A modern Google Ads optimization playbook: fix tracking, clean up queries, structure campaigns by intent, and scale with value-based bidding and creative testing.
Quick start: the 6 checks that usually unlock ROAS
If your account is underperforming, these checks fix the majority of “mystery” problems:
- Confirm primary conversions fire once and match real outcomes.
- Review the search terms report and cut obvious mismatches.
- Split campaigns by intent (research vs buy).
- Ensure landing pages match the query and load fast on mobile.
- If values differ, switch to value-based optimization (not just conversion count).
- Add a pacing process so you don’t overspend early in the month.
Now, instead of listing 15 disconnected tactics, let’s use the 5 levers that drive ROAS.
Lever 1: Measurement (bad tracking makes good optimization impossible)
Before you tune bids, make sure the feedback loop is real:
Conversion sanity checklist
| Check | What “good” looks like |
|---|---|
| Duplicates | One conversion per real action |
| Values | Revenue or lead values are consistent |
| Attribution | Offline conversions flow back (if applicable) |
| Lead quality | You can distinguish junk from qualified |
If you can’t trust conversions, you will either overspend or starve winning campaigns.
Lever 2: Query control (where waste usually lives)
The fastest ROAS gains often come from eliminating mismatched queries.
A simple weekly negative keyword routine
1) Open Search terms for the last 7–14 days.
2) Sort by spend, filter for "0 conversions".
3) Flag terms that are informational, irrelevant, or competitor-only (if you don't want that).
4) Add negatives at the right level (ad group vs campaign).
The goal is not "more negatives". The goal is cleaner intent.
Mini example: what this looks like in practice
A B2B software company spending $15k/month ran this routine weekly. In the first pass, they found:
- "free [product category]" queries eating $800/month with zero conversions
- "[competitor] login" and "[competitor] support" terms wasting $400/month
- informational "what is [category]" terms that should go to a different campaign with educational content
After adding negatives and restructuring, their cost per qualified lead dropped by 22% in 6 weeks. The budget didn't change. The waste just moved to terms that convert.
Lever 3: Structure by intent (so your ads and pages can win)
If you mix research and buy intent inside one ad group, your ads become vague and your landing pages won’t match. A simple structure that works well:
- Research intent: “best”, “reviews”, “compare”, “vs”
- Buy intent: “pricing”, “quote”, “book”, “near me”, “software”
When structure matches intent, ad copy gets sharper, Quality Score improves, and conversion rate usually follows.
Lever 4: Bidding that matches economics (not hope)
If all conversions are treated equally, you scale the wrong things. Most accounts should graduate to value-based optimization when:
- some leads are far better than others, or
- AOV varies meaningfully, or
- there is a clear LTV pattern.
If you can assign even rough values (for example: qualified lead = 100, unqualified = 10), the system can optimize toward business outcomes, not just volume.
Lever 5: Creative + landing pages (the “multiplier”)
Optimization isn’t only bidding. Small creative and landing page improvements multiply every click you already pay for.
A practical testing cadence
- Keep one stable “control” ad.
- Test one variable at a time (headline angle or proof point).
- Refresh underperforming assets monthly, not daily.
Landing pages should mirror the query: headline alignment, a single primary CTA, proof (numbers, testimonials, guarantees), and frictionless mobile performance.
A 21-day rollout plan (do this in order)
Days 1–3: Measurement
Fix conversion definitions, dedupe tracking, and verify values.
Days 4–10: Query control
Clean search terms, tighten match types where needed, and add negatives.
Days 11–16: Restructure
Split by intent, align ads and landing pages, and set budget priorities.
Days 17–21: Scale
Move to value-based optimization (if you have values), expand only what converts, and implement pacing.
Next step
If you want a second set of eyes, we can review your account structure, search terms, and landing pages and give you a prioritized ROAS plan. Contact us.