If you’re spending money on Google Ads and not getting conversions, the problem is not the platform—it’s your strategy.
Since 2010, I’ve helped businesses of all sizes grow using Google Ads. From startups to established brands, the principles of success remain consistent. In this article, I’ll break down what you really need to make Google Ads work effectively.
You’ll learn:
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The three core pillars every Google Ads campaign must have
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How to choose the right campaign types and structure them for success
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The ongoing optimization loop that keeps your ads profitable over time
The 3 Core Pillars of a High-Performing Google Ads Strategy
Even a perfectly set-up Google Ads campaign will fail without the right foundation. These are the three critical elements that drive results:
1. A Compelling Offer
Your offer must speak directly to your ideal customer’s pain points. It should be simple, clear, and hard to ignore.
Key questions to ask:
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What problem does this solve?
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Why should someone choose you over a competitor?
Focus on clarity over cleverness. A strong offer increases both click-through rates and conversions.
2. A High-Converting Landing Page
Getting traffic is just the beginning. Your landing page must convert visitors into leads or customers. To do that, ensure your page includes:
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A clear, benefit-driven headline
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A clean, easy-to-navigate design
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Trust indicators (testimonials, certifications, guarantees)
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A single, focused call to action (CTA)
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Fast loading speed and mobile responsiveness
The message on your landing page should align perfectly with your ad copy to create a seamless user experience.
3. Scalable Account Structure
Effective account structure allows you to allocate budget toward the campaigns, keywords, and products that perform best. Avoid mixing different goals or audience segments in a single campaign.
Best practices:
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Segment campaigns by funnel stage: top, middle, and bottom
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Separate branded and non-branded keywords
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Avoid overlapping targeting that can dilute performance
When structured correctly, your campaigns become easier to manage, test, and scale.
Choosing the Right Google Ads Campaign Types
Selecting the right campaign type is just as important as your offer and landing page. Here’s how to choose based on your business model and marketing objectives:
Search Campaigns
Ideal for capturing high-intent traffic. Use these to reach people actively searching for your products, services, or brand.
Shopping Campaigns (for eCommerce)
Great for showcasing physical products with visuals, prices, and reviews. Aim for a conversion rate of 3% or higher before scaling.
Performance Max Campaigns
Use once your Search and Shopping campaigns are profitable. Feed in offline conversion data and exclude branded terms to avoid inflated results.
Display and Demand Gen Campaigns
Best used for retargeting. Keep budgets low until you’ve saturated your bottom-of-funnel traffic.
Video and Discovery Campaigns
Effective for educating new audiences. Only use these once your offer and landing page are validated and performing.
If you're unsure how to set these up, refer to our campaign structure and setup guides for step-by-step instructions.
Embrace the Google Ads Optimization Loop
Google Ads is not a one-time setup. It requires continuous monitoring and adjustment through a repeatable optimization cycle:
Review performance → Make adjustments → Monitor results → Repeat
Pay attention to these core metrics:
Click-Through Rate (CTR)
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Search campaigns: Aim for 7% or higher
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Shopping campaigns: Aim for 1% or higher
A low CTR may indicate that your ad is not relevant or compelling enough.
Conversion Rate (CVR)
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Lead generation: Target 5% or higher
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eCommerce: Target 3% or higher
If conversions are low, assess whether your landing page and offer are aligned with user intent.
Final Takeaway
Success with Google Ads requires more than just launching a campaign. You need a clear offer, a high-performing landing page, a structured account, the right campaign types, and a commitment to optimization.
When those elements are in place, Google Ads becomes one of the most powerful tools for sustainable business growth.
If you're ready to improve your campaigns or want guidance on setup and strategy, contact us today or explore our expert-led Google Ads training programs.
Have a great week,
Aaron
- Monday 7th July, 8pm AEST: Do This for Success with Google Ads
- Wednesday 9th July, 8pm AEST: Lessons Learnt From Starting, Scaling & Exiting a Business
Head Over To My YouTube Channel 👇
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