What You Need to Know Before You Click ‘Launch’

 
If you’ve ever set up Google Ads on your own, there’s a good chance you started with Smart Mode (formerly known as Google Ads Express), even if you didn’t realize it. While this setup seems simple, it comes with hidden limitations that can impact your campaign performance.

Here’s what you need to know about the differences between Google Ads and Google Ads Express before you launch your next campaign.
 

What is Google Ads Express?

Google Ads Express, now called Smart Mode, is Google’s simplified ad setup. It’s designed for small businesses and first-time users. It automates most of the process, choosing keywords, placements, and bidding, so you can launch a campaign quickly with minimal input.

Sounds great, right? Not always.
 

Why Express might not be the right fit

The problem with Express is that it takes away control. You can’t choose specific keywords, set detailed targeting, or track results as precisely. It’s easy to spend money without knowing what’s working or how to improve.

If you’re serious about results or spending more than a few hundred dollars a month, you need more control than Smart Mode offers.
 

What Expert Mode gives you instead

Switching to Expert Mode (what most people mean when they say “Google Ads”) unlocks full control of your campaigns. You can:

  • Choose exact match keywords and negative keywords
  • Set custom bidding strategies and budgets
  • Use detailed audience and geographic targeting
  • Set up conversion tracking
  • Run A/B tests and optimize performance

This level of control gives you a clearer view of your ROI and helps you grow your campaigns over time.
 

How to switch from Smart Mode to Expert Mode

If you’re in Smart Mode now, you can switch your account to Expert Mode. The process is simple, and once switched, you can access the full Google Ads dashboard and features.

You’ll find the option to switch in the settings or by clicking “Switch to Expert Mode” at the bottom of your Smart Mode dashboard.
 

Need help navigating the setup?

At Tree Ring Digital, we help growing businesses get out of Express Mode and into strategies that actually scale. We build and manage Google Ads campaigns designed to deliver measurable results.

Schedule a Consultation to make sure you’re set up for success.