The Truth About Google Ads in 2025: Focus on Fundamentals
Jan 20, 2025Every year, marketers and advertisers are tempted by shiny new "secret" Google Ads strategies. But here’s my biggest warning for 2025: don’t fall for it.
Instead of chasing trends, focus on the core principles that make Google Ads campaigns successful.
Why “Advanced” Google Ads Strategies Are Overhyped
Every year, the same pattern repeats:
- In 2022, it was feed-only Performance Max campaigns.
- In 2023, it was PMAX asset groups targeting specific audiences.
- In 2024, it was removing conversion tracking to cut CPC costs.
These so-called “advanced strategies” sound innovative, but they’re not the secret to long-term success. If your campaigns aren’t converting or scaling, the real issue likely lies with your foundational Google Ads setup.
What’s Wrong With Advanced Strategies?
Advanced strategies often fail because they don’t address the unique needs of your business. They offer generic solutions to specific problems.
Whenever I’m asked about these strategies, I start with one simple question
Why?
- Why do you want to use feed-only campaigns?
- Why remove conversion tracking?
The answers usually point to one of two issues:
- Campaigns aren’t converting.
- Campaigns aren’t scaling.
The real solution isn’t in a gimmick or hack—it’s in fixing the core issues of your Google Ads setup.
How to Succeed With Google Ads in 2025
Forget the hacks. Focus on these four foundational pillars instead.
1. Optimize Your Google Ads Account Structure
A strong account structure is the foundation for effective Google Ads campaigns. Poor organization wastes your ad spend and limits your ability to scale.
A well-structured account allows you to spend efficiently across product categories, services, or keywords and prioritize high-performing products or services for better ROI.
2. Focus on Core Metrics: CTR, Conversion Rates, and Impression Share
These three metrics are key indicators of campaign health:
- CTR (Click-Through Rate): Low CTR? Your ad copy or creative isn’t connecting with your audience.
- Conversion Rate: Clicks without conversions are a waste of budget. Evaluate your landing pages and offers to ensure they’re aligned with search intent.
- Impression Share: A low impression share with strong conversion metrics signals you can scale by increasing budgets. High impression share? Expand to new keywords or audiences.
3. Understand the Best Use Cases for Each Campaign Type
In 2025, Google is pushing Performance Max (PMAX) and Demand Gen campaigns as their go-to solutions. But these campaign types aren’t a one-size-fits-all fix.
PMAX and Demand Gen are best used after building a foundation with Search and Shopping campaigns. They rely on good conversion data to succeed, and without it, you’re essentially gambling with your ad spend.
👉Top 2 Google Shopping Campaign Optimisations You Need in 2025
4. Master the Principles of Scaling Your Google Ads Campaigns
Scaling Google Ads campaigns is where most businesses struggle. To scale successfully, you need to:
- Increase search impression share by spending more to dominate high-performing keywords.
- Target new audiences or keywords to expand your reach.
Scaling requires a strategic approach to ensure that conversion rates remain stable as your campaigns grow.
Why Foundations Matter More Than Hacks
Every business is unique. Even companies selling identical products to the same audience have different cost structures, goals, and challenges. This is why “advanced strategies” fail—they ignore what makes your business different.
By focusing on the foundational principles of Google Ads, you can build campaigns that are tailored to your specific needs.
Your 2025 Google Ads Success Plan
Here’s what to focus on this year:
- Build a strong account structure for better control.
- Monitor key metrics like CTR, conversion rates, and impression share.
- Use campaign types like PMAX and Demand Gen only when they align with your goals and data.
- Scale your campaigns strategically to maintain profitability.
Final Thoughts
Skip the hype. Master the fundamentals. By focusing on the core principles of Google Ads, you’ll not only see better results in 2025 but also build a sustainable approach to online advertising.
Let others chase shiny new hacks. You’ll already be ahead by doing what works.