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236					<h1 class="elementor-heading-title elementor-size-default">How to Optimize Google Search Ads for Maximum ROI</h1>				</div>
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246										Gerald Krishnan					</span>
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254										<time>July 24, 2021</time>					</span>
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270															<img loading="lazy" width="800" height="450" src="https://geraldkrishnan.com/wp-content/uploads/2021/07/Google-Ads-Conversion-1024x576.png" class="attachment-large size-large wp-image-1333" alt="" srcset="https://geraldkrishnan.com/wp-content/uploads/2021/07/Google-Ads-Conversion-1024x576.png 1024w, https://geraldkrishnan.com/wp-content/uploads/2021/07/Google-Ads-Conversion-300x169.png 300w, https://geraldkrishnan.com/wp-content/uploads/2021/07/Google-Ads-Conversion-768x432.png 768w, https://geraldkrishnan.com/wp-content/uploads/2021/07/Google-Ads-Conversion-1536x864.png 1536w, https://geraldkrishnan.com/wp-content/uploads/2021/07/Google-Ads-Conversion.png 1920w" sizes="(max-width: 800px) 100vw, 800px" />															</div>
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274					
275<p class="wp-block-paragraph"><strong>Digital marketing is not magic. </strong>However, the sad truth is that most people create their Google Search Ads campaign half-assed, do absolutely nothing with it after it goes live, and expect magical results. </p>
276
277
278
279<p class="wp-block-paragraph">If the initial results of a campaign don&#8217;t look too promising, it is abruptly stopped and ad dollars are quickly moved to the next promising ad platform. If you&#8217;re using this <em>&#8220;spray and pray&#8221;</em> approach to Google Search Ads, stop right now. Every &#8220;failed&#8221; campaign in your account could have been fixed, improved, and fine-tuned over time to become a powerful growth engine for your business.</p>
280
281
282
283<p class="wp-block-paragraph">The key to successful campaigns is to continuously optimize and improve the key metrics that make up the campaign. Here&#8217;s an example of a campaign that I helped manage: </p>
284
285
286
287<figure class="wp-block-gallery columns-1 is-cropped wp-block-gallery-1 is-layout-flex wp-block-gallery-is-layout-flex"><ul class="blocks-gallery-grid"><li class="blocks-gallery-item"><figure><img fetchpriority="high" fetchpriority="high" decoding="async" width="1024" height="403" src="https://geraldkrishnan.com/wp-content/uploads/2021/05/Screenshot-2021-05-17-at-10.05.49-AM-1-1024x403.png" alt="optimize google search ads" data-id="1309" data-full-url="https://geraldkrishnan.com/wp-content/uploads/2021/05/Screenshot-2021-05-17-at-10.05.49-AM-1.png" data-link="https://geraldkrishnan.com/?attachment_id=1309" class="wp-image-1309" srcset="https://geraldkrishnan.com/wp-content/uploads/2021/05/Screenshot-2021-05-17-at-10.05.49-AM-1-1024x403.png 1024w, https://geraldkrishnan.com/wp-content/uploads/2021/05/Screenshot-2021-05-17-at-10.05.49-AM-1-300x118.png 300w, https://geraldkrishnan.com/wp-content/uploads/2021/05/Screenshot-2021-05-17-at-10.05.49-AM-1-768x302.png 768w, https://geraldkrishnan.com/wp-content/uploads/2021/05/Screenshot-2021-05-17-at-10.05.49-AM-1-1536x604.png 1536w, https://geraldkrishnan.com/wp-content/uploads/2021/05/Screenshot-2021-05-17-at-10.05.49-AM-1-2048x805.png 2048w" sizes="(max-width: 1024px) 100vw, 1024px" /></figure></li></ul></figure>
288
289
290
291<p class="wp-block-paragraph">In a span of six months, the campaign&#8217;s performance improved in almost every key metric that mattered for the client:</p>
292
293
294
295<ul class="wp-block-list"><li><strong>Conversions &#8211;&nbsp;</strong>The more conversions you get, the better. However, quality also matters, especially if you&#8217;re focused on lead generation.</li><li><strong>Cost/Conversion &#8211;&nbsp;</strong>The lower your cost per conversion, the higher your return in terms of revenue and ROI, and the more conversions you can achieve without increasing your budget.</li><li><strong>CTR &#8211;&nbsp;</strong>The Clickthrough Rate measures the effectiveness of your ad in getting clicks. The higher your CTR, the less you&#8217;
295ll pay per click (in Google Ads) and the higher your number of clicks.</li><li><strong>Conversion Rate &#8211;&nbsp;</strong>This metric reveals how effectively you convert visitors from your ads into sales and leads. Again, the higher your conversion rate, the better your return will be.</li></ul>
296
297
298
299<div style="height:20px" aria-hidden="true" class="wp-block-spacer"></div>
300
301
302
303<p class="wp-block-paragraph"><strong><strong>This campaign started weak or average at best.&nbsp;</strong></strong>It was getting the client a lot of leads but at a very high cost. However, by the end of the six-month timeframe, it helped the client increase overall revenue by 34% during a difficult phase of COVID-induced lockdowns and economic uncertainty.</p>
304
305
306
307<h3 class="wp-block-heading">The Key to Optimizing Google Search Ads</h3>
308
309
310
311<p class="wp-block-paragraph">In my <a href="https://geraldkrishnan.com/optin/main/" data-type="page" data-id="245"><strong>Digital Marketing Domination course</strong></a>, I go into great depth about understanding your market, developing customer avatars, and creating a marketing strategy that addresses your entire marketing funnel. I highly recommend that you get that course if you&#8217;re frustrated with digital marketing. </p>
312
313
314
315<p class="wp-block-paragraph">So let&#8217;s assume for a moment that you know your market and that you have a solid marketing strategy in place. The only problem you&#8217;re having right now is a poor <em>digital</em> campaign. </p>
316
317
318
319<p class="wp-block-paragraph"><strong>Here&#8217;s how you can start.</strong></p>
320
321
322
323<ul class="wp-block-list"><li><strong>Track everything &#8211;</strong> Implement <a rel="noreferrer noopener" href="https://tagmanager.google.com" target="_blank">Google Tag Manager</a> and <a rel="noreferrer noopener" href="https://analytics.google.com" target="_blank">Google Analytics</a>. Make sure that your conversion tracking and landing pages have been set up properly. Track your leads, sales, and just about everything else that matters to your business. You&#8217;ll want to know the overall impact of your digital marketing campaigns. </li><li><strong>Have a data-first mindset &#8211;</strong> Most people rely on opinions, hunches, hearsay, and &#8220;best practices&#8221; when they create a digital marketing campaign. You need to stop doing this and <strong>rely on the numbers</strong>. As I emphasize in my <a href="https://geraldkrishnan.com/optin/main/" data-type="page" data-id="245">&#8220;5 Biggest Mistakes in Digital Marketing&#8221; video</a>, <strong>the only thing that matters is user behavior</strong>, which is measureable and actionable. </li></ul>
324
325
326
327<div style="height:20px" aria-hidden="true" class="wp-block-spacer"></div>
328
329
330
331<p class="wp-block-paragraph">So with those few things taken care of, let&#8217;s talk about these four metrics and what you can do to improve them. </p>
332
333
334
335<p class="wp-block-paragraph">You&#8217;ll notice that I add <strong>the caveat &#8220;all else being equal&#8221;</strong> many times below because these metrics have a correlation and causation factor. When you tweak things to impact one metric, it also impacts the other three to some degree. </p>
336
337
338
339<p class="wp-block-paragraph">However, for the sake of simplicity, we&#8217;ll have to analyze each factor by itself.  </p>
340
341
342
343<h3 class="wp-block-heading">Increase Your Conversions</h3>
344
345
346
347<figure class="wp-block-gallery columns-1 is-cropped wp-block-gallery-2 is-layout-flex wp-block-gallery-is-layout-flex"><ul class="blocks-gallery-grid"><li class="blocks-gallery-item"><figure><img decoding="async" width="1024" height="408" src="https://geraldkrishnan.com/wp-content/uploads/2021/05/Screenshot-2021-05-17-at-10.47.38-AM-1024x408.png" alt="" data-id="1310" class="wp-image-1310" srcset="https://geraldkrishnan.com/wp-content/uploads/2021/05/Screenshot-2021-05-17-at-10.47.38-AM-1024x408.png 1024w, https://geraldkrishnan.com/wp-content/uploads/2021/05/Screenshot-2021-05-17-at-10.47.38-AM-300x119.png 300w, https://geraldkrishnan.com/wp-content/uploads/2021/05/Screenshot-2021-05-17-at-10.47.38-AM-768x306.png 768w, https://geraldkrishnan.com/w
347p-content/uploads/2021/05/Screenshot-2021-05-17-at-10.47.38-AM-1536x612.png 1536w, https://geraldkrishnan.com/wp-content/uploads/2021/05/Screenshot-2021-05-17-at-10.47.38-AM.png 2044w" sizes="(max-width: 1024px) 100vw, 1024px" /></figure></li></ul></figure>
348
349
350
351<p class="wp-block-paragraph">This one is pretty simple. The more conversions you can squeeze out of a campaign, the better you&#8217;ll sleep at night. All else being equal, there are two ways to increase your conversions:</p>
352
353
354
355<ul class="wp-block-list"><li><strong>Spend more money &#8211;</strong> Increasing your budget will almost always increase your conversions, if your other metrics are solid. However, more money will not fix a broken campaign, so be careful about spending too much at the start. Your initial budget should be high enough to get you impressions and clicks throughout the day. </li><li><strong>Improve the other three metrics &#8211;</strong> Conversions are a result of a well-executed campaign. You&#8217;ll see conversion improve naturally as you tweak your ads and landing pages.</li></ul>
356
357
358
359<div style="height:20px" aria-hidden="true" class="wp-block-spacer"></div>
360
361
362
363<h3 class="wp-block-heading">Reduce Your Cost / Conversion</h3>
364
365
366
367<figure class="wp-block-image size-large"><img decoding="async" width="1024" height="406" src="https://geraldkrishnan.com/wp-content/uploads/2021/05/Screenshot-2021-05-17-at-10.47.51-AM-1024x406.png" alt="tweak your cost/conversion in Google Search ads" class="wp-image-1311" srcset="https://geraldkrishnan.com/wp-content/uploads/2021/05/Screenshot-2021-05-17-at-10.47.51-AM-1024x406.png 1024w, https://geraldkrishnan.com/wp-content/uploads/2021/05/Screenshot-2021-05-17-at-10.47.51-AM-300x119.png 300w, https://geraldkrishnan.com/wp-content/uploads/2021/05/Screenshot-2021-05-17-at-10.47.51-AM-768x304.png 768w, https://geraldkrishnan.com/wp-content/uploads/2021/05/Screenshot-2021-05-17-at-10.47.51-AM-1536x609.png 1536w, https://geraldkrishnan.com/wp-content/uploads/2021/05/Screenshot-2021-05-17-at-10.47.51-AM.png 2044w" sizes="(max-width: 1024px) 100vw, 1024px" /></figure>
368
369
370
371<p class="wp-block-paragraph">As you can see in the example, the cost/conversion reduced steadily over a period of six months. As you drive the cost lower, your campaigns become more profitable. All else being equal, here&#8217;s how to reduce your cost/conversion: </p>
372
373
374
375<ul class="wp-block-list"><li><strong>Pause expensive keywords &#8211;</strong>&nbsp;Some keywords, although they may convert, suck up too much of your budget. If the cost/conversion is high relative to other converting keywords in your campaign, you may want to pause them and allow your budget to roll over to those keywords instead.</li><li><strong>Reduce your bids &#8211;&nbsp;</strong>Alternatively, you may want to keep converting keywords but reduce your bid amount. Be careful not to reduce too much at a time; a&nbsp;<strong>10-20% reduction</strong>&nbsp;may lower your cost/conversion for a particular keyword without affecting other metrics like impressions or ad position.</li><li><strong>Add new keywords &#8211;</strong>&nbsp;Don&#8217;t settle for the keywords you started your campaign with. As you understand more about your target audience, you may discover new keywords, or keyword combinations, that cost much less and convert very well.</li><li><strong>Stricter keyword matching &#8211;</strong>&nbsp;Use&nbsp;<em>phrase match</em>&nbsp;whenever possible or&nbsp;<em>exact match</em>&nbsp;for specific keywords that may mean something completely different if the words appear in a different order.</li><li><strong>Negative keywords &#8211;</strong>&nbsp;Having a list of negative keywords is key to eliminating unwanted clicks. For this campaign, I added over 120 negative keywords over time. The less you spend on bad clicks, the lower your cost/conversion gets.</li></ul>
376
377
378
379<div style="height:20px" aria-hidden="true" class="wp-block-spacer"></div>
380
381
382
383<p class="wp-block-paragraph">All the tweaks I recommend above need to be taken with a pinch of salt. Instead of applying them blindly, make small changes every week and observe their effect on your campaign after 14 days. Was the impact positive? Did it drive down your cost/conversion? </p>
384
385
386
387<p class="wp-block-paragraph">If it didn&#8217;t, you could always undo the action. The key here is to test one thing at a time, observe the results, analyze the data, and document your learning.</p>
388
389
390
391<h3 class="wp-block-heading">Increase Your CTR</h3>
392
393
394
395<figure class="wp-block-image size-large"><img loading="lazy" loading="lazy" decoding="async" width="1024" height="406" src="https://geraldkrishnan.com/w
395p-content/uploads/2021/05/Screenshot-2021-05-17-at-10.48.03-AM-1024x406.png" alt="improve your CTR in google search ads" class="wp-image-1312" srcset="https://geraldkrishnan.com/wp-content/uploads/2021/05/Screenshot-2021-05-17-at-10.48.03-AM-1024x406.png 1024w, https://geraldkrishnan.com/wp-content/uploads/2021/05/Screenshot-2021-05-17-at-10.48.03-AM-300x119.png 300w, https://geraldkrishnan.com/wp-content/uploads/2021/05/Screenshot-2021-05-17-at-10.48.03-AM-768x305.png 768w, https://geraldkrishnan.com/wp-content/uploads/2021/05/Screenshot-2021-05-17-at-10.48.03-AM-1536x609.png 1536w, https://geraldkrishnan.com/wp-content/uploads/2021/05/Screenshot-2021-05-17-at-10.48.03-AM.png 2042w" sizes="(max-width: 1024px) 100vw, 1024px" /></figure>
396
397
398
399<p class="wp-block-paragraph">The CTR or Clickthrough Rate is almost always about your ad. The more you tweak and improve your ad, the higher your CTR gets over time. </p>
400
401
402
403<p class="wp-block-paragraph">Here are a few optimization tips that I use for ads: </p>
404
405
406
407<ul class="wp-block-list"><li><strong>Create ad groups based on keyword themes &#8211;&nbsp;</strong>Everyone has their favorite way of organizing keywords. I found that creating keyword themes by grouping similar keywords helps you understand what your ad copy should say. Then, you can write better ads that resonate and are more likely to get clicked on.</li><li><strong>Have at least three ads running &#8211;</strong>&nbsp;To optimize Google Search ads continuously, you will need a few ads to split test. Keep the winning ad, and swap the losers with new ads. Over time, you&#8217;ll see the CTR increase.</li><li><strong>Dynamic keyword insertion &#8211;</strong>&nbsp;You can replace a part of the title with a&nbsp;<a rel="noreferrer noopener" target="_blank" href="https://support.google.com/google-ads/answer/74992?hl=en">dynamic keyword</a>, which repeats the user&#8217;s exact search term in the title. Keyword insertion works best when you have a keyword + location combination term, for example, &#8220;digital marketing PJ.&#8221; It will be impossible to customize the ad to match the searched location manually, so I use keyword insertion instead to make the ad as relevant as possible.</li></ul>
408
409
410
411<div style="height:20px" aria-hidden="true" class="wp-block-spacer"></div>
412
413
414
415<h3 class="wp-block-heading">Increase Your Conversion Rate</h3>
416
417
418
419<figure class="wp-block-image size-large"><img loading="lazy" loading="lazy" decoding="async" width="1024" height="408" src="https://geraldkrishnan.com/wp-content/uploads/2021/05/Screenshot-2021-05-17-at-10.48.16-AM-1024x408.png" alt="optimize google search ads" class="wp-image-1313" srcset="https://geraldkrishnan.com/wp-content/uploads/2021/05/Screenshot-2021-05-17-at-10.48.16-AM-1024x408.png 1024w, https://geraldkrishnan.com/wp-content/uploads/2021/05/Screenshot-2021-05-17-at-10.48.16-AM-300x119.png 300w, https://geraldkrishnan.com/wp-content/uploads/2021/05/Screenshot-2021-05-17-at-10.48.16-AM-768x306.png 768w, https://geraldkrishnan.com/wp-content/uploads/2021/05/Screenshot-2021-05-17-at-10.48.16-AM-1
419536x611.png 1536w, https://geraldkrishnan.com/wp-content/uploads/2021/05/Screenshot-2021-05-17-at-10.48.16-AM.png 2030w" sizes="(max-width: 1024px) 100vw, 1024px" /></figure>
420
421
422
423<p class="wp-block-paragraph">All else being equal, the biggest impact on your conversion rate is your landing page. Personally, I feel that optimizing your landing pages can yield much better results than tweaking ads or keywords. So how do you improve your landing pages? </p>
424
425
426
427<ul class="wp-block-list"><li><strong>Don&#8217;t rely on a single landing page &#8211;</strong>&nbsp;If you&#8217;re bidding on keywords that range from top to bottom of the funnel, yet your landing page only speaks to people at the bottom of the funnel, your conversion rates are naturally going to be on the low side. Create one landing page per stage of the funnel, with copywriting and assets that match.</li><li><strong>Split-test critical components of the page &#8211;&nbsp;</strong>Marketers love A/B testing, but many start testing minor stuff (like the color of the button) first. The most significant impact on the landing page&#8217;s conversion rate comes from the headline, pain points addressed, and the gated asset (PDF/video). Test different assets and headlines first, and you&#8217;ll find considerable jumps in your conversion rate.</li><li><strong>Re-group keywords to match your landing pages &#8211;</strong>&nbsp;Reorganize your keywords according to the funnel stage (top, mid, and bottom-funnel) and use the landing page/asset that matches. For example, if the intent of the keyword indicates that the visitor is just researching information, use a landing page that offers gated information instead of pushing for a sale.</li></ul>
428
429
430
431<div style="height:20px" aria-hidden="true" class="wp-block-spacer"></div>
432
433
434
435<h3 class="wp-block-heading">Still Not Getting Results? </h3>
436
437
438
439<p class="wp-block-paragraph">Unfortunately, just implementing these tips rarely makes a difference in your account if you have the fundamentals wrong. What am I referring to? </p>
440
441
442
443<p class="wp-block-paragraph">I find that a lot of marketers create Google Ad campaigns without first figuring out these: </p>
444
445
446
447<ul class="wp-block-list"><li><strong>The Ideal Customer Profile / Customer Avatar</strong> &#8211; Who is your ideal customer, and how can you reach and relate to them with your message?</li><li><strong>The user journey</strong> &#8211; What events or things need to happen before your ideal customer is ready to buy from you?</li><li><strong>The marketing funnel</strong> &#8211; How does Google Ads fit into your overall marketing strategy? How else can you reach the visitors who converted, and what can you do about those who did not?</li><li><strong>The sales funnel</strong> &#8211; How do you plan to recoup your ad costs, and how much revenue can you get from a single customer?</li></ul>
448
449
450
451<div style="height:20px" aria-hidden="true" class="wp-block-spacer"></div>
452
453
454
455<p class="wp-block-paragraph">I created my <a href="https://geraldkrishnan.com/optin/main/" data-type="page" data-id="245">Digital Marketing Domination course</a> to address this gap. Through this course, you&#8217;ll learn how to create a solid, proven marketing roadmap for your product or service. You&#8217;ll discover a time-tested methodology to create a strategy that can help you achieve growth with a very small budget. </p>
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530							Gerald Krishnan						</h5>
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533									<div class="elementor-author-box__bio">
534						<p>16+ years navigating through the wilderness of digital marketing. Learn from my success and my failures. </p>
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585			<div class="elementor-post__thumbnail"><img loading="lazy" width="300" height="169" src="https://geraldkrishnan.com/wp-content/uploads/2021/07/Google-Ads-Conversion-300x169.png" class="attachment-medium size-medium wp-image-1333" alt="" /></div>
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589			<a href="https://geraldkrishnan.com/optimize-google-search-ads/" >
590				How to Optimize Google Search Ads for Maximum ROI			</a>
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607			<a href="https://geraldkrishnan.com/optimize-google-search-ads/" >
608				How to Optimize Google Search Ads for Maximum ROI			</a>
609		</p>
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629				<ul id="menu-1-7769434" class="elementor-nav-menu"><li class="menu-item menu-item-type-custom menu-item-object-custom menu-item-home menu-item-447"><a href="https://geraldkrishnan.com" class="elementor-item">Copyright 2025 GeraldKrishnan.com</a></li>
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