Earlier this week, I hosted the latest session of Versantus Presents, which, for anyone who hasn’t joined one yet, is a series where we share what we’ve learned from working on real projects day in, day out. No fluff, no sales pitch, just honest advice for fellow marketers, developers and anyone else trying to navigate the digital world.
This time round, we dived into Google Ads. It’s one of those platforms that seems pretty straightforward at first glance but has plenty of little traps that can quietly waste your budget if you’re not careful. The goal was to help people spot those traps early, build better campaigns and get more from their ad spend.
We covered quite a bit, so here’s a brief run-through of what was discussed.
Why google ads is hard to ignore
Let’s start with the reality of just how dominant Google is. In the UK, Google has 94 percent of the search engine market. If you’re searching, you’re almost certainly searching on Google. Global search ad spend is on track to hit $351.5 billion in 2025, and Google’s already earning $265 billion of that.
On top of that, 79% of marketers say that PPC ads are now vital to their success. So, whether you’re heavily invested or just dabbling, making sure your Google Ads campaigns
Get your campaign structure right from the start
Campaign structure is where most people slip up, often without realising it. Before you’ve even written your ads or picked your keywords, the way you organise your campaigns can set you up for success or frustration.
The key is to structure campaigns by intent and theme. That might mean splitting campaigns by region, by branded versus non-branded searches, or by product or service type. Keep your ad groups tight, aiming for 10 to 15 keywords max. This makes it easier to control where your budget goes, manage performance, and spot what’s working.
Writing ads that actually get clicked
When it comes to writing ad copy, the goal is to meet people where they are. What problem are they trying to solve? What outcome do they want? Your ads need to reflect that.
A few simple rules we talked about:
- Focus on what your audience cares about
- Be direct with your calls to action
- Make sure your landing page matches your ad copy
- Always test different versions, don’t just write one and hope for the best
And while Google will suggest changes, you don’t need to follow them blindly. Trust your knowledge of your audience and brand.
Stop wasting budget
One of the fastest ways to make your budget work harder is to regularly check your search term reports. If you spot keywords that are hoovering up spend but not converting, exclude them. If you spot new search terms that are relevant, add them.
Another useful tip is to check Google Search Console. If you’re already ranking organically for a search term, you might not need to be paying for it.
Landing pages matter more than you think
Even the best ads will fall flat if the landing page doesn’t deliver. Consistency is everything. If your ad promises something, your landing page needs to deliver on that promise clearly and quickly.
Keep distractions to a minimum, have a clear goal, and make sure it works well on mobile. Speed is also a big factor, not just for user experience but for how Google rates your ads.
Bidding strategies without the headache
Bidding can feel like a bit of a maze, but we broke it down into simple stages:
- Maximise clicks is useful early on to gather data
- Maximise conversions makes sense once you’ve got good conversion data
- Target CPA or ROAS lets you control bids based on your return goals
- Manual CPC gives you full control, but needs regular attention
Your bidding strategy should evolve as your campaign matures.
Understanding keyword match types
Match types control how broad or narrow your targeting is. Broad match gets you reach but less control. Phrase match strikes a balance. Exact match gives you precision, but might limit volume.
The trick is to use all three thoughtfully, and regularly check your search terms to make sure you’re not attracting irrelevant traffic.
Conversion tracking that actually helps
Finally, we looked at conversion tracking. If you’re not tracking the right things, you’re flying blind.
Focus on high-value conversions that really matter to your business, not just every tiny interaction. Google Tag Manager can help simplify setup, but make sure everything is firing properly. And check it regularly, because tracking breaks more often than you might expect.
What to do next?
At the end of the session, I shared a simple checklist. Review your campaign structure. Tighten up your ad copy. Dive into your search terms report. Check your conversion tracking setup. And if you’re feeling stuck, fresh eyes can really help.
If you missed the session, you can watch the recording here.
And if you want to go a bit deeper, I’m offering a limited number of free 30 minute 1-to-1 sessions. Contact us to book your slot while spaces are still available.