12 Tips for Paid Google Ads for the New Year

The New Year is the perfect time to refresh your paid advertising strategy. If you’ve been running Google Ads campaigns for a while, it’s easy to fall into the trap of doing the same things year after year. But if you’re aiming for better performance, more conversions, and a bigger ROI in 2025, it’s time to adjust your approach. Whether you’re new to Google Ads or you’re looking to optimise an existing campaign, these 12 tips will help you hit the ground running.

1. Start with Clear Objectives

Before you even think about running ads, you need to be crystal clear on what you’re trying to achieve. Do you want to:

• Increase website traffic?
• Drive more online sales?
• Get more leads for your sales team?

Your objectives will dictate everything from the keywords you target to the ad copy you write. If you don’t know where you’re going, how can you expect to get there?

2. Reassess Your Keyword Strategy

Keywords are the backbone of your Google Ads campaigns, but not all keywords are created equal. If you’ve been targeting the same set of keywords for months, it’s time for a refresh. Use tools like Google Keyword Planner or SEMrush to identify new opportunities, especially long-tail keywords that are more specific and likely to convert.

Don’t forget negative keywords. These can save you a lot of wasted spend by ensuring your ads don’t show up for irrelevant searches.

3. Refine Your Ad Copy

If your ad copy hasn’t changed in a while, it’s time for an update. Your copy should directly address your target audience’s pain points, highlight your unique selling points, and include a clear call to action. Test different variations and use A/B testing to see which messaging resonates best.

4. Use Ad Extensions to Your Advantage

Google’s ad extensions are an often-overlooked feature that can drastically improve your ad performance. Extensions let you include extra information, like:

• Contact info (phone number, location)
• Additional site links (directing people to specific landing pages)
• Reviews or ratings

These extensions make your ad larger, more informative, and ultimately more clickable. Use them.

5. Target the Right Audience

Google Ads offers sophisticated targeting options, so take full advantage. Narrow down your audience based on:

• Location
• Device type (desktop or mobile)
• Time of day
• Audience interests (remarketing and custom intent audiences)

This ensures that your budget is spent on users who are most likely to convert.

6. Optimise for Mobile

Most online searches now happen on mobile devices. So, if your ads and landing pages aren’t mobile-friendly, you’re missing out. Make sure your landing pages load quickly on mobile and that the user experience is seamless.

7. Use Smart Bidding

Manual bidding can be time-consuming and prone to errors. Smart bidding strategies like Target CPA (Cost Per Acquisition) or Target ROAS (Return on Ad Spend) use machine learning to optimise your bids and maximise your results. Let Google’s AI do the heavy lifting for you.

8. Monitor Your Budget Closely

Set a realistic daily budget and make sure you’re not burning through it too quickly. Google Ads can quickly drain your budget if you’re not careful. Regularly monitor your campaigns, and adjust the bids if necessary. If a campaign is performing well, increase the budget. If it’s underperforming, pull back.

9. Regularly Review Your Campaign Performance

Google Ads offers a treasure trove of data. But it’s easy to get lost in all the metrics. Focus on the ones that matter—conversions, click-through rate (CTR), and cost per conversion (CPC).

Set aside time each week to review your campaigns and see what’s working. Don’t be afraid to pause ads that aren’t performing and double down on the ones that are.

10. Leverage Remarketing Campaigns

Not everyone will convert the first time they see your ad. That’s why remarketing is crucial. Set up remarketing campaigns to target users who have already visited your website but didn’t convert. These people are already familiar with your brand, and you’re much more likely to convert them the second time around.

11. Test Your Landing Pages

The goal of your ad is to get a click. The goal of your landing page is to convert that click into a sale, lead, or other desired action. Make sure your landing pages are optimised for conversions.

• Are they aligned with the ad’s message?
• Do they load quickly?
• Are they easy to navigate?

Use tools like Google Optimize to test different versions of your landing page and see which one drives the best results.

12. Keep an Eye on Your Quality Score

Google uses a metric called Quality Score to determine how relevant and useful your ads are to users. It’s based on factors like:

• Expected click-through rate
• Ad relevance
• Landing page experience

A higher Quality Score often leads to lower costs and better ad placements. Keep your ad copy relevant, your keywords specific, and your landing page experience seamless to maintain a high Quality Score.

Google Ads can be a powerful tool for driving traffic, leads, and sales, but you need to get the fundamentals right. As we step into the New Year, take the opportunity to refresh your campaigns, optimise your targeting, and experiment with new strategies. A little effort now can pay off big later.

If you’re unsure where to start or want a fresh set of eyes on your current Google Ads campaigns, why not sign up for a free digital marketing audit? We’ll take a close look at your strategy and provide actionable insights to help you get the most from your budget.