The Simple Checklist for High-Performing Google Ads
The Short Answer
High-performing Google Ads follow a simple pattern. You build a clean structure, match the ad copy to the search intent, protect your budget with smart exclusions, and optimize based on conversions rather than clicks.
If any of these pieces are missing, performance suffers.
Why Simplicity Wins
Most Google Ads accounts fail because they’re overloaded with ad groups, keywords, or automation turned on without guardrails. Google performs best when you give it clear direction and consistent signals.
Your goal is to give the system the minimum viable complexity so it can actually learn and scale.
1. Build a Clean Campaign Structure
Keep your account easy to understand
A cluttered account is hard to optimize. A clean account is easy to measure and scale.
Use this structure:
One keyword theme per ad group
Three to five ads per ad group
No mixed-intent keywords
Consistent naming conventions
This allows Google to understand the theme of each ad group and match your ads with the right searchers.
Pick the right match types
Broad match when you have strong conversion tracking and want discovery.
Phrase match when you want tighter relevance without losing reach.
Exact match when you want full control over specific high-value queries.
Don’t mix all three inside the same ad group. It clouds the data.
2. Write Ads That Match Search Intent
Your headline should answer the intent behind the search
Google reads your ad and decides whether it’s relevant. So does your audience.
Good headlines:
Include the keyword
Communicate the benefit
Show a clear next step
Weak headlines:
Clever but unclear
Built around your internal jargon
Missing the point of the actual search
Use every extension available
Google rewards complete ads with higher visibility and lower costs.
Add:
Sitelinks
Callouts
Structured snippets
Images
Phone extensions (when appropriate)
Lead form extensions (if you're collecting leads)
Extensions expand your real estate on the results page, which directly improves click-through rate.
3. Optimize for Conversions, Not Clicks
Clicks don’t pay the bills
A campaign with an incredible click-through rate might be worthless if those clicks don’t turn into leads or revenue.
Focus on:
Conversion tracking accuracy
Lead quality
Customer value, not vanity metrics
Turn on Enhanced Conversions
This gives Google stronger signals and leads to better automation decisions. You’ll see improvements in:
Lead matching
Optimization speed
Overall performance
Use a real thank-you page
Don’t rely on “form submit” events alone. A thank-you page gives you:
Clean measurement
Clear funnel visibility
More reliable optimization data
4. Maintain Smart Controls
Protect your budget with negative keywords
This is one of the biggest performance levers. Add negatives:
Weekly
Based on actual search terms
Based on irrelevant themes you already know you don’t want
This prevents wasted spend and helps Google hone in on profitable signals.
Watch device, location, and time-of-day data
If you see patterns like:
Mobile converting twice as well as desktop
Certain ZIP codes never producing leads
Afternoons outperforming mornings
Adjust your bid strategies or audience settings.
Google Ads works best with boundary lines.
5. Keep Testing and Refreshing
Ads age fast
Your best ad today might fall off in 30 days. The system learns quickly, and competition shifts.
Test:
New headlines
New descriptions
New landing pages
Visual assets
Calls to action
A/B tests don’t need to be complicated. Small adjustments compound over time.
Refresh your landing pages
A well-built landing page can double your conversion rate overnight. Focus on:
A clear headline
Short, direct copy
Social proof
Strong call to action
Simple form fields
The goal is clarity, not creativity.
Common Mistakes That Kill Performance
Too many keywords in each ad group
No negative keywords
No real conversion tracking
Sending traffic to the homepage
Overly complex structure
Relying entirely on automation with no guardrails
Letting ads run for months without testing
Fixing any one of these usually leads to immediate gains.
How to Apply This Today
If you want to improve performance quickly:
Clean up your ad groups
Rebuild your headlines to match intent
Add negative keywords
Verify conversion tracking
Test one new landing page variation
These five steps alone fix most struggling accounts.
FAQ
How many ads should I run per ad group?
Three to five. Enough for variety, not enough for chaos.
How long does it take for Google to optimize?
Two to four weeks, depending on data volume.
Should I use automated bidding?
Yes, once your conversion tracking is accurate. Otherwise keep manual CPC until the signals are clean.
Is Performance Max better than Search?
Not always. It performs best when Search is already working.
Need help improving your Google Ads performance?
Leveret Drive builds marketing systems that reduce wasted spend and drive real growth. Contact us to start a full audit.
