The Best Google Ads Strategy for Your Business in 2024

Looking for the best Google Ads strategy? Stop wasting time browsing YouTube, LinkedIn, or Reddit for generic tips that won’t fit your unique business needs.

In this blog post, I’ll break down how to create a Google Ads strategy that works specifically for your business—one that boosts revenue and increases profit. I’ll also share essential questions to guide your campaign setup and budget management. Plus, you can download my free “How to Win at Google Ads Planner” to help you craft your own winning Google Ads strategy.

What Is the Best Google Ads Strategy?

Simply put, the best Google Ads strategy is the one that aligns with your business goals. Success with Google Ads isn’t just about knowing the platform; it’s about understanding what drives results for your business.

Many agencies and freelancers get this wrong because they fail to dive deep into what’s most important for your business—revenue growth. My first Google Ads campaign was for my own business, and ever since, my focus has always been on one key metric: How much profit is this campaign generating for my bottom line?

Core Questions to Plan Your Google Ads Strategy

To help you craft a strategy that works, here are three critical questions every business owner or Google Ads specialist should ask before launching a campaign:

1. What Are Your Business Goals?

When planning your Google Ads campaigns, the first question you need to ask is: What do you want to achieve? Are you trying to drive more phone calls, increase website traffic, or boost eCommerce sales?

Getting clear on your goals helps you structure your campaigns for success. For example:

• Lead generation businesses might aim to generate phone calls at a cost of $15 per lead.
• eCommerce businesses could focus on a specific return on ad spend (ROAS), like achieving a 500% ROAS for their top product categories.

By defining your business objectives early on, you create a clear path for measuring and scaling success.

2. How Will You Control Your Budget?

Budget management is crucial in Google Ads, and it’s often where businesses go wrong. Most businesses need multiple campaigns, but more campaigns don’t always lead to better results. In fact, having too many campaigns can spread your budget too thin and limit performance.

Here’s a simple rule: Start with one campaign and only create more when you have a strong business case for it. Remember, Google Ads allows you to control budgets at the campaign level, so fewer, more targeted campaigns can help you optimize your spend.

Examples of when to use multiple campaigns include:

• Regional targeting: For eCommerce brands, you may want to create separate campaigns for different countries, such as one for the US, another for Australia, and another for the UK.
• Service-based businesses: A local service provider, like a plumber, may split campaigns by city to manage budget allocation across different service areas.
• Brand-specific campaigns: Retailers might create different campaigns based on the brands they sell to control spending more efficiently for each supplier.

By focusing your budgets, you’ll have more control over which campaigns to scale and which to adjust.

3. What Are the Seasonal Trends for Your Business?

Every business has some level of seasonality, and understanding how this impacts your campaigns is essential for Google Ads success. For example:

• Clothing brands with seasonal collections (e.g., summer and winter apparel) may want separate campaigns for each season to adjust budgets as needed.
• Service providers like HVAC companies may want to ramp up campaigns for air conditioning services during the summer months, while scaling back during the winter.

Understanding these seasonal trends will allow you to optimize your Google Ads spend during peak periods and reduce costs during off-seasons.

👉 Why Google Ads Brand Campaigns Are Essential (Even If They Feel Like a Waste of Money)

Choosing the Right Google Ads Campaign Type

Once you’ve answered the key questions above, the next step is choosing the right campaign type for your goals. Google Ads offers various campaign types, including Search, Display, Shopping, and Performance Max. Each one is suited to different business objectives, whether you're focused on lead generation or eCommerce sales.