4 Ways to Achieve Google Ads Campaigns That Drive Revenue

Spoiler alert, these 4 are all dependent on each other.

So when creating Google Ads campaigns—especially in B2B—you have to consider all of these together.

Missing just one of these will limit the success you can see from your campaigns (success is indicated by the overlap of all four things).

To help explain each of these steps to CEOs and founders who may know nothing about Google Ads, here are the sparknotes:

1. Audit

Before starting a campaign, I like to perform competitive research.

This involves identifying all the keywords that your competitors are bidding on, analyzing what their ads say, and examining what their landing pages look like.

I summarize all these findings and pick out the similarities that align with your brand.

Once I’ve done that, I put together some benchmarks and projections from those keywords that we want to bid aggressively on.

(Skipping a lot of the overly tactical jargon here—if you want to learn more, follow me for more).

2. Strategy

Once competitive research and benchmarks have been established, it’s time to construct your campaigns.

I build these with the intention of AB testing them very soon.

The builds are optimized as much as possible, but also incorporate insights from our competitive research to inform the appropriate bids and landing pages we should direct your website visitors to.

3. AB Testing

As soon as these campaigns launch, it’s time for some first-class optimizations.

These five AB tests I run over the next 6-8 months are crucial to getting right. (See my previous post/newsletter for these five tests.)

They involve campaign, ad, and landing page tests that move the needle. During AB testing, we will not only look at quantitative data but also qualitative data in the form of session recordings.

This will help influence the tests and landing page structure we use for my fourth and fifth first-class optimization tests.

4. Optimization

That qualitative data comes in handy here to optimize landing pages and increase quality scores on our campaigns. This helps us spend less money on each click we drive back to the site, thus recognizing a greater ROI.

But another big thing is to use AI to do the hard number crunching and tactical stuff for you.

You see, I believe that optimization and campaign management are on their way out...

With the caveat that you have an amazing strategy and a good idea of what your campaigns should be doing from the jump.

If strategy is great, then management and optimization are easy to let AI and tools handle for you.

And that's it.

The process continues in a clockwise fashion.

Interested in learning more? I am about to update my website to showcase what our Google Ads strategy plans’ final product looks like.

I will be posting about it soon. Follow and click the bell on my profile if you don’t want to miss it :)

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