Stop paying an agency £1,000 a month to ignore your Google Ads.

Google sets bids to get conversions at the cost per customer you choose.

Bids aim for a set return on ad spend, so every pound works towards revenue.

Move an eligible campaign to a conversion strategy only after tracking is recording and conversion volume is sufficient.

Gets as many conversions as possible from your daily budget.

Chases the highest total sales value, not just the most sales.

Brings in as much traffic as your budget allows. Handy for new accounts.

You set every bid by hand, for full control when data is thin.

Adjust eligible manual bids by 10% when conversion data meets strict thresholds.

One shared bid strategy across several campaigns so they learn together.

The old halfway house between manual and smart bidding. Google has retired it for Search, and Googly moves accounts on to smart bidding.

Ads appear only for searches that mean exactly what you sell.

Your main keywords in phrase match, for reach with guardrails.

Change exact, phrase, and broad match only when the full keyword change set passes major-change checks.

Wide reach, with Google's bidding filtering for the searches that convert.

Mining the search terms report every week and blocking the searches that waste money.

Pause a keyword only after it spends more than twice its target cost with no conversions.

Google folded it into phrase match in 2021. Googly migrates old accounts that still use it.

One keyword per ad group, for ads that match the search perfectly.

Tight groups of closely related keywords sharing one theme.

Proven winners live in exact-match "Alpha" campaigns, while broad-match "Beta" campaigns hunt for new ones.

Layered negative keywords steer each search to the right campaign, from broad to phrase to exact.

Top performers get pulled out into their own ad groups so they get their own budget and ads.

Fewer, bigger campaigns so Smart Bidding has more data to learn from.

Add a campaign only when its separate daily budget fits the monthly spend limit and its location targets exactly match saved service areas.

Move a limited part of the daily budget between campaigns that meet strict performance thresholds.

Let Performance Max lead, with strong assets and clear conversion goals.

Performance Max for reach, Search for control, with your brand name excluded from PMax.

Separate asset groups by product, category or margin so each gets the right message.

Better product titles, images and data in Merchant Center, the biggest lever for shopping ads.

Bidding more to win first-time buyers rather than paying again for existing customers.

Excluding placements and brand terms that waste Performance Max budget.

Uploading your own customer list so Google can find more people like them.

Reaching new people who behave like your existing customers.

Adding people Google knows are actively shopping for what you sell.

Audiences built from the searches and websites your ideal customer uses.

Bidding more when past visitors search again.

Stacking several signals together to target a really specific customer.

Starting with no audience hints and letting Google find buyers from scratch.

Demand Gen, Display, Search and PMax working together from awareness to sale.

Owning the top spot when people search your name, so competitors can't take it.

Showing up when people search for your competitors.

Staying in front of people who visited but didn't buy.

Bidding up at your busiest times and days, and down when it's quiet.

Focusing spend on the postcodes and radiuses where your customers are.

Taking winning searches found by PMax and building them into Search.

Shopping ads lead, with Search ads filling the gaps.

Bidding higher on your most profitable products.

Pushing harder where your prices beat the competition.

Showing up free in Google's Shopping tab and paying for the top spots.

Judging campaigns on profit, not clicks or sales.

Crediting every ad a customer saw on the way to buying, not just the last one.

Building accounts so Google's automation has clean data to learn from.

Feeding Google better signals (like customer lists and conversion values) so it bids smarter.

Starting each month's budget from zero and funding only what proves itself.