Google Ads campagnes optimaliseren

The time has finally come! Your Google Ads campaigns are online and your ads have been running for a while, but what’s next? How can you get the most out of the money you spend on advertising (ROAS: Return On Ad Spent)? The answer: optimization.

First and foremost, it’s important to know that optimizing your account is a continuous process and there are many ways and possibilities to do this.

In this blog, we’ll explain some best practices and provide the most important tips to optimize your Google Ads campaigns.


1. Remove underperforming keywords

If the click-through rate (CTR) of a keyword is below 2%, it’s safe to say it’s irrelevant. There are several possibilities for this but it’s most likely because your keyword is too general or irrelevant compared to your landing page. That is why it’s best to delete them and look for new keywords. 😊

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

Do you regularly encounter search terms that are irrelevant to your business? Tip: use negative keywords. Thanks to negative keywords, Google knows that a specific keyword is not relevant for your products/services. Therefore, it will not show ads to users who include it in their search query. A good example is when people look for free products. As a webshop it is smart to enter “free” as a negative keyword so that your ads are not triggered. This way you get more relevant leads and there are fewer disappointed users.


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:

  • Draw attention with your header (eg not “Car reseller – Be Bold”, but “Exceptional discount – Buy your new car here – Be Bold”)
  • Mention or process the USPs (Unique Selling Points) of products or services (eg: Free Delivery, up to 4 years warranty, free kit worth € 150, …)
  • Add a CTA (call to action) to your advertisement (eg: Ordered today, delivered tomorrow!)


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.

Extensions Google Ads campaigns

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.

Don’t forget 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.


Is your company only available during office hours? Do you only want to show advertisements for during lunch-hour? With ad scheduling you can choose when search engines can show your ads. Thus avoiding budget loss or missing potential leads

If you are not in one of the above situations, you can always go to Google Ads and/or Google Analytics and check during which hours users click your ads the most or when they are more likely to make a purchase.

And there you go! Your Google Ads campaigns have been optimized and you should notice the first results pretty soon. Struggling with getting the ROI you want or looking to improve even further? Contact us and we’ll make sure your ads rock! 🎸