Important Google Ads Optimizations to Boost Performance

By Bindi and Blazers Media

Once your Google Ads campaign is live, it’s time to tweak, test, and optimize. These simple updates help your campaign perform better, waste less money, and attract the right customers.

📆 When to start optimizing:
Begin reviewing your campaign 24–48 hours after launch, then plan to check in 2–3 times per week.

🔍 1. Search Terms Report – See What You’re Really Showing Up For

• Go to Campaign > Keywords > Search Terms

• This shows exact phrases people typed into Google before clicking your ad.

✅ Look for:

• Irrelevant searches → Add as Negative Keywords

• High-performing relevant searches → Add as Exact Match Keywords

❌ Examples of what to exclude:

• Your brand name (if you’re running a non-brand campaign)

• Job seekers (“marketing jobs near me”)

• Vendors or competitors

📉 2. Add Negative Keywords – Avoid Wasting Budget

Negative keywords tell Google what NOT to show your ads for.

Add them at the campaign or ad group level:

• Click Keywords > Negative Keywords > + Add

💡 Tip: Start with a list like this: jobs, free, cheap course, DIY, definition

🎯 Pro Tip: Google offers Shared Negative Keyword Lists — great for managing negatives across multiple campaigns at once.

🛠 3. Adjust Bidding Strategy – After the First 2 Weeks

Your campaign likely started on Clicks (Maximize Clicks).
After Google learns more, switch to a conversion-focused strategy:

• If you’ve set up conversion tracking → change to Maximize Conversions

• If you’re generating leads or sales → try Target CPA (Cost per Acquisition)

Where to change:

• Campaign Settings > Bidding

🗺 4. Refine Location Targeting

Are your ads showing too far outside your service area?

• Go to: Campaign Settings > Locations

• Check if impressions are being wasted in areas too far from your store or service radius

• Adjust to a 5–15 mile radius or zip code targeting if needed

✅ Tip: Use the “Location Reports” tab to see performance by area.

🧹 5. Check Quality Score

Quality Score affects how much you pay per click.

Go to:

• Keywords > Columns > Modify Columns > Check Quality Score

Improve by:

• Writing more relevant ads

• Using more specific keywords

• Sending traffic to more relevant landing pages

💬 Need Help Optimizing Your Campaign?

We offer a Free Google Ads Audit for small business owners looking to cut waste and boost results.

👉 Schedule a free consult now