Let’s be real. Running successful campaigns on Google Ads is more than just setting a budget and choosing keywords. If you’re not getting the results you want, it’s probably because you’re missing the nuances of Google’s platform, bidding strategies, and a few “secret” optimization tips that can turn your ad spend from a money pit into a lead machine.

At Pivo Web, we’re not just about telling you what to do—we’re about showing you how to do it right. We believe that with a little smart humor and a whole lot of data, we can unlock better paid ad results for your business. Whether you’re a seasoned advertiser or just starting out, this guide will help you win on Google. Here are five tips that can help:

1. Start With the Right Bid Strategy (No, It’s Not What You Think)

When launching a new campaign, don’t just dive headfirst into “Maximise Conversions” and expect to strike gold. Instead, start with Maximise Clicks for about two to three weeks. This is your campaign’s “learning stage.” It’s like a new employee—you have to give it time to figure out the ropes and gather enough data before you can expect it to close a deal.

Pro-Tip: Pivo AI helps you navigate this tricky learning phase by providing clear, data-driven recommendations on when and how to make the switch to a more conversion-focused strategy.

After your campaign has had time to learn, you can then switch to Maximise Conversions to focus on the actions that matter. Once you have enough conversion data, you can even set a Target CPA (Cost Per Acquisition) to control your costs. Remember, being patient in the beginning can save you a lot of headaches (and money) later.

2. Know Your Audience with Asset Group Signals

Performance Max campaigns are great, but they don’t use keywords like you’re used to. Instead, Google relies on signals to guide its algorithm. It’s like giving Google a set of hints rather than a direct address. Adding interest and demographic signals gives Google’s AI the context it needs to find the right people for your ads.

Pivo AI’s Secret Tip: A hidden gem many advertisers miss is adding competitor websites as signals. This tells Google’s algorithm what kind of audience you’re trying to reach and can significantly improve your targeting. We’re not saying you should copy them; just that you can use their data to your advantage. 😉

3. Big Budget vs. Small Budget: Structure Matters

The way you structure your Google Ads account can make or break your campaign’s performance.

If you have a big budget, it’s smart to create dedicated campaigns for each of your major services. For example, a landscaping company might have separate campaigns for “lawn care,” “tree trimming,” and “garden design.” This gives you better control over your budget and messaging.

If you have a tight budget, stick to a single campaign and use multiple ad groups to split out your services. This allows you to have more specific ad copy and messaging while keeping your costs in one place. Using multiple ad groups also helps when targeting related services under the same umbrella.

4. Optimize for Conversions (Beyond the Click)

Clicks and impressions are nice, but if they’re not leading to conversions (phone calls, form submissions, or sales), you’re just paying for digital window shoppers. You must set up conversion tracking properly to understand what’s working and what’s not. This can be tricky, but it’s the most critical part of any campaign.

Pivo AI’s Power Move: Pivo AI helps you track key conversions and can even help you set up WhatsApp messaging directly from your ads. This is a smart way to boost engagement and conversions by giving customers an instant, no-form-needed way to contact you.

5. Be Your Own Boss and Ignore Google’s Recommendations

Google’s “Recommendations” tab is designed to help you improve your Optimization Score. However, it’s not always in your best interest to blindly follow every suggestion. Many of the recommendations are geared toward getting you to spend more money, not necessarily to get a better ROI.

The Golden Rule: If a recommendation doesn’t align with your campaign goals, dismiss it. Your expertise and business goals should always take precedence over an automated suggestion.

Ultimately, mastering Google Ads requires more than surface-level knowledge. It requires a blend of strategic planning, smart execution, and consistent optimization based on real data. By following these tips and leveraging smart tools like Pivo AI, you’ll be well on your way to better ROIs and more leads.

Key Stats & Resources:

• PPC traffic converts 50% better than organic traffic, which highlights the value of paid search for driving direct results. [1]
• For every $1 spent on Google Ads, businesses make an average of $2. [2]
• 72% of companies haven’t looked at their ad campaigns in over a month. Regular monitoring is crucial for a successful campaign. [1]
• 63% of people have clicked on a Google ad. A significant portion of online users actively engages with paid search. [2]
• The average conversion rate for Google Ads is 6%. This is a useful benchmark to aim for when you’re starting out. [3]
• The average click-through rate in Google Ads in 2024 is 6.42%. [4]
• The average cost per click in Google Ads in 2024 is $4.66. [4]
• Businesses that improve their Ad Strength from “Poor” to “Excellent” see an average of 12% more conversions. [5]
• 70% of consumers say it’s important to include directions and a call button in ads. [6]______________________

Resources:

DemandSage: “93 Google Ads Statistics (2025) — Market Share & Revenue”

https://www.demandsage.com/google-ads-statistics/

Coupler.io Blog: “PPC Stats & Benchmarks 2025: 120+ Insights for Success”

https://blog.coupler.io/ppc-statistics/ 

WebFX: “50+ PPC Stats Every Marketer Should Know For 2025”

https://www.webfx.com/ppc/statistics/ 

WordStream: “Google Ads Benchmarks 2024: New Trends & Insights for Key Industries”

https://www.wordstream.com/blog/2024-google-ads-benchmarks

HawkSEM: “Ad Strength in Google Ads: What It Is + How to Improve It”

https://hawksem.com/blog/ad-strength-google-ads/

Digital Third Coast: “PPC Statistics for 2025”

https://www.digitalthirdcoast.com/blog/ppc-statistics