Google Ads is one of the most powerful tools available for businesses ready to scale, but only if you understand how to use it effectively. Whether you’re managing ads in-house or working with a partner, these five tips will help you make better decisions, avoid common mistakes, and get the most from your budget.

  1. Not all campaigns are created equal
    Google Ads offers several campaign types, including Search, Display, Video (YouTube), Performance Max, and Shopping. Each one has a different purpose and targeting style. The right mix depends on your goals. For lead generation, Search and Performance Max often deliver the best results. For awareness or remarketing, Display and Video can help.
  2. Smart campaigns and Express setups aren’t always smart
    Many businesses get started in Google Ads Express or “Smart Mode” without realizing it. While these options make setup easier, they limit control over targeting, keywords, and optimization. If you’re serious about results, switch to Expert Mode and build out campaigns with full access to settings and tracking.
  3. Conversions matter more than clicks
    Getting traffic is not the same as getting results. Make sure conversion tracking is set up correctly so you can see which ads lead to form submissions, calls, or purchases. This is the only way to measure ROI and optimize what’s working.
  4. Ad performance depends on your landing page
    Even a great ad can’t perform well if it leads to a confusing or slow-loading page. Your website must be mobile-friendly, fast, and aligned with the messaging in your ads. The more relevant your landing page, the higher your conversion rate, and the better your Google Ads performance.
  5. You need visibility into your ad account
    Whether you’re running your own campaigns or working with an agency, you should always have access to your Google Ads account. This ensures transparency and protects your data. If a vendor owns the account and you part ways, you could lose access to years of performance history and valuable insights.

 

Ready to get more from Google Ads?

At Tree Ring Digital, we help growing businesses create strategic campaigns and track the results. We believe your ad account should be an asset you own, not just a line item on your budget.

Schedule a consultation to see how we can help.