Start with business goals
Define the actions that matter—qualified calls, completed forms, bookings, or sales—before deciding which campaign structure and bidding approach to use.
Campaign improvement areas
- Search-term and keyword review
- Match types, negative keywords, and query relevance
- Ad messaging aligned with landing pages
- Conversion tracking and attribution checks
- Geographic targeting and budget allocation
- Search-term reviews and ongoing testing
Landing pages matter
Campaigns perform better when the landing page clearly answers the visitor's question, explains the offer, builds trust, and makes the next step obvious. Sending every click to the home page is rarely the best default.
Report honestly
Clicks and impressions are diagnostic metrics. Evaluate cost per meaningful conversion and lead quality where reliable data is available. Results depend on competition, budget, offer, website, and measurement quality.