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How to optimize your Google Ads campaigns

By Margot Meert

How to optimize your Google Ads campaigns

Alright, let’s dive into the exciting world of Google Ads optimization! You’ve got your campaigns up and running, but now it’s time to take things to the next level. And that means optimizing, my friend.

It’s a never-ending process, but don’t worry – we’ve got your back. In this blog, we’re going to share some of the best practices and top tips to help you maximize your Return On Ad Spent (ROAS). So, let’s get started and supercharge your Google Ads campaigns!


1. Remove underperforming keywords

A low click-through rate (CTR) can be a major roadblock to your marketing success. If your keyword is falling below the 2% mark, it’s time to take action. We’ve seen it all, and it’s most likely because your keyword is too general or irrelevant compared to your landing page.

2. Search for new keywords

Besides replacing the inefficient keywords mentioned above, there are plenty of other reasons to keep your eyes open for new keywords. For example, keeping up to date with popular search terms also keeps you up to date with what’s happening in the industry. This allows you to react quickly to new developments and trends.

Find out how to do a good keyword analysis here!

3. Single Keyword Ad Groups

Single Keyword Ad Groups (SKAGS), as the term describes, consist of a single keyword. Because the entire ad is based on a single term, chances are it’s super relevant and you receive a high quality score. This technique is often used when there’s a lot of competition for one or more of your best keywords. Thanks to the higher score, you’re more likely to end up in the first place in Search Engine Results Page (SERP).

4. Negative keywords

It’s essential to get the right traffic to your website to maximize your marketing efforts. That’s why we always recommend using negative keywords to filter out irrelevant search terms. By using negative keywords, Google knows that a specific keyword is not relevant for your products or services, and as a result, it won’t show ads to users who include it in their search query. It’s a simple but powerful tool that can make a big difference in your marketing campaigns.

Take, for example, the scenario where people are searching for free products, and you’re a webshop looking to sell your products. By entering “free” as a negative keyword, you can ensure that your ads are not triggered, and you get more relevant leads.


After making all these changes to your keywords, it’s time to analyze the structure of your account. Due to the changes you made, certain ad groups and advertisements may have become irrelevant. By analyzing and updating your account structure accordingly, you maintain a clear overview.


When your ad is shown, it’s more important than ever to know how you can convince your target audience. If not, they’ll just click on your competitor’s ad, and you might lose them forever. Below we’ve listed some best practices that are essential for a good ad:


Extensions are structured information blocks that you can add to your ads. They always have the same format, but the content differs. The purpose of this is to minimize the number of steps required for common events.

For example, the call extension adds your phone number on top of the ads. Another example is the location extension that displays your location in Google Maps when somebody sees your ad.

It’s important to check out which extensions are relevant for your business!


When creating your campaign, you’ll have the option to advertise or exclude certain regions. Of course, you can always add or exclude more regions afterwards. With the data you now have, you can increase your budget in high ROI regions and lower it in low performing regions. There’s also the option of excluding regions so your budget isn’t spent inefficiently.

For most Dutch-speaking companies in Belgium, for example, it’s interesting to exclude French-speaking Wallonia if they don’t offer French-speaking support or services. This is better for both the user and the company.


Optimizing your advertising campaigns is essential to getting the results you want. That’s why we always recommend using ad scheduling to choose when search engines show your ads. With ad scheduling, you can ensure that your ads are only shown during the hours when your target audience is most likely to be online, thus avoiding budget loss or missing out on potential leads.

But that’s just the beginning. If you really want to take your advertising to the next level, you need to dive deeper into your data. That’s where Google Ads and Google Analytics come in. By analyzing when users click your ads the most or when they are more likely to make a purchase, you can fine-tune your campaigns for maximum impact.

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