Many businesses are feeling the pinch right now, marketing budgets are being stretched, competition is high and Google’s average cost per click is rising. It’s more important than ever for advertisers to be using ad spend in the most efficient and effective way. 

According to Google, it’s estimated that for every £1 that a business spends on an ad, it generates £8 of revenue. Let’s make those ad budgets even more efficient and look at four great ways you can maximise your ad spend.

Advanced Conversion Tracking Methods

Accurate conversion tracking is the key to a competitive advantage when it comes to Google Ads. If you are using automated bid strategies (such as Maximise Conversions/Target ROAS) conversion tracking data is used by Google to optimise your campaigns. So, having the most accurate conversion tracking means your marketing efforts can be correctly attributed to the right channel, and your campaigns can be optimised effectively.

If your conversion tracking isn’t accurate or you have no conversion tracking at all, you could be missing crucial data required to optimise your campaigns and maximise your return. 

Best practice is to use Google Ads Conversion Tracking as your Primary conversion actions, with GA4 imported conversion actions as secondary (observation-only), so you can check your data. Don’t forget the importance of setting up Enhanced Conversions and Google Consent Mode V2.

Read our recent blog on How to Be Prepared for the Changes Ahead & Future Proof Your Conversion Tracking in 2024 to get a more in depth overview of how to correctly set this up. 

Search Term Report & Keyword Match Types

Have you checked your search term report recently? The search term report is a gold mine of data for advertisers.

This list includes search terms that a *significant* number of users have typed into Google before seeing your ad. The best way to manage this report is by checking it weekly and adding any irrelevant search terms to your negative keyword lists. By utilising negative keyword lists, you can apply entire categories of negative search terms to your campaigns, instead of one negative keyword word at a time.

If you’re finding many irrelevant search terms each week, consider whether your keyword match types are best suited for your targeting needs.

Here’s how keyword match types work:


Source: https://support.google.com/google-ads/answer/7478529?hl=en-GB 

One handy trick to identify whether your match types are responsible for triggering irrelevant search terms, is by adding the ‘Keyword’ column to your search term report. 

Phrase and broad match keywords can sometimes be responsible for pulling in competitor related search terms, as well as other irrelevant queries. Therefore, in some cases, we’ve had to move our B2B clients to a phrase match only keyword strategy in order to improve relevance.

Ad Relevance & Quality Score

On a keyword level, you can add helpful metrics to your Google Ads view. These columns are namely Quality Score, Ad Relevance and Landing Page Experience.

These columns are useful because if your quality score is 4/10, you could be spending on average 25% more, and if your quality score is 1/10 you could be spending up to 400% more! 5/10 is Google Ads benchmark and once you get higher scores you can save up to 50% on your ads.

To harness these click budget savings, make sure you include your best performing keywords on your landing pages. If this doesn’t work with your current setup, create PPC specific landing pages so you can tailor your webpage to your ads. Web core vitals also come into landing page experience, so make sure you check these and speak to your web team to see how you can improve these metrics.

Also consider incorporating those best performing keywords into your ad copy. By doing this, you can increase your keyword ad relevance and improve the overall quality of your ads.

Location Targeting Settings

Are your ads settings set to ‘Present or interest’ or ‘Presence’? In most circumstances, we would usually recommend ‘presence’.

One little trick you can use to see how this setting is affecting your spend is by going to Google Ads > Reports > Build a custom report to include location, campaign, clicks and spend. 


If there are Countries in there you don’t wish to show ads in, re-consider your location targeting and add exclusions to refine this further.

Would you like a FREE PPC audit? Contact our team to speak to our experts and see how we can increase your ROI.