Maximize Your Google Ads ROI: Drive High-Quality Leads and Get More Sales

How to drive high quality leads and boost conversions with Google Ads.

Are your Google Ads campaigns underperforming, leaving you frustrated with poor ROI?

Are you needing to quickly generate traffic to your website, the right type of traffic that will lead to more conversions, leads or revenue for your business?

I can help you set up and optimise your Google Ads campaigns to drive high-quality leads, boost conversions, and grow your business.

Let me show you how to make the most of your advertising budget and turn your Google Ads campaigns into a powerful marketing engine.

Are you grappling with any of the challenges below?

“Our paid search campaigns are too expensive with low conversion rates.”

“We’re not getting enough quality leads from our Google Ads.”

“Our ads are not showing up for the most relevant searches.”

“We’re struggling to optimise our ad spend and budget allocation.”

“Our ad creative and copy aren’t compelling enough.”

“We’re not effectively using negative keywords and match types.”

“We need to improve our ad targeting and audience segmentation.”

“Our landing pages aren’t converting paid search traffic.”

“We’re unsure how to track and measure our paid search performance.”

“Our quality scores are low, affecting our ad placements and costs.”

Here’s some good news – I can help you solve these Google Ads-related challenges. Hit the button below to schedule a complimentary consult.

Ready to set up a call?

What is Google Ads in layman's terms?

Google Ads, formerly known as Google AdWords and often referred to as “pay per click advertising” (PPC) is an online advertising platform that allows you to display ads on Google’s search engine results pages and its advertising network.

With Google Ads, you can create targeted ads to reach potential customers who are actively searching for products or services similar to yours.


1) Janice searches on Google for a keyword that is related to your product or service

2) This triggers your Google Ad to appear in the search engine results page

3) Janice sees it and clicks on your Google Ad, arrives on your website, and follows through on your desired Call-to-Action

4) $$$

You only pay when someone (Janice) clicks on your ad, making this a cost-effective way to (quickly) drive traffic, leads, and sales.

“Is Google Ads really worth it? Am I not just wasting our budget?”

Whether you’re a marketing / sales manager, business owner or a founder at a startup, investing in Google Ads can bring significant benefits to your business, including:

  • Immediate Visibility: Whereas SEO can often take a bit of time to deliver results, Google Ads can quickly place your business at the top of search results, making it highly visible to potential customers, clients, partners or investors.

  • Targeted Advertising: Google Ads allows you to target specific keywords, locations, and demographics, ensuring your ads are shown to the most relevant audience(s).

  • Flexible Budgeting: You can set your budget and adjust it at any time, making Google Ads a flexible marketing option that can accommodate businesses of all sizes.

  • Measurable Results: Google Ads provides detailed performance data, allowing you to monitor your campaigns’ success and make data-driven decisions to optimise your ROI.

  • Enhanced Conversions: By targeting the right keywords and crafting compelling ads, you can drive high-quality leads and boost your conversion rates..

My topline methodology for Google Ads management

Ask any top Paid Media agency or PPC expert on how to run an effective Google Ads campaign, and they will tell you to start off by looking at things holistically, gaining a deeper understanding of the business, and then mapping out how the Google Ads strategy would plug into and help enable your goals.

And that neatly sums up my approach to effective Google Ads management.

So to maximize your Google Ads ROI, I start off by focussing on understanding your business, your target audience, and your advertising goals.

This ensures your campaigns are tailored to attract the right customers and deliver the best results.

My topline methodology for Google Ads management includes:

  • Keyword Research: I kick things off by conducting in-depth keyword research to identify the most relevant and profitable keywords for your business.

  • Ad Creation: At any given time, there are dozens of other competitors trying to run their Google Ads, going after the same audience as you. So, I craft compelling, engaging ads that resonate with your target audience and encourage them to act – making them choose YOU over everyone else.

  • Campaign Optimisation: I continuously monitor and optimise your campaigns, adjusting bids, keywords, and ad copy to improve performance and ROI.

  • Landing Page Optimisation: As mentioned, I take a holistic approach, not merely focusing on the ad itself, but also what happens after. So here, I ensure your landing pages are designed to convert, with clear messaging and strong calls to action.

  • Performance Analysis & Reporting: I provide regular reports on your campaigns’ performance, highlighting key metrics and insights to inform future strategies.

The steps involved in Google Ads management

You should now have a clear idea of my Google Ads methodology, but let me go one level deeper and provide a breakdown of the actual steps involved in effective Google Ads management.

To deliver outstanding Google Ads results, I follow a systematic approach:

Account Audit

I begin by reviewing your existing Google Ads account to identify opportunities for improvement and optimisation.

Campaign Setup

I create and configure your campaigns, focusing on targeting, bidding, and ad group structure.

Ad Copywriting

I write compelling ad copy that captures your target audience’s attention and drives them to click and convert.

Keyword Selection

I carefully select the most relevant and cost-effective keywords for your campaigns, ensuring you reach the right audience.

Continuous Optimisation

I monitor and optimise your campaigns regularly, making data-driven adjustments to improve performance and maximize ROI.

Does that make sense?

If you’re needing some help increasing the visibility of your website – or battling with any other challenge that can be addressed with Google Ads or PPC – hit the button below and let’s have an initial chat to see where I may be able to assist.

Ready to set up a call?

Industries or businesses that can benefit from Google Ads

While Google Ads can be a powerful tool for businesses of all types, some industries may find it more valuable than others.

Here are a few industries or businesses that can typically benefit the most from Google Ads:


Google Ads is a catalyst for e-commerce businesses, accelerating traffic and sales. It enables these businesses to connect with customers who are in active pursuit of their products, using targeted keywords and engaging ad content.

B2B industries

For B2B enterprises, Google Ads is a conversion engine. It drives high-quality traffic to their websites by focusing on industry-specific keywords, thereby increasing the likelihood of transforming visitors into customers.


Google Ads is a recruitment tool for educational institutions. It helps them connect with prospective students by promoting their programs through relevant keywords and ad extensions, thereby boosting applications and enrolments.

SaaS companies

Google Ads is a traffic magnet for SaaS businesses. It helps them engage potential customers who are seeking solutions to their business challenges, using targeted keywords and persuasive ad content.

Professional Services

For law firms and accounting businesses, Google Ads is a visibility enhancer. It helps them stand out in their local market by targeting service-related keywords, thereby attracting potential clients and increasing their client base.

Of course, this is not an exhaustive list, and as mentioned, any business can benefit from Google Ads to some extent.

The key is to identify the keywords and tactics that will work best for your business and industry, and to develop a tailored Google Ads strategy that will help you achieve your goals.

Some questions I’m often asked when it comes to Google Ads

Reading the above, you may still have questions.

Which is great, because I love questions.

Transparency is the name of the game here, so if you have questions, you deserve some answers.

So with that in mind, here are some questions I’m often asked when discussing Google Ads, together with my answers to these questions.

What is / are Google Ads?

Google Ads is an online advertising platform that allows businesses to create and display ads across the Google network, including search results pages, websites, and mobile apps.

How does Google Ads work?

Google Ads works by allowing businesses to bid on specific keywords or phrases, and then displaying their ads to users who search for those keywords or visit websites related to them.

How much does Google Ads cost?

How long is a piece of string?

No look, the cost of Google Ads can vary depending on a number of factors, including your industry, competition, and ad quality.

Typically, you will only be charged when someone clicks on your ad (known as cost-per-click or CPC), and the cost per click can range from a few cents to several ZARs or more.

What are the different types of Google Ads?

This answer keeps having to be updated every few months, but currently there are several types of Google Ads, including search ads, display ads, shopping ads, and video ads.

Each type of ad serves a different purpose and can be used to achieve different advertising objectives.

How do I create a successful Google Ads campaign?

Creating a successful Google Ads campaign requires a combination of factors, including effective keyword research, compelling ad copy, relevant landing pages, and ongoing optimisation and testing.

It’s important to continually monitor and adjust your campaign based on performance metrics to ensure the best results.

(Of course, the easiest way to create a successful Google Ads campaign is to hire a really good Google Ads agency or professional 😊).

How important is ad relevance for Google Ads?


Ad relevance is a critical factor in the success of your Google Ads campaign.

So make sure you create ads that are highly relevant to the keywords and search terms being used by your target audience.

Doing this improves your ad quality score and increase the likelihood that your ad will be shown to the right people at the right time.

How do I choose the right keywords for my Google Ads campaign?

Choosing the right keywords for your Google Ads campaign requires a combination of data analysis, competitor research, and customer insights.

Effective keyword research involves identifying high-volume, low-competition keywords that align with your business objectives and audience needs.

How do I measure the success of my Google Ads campaign?

It all really depends on what your objectives are.

eg: your objective could be one of brand awareness, or lead generation, or sales

There are a number of metrics you can use to measure the success of your Google Ads campaign, including click-through rate (CTR), conversion rate, cost per click (CPC), and return on ad spend (ROAS).

By regularly monitoring these metrics, you can identify areas for improvement and adjust your campaign accordingly.

How important is ad copy for Google Ads?

As touched on earlier, it’s incredibly competitive out there, so ad copy is going to be a crucial component of any successful Google Ads campaign.

Effective ad copy should be compelling, relevant, and focused on the needs and interests of your target audience.

By creating ads that stand out and speak directly to your audience, you can improve your click-through rate and drive more conversions.

How do I target the right audience for my Google Ads campaign?

Ah, the million dollar question.

Targeting the right audience for your Google Ads campaign involves a combination of demographic, geographic, and interest-based targeting.

By creating targeted ads that speak directly to the needs and interests of your audience, you can improve the relevance and effectiveness of your campaign.

What are some common mistakes to avoid in Google Ads?

So many to choose from.

Common mistakes to avoid in Google Ads include failing to target the right audience, using irrelevant or low-quality keywords, neglecting ad testing and optimisation, and failing to track and measure your results.

By avoiding these mistakes and focusing on best practices, you can improve the success of your Google Ads campaign.

How can I improve my Google Ads quality score?

Improving your Google Ads quality score involves creating highly relevant and effective ads, using targeted keywords and ad groups, and ensuring your landing pages are relevant and engaging.

By focusing on ad relevance, click-through rate, and landing page experience, you can improve your quality score and improve the performance of your Google Ads campaign.

How can I optimise my Google Ads campaign for mobile devices?

With more and more users accessing the web from mobile devices (often up to 70% of your website visitors), it’s important to optimise your Google Ads campaign for mobile devices.

Key tactics include using mobile-friendly ad formats, targeting mobile-specific keywords, and optimising your landing pages for mobile devices.

What are Google Ads extensions, and how can I use them to improve my campaign?

Google Ads extensions are additional features that can be added to your ads to provide additional information and functionality to users.

Examples of extensions include sitelinks, callouts, and call extensions.

By using extensions effectively, you can improve the relevance and effectiveness of your Google Ads campaign.

How can I target users who have already visited my website with Google Ads?

Aha, this is what is called “remarketing” (kind of like your ads following someone around as they continue browsing the web – you will often see this with ecommerce sites).

Retargeting is a powerful way to target users who have already visited your website with Google Ads.

By using remarketing lists and targeting users who have shown an interest in your products or services, you can improve the effectiveness and efficiency of your campaign.

How can I improve the performance of my Google Shopping campaign?

Improving the performance of your Google Shopping campaign involves optimising your product data feed, using high-quality product images, and creating compelling product titles and descriptions.

By focusing on these key factors, you can improve the relevance and effectiveness of your Google Shopping campaign.

How can I use video ads to promote my business on Google Ads?

Video ads can be a powerful way to promote your business on Google Ads, particularly for brand awareness and engagement.

By creating engaging and informative video content, you can attract and engage your target audience and increase the likelihood of conversions.

How can I use Google Ads to drive phone calls to my business?

Google Ads allows you to create ads that are specifically designed to drive phone calls to your business.

By using call extensions and call-only ads, you can make it easy for users to call your business directly from your ad and improve the effectiveness of your campaign.

What is remarketing, and how can it be used in Google Ads?

Remarketing is a powerful technique that involves targeting users who have already shown an interest in your products or services with ads across the Google network.

By using remarketing lists and creating targeted ads, you can improve the effectiveness and efficiency of your Google Ads campaign.

How can I use Google Ads to improve local search results for my business?

Google Ads offers a number of features that can be used to improve your business’s local search results, including location extensions, local inventory ads, and local search ads.

By using these features effectively, you can improve the visibility and relevance of your business in local search results.

Ready to supercharge your business with Google Ads?

The above should have hopefully given you a good idea of how – and why – Google Ads can be effectively used to benefit your business and help you gain a competitive edge in your industry.

The fact that you’re still reading this seems to indicate that you’re quite interested, so let’s see how I could help you use Google Ads to drive targeted traffic, increase conversions, and grow your business.

Hit the button below to schedule a complimentary consultation with me today, and we can discuss how to hit your marketing goals this year, and ensure that your campaigns perform at their highest potential and deliver the results you deserve.

Think of this as a “no obligation” call – there won’t be any hard selling from me – but at the very least you’re going to walk away with some initial insights into how you can better utilise Google Ads, an idea of areas for improvement, together with some actionable quick wins tailored to your business.

What do you have to lose?

Hit the button below and let’s set up a call.

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How Google Ads and PPC can benefit your business

If it’s done right, Google Ads can quickly generate a consistent flow of relevant, high-quality visitors to your website, leading to more sales and business.

Curious to know how?

Hit the button below, and let’s set up some time for an initial discussion around this.

“We’ve always been a bit sceptical about the effectiveness of Google Ads, but Shaun’s expertise and guidance have helped us get a great ROI from our campaigns.”

Digital Marketing Manager
Finance Industry,