In short: Google Ads is Google's advertising system for paid distribution in search, on websites, in video and other placements. Campaign performance depends on the goal, data, offer and quality of the resulting experience.
How I use Google Ads in practice
With Google Ads I first separate reach from real value. I define the audience, situation, offer and next step after a click or impression. I launch a campaign or content with one main hypothesis and measurement that goes beyond a visit. I increase the budget only once I understand lead quality and its connection to sales.
What to watch
The most common mistake is running Google Ads against an unclear offer and expecting the channel to fix the product. The second is assigning the entire result to the last contact. A person may have built the decision from several visits, referrals and sales work.
Questions for decisions
- Whom do we want to reach and whom should we exclude?
- Which offer or message hypothesis are we testing?
- What happens after the first response and who owns that step?
- Are we measuring customer quality or only channel activity?