How To Optimise Your Google Ads Search Campaigns in 2026
Jan 14, 2026There are well over 75 different optimisation actions you could take inside a Google Ads Search campaign.
But the truth is, most of them don’t move the needle.
In 2026, successful Google Ads optimisation isn’t about doing more.
It’s about focusing on the few actions that actually drive performance.
That’s why we use a framework called the S.T.A.B Method, which simplifies Search optimisation into four core actions that consistently improve results.
In this guide, I’ll walk you through the STAB Method and show you how to correctly optimise your Google Ads Search campaigns in 2026.
This article pairs with my Start & Scale Google Ads Optimisation Checklist, which shows what to optimise and whento do it.
Why Optimisation Has Changed in 2026
Google Search campaigns today operate very differently than they did even a few years ago.
Key changes include:
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Broader keyword matching
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Increased reliance on smart bidding
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Fewer manual levers
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More automation driven by data signals
Because of this, over-optimising or making too many changes too quickly often hurts performance instead of improving it.
The STAB Method exists to prevent that.
The STAB Method Explained
The STAB Method breaks Search optimisation into four clear pillars:
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S – Search Terms
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T – Targeting (Negative Keywords & Structure)
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A – Ads
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B – Bidding & Behaviour (Change Control)
If you focus on these four areas — in the right order — your Search campaigns become easier to manage, more scalable, and more profitable.
S – Search Terms
Search terms are always the starting point for optimisation.
Before you touch bidding, ads, or structure, you need to understand how people are actually finding you.
Key actions:
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Review search terms regularly
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Identify irrelevant intent early
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Identify high-quality converting terms
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Look for patterns, not individual queries
Example:
If you’re running campaigns in regulated or specialised industries (such as medical licensing), search terms quickly reveal:
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Mismatched intent
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Unqualified traffic
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Emerging keyword themes worth scaling
Search term analysis should be:
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Frequent in early campaign stages
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Less frequent once performance stabilises
T – Targeting (Negative Keywords & Control)
Targeting in 2026 is less about keyword micromanagement and more about guiding the algorithm.
Negative keywords still matter — but overusing them is one of the biggest mistakes advertisers make.
Best practices:
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Add negatives based on intent, not fear
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Avoid large “blanket” negative lists
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Especially avoid over-negating in mature campaigns
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Use negatives to clarify, not restrict
Example:
In medical or professional services, negatives help:
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Remove job seekers
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Remove student or training intent
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Remove irrelevant DIY queries
But excessive negatives can:
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Reduce reach
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Slow learning
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Increase CPCs
A – Ads (Testing the Right Way)
Ad testing is still critical — but only after you have enough data.
One of the most common mistakes is testing ads too early, when:
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Conversion volume is low
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Search term quality isn’t stable
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The algorithm hasn’t learned yet
When ads are ready to test, focus on:
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Clear messaging
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Strong CTAs
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Emotional triggers
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Differentiation
Avoid:
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Changing ads every few days
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Testing too many variables at once
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Judging winners without statistical confidence
Ad testing works best when:
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Search terms are clean
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Targeting is stable
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Conversion tracking is accurate
B – Bidding & Behaviour (When to Make Changes)
This is the most misunderstood part of optimisation.
Google Ads is not designed for constant intervention.
Too many changes too frequently can:
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Reset learning
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Reduce volume
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Increase volatility
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Destroy consistency
Key principles:
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Do not change bidding strategies too early
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Avoid reacting to short-term data
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Allow learning phases to complete
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Make controlled, incremental changes
A campaign is not ready for aggressive optimisation if:
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It has low conversion volume
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It hasn’t exited learning
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Search intent is still unstable
This is why optimisation must follow a structured timeline, not gut feeling.
The Google Ads Success Loop
Successful optimisation follows a loop:
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Collect data
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Review trends
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Make one change
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Observe impact
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Repeat
Not:
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Panic
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Change everything
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Judge results after 48 hours
This loop is built into the Start & Scale Optimisation Checklist, which aligns perfectly with the STAB Method.
Final Thoughts
Optimising Google Ads Search campaigns in 2026 is about discipline, structure, and patience.
The STAB Method works because it:
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Prioritises the right actions
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Prevents over-optimisation
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Aligns with how Google Ads actually works today
If you want consistent, scalable results from Search, stop chasing every possible optimisation and start focusing on the ones that matter.