The Do’s and Don’ts of Running Google Search Ads
Running a successful Google Search Ads campaign requires more than picking a few keywords and writing a catchy headline. It takes planning, strategy, and a clear understanding of what works and doesn’t.
Start with the basics, do your research. Choosing the right keywords is essential. You will want to match your ad with the intent of your potential customer. Google recommends focusing on keywords that reflect your business’s services and location. For example, if you're a bakery in Austin, “custom birthday cakes Austin” will likely perform better than just “cakes.”
Another big do is writing ads that speak directly to your audience. Your ad copy should reflect what the searcher is looking for and what action you want them to take. Google states that “Create ads that accurately reflect your business and what you’re offering.” That sounds simple, but many businesses forget to include clear calls to action like “Call today” or “Order online.”
As for the don’ts, one of the biggest mistakes is sending people to the wrong page. If your ad promotes a product, be sure the link goes directly to that product, not your homepage. Sending users to a generic page can increase bounce rates and waste your ad spend.
Another pitfall to avoid is letting your campaign run without monitoring it. You should frequently track which keywords and ads are converting and which are wasting your budget. Don’t just set it and forget it.
It’s also important not to overuse broad match keywords. They can cause your ad to appear for irrelevant searches, which dilute your targeting and drain your budget. Stick with phrase match or exact match when you're unsure.
Running a Google Search campaign can be one of the most cost-effective ways to bring in business, but only if it's done right. With clear goals, smart targeting, and regular optimizations, your business can see a real return on investment.
Sources:
Google Support – About Search Ads Best Practices
Google Ads Help – Improve Your Search Campaign
