Ultimate Google Ads Optimisation Guide

Why optimise your Google Ads?

In the fast-paced digital landscape, standing out is everything.

That's where Google Ads come in, a game-changer for businesses looking to make their mark.

But here's the thing: running ads alone won't cut it. To truly dominate, you need to optimise your Google Ads.

It's not just about pressing buttons, launching campaigns & crossing your fingers. You need to know what to do to take your campaigns to the next level, scale your revenue, and put out fires when they inevitably occur.

In this resource, we'll explore exactly how to optimise your Google ads. I'll even reveal the exact mechanisms my own Google ads agency, Click Spring, uses to get incredible results for our clients. 

Plus, we'll be giving away our optimisation checklist too:

Optimisation Best Practices

Daily checks are super important in the first 14 to 30 days of starting a campaign. This is because we need to keep a close eye on the Key Performance Indicators (KPIs). These KPIs are set with the client before the campaign starts.

As time goes on and the numbers stabilize, we don’t need to check as often - three times a week is enough.

It’s key to remember that when KPIs are where they’re supposed to be, making big changes isn’t always the best move. Smart bidding campaigns, especially pMax, are sensitive. So, making changes should be done with caution.

Here’s how we approach making those changes:

In the first few days, we’re all about watching and planning. We’re looking at the numbers, making notes, and deciding our next moves.

Once we hit the weekly checks, we’re making small tweaks in Google Ads to make things run smoother.

At the monthly mark, we’re stepping back and looking at the big picture. We’re making bigger changes that aren’t just in Google Ads, but also in the Google Merchant Center and Google Analytics. This is all about making sure every part of the campaign is working together well.


In short, we’re careful, thoughtful, and strategic about how and when we make changes to get the best results.

Daily Audits

Observe Performance
First up, we need to keep an eye on how our campaigns are doing. We look for any that aren’t performing as well as we’d like.

Our focus is on the KPIs – if they’re not hitting the targets we set with the client, it’s time for a change. We jot down our observations and ideas for improvements in the comments section.

Any dip in the numbers means it’s time to step in and tweak the campaigns to get them back on track.

Review Search Terms
Next, we take a deep dive into search terms. If there are terms that aren’t doing well in search or shopping, we add them to the negative keywords list.

But for those terms that are hitting the mark? We make sure to add them to the right ad groups to keep the momentum going.

And if we notice individual products pulling in a lot of unrelated search terms, we take a closer look at the product titles in the Google Merchant Center and make adjustments as needed.

Review Keywords
We’re also always keeping an eye on CPCs (cost per click). If there are keywords that aren’t pulling their weight, we either pause them or make edits to boost their performance.

Review pMax Insights
Finally, pMax’s insights are a goldmine of info. We look at search term insights and audience insights, making sure to log any interesting data in the comments section.

Every piece of data is a clue that helps us understand the campaign’s performance and where we can make it even better.

In a nutshell, our approach is all about staying on top of the data, making smart, informed changes, and always looking for ways to optimize performance.

Weekly Audits

Review Budgets / Targets
Starting off, we have a good hard look at the budgets and targets. If we're hitting those KPIs consistently, it might be time to aim higher and we consider increasing budgets by 10-20%.

We're always asking – is there room to push the targets further, especially when it comes to tROAS and tCPA, to get even more ROAS?

And, of course, if things aren’t going as planned, we're not afraid to pull back on the budget.

Review Search Ads & Assets
Then we move on to the search ads and assets. Anything that’s not up to snuff gets paused or edited. We're all about keeping the strong performers and making the necessary tweaks to those that aren’t measuring up.

Checking the Landing Page Report
Next stop, the landing page report. We go through it with a fine-tooth comb to make sure everything’s performing as it should.

Evaluating pMax Assets
We’re not done yet. We dive into pMax’s assets - that includes headlines, descriptions, images, and videos. If something’s got a low performance score, it’s time for an update to get those numbers up.

Optimising Products
Last but not least, the ‘Products’ tab gets a thorough once-over. Products with low conversions after a good number of clicks? Those get excluded.

Products with falling impressions or low CTR? We update those titles, with an assist from the search term audit, to boost position and CTR.

Products not delivering on ROAS? We're not afraid to exclude those underperformers.

And we always have an eye on stock issues to make sure everything listed is ready to roll.

Our routine is meticulous, always looking to cut what’s not working and boost what is, ensuring that every aspect of the campaign is optimised for top-notch performance.

Monthly Audits

Ensuring Conversion Actions Are On Point
We start by confirming that conversion actions are up and running perfectly. Every order processed and each metric of profit, especially if the client is using PM, is under our scrutiny. If PM isn’t in the picture, we ponder - can we incorporate it? We also peek at the client's use of CSS and assess its relevance.

Assessing Account Structure
Next, a comprehensive look at the account structure is crucial. We evaluate whether there’s a need to inject more campaigns to pinpoint different product categories more effectively, considering factors like the cost of goods sold, traffic volume, and average CPC. We’re also on the lookout for any campaign or product categories that are being held back by ad spend.

Reviewing Bid Strategies
Bid strategies are up next. We consider adding tCPA/tROAS if the conversion volume is substantial. The tCPA is set a notch above, or the tROAS a tad below the 30-day average, but only if it aligns with the client's performance aspirations. Every 30 days, like clockwork, we assess if the Target ROAS goal can be amped up, especially if the actual ROAS is outshining the goal. Tools like the Avg. Target CPA/ROAS diagnostic are our allies to observe trends in revenue, impressions, and improvements in CPA/ROAS.

Audience Signals in Focus
We then turn our lenses to audience signals. Are there any high-performing search terms to add? Any audiences that need to be dialed down? Each decision is data-driven and aims at campaign optimization.

Perfecting the Product Feed
Perfection is the keyword when we review the product feed. Every title, description, and category is refined. GTINs are verified, and additional images added to ensure everything is flawless. Titles are crafted with precision, utilizing all 150 characters and prioritizing vital details in the first 70. Product images undergo optimization, and upcoming client promotions are integrated into GMC.

Making Bid Adjustments
Bid adjustments aren’t left behind. We fine-tune audience segments, demographics, devices, and locations. High performers are identified and utilized to enhance audience signals.

Exploring Expansion Avenues
Lastly, we weigh the expansion potential. If there are over 50 conversions per month, we consider bottom-of-funnel non-branded search, RMK YT, and YT Shorts. We're always prepped and ready to adapt our strategy or introduce additional campaigns in light of upcoming promotions.

In essence, every step, from checking conversion actions to exploring expansion opportunities, is marked by meticulous attention to detail, ensuring the campaign is not just running but sprinting towards the set goals.

Our Optimisation Checklist

And there you have it!

That's exactly how we optimise our clients ads on a daily, weekly & monthly basis.

Now, if you're looking for an easier, more practical way to implement the information in this resource...

Here's a link to our Google Ads Optimisation Checklist: https://go.clickspring.org/check