How To Get Better Ad Results And Lower Costs (Google Ads Series)

We’ll break down ad quality score, key metrics, and simple optimization techniques to improve your ads. (Plus vote on next month’s topic and get this week’s campaigns!)

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LJ Jose & Fahad
August 25, 2025

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Happy Monday, Brand Breakthroughs crew!

(We're so excited to dive into this final week of our Google Ads series with you!)

We've talked about how ads work, how to write awesome ad copy, and how to target your ideal local customers. 

Now, let's get down to the nitty-gritty: making sure your ads are actually working for you! 

(Because who wants to spend money without seeing results? Not us!)

Measuring Your Ad Success: Beyond Just Clicks!

When you run ads, it's super easy to get excited about how many people click on them. 

(Clicks are good, don't get us wrong!) 

But there are even more important numbers to watch that tell you if your ads are really making a difference for your business.

  • Conversions: This is like the big win! A conversion happens when someone does something important after clicking your ad, like buying a product, signing up for your email list, or filling out a contact form. (It's like getting a new customer or a hot lead!) This tells you if your ads are bringing in actual business, not just eyeballs.

  • Cost-Per-Click (CPC): This is simply how much you pay each time someone clicks your ad. (Think of it like the price tag on each click!) You want this number to be as low as possible, so you get more clicks for your money.

  • Return on Ad Spend (ROAS): This is a fancy way of saying: "How much money did I make for every dollar I spent on ads?" (It's like getting a bonus on your investment!) If you spend $100 on ads and make $500 in sales directly from those ads, your ROAS is 5x! You definitely want this number to be high (above 2x), meaning your ads are making you more money than they're costing you.

The "Quality Score": Google's Report Card for Your Ads

Google gives your ads a "Quality Score" – (think of it as a report card from 1 to 10 for how good and helpful your ad is). 

A higher Quality Score means Google likes your ad more, and guess what? They'll show it more often and often for a lower cost! (Like getting a gold star and a discount!)

How to get a good Quality Score

Relevance

Does your ad match what people are searching for? (If they search for "red shoes," your ad should be about red shoes, not blue hats!)

Ad Copy

Is your ad clear, exciting, and does it make people want to click? (Make it sound super interesting!)

Landing Page Experience

When someone clicks your ad, does the website page they land on (your "landing page") make sense and is it easy to use? (It should be about what your ad promised and easy to find stuff!)

As long as those three are on the up-and-up you should have no problem getting a high quality score.

(But there’s a little more to optimizing campaigns…)

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Optimizing Your Campaigns: Becoming an Ad Scientist!

Once your ads are running, you don't just set them and forget them. 

(That's like baking a cake and never checking on it!) 

You need to be an ad scientist and make little tweaks based on what the numbers are telling you.

  • Keywords: Are some keywords getting lots of clicks but no conversions? (Maybe they're bringing in the wrong kind of people!) Or are there awesome keywords you're not using enough? You can add new ones or pause the ones that aren't working.

  • Bids: Are you paying too much for clicks? Or maybe not enough to get your ad seen? (Like adjusting the thermostat for your ads!) You can adjust how much you're willing to pay per click.

  • Ad Copy: Try different headlines and descriptions! (This is where A/B testing comes in!) Maybe one way of saying something works way better than another.

A/B Testing: The "Which One Is Better?" Game

A/B testing is super cool! (It's like having two identical experiments to see which one works best!) You run two slightly different versions of your ad at the same time.

For Example

You could have two ads that are exactly the same, but one has a headline that says "Best Local Pizza!" and the other says "Craving Pizza Near You?" After a while, you check which ad got more clicks or conversions. (The winner gets to stay, and the loser goes back to the drawing board!) This helps you figure out what really grabs your audience's attention.

Post-Launch Monitoring: The First 24-48 Hours

When you first launch an ad, the first day or two are really important. (It's like watching a newborn baby to make sure everything's okay!)

  • Impressions: Is your ad actually showing up to people? (If not, something might be wrong with your targeting or bids!)

  • Clicks: Are people clicking on your ad?

  • Cost: Are you spending money faster or slower than you expected?

Don't panic if things aren't perfect right away. Google's system sometimes needs a little time to "learn" about your ad and audience.

Troubleshooting Common Issues: Don't Fret, We've Got You!

Sometimes, ads just don't perform the way you hoped. (It happens to the best of us!) 

No Impressions (Your ad isn't showing up):

  • Check your budget: Is it too low? (Sometimes, you need to spend a little more to get seen!)

  • Check your bids: Are they too low compared to your competitors?

  • Check your keywords: Are they too specific or too broad? (Maybe nobody's searching for exactly what you put!)

  • Ad disapprovals: Did Google reject your ad for some reason? (Always check your Google Ads account for messages from Google!)

Low Clicks (People see your ad but don't click):

  • Improve your ad copy: Is it boring? Does it clearly explain what you offer? (Make it sparkle!)

  • Check your headlines: Are they compelling? (Make it sparkle too!)

  • Is your ad relevant? Maybe the people seeing it aren't really interested. (Refine your targeting!)

Phew! That was a lot, but understanding these things will make you a Google Ads superstar! (You've got this!)

As always, we'll see you next Monday*! (Don't forget!)

Toodles!

LJ & Fahad

What’s Next?

*Friday: Breakthrough+ Members will get an extra edition this Friday. Stay tuned for Google Ad templates that are proven to work!

What topic should we go over in September?

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This Week’s Campaigns

Retail/E-Commerce

  • Concept: Give your audience a peek into your personal creative process. Show your desk, your mood board, a specific book that inspires you, or even a local spot in Vegas that sparks your ideas. Explain how these personal inspirations are woven into the fabric of your brand's aesthetic and products.

  • Why it works: You're inviting customers into the heart of your brand's creation, allowing them to connect with your unique vision and the personal passion that drives your business. This makes your products feel more special and meaningful.

Consultants/Coaches

  • Concept: Share a personal story about a time when you had to make a significant change or pivot in your own career or business. Talk about the lessons you learned from that experience and how it shaped your philosophy on advising others.

  • Why it works: You're building your brand on a foundation of resilience and real-world experience. By sharing a personal challenge you overcame, you demonstrate your own adaptability and expertise, making you a trustworthy guide for others facing similar situations.

Realtors

  • Concept: Create a reel showcasing your favorite personal view of Las Vegas. It could be from a specific hiking trail, a quiet neighborhood park (The lookout? IYKYK), or a lesser-known vantage point. As you show the view, share what it means to you and how it inspires your work. This is about your unique connection to the city you're helping others call home.

  • Why it works: You're building a brand based on personal passion and authenticity. By sharing a part of your own Las Vegas story, you invite potential clients to see the person behind the profession and build trust through a shared appreciation for the city's beauty.

Therapists

  • Concept: Share a personal habit or simple ritual that you use to maintain your inner peace and focus, especially in a fast-paced city like ours. This could be a specific breathing exercise you do in your car, a quiet corner you visit for a few minutes of reflection, or a favorite podcast that helps you decompress.

  • Why it works: You're showing your human side and building immense trust by demonstrating that you also navigate the demands of a busy life. This vulnerability makes you more relatable and reinforces that mental wellness is an ongoing practice for everyone, including professionals.

Photo by Liana S on Unsplash

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