by The Computing Australia Group | Google Ads
Best Practices
Google Ads is one of the fastest ways to put your business in front of people who are actively looking for what you sell. It can drive highly qualified traffic and conversions within hours – but only if your campaigns are structured and optimised properly.
Without a strategy, Google Ads can quickly turn into a very expensive experiment.
In this guide, we’ll walk through modern Google Ads best practices – from keyword strategy and ad copy to landing pages, bidding, and ongoing optimisation. It’s written with business owners and marketing teams in mind, with examples that apply whether you’re running campaigns in Perth or targeting customers across Australia.
1. How Google Ads Works Today (In Plain English)
Before diving into tactics, it helps to understand what’s happening behind the scenes when your ad shows.
Every time someone searches on Google:
1. Google checks which advertisers are bidding on keywords related to that search.
2. It runs an auction in milliseconds.
3. It calculates an Ad Rank for each advertiser.
4. It decides:
- If ads will show at all.
- Which advertisers will appear.
- In what order they’ll appear.
Your Ad Rank is mainly influenced by:
- Your bid (how much you’re prepared to pay).
- Your Quality Score (how relevant and useful your ads and landing pages are).
- Expected click-through rate (CTR).
- The landing page experience.
- Use of ad assets (extensions).
- Other auction-time signals (like device, location, intent).
Google Ads has also become far more automated and AI-driven:
- Responsive Search Ads (RSAs) are now the default search ad format. You provide multiple headlines and descriptions; Google automatically tests and serves the best combinations for each user.
- Smart bidding strategies (Maximise Conversions, Target CPA, Target ROAS, etc.) adjust bids automatically based on hundreds of real-time signals.
The big takeaway: You no longer win in Google Ads just by bidding more. You win by being the most relevant and useful result for the searcher.
2. Build a Strong Keyword Strategy
Your keywords connect your ads to real searches. Get this wrong and you’ll either:
- Pay for lots of irrelevant clicks, or
- Miss out on valuable, high-intent traffic.
2.1 Understand Match Types (Including Negatives)
Google Ads currently offers four core match types: Broad, Phrase, Exact, and Negative. Each controls how closely a user’s search must match your keyword.
- Broad Match
- Pros: Maximum reach and data collection.
- Cons: Can waste spend if not combined with strong negatives and conversion-focused bidding.
- Could show for searches like “website developer”, “build a business website”, “Perth web design”.
- Triggers your ad for a wide variety of related searches, synonyms, and variations.
- Example keyword: web development services
- Phrase Match
- Good balance between reach and control.
- Could match “best web development company Perth”, “web development company near me”.
- Shows your ad when the meaning of the search includes the meaning of your keyword.
- Keyword: "web development company"
- Exact Match
- Triggers ads for searches that have the same meaning or intent as your keyword.
- Keyword: [web development company perth]
- Tight control, ideal for high-intent terms and core “money” keywords.
- Negative Keywords
- Tell Google when not to show your ads.
- Example negatives for a web agency:
- free, jobs, tutorial, course, template.
- Crucial for cutting out unqualified traffic and protecting your budget.
2.2 Avoid Overly Broad Keywords
The original article was spot on here: broad, vague keywords burn budget.
Instead of:
- marketing
- IT
- training
Use more specific, high-intent phrases like:
- digital marketing agency perth
- managed it support for small business
- google ads management perth
- cyber security services for smes
These longer, more specific phrases are:
- Easier to match to clear search intent.
- Less competitive than generic single-word terms.
- Often cheaper and more likely to convert.
2.3 Group Keywords by Intent and Theme
A healthy Google Ads account is built from tightly themed ad groups. Each ad group should contain:
- A small cluster of closely related keywords.
- Ads that speak directly to those keywords.
- A landing page that continues the same message.
Example ad group for an IT support company:
- Ad Group: Managed IT Support Perth
- Keywords:
- managed it support perth
- it support for small business perth
- outsourced it services perth
- Ads:
- Headlines emphasising “Managed IT Support in Perth”, “24/7 Monitoring”, “Local Helpdesk”.
- Landing Page:
- A managed IT services page, not the generic homepage.
This keyword → ad → landing page alignment is central to good Quality Scores and strong conversion rates.
2.4 Do Ongoing Keyword Research (Not Just Once)
Keyword research isn’t a one-time project at the start of a campaign. It’s continuous.
Use:
- Google’s Keyword Planner to find new ideas and estimate volume/cost.
- Search Terms Report to:
- Discover new high-performing search terms to add as keywords.
- Identify irrelevant phrases to add as negative keywords.
Make it a habit to:
- Add new, relevant search terms as exact or phrase match.
- Regularly expand your negative keyword lists.
- Adjust bids and match types based on real performance.
3. Write High-Performing Ads (Especially Responsive Search Ads)
Your ad is the bridge between the searcher’s intent and your offer. If that bridge is weak, even the best keywords and landing pages won’t save your campaign.
3.1 Embrace Responsive Search Ads (RSAs)
Responsive Search Ads have replaced expanded text ads as the primary search format in Google Ads.
With RSAs you can:
- Provide up to 15 headlines and 4 descriptions.
- Let Google automatically test different combinations.
- Serve the most relevant ad for each search query and device.
Best practices for RSAs:
-
Use as many assets as practical
Aim to fill most of the 15 headline and 4 description slots - with genuinely different variations. -
Include your main keywords
in a few headlines This boosts ad relevance and can improve CTR, Quality Score and optimisation score. - Vary your messaging:
- Benefit-led headlines:
- “Reduce IT Downtime by 50%”
- “More Leads from Your Website”
- Offer/USP headlines:
- “Local Perth Google Ads Experts”
- “Fixed-Fee IT Support Plans”
- Proof headlines:
- “Rated 4.9/5 by Perth SMEs”
- “Trusted by 100+ Local Businesses”
-
Avoid repetitive headlines
Don’t just rewrite the same message three ways - Google prefers diverse options. -
Use pinning sparingly
Pin only essential elements (e.g. legal disclaimers) to avoid restricting Google’s ability to optimise.
3.2 Align Your Ad with Search Intent
Every ad should answer the searcher’s core question:
“Can you solve my problem, and why should I trust you?”
To do that:
- Mirror the user’s language:
- If they search “Google Ads management Perth”, make sure that phrase (or a close variation) appears in your headline and description.
- Speak to pain points:
- “Tired of wasting money on Google Ads?”
- “Frustrated with constant website issues?”
- Position a clear value proposition:
- “Transparent reporting and no lock-in contracts.”
- “Local helpdesk with 24/7 monitoring.”
- Include a strong Call to Action (CTA):
- “Request a Free Audit”
- “Book a 15-Minute Strategy Call”
- “Get a Fast, Fixed-Fee Quote”
3.3 Use Ad Assets (Extensions) Aggressively
Ad assets (formerly called extensions) expand your ad and give people more reasons to click. They also factor into Ad Rank.
Key asset types to use:
- Sitelink assets – Link to specific pages:
- “IT Support Plans”
- “Google Ads Management”
- “About Our Team”
- “Client Success Stories”
- Callout assets – Short snippets like:
- “No Lock-In Contracts”
- “Local Perth Support”
- “24/7 Monitoring”
- “Certified Google Partner”
- Structured snippets – Highlight offerings, e.g. “Services: Web Development, SEO, Google Ads, IT Support”.
- Call assets – Click-to-call phone numbers, especially powerful on mobile.
- Location assets – Essential for local businesses (show your address, map, distance).
- Lead form assets – Allow users to submit their details directly from the SERP.
- Image assets – Help your ad stand out visually where supported.
4. Improve Ad Rank and Quality Score
Quality Score is Google’s rating of the quality and relevance of your keywords, ads, and landing pages. It’s scored from 1 to 10 and is based on:
3. Landing page experience
Raising your Quality Score means:
- Cheaper clicks.
- Higher ad positions at the same bid.
- More efficient campaigns overall.
4.1 Boost Expected CTR
To improve expected click-through rate:
- Put your primary keyword in the:
- Main headline.
- Display path where relevant.
- Use clear, compelling CTAs:
- “Get Started Today”
- “Book a Free Strategy Call”
- Emphasise benefits, not just features:
- Instead of “We offer IT support”, try “Stop Losing Productivity to IT Issues”.
- Keep testing new headlines and descriptions, pausing any assets with consistently poor performance.
4.2 Increase Ad Relevance
Ad relevance improves when:
- Your ad group is tightly themed (not 50 unrelated keywords).
- The main keywords appear naturally in your:
- Headlines.
- Descriptions.
- URL path.
- You tailor ads to different intent buckets:
- Research intent: “What is Google Ads?”
- Comparison intent: “Google Ads vs SEO”
- Ready-to-buy intent: “Google Ads agency Perth quote”
4.3 Fix Landing Page Experience
Landing page experience is one of the most common weak spots.
Google and users want to see:
- Message match
The headline on the landing page should closely match the ad they clicked:
- Ad: “Google Ads Management for Perth Businesses”
- Page: “Google Ads Management for Perth SMEs – Transparent, ROI-Focused Campaigns”
- Fast load times
Slow sites kill conversions and hurt Quality Score. Aim for sub-3 second load times on mobile.
- Mobile-friendly design
Forms, buttons, and text must be easy to use on a phone.
- Clear next steps
Don’t leave users wondering what to do. Use a prominent CTA:
- “Request a Proposal”
- “Schedule a Consultation”
- Trust indicators
Add logos, testimonials, star ratings, case studies, certifications, security badges, etc.
5. Optimise Your Landing Pages for Conversions
Driving clicks is only half the job. To make your Google Ads profitable, your landing page must efficiently convert visitors into leads or customers.
5.1 Design for One Goal Per Page
Every Google Ads landing page should have one primary objective:
- Get a contact form enquiry.
- Get a phone call.
- Get a quote request.
- Get a booking.
Remove anything that distracts from that action, like:
- Excessive menu links.
- Carousels that rotate away your key message.
- Long, unfocused blocks of text.
5.2 Put the Essentials Above the Fold
On both desktop and mobile, users should immediately see:
- The main headline (what you do and for whom).
- Supporting sub-heading (your core value proposition).
- Key benefits or proof points.
- A bold CTA button or simple form.
Example layout for a Google Ads management landing page:
- Headline: “Google Ads Management for Perth Businesses”
- Sub-heading: “Stop wasting ad spend. Get transparent reporting and campaigns built to generate real leads.”
- 3–4 benefit bullets:
- “No lock-in contracts”
- “Campaigns built by certified specialists”
- “Monthly strategy reviews”
- CTA: “Request a Free Google Ads Audit”
5.3 Use Directional Cues and Visual Hierarchy
Guide the user’s eye towards the action you want them to take:
- Use contrasting buttons for CTAs.
- Use arrows or imagery that leads towards the form/CTA.
- Make the primary CTA stand out more than secondary actions.
5.4 Showcase Your Product or Service in Action
People want to see what they’re getting:
- Screenshots of dashboards, reports, or tools.
- Before/after graphs of campaigns.
- Short explainer videos.
- Real-world examples of how you’ve helped similar clients.
5.5 Add Social Proof and Risk Reversal
Reduce the perceived risk of contacting you:
- Client logos.
- Star ratings and reviews.
- Short case studies (e.g. “Doubled leads for a Perth electrical contractor in 6 months”).
- Guarantees or promises (where appropriate).
- Clear privacy statements near forms to reassure users.
6. Get Smart with Bidding and Budgets
Your bidding strategy determines how Google uses your budget to compete in auctions.
6.1 Start Simple, Then Move to Smart Bidding
If you’re just starting and don’t have conversion data yet, you can:
- Use Maximise Clicks with a max CPC limit to gather data efficiently.
Once you’re tracking conversions reliably and have sufficient data (e.g. 30+ conversions in 30 days), consider switching to:
- Maximise Conversions – Great when you want as many leads as possible within your budget.
- Target CPA (Cost Per Acquisition) – Ideal when you know what you can afford to pay per lead.
- Target ROAS (Return on Ad Spend) – Best suited to eCommerce or businesses with clear revenue tracking.
Always:
- Give new bidding strategies time to stabilise (1–2 weeks).
- Avoid making drastic changes every day.
- Re-evaluate targets (CPA/ROAS) regularly based on real business outcomes.
6.2 Structure Budgets for Control
Some tips:
- Separate brand campaigns (people searching your brand name) from non-brand campaigns (generic service keywords).
- Brand campaigns are usually cheaper and convert well - don’t let them consume budget meant for new customer acquisition.
- Consider different budgets for:
- Search vs Performance Max / Display / YouTube.
- High-intent services vs experimental campaigns.
- Use shared budgets carefully:
- They’re convenient but can hide which campaign is truly driving value.
7. Measure, Optimise, Repeat
Google Ads isn’t “set and forget”. The most successful advertisers follow a regular optimisation routine.
7.1 Track the Right Metrics
At a minimum, monitor:
- Impressions – Are you showing up enough?
- CTR (Click-Through Rate) – Are your ads compelling?
- Average CPC – How much are you paying per click?
- Conversions – How many leads/sales are you getting?
- Conversion Rate – What percentage of clicks turn into leads?
- Cost per Conversion (CPA) – Is acquisition cost sustainable?
- Search Impression Share – How often are you showing vs being eligible?
- Quality Score – Are there structural or relevance issues?
7.2 Weekly Optimisation Checklist
Every week:
- Check search terms and add:
- New high-performing phrases as exact/phrase.
- Irrelevant phrases as negative keywords.
- Pause obviously under-performing keywords.
- Review ad asset performance:
- Replace or rewrite any consistently rated “Low” in RSAs.
- Reallocate budget towards campaigns with:
- Strong conversion rates.
- Acceptable CPA.
7.3 Monthly Optimisation Checklist
Every month:
- Review landing page performance:
- Test new headlines, CTAs, or layouts.
- Improve load speed and mobile UX.
- Evaluate bidding strategies:
- Adjust CPA/ROAS targets as needed.
- Look at performance by:
- Device (mobile vs desktop).
- Location (suburbs, regions).
- Time of day / day of week.
- Run at least one structured A/B test:
- New ad messaging vs old.
- New offer vs existing offer.
- Short form vs long form.
8. Common Google Ads Mistakes to Avoid
Even experienced advertisers fall into these traps:
Use dedicated, relevant landing pages for each service and campaign.
2. Lumping too many keywords into one ad group
3. Ignoring negative keywords
4. Not tracking conversions properly
5. Relying only on broad match with no structure
6. Setting and forgetting campaigns
7. Not aligning Google Ads with other marketing
9. When to Bring in a Google Ads Specialist
Google Ads is powerful, but it can be complex and time-consuming -especially when you’re also trying to run a business.
It’s often worth partnering with a specialist agency when:
- You’re spending a significant amount each month (e.g. $1,000+).
- You don’t have time to learn and manage the platform properly.
- You suspect you’re wasting money but don’t know where.
- You want a more strategic, multi-channel approach.
A good Google Ads partner will:
- Audit your existing account and highlight wasted spend.
- Build a solid keyword and account structure.
- Write and test high-performing ads and landing pages.
- Set up accurate tracking and reporting.
- Meet regularly to review results and adjust strategy.
For more information on creating a great website and landing page, read our blog on how to improve your website.
These are some of the tips for creating an effective Google Ads campaign. Have queries about how to use Google Ads and other SEO related topics? Contact us our SEO specialists or email us at sales@computingaustralia.group for more information.
Jargon Buster
Pain Point – refers to specific recurring problems that your potential customers experience, and for which are looking for a solution.
CTR – Click-through rates – the ratio between the number of users who click on a particular link to the total users who view an advertisement or page.
CTA – Call to Action – refers to a prompt on a website that urges a user to make an immediate response or encourage an instant purchase.
UX – User Experience – refers to how a user interacts with and experiences a service, product or system.
FAQ
What are Google Ads and how do they work?
Do I need a specialist to manage my Google Ads, or can I do it myself?
Are Google Ads better than SEO?
Google Ads and SEO serve different purposes. Ads provide immediate visibility and quick results, whereas SEO builds long-term, organic traffic. Most businesses benefit from using both: Google Ads for fast leads and targeted campaigns, and SEO for sustainable growth over time.
How do I know if my Google Ads are working?
Can Google Ads work for small businesses?
Yes-Google Ads can be extremely effective for small businesses, especially when targeting a local audience. Starting with a modest budget and a focused campaign can generate quick results. As performance improves and demand grows, you can increase your budget to scale your reach and maximise conversions.
