What are the best strategies for optimizing search ads campaigns?

Emily Team
Jul 18
2 min read

🔑 1. Refine Keyword Targeting

Use tools like Google Keyword Planner and SERanking to find high-intent, low-competition keywords.
Implement match types strategically: broad match for discovery, phrase and exact match for control.
Negative keywords are crucial — constantly add irrelevant queries to your exclusion list.

📍 2. Localize Your Campaigns

Geotarget by city, zip code, or radius around a physical location.
Include location-based terms in ad copy (e.g., “Charlotte HVAC services”).
Optimize and link your Google Business Profile for better visibility and trust signals.

✍️ 3. Craft Compelling Ad Copy

Use clear CTAs like “Book Now,” “Free Estimate,” or “Limited Offer.”
Highlight USPs (unique selling points), such as “24/7 Support” or “Veteran-Owned.”
Test multiple versions with A/B split testing to identify top-performing messaging.

📄 4. Optimize Landing Pages (LPO)

Make sure the landing page matches the ad intent precisely.
Ensure fast load speeds, mobile optimization, and strong CTAs.
Use trust signals (testimonials, certifications, contact info) to boost conversions.

📊 5. Track & Measure Everything

Set up Google Tag Manager, Google Analytics, and conversion tracking.
Track calls, form fills, chats, or purchases depending on your goal.
Review Search Terms Report regularly to refine audience targeting.

💰 6. Bid Strategically

Use automated bidding like Maximize Conversions or Target CPA once enough data is collected.
Start with manual bidding for control, then transition.
Allocate more budget to high-performing campaigns or keywords with high ROAS.

🔍 7. Use Ad Extensions

Include sitelinks, callouts, structured snippets, phone numbers, and location extensions.
These not only increase real estate in the SERP but also boost CTR.

🔄 8. Regular Audits & Updates

Review campaigns weekly for wasted spend or ad fatigue.
Rotate new copy, update seasonal offers, and monitor competitors.

Bonus Tip: Pair Search Ads with Organic SEO

Combine paid and organic strategies for better search share and brand authority. EMILY offers both — from Google Ads to organic SEO content creation and schema optimization.

Want help implementing this or need a full audit of your paid search strategy? 📅 Schedule a chat with EMILY: www.ermarketinggroup.com/letschat 📧 Or email us directly: info@ermarketinggroup.com

Let’s drive results — The EMILY Way🐎