DDA: ON Demand our new 'Done with You Google Ads Management" program is already getting amazing results for our first intake of businesses.
Like this eCom brand who has doubled their sales to over 20 a day for the first time in 6 months. (in just 3 weeks)
This was achieved after the only the first round of changes that me & my Google Ads coaches recommended for their account.
The STRATEGIC Way to Optimise Search & PMAX campaigns
Let’s talk about how to actually improve your Google Ads campaigns in 2025 without chasing some secret hack.
The truth is, no campaign can scale if it’s not converting. And no amount of budget or automation will fix a broken structure or poor targeting.
That’s why I use what I call the S.T.A.B. Method for optimising Google Ads. It applies across both Search and PMAX campaigns:
S = Spending & Segmentation
T = Targeting
A = Ads & Landing Pages
B = Bidding
Here’s how I apply it to each campaign type.
👉 ps click here to get my updated optimisation checklist
How to optimise Search campaigns
If you’re not getting results from Search, it’s usually because something is broken at the foundation level. The ad might be getting clicks, but the user isn't converting. When that happens, don’t panic. Start with the data.
Spending & Segmentation
Split your campaigns based on product themes, services, keyword themes or locations. This gives you the control to increase spend where you’re seeing results and reduce it where you’re not.
Make sure your structure allows you to pull the right levers without overcomplicating the account.
Targeting
Check your search terms regularly. Most issues I see come down to poor keyword targeting or a lack of negative keywords. Broad match can work well, but only when combined with long-tail intent and carefully selected negatives.
WARNING: Don’t block everything just filter out the junk.
Right now we are seeing that "less is more" when it comes to adding in negative KWs.
Ads & Landing Pages
Ad copy has one job: get the right person to click and move one step closer to converting. The best performing ads usually say something competitors can’t or won’t say.
They speak directly to the user’s pain point or desire.
But your landing page needs to carry that same message. Make sure the user knows they’re in the right place the moment they land.
Bidding
If you're using smart bidding too early, you’ll get stuck. Wait until you have enough data. And when you do make a change, give it time. Monitor conversion rates, CTR and impression share before making any decisions. It’s not about reacting to short-term drops but understanding longer-term patterns.
How to optimise Performance Max campaigns
Most accounts fail with PMAX not because the setup is wrong, but because it’s started too early.
In most cases PMAX is most effective as a scaling tool. It only works well when Google has enough data to learn from. So if your Search/Shopping campaigns aren't converting yet, PMAX won’t fix that. It will just spend your budget faster.
But once you’ve built a solid base with Search or Shopping, then it’s time to bring PMAX into the mix.
Spending & Segmentation
When it comes to structuring your PMAX campaign, in most cases your website menu structure will guide your PMAX campaign structure.
For example if you have 2 x core product categories with 3 sub categories each a general rule would be to have a structure of:
1 x Campaign for Category A with 3 x Asset Groups + 1 x Campaign for Category B with 3 x Asset Groups.
Targeting
Remember with PMAX your targeting options are more limited as PMAX automates most of the targeting, however you can still guide it with exlcusions and relevant landing pages.
Ads & Landing Pages
Use the Ad Asset Report. Remove weak assets and double down on what’s working. Just like with Search, the user needs to see a consistent message from ad to landing page. Don’t assume Google will fix that for you.
Bidding
For ecom, use transaction or conversion value goals. For lead gen, use offline conversion tracking. You want PMAX feeding off real data, not form fills that don’t close. If you don’t have strong conversion tracking in place, don’t launch PMAX.
ps... did you know that 'Mastering Google Ads | All Access' know comes with my automated smart bidding prompt? Learn more here
If you’re seeing inconsistent results across your campaigns, this is where to start.
Fix your conversion issues. Tighten your structure. Apply the right strategy based on where your campaign is in the funnel.
Because the updated way to scale your Google Ads in 2025 is not about doing more. It’s about doing what works, in the right order, and for the right reasons.
This week both of my YT videos will be focussed on optimising your Google Ads campaigns.
Enjoy & have a great week,
Aaron
- Monday 18th August, 8pm AEST: How to Optimise Google Search Campaigns
- Wednesday 20th August, 8pm AEST: How to Optimise Performance Max Campaigns
Head Over To My YouTube Channel 👇
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[LIVE MASTERCLASS + Q&A]
Improving Lead Quality | Johan Carlberger 💻
Wednesday 20th, August, 2025, 11:00 AM (AEST)
Tuesday, 19th, August, 2025 2:00 PM (GMT)
Tuesday, 19th August, 2025, 06:00 AM (PT)
