Welcome To Aaron Young's Google Ads Espresso

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Welcome to the very first edition of my new weekly newsletter, called…

“Google Ads Espresso” ☕️

This newsletter is designed to give you the latest Google Ads news, updates, and strategies in the same way that all good coffee should be served: short, strong, and with no sugar.

Let’s get straight into it with my biggest warning for Google Ads in 2025, which is…

Do not get caught up in any big shiny new “secret” Google Ads strategies for 2025.

No doubt, at some point over the coming months, my inbox will be filled with people asking me about my thoughts on some new hack or strategy someone has posted about on YouTube or LinkedIn.

How do I know this will happen? Because it happens every year.

In 2022, it was “feed-only PMAX campaigns.”
In 2023, it was “building out PMAX asset groups by audience targeting.”
In 2024, it was “removing conversion tracking to stop rising CPC costs.”

Now, I’m not saying these strategies don’t work, and in some extreme (very rare) cases, some of these strategies may be needed for a period of weeks or months.

But these “advanced strategies” have these things in common:

They don’t work the majority of the time.
They are not needed if you are prepared to learn and apply the foundational elements of Google Ads.

For me, advanced Google Ads strategies are simply the stacking of foundational Google Ads principles in the right way.

What do I mean by this?

Every business is different.

Even businesses that sell the same product at the same price point to the same customers are different. This is because every business has a different structure, different production and operational costs, and different goals.

And that’s the problem with these so-called “advanced Google Ads strategies”—they do not take into account what the individual business needs and wants.

This is why I say that “advanced Google Ads strategies are purely the stacking of foundational Google Ads principles in the right way.”

But here’s the thing: if you don’t first understand the foundations of Google Ads, you cannot create the best Google Ads strategy for your business or your client’s business.

So, in 2025, rather than searching YouTube, LinkedIn, or Reddit for the latest secret Google Ads strategy, focus on:

#1 Your Account Structure

Make sure your campaign segments are set up properly so you can allocate your budget effectively. This is especially important for accounts with lots of different keyword themes or SKUs.

Setting up your account structure correctly allows you to create what I call “levers,” which allow you to increase or decrease your spending based on these factors:

Product, service, or keyword performance
Locations
Seasonality
Volume & profit margins

#2 The Core Metrics of CTR, Conversion Rates, & Impression Share

These are the big three metrics I review all the time. Here’s why:

CTR: If my CTR is low, it means my ad copy (or assets) are not appealing to my customers. This means I need to continue testing and retesting my ads until I get my CTR higher than the industry average. (Check out Wordstream’s Industry Benchmarks.)
Conversion Rates: We don’t just want people to click on our ads; we need conversions! If you're not getting conversions, you're just making a donation to Google, which they do not need. So, if my conversion rate is low, I focus on testing my landing pages and offer until conversions increase.
Impression Share: This is one that many people don’t consider super important. I also review my search impression share because if it’s low and I’m happy with my conversion metrics, I know I can increase my budgets. On the other hand, if my impression share is high, the only way I can scale my campaigns is by targeting new, colder search terms or audiences.

Note: Before you start yelling at your email, yes, I am aware that keyword and audience targeting are also crucial.

#3 How Each Campaign Type Works, and the Best Use Cases for Each

One of my biggest issues with Google support is that they tend to have a one-size-fits-all approach, recommending their favorite campaigns, which in 2025 are Performance Max and Demand Gen.

Regardless of your current problem, their recommendation will always be to “add a Demand Gen campaign” or increase your “Performance Max budgets.”

Now, I’m not against using these campaigns, but both have one thing in common:

They were designed to find more conversions using your current conversion data.

So, if you don’t have good conversion data, these campaigns are not the solution.

This is why I call them “secondary campaigns” that you should only start using after you have used Search and/or Shopping campaigns to discover your best-performing:

Keywords
Ad copy
Landing pages

Only then—when you have solid conversion data—can you begin introducing these secondary campaign types.

#4 The Core Principles of Scaling

This is probably the biggest area where businesses face issues. Most of my coaching or client requests come from businesses that see success with Google Ads up until a certain spending point. After that, they can’t spend more without ruining their conversion metrics.

When it comes to Google Ads, there are only two ways to scale your account:

Increasing your search impression share or click share (increase your spend).
Reaching out to new “colder” traffic (target new keywords or audiences).

If you’re looking to craft a step-by-step Google Ads strategy for your business or your client’s in 2025, keep an eye on your inbox this week! 👀

I’ll be sending out an invitation to a live masterclass where I’ll guide you through the process. This exclusive session will be part of my newly updated, Google Ads community.

If you want to learn more about my live masterclass, Google Ads in 2025, check out my updated Google Ads community. Plus, if you join now, you can get a 20% lifetime discount.

Join My 10x Google Ads Community With 20% Off!

P.S. It mean you will pay less than the cost of a coffee per day. ☕️