How To Increase ROI With Google PPC Ads: 19 Expert Hints And Alternatives

Google pay-per-click ads require mastery through a strategic, hands-on campaign to guarantee each dollar invested returns measurable value. The platform’s automatic PPC settings default to maximizing its own key metrics, so advertisers need to exert more control over bids, targeting, and ad copy to guarantee a robust ROI.

By taking advantage of AI, optimizing audience segmentation, landing page optimization and adding complementary and alternative strategies, agencies can greatly enhance conversions while cutting wasted PPC spend for their clients. The expert-recommended tactics 19 members of Forbes Agency Council outline below can assist brands and their agency partners in avoiding the pitfalls of PPC advertising on Google and increasing more sustainable, higher-ROI campaigns.

1. Turn Off Automation To Reclaim Full Manual Control

The first action is to disable all automation within your campaigns and account-wide. Default configurations (today) permit Google to modify your bids, modify your ad copy and even modify your geotargeting—using your checkbook to buy in its own store. Advertisers need to go manual on all the above to stand any chance for a positive ROI. – T. Maxwell, eMaximize

2. Leverage Performance Max Campaigns

Google has been dramatically altering its ad platform of late with the introduction of more AI-driven search. Brands must leverage its fresh ad updates, particularly its Performance Max campaigns. Performance Max will syndicate ads across every Google channel (search, YouTube, display and so on). It allows advertisers to add user-generated content and assets to the ads and attain a better ROI. – William Gasner, Stack Influence

3. Take Advantage of Interruption-Based Social Media Ads

Interruption-based advertisements on social media and providing an incentive in return for a consumer’s email address have been the most successful advertising campaigns we’ve ever conducted for our clients. We then assist our clients in strategically remarketing to generated leads to turn them into customers. This method converts more leads than our Google PPC ads. – Tony Pec, Y Not You Media

4. Create Low-Cost, Top-Of-Funnel Remarketing Audiences

The majority of B2B businesses rely on last-click attribution only for PPC in sales-lead campaigns. This disregards the “Rule of 7,” which states that at least seven touches are required before a person will act. Brands need to build a low-cost, top-of-funnel audience for remarketing campaigns based on similar content. This significantly lowers the bottom-of-the-funnel ad spend required to close a sales lead. – Toren Ajk, TAC Marketing Group

5. Leverage AI To Optimize Keywords And Geotargeting

Utilize AI-based tools to optimize keyword choice and geotargeting for improved Google PPC ROI in the healthcare industry. AI may scan search patterns, patient activity and competition to identify high-converting keywords and best ad placements. AI also assists in dynamically adjusting bids with real-time performance, guaranteeing budget efficiency. This targeted precision generates quality leads and increases ROI. – Christy Saia-Owenby, MOXY Company

6. Cut Wasted Ad Spend Up Front

Google Ads ROI is significantly improved when you eliminate wasted spend first. Begin by aggressively filtering out low-quality traffic, using offline conversions and optimizing for real sales—not leads. We consistently improve performance by adding keyword segmentation, accurate bidding strategies, unbranded dedicated campaigns and dynamic conversion tracking. – Anthony Chiaravallo, Vallo Media

7. Target Niche Market Segments For Lower-Cost Clicks

Segment your campaigns into in-depth market segments. Don’t have one campaign for “running shoes”—divide it into campaigns for items like “running shoes for pregnant half-marathon runners.” You may be the only one bidding on those terms, and costs will be low. Sure, search volume may be low, but if you have a large number of campaigns, collectively, they will generate a high volume of low-cost clicks. – Michael Chagala, Rank Harvest Digital Marketing

8. Optimize Landing Pages For Conversions

The devil is in the details: Refine targeting with granular keywords and audience data. Optimize landing pages for conversions. Leverage smart bidding and refine ad copy for relevance. Use Google’s Performance Max campaigns or reallocate budget to high-ROI channels like targeted social ads or SEO for long-term growth. Wherever possible, we attempt to use a multichannel strategy. – Frank Rojas, Miami SEM

9. Enhance Your Quality Score; Diversify Ad Channels

Google PPC is expensive, but intelligent hacks save the day. Optimize your quality score to reduce costs, target high-intent keywords, and retarget. Performance Max can also bid up with AI. Outside of Google, brands get great ROI from social ads, influencer marketing and SEO-based content. The secret is to connect with customers where they already are engaged—not necessarily where advertising is most costly. – Justin Belmont, Prose

10. Target High-Intent, Long-Tail Keywords

Target high-intent, long-tail keywords and optimize landing pages for conversion. Targeting lower-competition keywords can decrease costs while increasing relevance and quality scores. Alternatively, allocate some of your budget to performance-based channels like Meta Ads, YouTube or influencer collaborations for improved targeting and engagement. – Mary Ann O’Brien, OBI Creative

11. Utilize Attribution Software To Adjust To Privacy Changes

To improve Google PPC ROI, you’re likely using attribution software because of the loss of first-party cookie tracking because of Apple’s iPhone privacy blocking. Take advantage of Google’s Local Services Ads, retargeting and Performance Max. Other strategies involve investing in SEO, lead nurturing via email and SMS automation, and optimizing organic and referral traffic. Prioritize brand authority to reduce customer acquisition cost across channels. – Michael Fox, Corberry Digital

12. Enhance Bidding Strategies; Automated CPA And ROAS

To maximize Google PPC ROI, concentrate on streamlining your bidding strategy using auto features like cost per action and return on ad spend. Have a mobile-friendly website to avoid losing prospective buyers. Update your negative keyword list regularly to eliminate unwanted traffic. Also, use ad extensions to offer more information and make ads more visible. – Ajay Prasad, GMR Web Team

13. Tap DSPs For Advanced Targeting And Niche Tools

Google PPC ad spend has never been low-hanging fruit. Demand-side platforms and niche-specific programmatic marketing is the future. It amazes me programmatic ad spending hasn’t already gotten more specific, but it’s on the horizon quickly. Agencies are shifting towards DSPs with improved targeting and niche tool capabilities, getting brands in front of the appropriate audience more cost-effectively.
– Austin Irabor, NETFLY

14. Diversify With SEO, Retargeting And Social Media Ads

To increase Google PPC ROI, we emphasize hyper-specific targeting, utilize AI-powered keyword optimization and continually optimize ad copy based on real-time performance. For struggling PPC clients, we also diversify into budget-friendly alternatives like local SEO, retargeting ads and tactical social media campaigns to deliver profitable outcomes. – Guy Leon Sheetrit, Guac Digital

15. Improve Landing Page UX; Optimize Conversion Paths

Ads are merely one part of the equation—where the click directs is the most important part. A UX-optimized landing page is where conversions happen. We collaborate directly with brands to create practical visual content and responsive user interfaces to help them capitalize on the power of traffic brought by their campaigns. Most brands are challenged when it comes to PPC ROI, but optimizing UX and conversion flow makes clicks work as actual outcomes. – Goran Paun, ArtVersion

16. Leverage Audience Targeting to Reduce Low-Value Clicks

Most individuals don’t know you can target an audience in Google PPC. By restricting your possible audience to your ideal prospect, you won’t be charged for unqualified or low-value clicks on your ads. This maximizes your close rates, reduces wasteful expense and brings efficiency to the post-sign-up process. We also suggest geofencing or competitive ad blocking to restrict “unwanted” clicks. – Paula Chiocchi, Outward Media, Inc.

17. Invest In CRO; Target 1P Data For Improved Targeting

Google PPC is not a quick-win tactic anymore with AI transforming search and competition increasing. To enhance ROI, brands have to optimize landing pages, spend money on conversion rate optimization and build brand awareness for improved click-through rates as well as reduced costs per click. Diversify on LinkedIn, YouTube and Bing Ads, take advantage of AI-powered bidding and rely on first-party data in order to improve targeting. A strategic, multichannel solution is necessary. – Amy Packard Berry, Sparkpr

18. Use RFM Scoring to Eliminate Low-Value Target Audiences

Most media buyers and brands operating Google PPC ads are concerned with the target audience and budget, but do not attempt to “cut the fat” from their audiences or placements. We apply RFM scoring (recency, frequency, and monetary value of purchase) from first-party data to create enhanced audiences for retargeting and identify the lowest-value audiences to drop from campaign targeting. Strategies like this have been a huge help to our clients. – Bernard May, National Positions

19. Continuously Test And Adapt, Utilizing Advanced Features

There is a need to continually hone targeting and make use of advanced features like negative keywords, ad extensions and custom audiences in Google PPC ads. Experimenting with varied ad copy and landing pages also becomes important. Finally, regular performance monitoring and adjustment are responsible for maximizing outcomes. – Jacquelyn LaMar Berney, VI Marketing and Branding