Scaling Your Business with Google Ads
Jul 28, 2025If it feels like no matter how much you spend on Google Ads, you just can't hit that next level of revenue—you're not alone. Many business owners assume that increasing ad spend or adding more campaigns like Performance Max (PMAX) or Demand Gen is the secret to growth. Unfortunately, that approach often leads to rising costs without the results to match.
The real path to scaling lies in understanding two core levers:
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Increasing your search impression share or click share
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Reaching new, colder traffic effectively
Let’s break down how to use each one strategically.
1. Increase Search Impression Share or Click Share
Before you launch new campaigns, start by improving performance where you already win. This means optimizing current spend and evaluating your campaign visibility.
Optimize Current Spend
Maximizing existing performance involves improving your click-through rate (CTR) and conversion rate. Tactics include:
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Writing more compelling ad copy
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A/B testing headlines and descriptions
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Improving landing page experiences
Use tools like our Google Ads Optimization Checklist to guide these changes (available in the description).
Evaluate Impression Share
Search Impression Share tells you what percentage of potential ad views you’re actually capturing. If your campaigns have a low impression share (under 60%), you may be leaving conversions on the table.
Metrics to review in Google Ads:
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Search Impression Share
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Search Absolute Top Impression Share
Increasing budgets in successful campaigns (10–20% weekly) can lead to more conversions—if your structure and targeting are sound. One client saw:
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23% more conversions
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$101 lower cost per conversion
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Higher visibility in top search positions
👉 How to Optimise Google Ads Campaigns
2. Reach Colder Traffic with Strategic Expansion
Once your impression share is maxed out, adding more budget won’t help—it may just drive CPCs up. This is called CPC resistance—a point where spend increases faster than results.
Expand Targeting
To grow further, reach new users who aren’t actively searching but are likely to be interested. Ways to do this:
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Add new benefit-driven keywords
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Use campaign types like Video, Display, Performance Max, and Demand Gen
For example, launching a Performance Max campaign that excluded brand terms helped a client grow from $16K to $28K per month—without sacrificing conversion rates.
Avoid Cannibalization
Be careful not to duplicate targeting. New campaigns should focus on new audience segments, not siphon traffic from existing high-performing ones.
Bonus: Fix These Common Scaling Mistakes
Even great strategies fail when accounts are built on shaky foundations. Here are two issues that stall growth:
1. Poor Campaign Structure
Google will optimize toward the easiest conversions—not necessarily the most profitable. Segment campaigns by intent and funnel stage.
2. Incorrect Conversion Data
If you’re tracking the wrong conversions—like clicks or add-to-cart actions—you’ll misguide the algorithm. Ensure your conversion goals reflect actual business outcomes.
Final Thoughts
To scale your business with Google Ads:
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Maximize impression share where you already convert.
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Expand to new audiences when you’ve tapped your current reach.
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Build a strong foundation with smart structure and accurate tracking.
Want help tailoring this strategy to your business? Visit the description to take our “How Can We Help” quiz and see how Define Digital Academy can support your growth with Google Ads.