The Best Google Ads Strategy for 2025
Jan 27, 2025Managing over $100 million in Google Ads spend in 2024 taught us one thing: the key to success isn’t about chasing secret hacks—it’s about building a solid account structure and optimizing the basics.
If you’re searching for the best Google Ads strategy for 2025, you’re in the right place. Let’s break down the Bottom-Up Google Ads Funnel, a framework designed to optimize conversion rates and scale campaigns effectively.
Why Most Google Ads Campaigns Fail
Before diving into strategies, it’s critical to understand why so many campaigns struggle. Based on our data, the two main culprits are:
- Low Conversion Rates
- Poor Account Structures That Can’t Scale
1. Low Conversion Rates
Conversion rates are the lifeblood of successful campaigns. If your ads aren’t converting, fixing this should be your top priority before making structural changes.
Minimum Conversion Rate Benchmarks:
- eCommerce: 3% or higher
- Lead Generation: 7% or higher
How to Fix Low Conversion Rates:
-
Optimize Landing Pages
Landing page performance is crucial. Test layouts, improve CTAs, and ensure fast loading speeds. Many advertisers blame Google when the real issue lies with their landing pages. -
Enhance Offers & Policies
Review how you present pricing, policies, and product images. Highlighting things like return policies or guarantees can improve trust and conversions. -
eCommerce-Specific Tips
- Test product titles to boost visibility in Shopping Ads.
-
Search Ads Tips
- Test ad copy to include clear CTAs that align with the desired conversion action (e.g., “Shop Now” or “Get a Free Quote”).
2. Poor Account Structure
Even the best ads won’t scale without a solid account structure. Keep these two principles in mind:
- Spend more where results are strong; spend less where they’re weak.
- You can scale by either increasing spend or targeting colder traffic.
Common Mistakes in Account Structure:
- Overlapping Campaigns
Avoid targeting the same keyword themes across multiple campaigns. For example, if “Product A” appears in two Performance Max campaigns with different bidding strategies, one campaign’s optimization can counteract the other.
The Bottom-Up Google Ads Funnel: The Strategy for 2025
This strategy focuses on building a foundation with high-intent traffic before expanding to broader, colder audiences. Here’s how it works:
Step 1: Start with High-Intent Traffic
In the first 3–6 months, prioritize campaigns targeting users ready to convert:
- Lead Generation: Focus on high-performing Search Ads with intent-driven keywords.
- eCommerce: Use a combination of Search and Shopping Ads to capture buyers actively searching for your products.
Analyze campaign data to identify:
- Best-performing keywords
- Winning ad assets
- Landing page effectiveness
Step 2: Scale with Two Mechanisms
Once you’ve identified top-performing elements, scale your campaigns using these methods:
Mechanism 1: Increase Budget Strategically
Gradually increase spend on successful campaigns while monitoring your search impression share. Keep an eye on CPCs to ensure profitability doesn’t decline.
- Search Impression Share Benchmarks:
- Some niches sustain profitability up to 70% impression share.
- Others may hit diminishing returns at 40%.
Mechanism 2: Expand to Colder Traffic
Once high-intent audiences are maximized, begin targeting broader audiences through:
- Performance Max Campaigns
- Dynamic Search Ads
- Video Campaigns (great for building brand awareness)
Step 3: Refine Your Account Structure
A well-organized account structure allows you to control critical factors like:
- Service/Product performance
- Seasonal demand
- Location-specific results
- Profit margins
Tips for Scaling Google Ads in 2025
Scaling isn’t just about spending more—it’s about doing it profitably. Follow these steps to avoid common pitfalls:
- Monitor CPCs: Ensure CPC increases don’t exceed ROI.
- Expand Gradually: Start with high-intent traffic before moving to colder audiences.
- Leverage Data: Use insights from your campaigns to refine targeting and structure.
👉 Splitting & Scaling Google Ads Campaigns: Advanced Strategies for Maximum ROI
Final Thoughts: The Best Google Ads Strategy for 2025
Success in Google Ads this year isn’t about secret tricks; it’s about optimizing the fundamentals. By following the Bottom-Up Google Ads Funnel, you can build a scalable structure that delivers long-term results.