You’ve cleverly crafted ads based on keywords that you’ve researched for relevance and reach. 

Your campaign structure and strategy is on point, with ad groups that make sense for your business.

The budget has been agreed upon and assigned. 

Now what?

Surely there’s nothing to do now but wait for the influx of customers you know you deserve because you’ve put in the work (see above). 


Not quite.

One of the things I love most about Google Ads is that at the beginning, everything is a big test.

You’ve done your homework, you know you have all the foundations right – but there’s no way to guarantee results until you try it out. 

Those keywords that you’ve secretly become way too attached to at the beginning? They might completely miss the mark.

Or they may go absolutely gang busters (woohoo!)  but you’ve got no idea how to leverage them further. 

There may be age groups or other demographics that perform differently to how they perform in other channels. 

There could even be locations that are costing you money and not bringing in the dollar bucks. 

In short – there are a lot of moving parts in a Google Ads account

So that whole ‘set and forget’ strategy that Google would love you to take on board? Please don’t do that.

I feel so strongly about this, I wrote a whole other blog about it. Check it out here

Instead, you need a process to help you manage your ads so that you are not wasting money on search terms that are not bringing in money – and so that you can make the most of the search terms that are.

This process should include:

  • Reviewing which search terms have led to conversions, and which have not.
  • Adjusting keyword or product bids according to performance.
  • Checking how your demographics, locations and devices are impacting results.
  • Giving Google time to re-learn once changes have been made. 

It doesn’t have to take long.

Once you become familiar with the steps to take, you can easily manage your account in less than an hour a week.

You definitely don’t need to be in the account every day, and you don’t have to make changes every time you do check in. 

In my course Profitable Promotion, I give you the exact process I use to manage ads once they are up and running.

I’ve actually dedicated an entire module with step by step instructions for each campaign type on how to look after your ads and get the best, most profitable results. 

There’s still time to join the next round, which kicks off on 23 May 2022.

If you want to get the most out of your Google Ads, it’ll be the best investment you make this year.