Types of SEO Content: Webpage Types & Purposes
October 9, 2025
Google Ads can be a powerful revenue driver, but many businesses struggle to see returns despite investing significant time and money into their campaigns.
If your Google Ads campaigns aren’t delivering the results you expected, you’re not alone. Research shows that typical small businesses waste 25% or more of their total paid search spend on ineffective strategies. In Australia, where 90 per cent of adults aged 18 to 64 rely on Google as their primary search engine, missing the mark with Google Ads means missing out on massive revenue potential.
This comprehensive guide reveals proven strategies to transform underperforming campaigns into profitable revenue generators. We’ll show you exactly how to make Google Ads work for your business. Learn how to diagnose problems, optimise your existing campaigns, and implement advanced tactics that successful advertisers use to achieve consistent ROI.
Before diving into solutions to make Google Ads work for your business, it’s crucial to understand why campaigns fail. Most struggling Google Ads accounts suffer from one or more fundamental issues that prevent them from reaching their potential and driving more website sales.
Poor conversion tracking setup, misaligned search intent, budget allocation problems, and lack of regular optimisation are the four horsemen of Google Ads failure. Let’s examine each one to help you identify which issues might be plaguing your Google Ads campaign and preventing you from creating successful campaigns.
Without proper conversion tracking, you’re flying blind. You can’t optimise what you can’t measure. Many businesses track the wrong actions or miss crucial conversion points in their Google account, leading to misguided optimisation decisions that waste ad spend.
Not all relevant keywords are created equal. If you’re targeting informational keywords when you need transactional ones, you won’t drive qualified traffic or attract new customers ready to buy. Understanding and matching search intent is critical for successful campaigns.
Spreading your daily budget too thin across multiple ad campaigns or letting Google’s automated systems control everything without proper constraints often leads to wasted spend on low-value clicks. Your ad groups need proper structure to grow your business.
Google AdWords (now Google Ads) isn’t a set-and-forget platform. Market conditions, competitor strategies, and user behaviour constantly change. Your first campaign might perform well initially, but campaigns need regular attention to maintain performance and measure results.
This diagnostic table helps you quickly identify problem areas in your campaigns. Compare your current performance against these benchmarks to spot immediate optimisation opportunities.
| Campaign Element | Signs It's Working | Warning Signs | Quick Fix |
|---|---|---|---|
Conversion Tracking |
Multiple conversion types tracked, clear primary goals |
Only tracking clicks or form views |
Set up proper conversion tracking with values |
Quality Score |
7+ on main keywords |
Below 5 on most keywords |
Improve ad relevance and landing pages |
CTR (Click-Through Rate) |
Above 2% for search campaigns |
Below 1% consistently |
Rewrite ads, add extensions |
Conversion Rate |
2-5% for most industries |
Under 1%—Learn how Enhanced Conversion Tracking in Google Ads can help you achieve better data accuracy and optimize conversions as privacy changes take effect. |
Optimise landing pages, refine targeting |
Cost Per Conversion |
Below target CPA |
Exceeding profitable threshold |
Adjust bids, add negative keywords |
Search Terms Report |
80%+ relevant queries |
Many irrelevant searches |
Add negative keywords, refine match types |
These ten proven strategies form the foundation of successful Google Ads optimisation. Each technique addresses specific performance issues, from wasted spend to poor targeting. Implement them systematically, starting with quick wins like negative keywords before moving to advanced tactics like audience layering and Smart Bidding strategies.
One of the quickest ways to improve campaign performance is implementing a robust negative keyword strategy. This isn’t just about adding obvious irrelevant terms – it’s about continuously refining your targeting to eliminate wasted spend.
Advanced Negative Keyword Strategy:
Start by analysing your Search Terms Report weekly. Look for patterns in irrelevant searches that cost you money. Common negative keywords many businesses miss include:
Create negative keyword lists at the account level for universal exclusions, then add campaign-specific negatives for more granular control. Google now offers account-level negative keywords, making it easier to exclude terms across all campaigns. This feature alone can reduce wasted spend by up to 20% according to industry benchmarks.
Short, broad keywords might bring traffic, but long-tail keywords with commercial intent bring potential customers to your business. Research shows that long-tail keywords typically convert 2.5 times better than generic terms because they capture users further along the buying journey who are searching for specific solutions.
Finding High-Intent Keywords to Use in Google Ads:
Instead of targeting generic terms in your first Google Ads campaign, use keyword research to find specific phrases. For example, instead of “life jackets” in your search ads, target:
Use Google’s Search Terms Report in your Google Ads account to identify the actual phrases converting customers use. Look for patterns that include buying signals like “buy,” “price,” “sale,” “near me,” or specific product listings and model numbers that appear in search results.
Google’s Smart Bidding uses machine learning to optimise bids in real-time across your campaign types, with Performance Max campaigns reportedly earning 18% more conversions than traditional Google search ads campaigns. However, your bidding strategy needs the right setup to work effectively. Many businesses fail with Smart Bidding because they implement it in their single campaign too early or without proper conversion data.
Smart Bidding Best Practices for Different Campaign Types:
Give Smart Bidding at least 2-4 weeks to learn before making major changes. Set your maximum bid carefully and monitor cost per click trends. The algorithm needs time to understand your conversion patterns and optimise accordingly. Accounts that allow proper learning phases see average performance improvements of 15-30%.
Beyond keywords, audience targeting can dramatically improve your ad campaign performance. Google Ads can reach up to 3 billion people through Discovery ads alone, but success comes from precise targeting of custom audiences, not broad reach across websites.
Powerful Audience Combinations for Video Ads and Display:
For example, if you sell premium outdoor gear, layer “Outdoor Enthusiasts” in-market audience with your keywords and increase bids by 20-30% for these users. Connect your YouTube channel to your Google Ads campaign for better remarketing options.
Your ad copy is often the difference between a click and a conversion. Strong text ads address user intent, highlight unique value propositions, and include clear calls to action. When you create Google Ads, especially responsive search ads, you need multiple variations to succeed.
High-Converting Ad Formula for Different Ad Types:
Headline 1: Include main keyword + benefit for your services
Headline 2: Address specific pain point or desire that drives sales
Headline 3: Include a trust signal or urgency for your target audience
Description: Expand on benefits, include feedback and social proof, and clear CTA
Test multiple variations using responsive search ads across different ad formats. Google reports that advertisers who use responsive search ads see up to 15% more clicks. Provide at least 8-10 unique headlines and 3-4 descriptions for optimal performance in your new campaign.
Even perfect ads fail with poor landing pages. Studies show that improving landing page relevance can increase conversion rates by up to 50%. Your landing page should deliver on your ad’s promise and make conversion as easy as possible for qualified traffic from your app ad campaign or any other campaign type.
Landing Page Optimisation Checklist:
A well-optimised landing page can double or triple your conversion rate without changing your image ads or targeting.
Choosing the right campaign type is crucial for success. This comprehensive guide helps you match your business goals with the most effective campaign strategies, including realistic timelines and budget requirements.
| Business Goal | Best Campaign Types | Expected Timeline | Minimum Budget | Success Metrics |
|---|---|---|---|---|
Immediate Sales |
Search, Shopping, Performance Max |
2-4 weeks |
$50-100/day |
ROAS 3:1 or higher |
Lead Generation |
Search, Performance Max, YouTube |
4-6 weeks |
$30-50/day |
Cost per lead below target |
Brand Awareness |
Display, YouTube, Discovery |
6-8 weeks |
$20-30/day |
Impression share, reach |
Local Customers | Local campaigns, Search with location extensions, and choosing the best keywords for SEO | The typical timeframe for visible digital marketing results is 2-3 weeks. For more tips and resources, check out our Digital Marketing Blog. |
$20-40/day |
Store visits, calls |
App Installs |
App campaigns, YouTube |
3-4 weeks |
$50+/day |
Cost per install, retention |
B2B Services |
Search, LinkedIn integration, Performance Max |
6-8 weeks | Quality of leads, pipeline value |
Ad extensions (now called assets) can increase your CTR by up to 30% by making your ads more prominent and informative. Yet many advertisers don’t use them effectively.
Essential Extensions for Every Business:
The more extensions you add, the more options Google has to create compelling ad combinations. Aim for “Excellent” ad strength ratings.
Your customers aren’t searching 24/7, so why should your ads run constantly? Data shows that B2B companies can reduce wasted spend by 25-40% through strategic dayparting, focusing budget on business hours when decision-makers are active.
Strategic Ad Scheduling:
Review your campaign data to identify:
For B2B companies, you might pause ads on weekends or after business hours. For restaurants, increase bids during meal times. Use bid adjustments rather than completely pausing ads to maintain learning data.
Remarketing can increase conversion rates by up to 150% when done correctly. Strategic remarketing segments users based on their behaviour and serves relevant messages at the right time.
Remarketing Segmentation Strategy:
Use Remarketing Lists for Search Ads (RLSAs) to bid differently on search campaigns for users who’ve already visited your site. Advertisers using RLSAs see average conversion rate improvements of 50-100%.
The most successful Google Ads accounts are constantly testing. Accounts that run regular A/B tests see 20-30% better performance year-over-year compared to static accounts.
Testing Priority Framework:
Run tests for at least 2-4 weeks with sufficient traffic before making decisions. Document results to build a playbook of what works for your business.
These advanced strategies separate top performers from average advertisers. While they require more sophistication to implement, the performance gains can be substantial.
Google Analytics provides insights that Google Ads alone cannot. Link your accounts to access powerful optimisation opportunities.
Key Analytics Reports for Google Ads Optimisation:
Navigate to Audience > In-Market Segments to discover which audiences convert best. Add these as observation audiences to your campaigns and adjust bids based on performance.
Use the Multi-Channel Funnels report to understand how Google Ads contributes to conversions across multiple touchpoints. Studies show that Google Ads influences up to 40% more conversions than last-click attribution reveals.
Performance Max campaigns use Google’s AI to optimise across all Google networks including Google search ads, display, YouTube, and Gmail. Google reports that advertisers who switch to Performance Max see an average 15% more conversions at a similar cost-per-action.
Performance Max Success Factors:
Performance Max works best for ecommerce with shopping ads and businesses with clear conversion values. Service businesses should be cautious and monitor lead quality closely. When you create successful campaigns, start with smart campaigns before moving to Performance Max.
Smart budget allocation can dramatically improve overall account performance. The 70-20-10 rule works well: 70% to proven campaigns, 20% to testing, 10% to brand protection.
Budget Allocation Framework:
Use shared budgets for similar campaigns to allow Google to optimise spend across them automatically.
Stop focusing on vanity metrics. These are the numbers that actually impact your bottom line:
Understanding what not to do is just as important as knowing best practices. These common mistakes cost Australian businesses millions in wasted ad spend each year.
Broad match has improved with machine learning, but it still wastes budget without proper negative keywords and audience constraints. Start with phrase and exact match, then carefully test broad match with observation audiences. Accounts that rush into broad match typically see 30-40% higher CPAs.
Over 60% of searches happen on mobile, yet many businesses don’t optimise for mobile users. Create mobile-specific ads, ensure landing pages are mobile-friendly, and adjust bids based on device performance.
Google Ads requires ongoing optimisation. Accounts that are optimised weekly see 20% better performance than those optimised monthly. Schedule weekly reviews for active campaigns and monthly deep-dives for strategy adjustments.
Track micro-conversions (email signups, content downloads) alongside macro-conversions (purchases, leads). This provides optimisation signals even for longer sales cycles and helps Google’s algorithms learn faster.
This structured approach has helped hundreds of Australian businesses improve their Google Ads performance. Follow this timeline for systematic improvement.
Google Ads success doesn’t happen overnight, but with the right strategies and consistent optimisation, you can transform underperforming campaigns into profitable revenue generators.
The data is clear: businesses that actively optimise their Google Ads see 2-3x better performance than those that don’t. Focus on understanding your customers’ intent, continuously test and refine your approach, and always tie your efforts back to real business outcomes.
Remember that successful Google Ads management is about finding the unique combination of targeting, messaging, and optimisation that works for your specific business. Start with the quick wins like negative keywords and ad extensions (which can improve performance by 20-30%), then progressively implement more advanced tactics as you gain confidence and data.
Most importantly, don’t give up if you don’t see immediate results. Google Ads is a powerful platform that rewards patience, testing, and strategic thinking. With proper optimisation and the strategies outlined in this guide, you can make Google Ads work effectively for your business.
Do you need expert help optimising your B2B SEO and Google Ads campaigns? As Sydney’s leading PPC Agency, Evolving Digital specialises in transforming underperforming campaigns into profit-generating machines. Call us today at 1300 070 343 to discuss how we can help you achieve better ROI from your Google Ads investment.
Tired of wasting budget on clicks that don’t convert? Evolving Digital builds and manages Google Ads campaigns that focus on ROI, not vanity metrics. From smarter targeting to better ad copy and landing pages, we help turn underperforming campaigns into consistent revenue drivers. Let’s create a Google Ads strategy that actually grows your business.
ABOUT US
We’re not your standard digital marketing agency.
If you’re ready for your business to evolve, you’ve come to the right place
WHAT WE DO
GET IN TOUCH
© Copyright 2025 Evolving Digital
