you get more volume. Pair them with smart bidding strategy to get maximum benefit.
Google Ads Location and Budget Optimization
Most Google Ad Accounts are a single campaign for all Locations and Services. This may work well for low-budget and low-volume accounts. But it limits the visibility of one service compared to the other. Here are some potential pitfalls of that.
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Less budget allocated to top-performing services
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No Control over Specific Location targeting
The answer to these problems is Google Ads segmentation. This will give more control over the budget and locations for specific services.
But, does every Google Ads Account need to be segmented?
No. You need good amount of data to make a decision. Here are some specific details to optimize google ads with segmentation.
The best way to Segment Google Ads campaigns
The principle behind Campaign segmentation is to focus on elements that drive results. It offers more control and clarity. Here’s what you need to care of before optimizing campaigns with segmentation. If you run ads for all of your services in a single campaign, here’s how to segment it.
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Note down low-performing services or Ad groups in the Google Ads
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Pause them from the existing campaign
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Create a duplicate campaign and target it there
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Assign the budget and schedule the campaign
This will help you separate your good and bad performing services. In this way, you can measure profitability and optimize. The segmentation could be based on budget or Location to optimize google ads.
Location Segmentation
Target ads to specific geographic areas, like cities or regions. It helps tailor bids and Ads to local audiences. And, it improves relevance and conversion rates.
First identify the top performing locations. Check Google Ads editor for this purpose. After analyzing location performance, you can allocate budget more effectively. Shift low performing location to separate campaign and assign budget.
Make sure while segmenting the campaigns, you should have enough clicks per day.
Budget Segmentation
Certain keywords or services may have high demand than other. Profitablity could be different as well. Budget segmentation divides your ad spend across campaigns or locations to maximize ROI.
It helps focus on Top performing services. Allocate more budget to the services with better conversion rates and volume. This approach prevents overspending on low-performing keywords. Proper budget segmentation leads to more efficient and profitable campaigns.
Conversion Tracking Optimization
Conversion Tracking is not a one time setup. Optimizing conversion tracking ensures you measure your campaign performance. Proper setup helps identify high-performing campaigns and areas for improvement. Review and refine tracking to boost data quality.
If you are tracking lead form and calls. It’s not enough to make optimizations. Remember, Sales should dictate optimizations. So, feeding correct and accurate data back in google ads is important.
Optimize for Offline Conversions
Google Ads algorithm learns based on data you feed it. Importing quality data improves overall quality. A perfect Conversion Goal matters to get the most out of your campaigns.
For Lead generation, importing closed leads into Google Ads is very important. A Lot of Lead generation advertisers complain about the Spam leads from Google ads. And, this is the best solution.
The best way to optimize Google Ads is to import Quality Leads data back into Google Ads. Here’s the guide by Google to do it efficiently with enhanced conversions for Leads.
Import the data of your actual customers back in Google Ads. You can Optimize campaigns based on closed leads rather than unqualified leads. Check our complete guide on Google Ads Conversion Tracking for Lead Generation.
For example, if you get 20% of your account leads as Spam, Google ads can’t differentiate whether it’s Spam, Qualified or Closed Lead. It will use the resources to get more like these, as this is what our goal suggests.
Optimize Ad copy in Google Ads
In February 2025, Google rolled out an update. Google can now use Headlines as sitlink text, as mentioned in their guide here. With this update, it’s clear that we need to revise our Ad copy Strategy for Google Ads.
Traditionally, we use our Ad copy to make people click on our Ad. Yes, this is very important. But, we can also use our Ad copy to filter out the people that we don’t want to click on our Ad. Optimize your Headlines and descriptions to capture high intent traffic. Use keywords in your Ad copy. Write benefit oriented Responsive Search Ads (RSA). Use high quality and relevant images in your Search Ads.
Optimize Ad copy to filter low-quality Traffic
You have been using Google Ads headlines to boost CTR and get more clicks. But, we can also shape our Ad copy to filter low quality traffic. To implement this strategy, first check your CRM or backend data. Identify the issues why your leads are not converting. For example, if it’s a pricing issue, mention and pin the headline. Headline that says ‘Starting at $X/Month’
In this way, you can counter low quality traffic or irrelevant traffic. This will increase the conversion rates and reduce your cost per lead.
Evaluate and Optimize Ad Extensions
Ad extensions fill your ads with extra information. Display phone numbers extension in your Ads for Lead generation. Add Unique selling preposition in Callouts. Mention the type of services in Structured snippets. Use relevant sitelinks in your Ads. Don’t forget to Add high quality Images.
Assess their performance to see which drive clicks and conversions. Optimize by testing different extensions. Update them to stay relevant. Well optimized Ad extensions improve ad visibility and boost click-through rates.
Optimize Ad schedule and devices
Ad schedule Report is important to check for Google Ads Optimization. Spot the best performing days and hours. Analyze if there is enough volume for top performers. Adjust your ad scheduling to show your ads during peak times when your audience is most active.
Check the costs and results distribution on different devices. Adjust the bids according to performance and conversion rates.
This helps improve efficiency by focusing the budget on high-converting times and devices. Regular review ensures you capture the best opportunities and results.
Here’s how to Optimize Google Ads for conversions
Use a mix of all above optimizations to get better results. Gather proper data before optimizing google ads. Start with optimizing your google ads landing pages. Focus on providing a better offer than competitors.
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Use Mobile optimized landing pages as majority of traffic is on Mobile devices. See recordings and spot errors with Microsoft Clarity.
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Use negative keywords in your campaigns. Focus on choosing the right negative keyword match type.
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Review your bid strategy performance. Align it with your business goals. Choose from Manual bidding and Smart bidding or take advantage of both.
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Keywords are still relevant in google ads campaigns. Check your keyword performance and optimize the top converting keywords. Test different match types to see which one performs better. Review search terms on daily basis and identify keyword opportunities.
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Check a detailed Locations report in google ads editor. Identify the top performing areas. In a similar way, check the budget distribution across services. Identify if you can segment the top performers and push more budget.
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Track qualified leads with offline or enhanced conversion tracking. Optimize the Ad copy for responsive search ads (RSA). Keep a check on performance of Ad extensions and optimize. Schedule your ads at the right time. Check and optimize for the schedule that performs better for you.
Get a Free Google Ads Audit
A Google Ads Optimization needs a detailed Google Ads Audit. Identify the inefficiencies in your Google Ads Account. And, that’s only possible because of a Professional Audit. At Scaleket, we offer Free Google Ads Audit. This will help you to optimize your google ads for conversions.
Schedule your Audit with our Google Ads Agency. Check our detailed and step by step google ads audit. Act today to optimize google ads for more leads and revenue.