What are the must-know tips for running a successful Google Ads campaign?

Running a successful Google Ads campaign requires more than just setting up ads—you need strategy, optimization, and testing. Here are the must-know tips to maximize your ROI:

1. Choose the Right Campaign Type Search Ads → Best for high-intent searches (e.g., "buy running shoes online"). Display Ads → Great for brand awareness (visually engaging). Shopping Ads → Ideal for e-commerce. YouTube Ads → Perfect for video marketing. Performance Max → AI-driven campaigns for multi-channel reach.
2. Use High-Intent Keywords Focus on commercial & transactional keywords (e.g., "best CRM software for small business"). Avoid broad, irrelevant terms that waste the budget. Use Google Keyword Planner for keyword research.
3. Use SKAG (Single Keyword Ad Groups) Instead of stuffing multiple keywords into one ad group, use one keyword per ad group to improve ad relevance. This increases CTR (Click-Through Rate) and lowers CPC.
4. Optimize Ad Copy for Clicks & Conversions Include primary keywords in the headline & description. Add power words like "Free," "Exclusive," "Limited Time," or "Proven." Use strong CTAs like “Get a Free Quote” or “Claim Your Discount.”
5. Leverage Ad Extensions (Boost CTR by 10-15%) Sitelink Extensions → Add extra links to important pages. Callout Extensions → Highlight key benefits. Structured Snippets → Showcase features (e.g., "Fast Delivery, Easy Returns"). Call Extensions → Show phone numbers for direct calls.
6. Negative Keywords are a Must! Prevent wasted ad spend by adding irrelevant search terms as negative keywords. Example: If selling premium watches, exclude terms like "cheap watches" or "free watches."

7. Optimize for Quality Score (Lower CPC & Higher Rank)
   Google ranks ads based on Quality Score (1-10 scale). Improve it by:
   ✔ Writing relevant ads matching the keyword intent.
   ✔ Optimizing landing pages for speed & user experience.
   ✔ Increasing CTR with compelling ad copy.

8. Use Smart Bidding (But with Control)
   Start with Manual CPC → Get control over bids.
   Once you have data, switch to Target CPA or Maximize Conversions for AI optimization.
   Test Target ROAS if running eCommerce campaigns.

9. Retarget Lost Visitors (Higher ROI Strategy)
   Set up Remarketing Ads for users who visited your site but didn’t convert.
   Use Dynamic Remarketing to show them the exact products they viewed.

10. A/B Test Everything (Headlines, CTAs, Landing Pages)
    Test different ad headlines, descriptions, and visuals.
    Experiment with landing page designs & CTA placements.
    Use Google Ads Experiments to track which version performs best.