Key takeaways
- Structure campaigns around business goals and margins, not around the product catalogue.
- Separate brand from non-brand search so results are honest.
- Feed Performance Max with strong assets, clean product data and real conversion values.
- Review search terms and add negatives every week.
Start with conversion tracking
Google's automated bidding is only as good as the data it receives. Before restructuring anything, check that purchases, leads and calls are tracked accurately, that duplicates are removed and that conversion values reflect real value — ideally margin or lead quality rather than just revenue or form count.
Separate brand and non-brand
People searching your brand name were likely to find you anyway. Mixing brand and generic searches in the same campaign makes performance look far better than it is and lets cheap brand clicks hide expensive generic ones. Run brand search in its own campaign with its own budget.
Group by goal and economics
Fewer, better-funded campaigns give the algorithm more data. Split campaigns only when there is a business reason:
- Different profit margins or target returns.
- Different locations, languages or budgets.
- Different conversion goals (e.g. sales vs. lead generation).
- Products or services you must control separately.
Use Performance Max deliberately
Performance Max can run across Search, Shopping, YouTube, Display and Gmail at once. It works best with a high-quality product feed, a good variety of images and videos, audience signals from your own customer lists, and brand exclusions so it does not simply harvest brand searches.
Keyword strategy in a match-type world
Broad match combined with smart bidding can find valuable new searches, but only with strong conversion data and active negative keywords. Phrase and exact match remain useful for high-value terms you want to control tightly.
The weekly optimisation routine
- Review search terms and add negatives for irrelevant queries.
- Check budget pacing and whether campaigns are limited by budget.
- Review ad strength and replace low-performing headlines.
- Check product feed errors and disapprovals.
- Compare results against cost per acquisition or return targets.
Frequently asked questions
How much should I spend on Google Ads?
Enough to generate meaningful conversion data — typically dozens of conversions a month per campaign — at a cost per acquisition your margins can support. Start focused rather than spreading a small budget thin.
How long does it take for Google Ads to work?
Smart bidding typically needs one to two weeks to learn after major changes. Judge performance over several weeks, not days.
Should I bid on my own brand name?
Usually yes, especially if competitors bid on it. It is inexpensive and protects your most valuable searches — just report it separately.
This guide is general information, not tailored advice. Results vary by business, market and budget.
