The Most Common Google Ads Mistake
Most businesses set up Google Ads campaigns, run them for a month, decide they don't work, and stop. The real problem is almost always campaign structure, keyword match types, or a mismatch between the ad and the landing page.
Campaign Structure That Works
- Single Keyword Ad Groups (SKAGs): One keyword per ad group gives you maximum relevance and Quality Score
- Separate brand and non-brand campaigns: Never mix branded keywords with generic ones — they compete for budget
- Match types matter: Use Exact and Phrase match for control. Broad Match only with smart bidding and proper negative keywords
Bidding Strategies in 2026
Manual CPC is rarely optimal anymore. Google's AI-powered bidding strategies (Target CPA, Target ROAS, Maximise Conversions) outperform manual bidding when you have enough conversion data — at least 30 conversions per month per campaign.
The Landing Page Problem
Even a perfect ad campaign fails if the landing page doesn't match the user's intent. Your ad headline and landing page headline should be nearly identical. Remove navigation from landing pages. Add social proof above the fold.
Optimisation Cadence
- Weekly: Check search term reports and add negatives
- Weekly: Review bid adjustments by device and location
- Monthly: A/B test new ad copy
- Quarterly: Review campaign structure and audience segments