Why Google Ads Still Matter
Even in a world of TikTok, ChatGPT answers and shoppable Reels, Google Ads remains the only channel where you can buy intent on demand. When someone searches “best chiropractor near me,” they’re signalling purchase intent you simply can’t fake elsewhere. The downside? Competition—and CPCs—keep climbing. That’s why the precision tactics below matter more than ever.
1 — Master Keyword Match Types
| Match Type | Reach | Precision | Best Use Case |
|---|---|---|---|
| Broad | ★★★★☆ | ★☆☆☆☆ | Discover new terms, early research |
| Phrase | ★★★☆☆ | ★★☆☆☆ | Scale with moderate control |
| Exact | ★★☆☆☆ | ★★★★★ | Bottom-funnel, ready-to-buy |
2025 Playbook
- Split Broad, Phrase and Exact into separate ad groups.
- Add negatives weekly to Broad/Phrase.
- Promote top search terms to Exact once they convert.
2 — Boost CTR With Ad Extensions (Assets)
| Extension | What It Does | 2025 Pro Tip |
|---|---|---|
| Sitelinks | Extra links | Use pricing, demo or testimonial pages |
| Callouts | Micro-USPs | Keep to 25 chars: “24/7 Support” |
| Snippets | Feature lists | Stick to 3-10 items |
| Images | Visual cue | Square, high-contrast photos win |
Minimum viable setup: enable four extension types per campaign. Google’s algorithm will serve the best combo automatically.
3 — Choose the Right Bidding Strategy
| Strategy | Goal | When to Switch |
|---|---|---|
| Maximize Clicks | Data gathering | Launch phase (≤ 50 conversions) |
| Target CPA | Cost-per-lead | After stable conversion volume |
| Target ROAS | Revenue | E-com & SaaS once pixel is seasoned |
| Enhanced CPC | Manual + AI | Transition setting or niche keywords |
Review CPA/ROAS targets monthly; inflation and seasonality can move break-even points quickly.
4 — Leverage Responsive Search Ads
- Feed the algo: 8-10 headlines, 4 descriptions.
- Theme your messages: ⅓ keyword, ⅓ benefit, ⅓ CTA.
- Pin sparingly: Only for legal or mandatory brand lines.
- Refresh often: Creative fatigue sets in ~6–8 weeks in competitive verticals.
5 — Track Conversions Like a Pro
- Deploy Google Tag Manager for clean tagging.
- Fire both Google Ads tags and GA4 events.
- Verify in Tag Assistant; mis-fires waste budget.
- Turn on Enhanced Conversions (hashed first-party data) to reclaim post-cookie signal.
- Import offline deals from your CRM for true ROAS.
Putting It All Together
- Segment keywords by intent.
- Layer extensions to win SERP real estate.
- Let AI bid—after you feed it clean conversion data.
- Rotate fresh RSA copy every quarter.
- Audit conversions monthly; optimise to revenue, not clicks.
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