For B2B decision-makers, this poses a real challenge. Justifying marketing spend depends on having reliable, complete data, yet standard client-side tracking is falling short. That’s where server-side tracking comes in. As Stape explains, server-side tracking gives you full control over the data you distribute to third parties, making it a strategic fix for today’s growing data restrictions.

The post Server Side Tracking: A B2B Businesses Edge In a Privacy First World appeared first on ROAR Digital Marketing.

Google has just rolled out a major Performance Max (PMax) update, giving advertisers far more control and visibility over campaigns. For years, PMax was a bit of a black box—powerful, but lacking the transparency and fine-tuning Search advertisers rely on.

Here’s a breakdown of the recent updates:

Sharper Targeting Controls

• Campaign-level negative keyword lists – Apply exclusions like “free”  across multiple PMax campaigns without having to edit each one.

• Expanded search themes – Now up to 50 themes per asset group (up from 25), giving you more flexibility in guiding Google’s targeting.

• Full demographic & device targeting – Control by age and device; gender targeting is currently in beta.

Smarter New-Customer Insights

• Improved accuracy when classifying new vs. existing customers, reducing “Unknown” classifications.

• Goal diagnostics now flag tracking or reporting issues (like missing tags) and guide you to fix them.

Creative Control & Visibility

• Final URL expansion assets are now visible and removable, giving you power over Google’s auto-generated content. To make the most of this feature you will need to turn this feature on in your campaign settings.
  

• AI-driven creative recommendations – Receive tailored suggestions to improve your image assets, plus direct access to Google’s built-in image editor.

Search Term Visibility

You can now view Performance Max search terms in your regular search terms report—a huge win for transparency.

Pro tip: Add irrelevant search terms directly to your asset groups as negatives.
Where to find them:
Campaigns > Insights > Search Terms

Why It Matters for B2B

For B2B advertisers, wasted spend on irrelevant clicks can eat up budgets fast. These updates:

• Reduce waste by letting you cut out poor-quality traffic early.

• Improve targeting precision with more demographic, device, and keyword controls.

• Increase transparency so you can optimise based on real data, not guesswork.

The result? More budget going towards the prospects who are most likely to convert.

Next Steps

If you’re running Performance Max, log in today and:

1. Build and apply negative keyword lists.

2. Review your search terms report for waste.

3. Update your asset groups using AI’s creative recommendations.

These changes make PMax a lot more viable for performance-driven advertisers—especially in competitive B2B markets.

The post New Google Ads Performance Max Control & Reporting You Need to Know About appeared first on ROAR Digital Marketing.

Pick the Right Format

Short, skippable videos promote action; tiny bumpers boost recall.

Choose based on outcome, not preference.

Core Options

• Skippable In-Stream = best for leads/sales with conversion bidding.
• In-Feed = discovery in YouTube search/feed; strong titles and thumbnails matter.
• Bumper (6s) = fast awareness and frequency.
• Shorts (9:16) = vertical, hook in 3 seconds; works with Demand Gen.

Set Up the Foundations for Success 

Link accounts. Track conversions. Keep targeting simple.

• Link YouTube to Google Ads via Tools & Settings within Linked Accounts.
• Set up Conversions – You can either import key events set up in GA4 or used the preferred method of creating Google Ads conversions.
• Landing page that matches the message of your ad with a headline and CTA that mirror each other.

If you’re also looking to improve your YouTube SEO, we’ve compiled some secrets to quality optimisation here.

Build your YouTube campaign

Create without a goal if you want full control; otherwise, choose “Drive conversions.”

Settings That Work

• Bid strategy: If you’re looking for action, then start with Maximise Conversions, then test Target CPA after 30–50 conversions. If you’re looking for awareness, start with Target CPM, which balances for reach and frequency.
• Budget: This should be at least 10x  your Target CPA per day (for learning stability).
• Networks: Keep YouTube videos on; add YouTube search for In-Feed when relevant.
• Targeting: One type per ad group for clean learning (Remarketing / Custom intent / In-market).
• Brand safety: Use Standard Inventory to avoid unsuitable content, and exclude sensitive placements as needed.

Make Creative That Earns the View and the Click

Lead with the outcome. Show, don’t tell. Ask for one action.

Simple Creative Rules

• Hook in 3s (problem, bold claim, or pattern break).
• Show value by 5s (demo, proof, or benefit).
• One CTA (book a demo, try free, receive free audit).
• Specs: 1080p, captions on, 16:9 + a 9:16 cut for Shorts.

Optimise Weekly (Small Tweaks, Big Wins)

Avoid wild swings; making one change at a time allows you to see where positive or negative impacts are being made.

What to Watch

• Is the View-through rate (VTR) less than 25%? Fix the first 5 seconds.
• Is the In-Feed CTR less than 1%? Refresh thumbnail and title.
• Is your CPA High? Tighten audience or improve landing page speed/clarity.
• Is Frequency high? Cap for awareness; don’t saturate.

Our final thoughts 

Creating YouTube ads is straightforward when you anchor on goal, format, clean setup, and consistent optimisation. Start simple, measure what matters, and refresh hooks regularly. With stable budgets and message-matched pages, you will see results compound.

Are you still struggling with how to create YouTube Ads? Book a discovery call with our team to explore strategies tailored to your business goals.

The post How To Create YouTube Ads appeared first on ROAR Digital Marketing.

Whether you’re a startup or a seasoned business, understanding how display ads work can help you reach the right people at the right time, especially when building brand awareness.

Display ads are designed to visually capture attention and drive users to learn more about your product or service. Unlike search ads (which rely on keywords), display ads are typically used to reach potential customers earlier in their buying journey, often before they even realise they need your product.

They appear across the Google Display Network, which includes over 2 million websites and apps, reaching 90% of internet users worldwide.

Rather than targeting keywords like in Search campaigns, Google Display Ads use audience-based targeting. You can reach users based on:

• Demographics (e.g. age, gender, industry) 
• Interests and behaviours 
• Remarketing (e.g. previous website visitors) 

Google then uses automated auctions to serve your ads in placements where your audience is likely to be browsing, helping your brand appear on the websites they already visit and trust.

Here’s a quick overview of the main display ad formats and what a user might see:

Static Banners (Image Ads)

What they are: Fixed-size ads using a single image.
Example: You’re reading an article on TechCrunch about cybersecurity. A side-banner appears:

“Protect Your Business from Ransomware – Get a Free Audit”
Best for: Quick brand visibility when you already have strong visual assets. Read more for a full guide on Display Ad sizes.

Responsive Display Ads

What they are: Google automatically creates ads from your uploaded images, headlines, descriptions, and logos—then adjusts the layout to fit any screen.
Example: On a finance blog, you see an ad promoting an eBook:

“The CFO’s Guide to Forecasting – Download Now”
Best for: Scalable reach with minimal design time.

Video Display Ads

What they are: Short, non-skippable or skippable videos that appear across YouTube and other placements.
Example: Watching a YouTube video about automation, a 30-second clip appears showing a robot arm packing boxes.

“Boost Production by 40% – Book a Demo”
Best for: Demonstrating complex products or telling your brand story.

Interactive / HTML5 Ads

What they are: Dynamic, engaging ads with features like sliders, hover effects, or product galleries.
Example: On a logistics blog, an ad appears:

“How many vehicles in your fleet?” [Slider: 10–200]
Result: “You could save £12,400/year on fuel.”
Best for: Driving engagement or showcasing product variations.

Gmail Sponsored Promotions

What they are: Ads that look like emails in the Gmail Promotions tab.
Example:
Subject: “Onboard Global Teams Faster”
Opens into a full ad with video and CTA:

“See how RemoteHR automates compliance.”
Best for: Storytelling and reaching professionals directly in their inbox.

If you are looking to get stuck in with Display Ads but you don’t know where to start. We’ve created an easy to use guide with a video explaining the best way to set up your Display campaign.

Build Brand Awareness
Show your product to new audiences who aren’t yet searching for your brand.

Cost-Effective Reach
Typically lower CPCs or CPMs than search ads.

Visual Storytelling
Convey value through images, animations, and video—far more engaging than plain text.

Retargeting Power
Re-engage website visitors who didn’t convert with tailored messaging and offers.

Consider display ads when:

• Launching a new product or service 
• Reaching audiences outside of search 
• Supporting an early-stage awareness campaign 
• Retargeting users who visited your website but didn’t convert 

They’re also a great way to complement your search campaigns by keeping your brand top of mind with a visual reminder.

Targeting Too Broadly
Without keywords, it’s easy to overreach. Use detailed audience targeting and exclusions.

Using Low-Quality Images
Poor visuals get rejected—or worse, ignored. Stick to Google’s specs and invest in quality creative.

Ignoring Mobile Formats
Over 60–70% of display ad impressions happen on mobile. If your ads don’t look great on smaller screens, you’re missing out on most of your audience.

1. Set Clear Goals
   Are you trying to build awareness, generate leads, or retarget? 
2. Create Attention-Grabbing Visuals
   Good visuals = higher click-through rates. 
3. Refine Your Targeting & Budget
   Build audiences based on interests, demographics, or remarketing lists. Start with a test budget. 
4. Launch and Monitor
   Give Smart Bidding time to learn. Monitor performance and optimise placements and creatives as data comes in.

Display ads are one of the most powerful ways to scale your brand awareness online. By using Google Display Advertising strategically—whether through responsive, video, or interactive formats—you can reach the right audience with the right message, at the right time.

Focus on clear visuals, mobile optimisation, and a solid targeting plan to get the best results. When done right, Google Display Network ads can become a low-cost, high-reach engine for your digital marketing success.

Do you want to learn more about Display Ads or expand your PPC knowledge? Explore our blog for more tips and guides to help you take your business to the next level.

Photo © by Christina Morillo from Pexels.

The post What Are Display Ads in Google? appeared first on ROAR Digital Marketing.

Launched back in 2021, Performance Max (PMax) is Google’s latest solution to help users supercharge their advertising, allowing them to advertise its entire network, in a bid to make campaign management easier. In this guide, I’ll break down what PMax ads are, how they work, what to watch out for, and how they can help your business when set up correctly.

Simply put, Performance Max is a goal-based campaign type in Google Ads that uses automation to show your ads across all of Google’s channels, including Search, Display, YouTube, Gmail, and Maps, all in one campaign.

The main benefit of using a Performance Max campaign is that you are able to increase your reach with less micromanagement. This is a great campaign type for businesses that lack the time or resources to manage multiple campaign types. 

It uses real-time data and audience signals from the information you provided it with to target users at the most opportune time.A great way to think of it is like setting your destination in Google Maps; Google figures out the best route using real-time data.

Machine learning and automation are what power PMax, automatically testing different versions of your ads across all of Google’s platforms. You give it the building blocks within the Asset Group; headlines, descriptions, images, videos, and audience signals, and Google does the hard work, mixing and matching these to figure out what works best to bring you conversions.

Google’s algorithm is working behind the scenes, constantly learning from real-time data, e.g., who is clicking, where’s converting, and where it’s happening. Whilst analysing this data it is also adjusting things like bids, placements and which assets to show and where to get you the best results.

Where Ads Show:

• Google Search
• YouTube
• Display
• Gmail
• Maps

Google understands that users don’t always want to rely on Performance Max to get the best results for them without any visibility. Read how Google is introducing AI Max to Google Search campaigns, and how it could help you expand your reach

Performance Max campaigns simplify setup and expand your reach across all Google platforms, but they do come with a trade-off: less control. Designed by Google to save you time by avoiding separate campaigns, I advise against solely depending on PMax. 

Instead, leverage it in conjunction with your existing campaign strategies. This way, you can effectively capture additional, potentially overlooked, relevant traffic.

Performance Max campaigns, while powerful, give Google significant control. Although there is now some Channel Performance Reporting available for better insights into ad performance, allowing for targeting adjustments based on this data, overall visibility remains limited.

Direct control, like keyword targeting or selecting channel priority, is absent. Therefore, careful Audience Signal setup is crucial. Leverage custom segments, remarketing lists, and negative keywords to guide targeting effectively.

Ultimately, Performance Max success hinges on the quality of creative assets and the precision of conversion tracking. It’s essential to plan and execute these aspects thoroughly to get the best results.

Think of Google Performance Max as a tool that helps you advertise on all of Google’s platforms, like YouTube and Search, all at once, without needing to be a tech expert. It’s easy to use, but since Google is doing the heavy lifting, you have less direct control. 

To get the best results, make sure to provide lots of different types of ads (images, text, videos) that really speak to who you want to reach. Also, give Google hints about who your ideal customer is with Audience Signals and block irrelevant search terms by feeding it negative keywords. Finally, don’t rely only on this one tool. Use it alongside your other advertising efforts to reach even more people.

Do you want to learn more about PPC, SEO, and tracking? Explore our blog for more tips and guides to help you take your business to the next level.

Photo © by Firmbee.com from Pexels.

The post What is Performance Max in Google Ads? appeared first on ROAR Digital Marketing.

You may be finding that you’re seeing leads coming through in the back end of your website, but when you look in GA4 or Google Ads you have no way to attribute them, as you don’t have conversion tracking set up to track contact forms, email clicks, phone call clicks etc.

With the introduction of smart bidding strategies and smart campaigns, it’s now more important than ever to have Google Ads conversions set up, as they work predominantly on the performance of conversions (leads) that come through these campaigns. If you don’t have these set up, then campaigns have nothing to feed the smart bidding strategies to grow and scale.

This is where Google Tag Manager comes in. Since 2018, Google has been pushing for marketers and businesses to utilise Google Ads conversion tracking for streamlined conversion setup, and with the introduction of Consent Mode and privacy regulation compliance in 2020, this is the simplest way to make sure attribution is not lost when users enter your website and accept cookies.

However, misconfigurations are common, so it’s always important to have a detailed plan and strategy laid out when thinking about Google Ads conversion tracking and linking Google Ads with Google Tag Manager.

Incorrect implementation or missing tracking can be costly. If your campaigns are unable to see conversions, then this can lead to wasted ad spend, underreporting, or missed optimisations.

Recently we worked with an ecommerce client that had lost all conversions on their Google Ads account after an update they made to their WordPress website. On close inspection, we could see they had multiple Google Tags running on their site that made it impossible for Google to know which tag was correct. The loss in conversion data resulted in their Smart Shopping and Performance Max campaigns no longer working the way they did previously.

We helped them to pinpoint where the issue was coming from, implemented a fix that meant only one Google Tag was visible in Google Tag Manager, and provided them with a strategy to bring conversions back to their Google Ads campaigns.

Auditing your Google Ads can be tricky. We’ve created a guide to help you understand the basics and help you make sure you’re getting the most out of your account, including Google Ads conversion tracking.

• Google Tag Manager is installed on your website
• Google Ads account with website conversion actions set up
• Website access for verification and debugging
• Access to Google Analytics (GA4) for enhanced analysis

*We typically onboard clients and audit these areas first to ensure everything is clean, conflict-free and scalable.

Step 1. Define conversion events

• What counts as a conversion event (form submissions, phone calls, etc.)
• Match business goals with measurable user actions

Step 2. Create Google Ads Conversion In Google Ads

• Log into your Google Ads account
• Under Goals, click Conversions and select Summary from the dropdown menu
• Create the desired conversion e.g. form submission
• Under Tag setup select Use Google Tag Manager
• Take the Conversion ID & Conversion Label ready to place these into the new tag you’ve set up in Google Tag Manager

Step 3. Create Google Tag in GTM

• Log into your Google Tag Manager account and go to your Workspace
• Create a new tag, configure for Google Ads and set up a Google Tag entering AW- with the conversion ID (this is your Google Ads Tag) to fire on all pages

Step 4. Create Conversion Linker Tag

• Create a new tag, configure for Google Ads and set up a Conversion Linker tag to fire on all pages (this is especially important for cross-domain tracking to ensure that accurate tracking of user interactions is carried out)

Step 5. Create Google Ads Conversion

• Create a new tag, configure for Google Ads, and set up a Google Ads Conversion Tracking tag
• Add the Conversion ID and Conversion Label taken from your Google Ads account and trigger the tag to fire on the desired conversion action e.g. Form Submission

Step 6. Test Everything & Publish Changes

• Use GTM preview mode and Google Tag Assistant
• Quality Assurance processes making sure that tags are firing as they should and debug common issues
• When you’re sure everything is working correctly, publish your changes!

• Tags firing on the wrong pages or failing to fire at all
• Double counting conversions
• Trigger setup errors
• Missing Conversion Linkers
• Outdated container versions

It can be an easy task when you have the knowledge and preparation in place, but when it comes to your business, you need that peace of mind that tracking is implemented correctly, and that’s where we come in. With vast experience in linking GTM to Google Ads, creating and carrying out tracking plans to make sure you get the most out of your data.

Do you want to learn more about PPC, SEO, and tracking? Explore our blog for more tips and guides to help you take your business to the next level.

The post Link GTM to Google Ads: A Guide to Google Ads Conversion Tracking appeared first on ROAR Digital Marketing.

In this article, we will look at how AI is changing search. We will also discuss how it is reshaping SEO and PPC strategies.

Finally, we will explore how B2B businesses can stay ahead. But fear not — AI hasn’t come to make your marketing obsolete. Instead, it reflects the reality that search habits have fundamentally changed.

Gone are the days of relying solely on exact match keywords in Google Ads or keyword stuffing your blog posts to rank. In the age of AI, success in B2B marketing requires a new approach rooted in trust, helpfulness, and adaptability.

In this article, we’ll explore how AI is transforming search, reshaping SEO and PPC strategies, and how B2B businesses can stay ahead.

It might feel like traditional search is dying — but really, it’s evolving. AI integration across platforms like Google and ChatGPT is creating more conversational, context-aware search experiences.

We’re seeing a shift towards voice queries, zero-click results, and more human-like phrasing:

Before AI: “B2B digital marketing agency London”

Now: “Top-rated B2B agencies in the UK that specialise in LinkedIn lead generation”

The user expects curated, intelligent answers. Google’s AI Overviews and Gemini integrations are designed to meet this demand. And while this may reduce clicks for informational searches, it increases conversions from high-intent users.

To address concerns about declining ad visibility, consider this: Google generated $273 billion in ad revenue in 2024 and projects nearly $300 billion in 2025 according to Statista. They’re not eliminating ads — they’re evolving them. Ads are now being embedded directly in AI-powered search experiences, as confirmed at Google Marketing Live 2025.

AI is not here to penalise marketers — it’s here to reward quality.

With tools like Performance Max, AI Max for Search, and Responsive Search Ads in Google Ads, AI enables advertisers to serve tailored messaging to users at the exact right moment. These tools analyse user intent, context, and behaviour to ensure that ads are timely, relevant, and effective.

For SEO, AI prioritises helpful content. Pages that offer direct answers, real experience, and trustworthy authorship are now surfaced more often. This is Google’s EEAT principle (Expertise, Experience, Authoritativeness, Trust) in action — and AI is the engine pushing it forward.

EEAT isn’t new, but its importance has increased in the AI era. AI algorithms now assess more than just keywords — they look for:

• Author bios and credentials
• Schema markup and structured data
• Real-life experience and case studies
• Genuine signals of trust and authority

If your content answers questions clearly, uses structured data, and includes proof of expertise (like testimonials and success stories), AI will help elevate it.

For lead generation, this means showcasing experience is key. Highlight client results. Include first hand insights. Make your content human.

Read more on how Google AI Mode is changing search and how well-structured SEO can make sure you’re not left behind here.

Tactical Advice for B2B Digital Marketing in the Age of AI

SEO and PPC are still distinct — but they must now work together more than ever. Here’s how B2B marketers can adapt:

PPC

1. Consolidate campaigns for easier AI optimisation.
2. Use broad match with strong negative keyword lists.
3. Leverage AI-powered bidding to capture emerging queries.
4. Align landing pages tightly with user intent for higher quality scores and better ad positions.

SEO

1. Move from keyword matching to semantic relevance.
2. Use content topic clusters to signal depth and authority.
3. Implement structured schema to enhance AI understanding.
4. Create helpful, experience-rich content to appear in AI Overviews.

Read here for more information on why SEO and PPC are essential for B2B niches

AI isn’t replacing marketers — it’s raising the standard. It eliminates low-quality tactics and elevates content that’s genuinely helpful.

Search features like AI Overviews and Search Generative Experience (SGE) are designed to deliver fast, accurate information. But they still depend on quality inputs: clear messaging, trustworthy content, and user-aligned experiences.

The marketers who will thrive are those who adapt.

The rules of the game have changed — but the game is still winnable:

• SEO is no longer about isolated keywords; it’s about thematic authority.
• PPC isn’t just about keyword matching; it’s about intelligent, AI-optimised reach.
• Content must be built on value, not volume.

AI may reduce clicks on weak content, but that’s good. It’s a forcing function for quality. And for those who evolve, the opportunity has never been greater.

Staying visible with the introduction of AI is now more important than ever. Schedule a discovery call with ROAR, or find out more about our PPC and SEO services, as we actively adapt with AI.

The post AI in B2B Marketing and what the future holds for PPC & SEO appeared first on ROAR Digital Marketing.

This new feature brings Performance Max-style automation to Search campaigns, aiming to uncover untapped queries and reach audiences that traditional setups might miss. With Google looking to mould with users’ search patterns, it was only a matter of time before Performance Max capabilities were built into existing search campaign setups.

With an open beta launching later this month across all Google Ads accounts, it’s time to explore what this means for advertisers—and whether we should dive in headfirst or approach with caution.

What is AI Max for Search?

Unlike Performance Max (PMax), where advertiser control is notoriously limited, AI Max gives us a bit more say in how campaigns run.

AI Max expands your keyword coverage using a mix of broad match and keywordless targeting. It learns from your current Search campaigns—looking at your keywords, ad copy, and landing pages—to surface relevant new queries you may not be targeting yet.

Google’s also rebranded “automatically created assets” as text customisation. This allows AI to adapt your ad copy in real time, generating headlines and descriptions tailored to match the intent behind a user’s search.

What Makes AI Max Different from PMax?

I’ve never been a fan of handing complete creative control over to AI—and I know I’m not alone. A quick scroll through LinkedIn shows plenty of marketers share this concern.

But AI Max feels like a step in the right direction.

It offers more transparency and control than PMax, including:

• The option to turn off text customisation
• Ad group-level location targeting
• Brand controls to include or exclude specific brands
• Enhanced reporting, including which headlines drove clicks
• Asset-level KPIs such as spend and conversions

That level of insight makes it easier to optimise—and builds more trust in the automation.

Not a PPC Expert? Start With the Basics

If you’re still getting to grips with PPC, adding AI to the mix might feel overwhelming.

Before you switch on AI Max, make sure your fundamentals are solid. We’ve put together a simple guide to help: How to Optimise Your PPC Campaign in 4 Easy Steps

Why We Should Approach AI Max with Caution

I’m all for evolving alongside how people search—but we shouldn’t treat AI Max as a “set it and forget it” tool.

Here are three key steps to take before enabling it:

1. Research

Now that Google gives us more control, we should use it wisely. That starts with thorough negative keyword research. Build a strong list of irrelevant or misleading search terms that could waste your budget—especially where similar intent could bring in the wrong kind of traffic.

2. Planning

Not every business will benefit equally from AI Max. For example, highly regulated lead generation businesses may struggle with keywordless targeting and dynamic ad copy, where compliance is critical.

On the flip side, e-commerce brands could gain significantly by tapping into broader search behaviours that they might otherwise miss.

3. Experimentation

We shouldn’t look to blindly apply AI Max to our core campaigns. Instead, run a Google Ads Experiment. Test performance in a controlled environment and measure the results—only roll it out more widely if it delivers meaningful uplift.

Final Thoughts: Evolution, Not Replacement

AI Max will roll out in open beta later this month, and while it’s a big shift, it’s not an enforced one.

That in itself is encouraging. It shows Google still values marketer input, rather than handing everything over to the algorithm.

We’re excited to test this feature with selected clients. With the right controls in place, it could help us reach audiences we’ve missed before, without sacrificing performance or transparency.

According to Brian Burdick, Senior Director of Product Management at Google Ads, advertisers trialling AI Max have reported up to a 14% increase in conversions, while those optimising exact and phrase match type keyword strategies have seen up to a 27% uplift, as shared in Google’s Ad Commerce blog: Introducing AI Max for Search campaigns.

The potential is there. The question is: Will you be ready to harness it?

Are you interested in exploring AI Max for Search in your campaigns? Talk to us and let’s discuss how it could fit your PPC strategy.

The post Google Ads Introduces AI Max for Search: The evolution of search campaigns? appeared first on ROAR Digital Marketing.

What is the 80/20 Rule?

A small portion of what you do usually drives most of your results, so instead of trying to do everything, you must create a strategy focusing on the few things that make the biggest impact. For example, you may be a workwear supplier for companies across the UK with hundreds of products and only a certain budget to do so. By identifying your top performing products, you can create campaigns that have dedicated budgets built to bring in sales, while lower-budget campaigns cover the remaining product range.

Why it applies to a Google Ads budget strategy 

If you’re new to Google Ads, your instinct might be to target everything just in case — or maybe you’re already running campaigns that bring little return on investment because your strategy is spread too thin.

Just because you’ve structured your campaigns by themes or product types doesn’t guarantee conversions. In reality, only a small handful of products might actually be driving results. That’s where the 80/20 rule comes in: your job is to find those winners and reallocate your budget to maximize their impact.

How to identify the Top 20%

Simply put, it’s all about looking at the data. If you’re the owner of your business you may already know what your top products are but if this is still something you’re yet to establish then it’s about collating that data and giving your current campaign structure time to gather results, this is something that is necessary to factor in when considering your Google Ads marketing budget. 

Use available tools like:

• Google Ads
• Google Analytics
• Looker Studio

Review performance over time, considering different date ranges and seasonal trends.

Key metrics to focus on include:

• Conversions
• Return on Ad Spend (ROAS)
• Click-through rate (CTR)

Seeing high amounts of these metrics over a six or twelve month period will be more than enough data to help you establish your Google Ads budget strategy. Diving deeper into this data and segmenting it by product, SKU, or service will help you to define your top product in each category.

Ready to take your PPC to the next level? Don’t let wasted budget hold your business back. Get in touch with our expert team today and learn more about our PPC management services — so you can rank higher, engage users better, and grow your business faster.

How to reallocate and optimise your Google Ads budget

You’ve collated and reviewed your previous data, you’ve identified your top products or services and now naturally you want to know how you reallocate your budget, well I’m here to help with that! Your first instinct might be to move top performers into a brand new campaign, but if you’re using Smart Bidding, don’t rush it. Removing those products from their original campaign can reset valuable algorithm learning.

Instead, consider moving underperformers into a separate, low-budget campaign. This preserves the data strength of your main campaign while giving top performers room to shine.

How to avoid the common pitfalls

You might feel like you’re almost ready to take the leap and find out how you can change your account for the better, whether it be with experts like ROAR Digital Marketing or by yourself but it’s important to consider these common pitfalls: 

• Don’t make decisions too fast. Give campaigns time to collect meaningful data both before and after making changes.
• Account for seasonal patterns. You know your business better than anyone — be mindful of high or low seasons when reviewing performance.
• Keep testing. Even after identifying your top performers, set aside 20% of your budget for experimentation, especially if your product mix changes often.

Benefits of the 80/20 Google Ads budget strategy approach

1. Higher return on ad spend (ROAS) – more budget on top performers = better results
2. Simplified campaign management – less time wasted tweaking low-performers
3. Easier reporting – segmenting winners makes success easy to track
4. Less ad waste – more budget goes where it matters most

Key Takeaways to help you focus on the winners

• Don’t try to promote everything — focus your budget on what’s proven to convert
• Use tools like Google Ads, GA4, and Looker Studio to identify top performers by conversions, ROAS, and CTR
• Preserve Smart Bidding learnings by separating underperformers, not top performers
• Be patient — allow time for meaningful data, and consider seasonal trends when making decisions

Don’t let wasted budget hold you back. Quick wins like focusing your budget on your top products can help you, or let our experts take a deep dive into your site’s performance, get in touch today. 

Photo © by kanchanachitkhamma.

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