The Difference Between Okay vs Good Google Ads is Huge

When it comes to Google Ads, the difference between average and exceptional performance is stark. Many businesses settle for campaigns that barely break even, achieving around 1x return on ad spend (ROAS). However, with the right approach and tools, you can build campaigns that deliver 3x ROAS or higher within just 90 days.

This exponential improvement doesn't happen by chance. It's the result of methodical optimization across multiple fronts: meticulous keyword research, compelling landing page copy, expert validation, strategic testing, and continuous refinement. The gap between mediocre and outstanding results widens as your campaigns mature, making early optimization critical for long-term success.

Key Highlights to Crafting Good Google Ads

The journey to exceptional Google Ads performance follows a clear, repeatable process:

1. Doing comprehensive, intent-driven keyword research in Semrush allows you to identify high-converting search terms with commercial intent

2. Using Claude to write compelling landing page copy ensures your messaging resonates with your target audience

3. Getting approval from your subject matter experts validates that your marketing claims align with what your business can deliver

4. Drafting designs in Unbounce & placing on your domain creates a professional, conversion-optimized user experience

5. Beginning Google Ads Testing & Landing Page Testing for 90 Days helps you systematically improve performance metrics

Let me walk you through how I implement each of these steps to achieve exceptional results for my clients.

How I Do Great Keyword Research

Effective keyword research is the foundation of any successful Google Ads campaign. I rely on Semrush's Keyword Magic Tool to identify terms that signal high commercial intent. Here's my process:

I start by entering broad industry terms related to my client's offerings. Then, I apply specific filters to narrow down to keywords with commercial and transactional intent. This means focusing on keywords that include terms like:

• "Buy," "price," "cost," "subscription"

• "Services," "hire," "agency," "consultant"

• "Best," "top," "leading," "professional"

I pay special attention to the intent column in Semrush, prioritizing keywords flagged as "commercial" or "transactional" rather than just "informational." This helps ensure we're targeting users who are ready to make purchasing decisions, not just researching.

Additionally, I analyze competitors' paid keywords to identify gaps and opportunities where we can potentially outperform them. By combining low competition scores with moderate to high search volumes and clear buying intent, I create a foundation for campaigns that attract qualified prospects.

How I Use Claude to Write Compelling Landing Page Copy

Creating high-converting landing pages requires copy that speaks directly to your audience's needs and motivations. I leverage Claude's advanced AI capabilities to craft compelling content that drives conversions. Here's my approach:

First, I provide Claude with comprehensive context about the client's business, including:

• Their unique value proposition

• Target audience demographics and pain points

• Competitive differentiators

• Core services/products and their benefits

• Customer testimonials and success stories

Then, I structure my request to Claude around the essential sections of a high-converting landing page:

1. Hero Section: A powerful headline and subheading that clearly communicates the primary benefit

2. Why Section: An explanation of the problem the audience faces and why it matters

3. Solution/Features Section: A detailed breakdown of how the client's offering solves the problem

4. Who Section: Evidence of credibility through case studies, testimonials, or client logos

5. Contact Us Section: A compelling call-to-action that reduces friction for conversion

Here's an example prompt I might use:

"Based on the information I've shared about [Client], please write a landing page for their [Service] offering. The target audience is [Audience]. Include a compelling hero section with headline and subheading, a why section explaining [Problem], a solution section highlighting [Key Features/Benefits], a who section with proof points, and a strong call-to-action."

Once Claude generates the initial copy, I review it for accuracy, brand voice alignment, and conversion optimization best practices, making refinements as needed.

How I Ask for Approval

Getting stakeholder buy-in doesn't have to be complicated. I've found that a streamlined approach works best:

I compile all the campaign elements—keyword strategy, landing page copy, and overall campaign structure—into Google Docs or Sheets. This makes it easy for subject matter experts to add comments, suggestions, and corrections directly in the document.

To provide context and explain my rationale, I create a brief Loom video walking through the strategy and addressing potential questions. This visual explanation helps stakeholders understand the "why" behind my recommendations and facilitates more productive feedback.

I set clear deadlines for feedback and outline exactly what input I need, keeping the approval process focused and efficient. By making it easy for busy experts to provide their insights, I ensure that technical accuracy doesn't become a bottleneck in campaign development.

How I Draft Unbounce Landing Pages Quick

Unbounce offers powerful tools for creating high-converting landing pages without extensive development resources. Here's how I leverage their platform:

The Smart Builder in Unbounce is a game-changer for rapid deployment. It combines AI-powered suggestions with drag-and-drop functionality, allowing me to create professional designs quickly. I start with a template that matches the client's general industry, then customize it with their branding, messaging, and unique elements.

Form setup is critical for conversion tracking. I configure forms to capture essential lead information while minimizing friction. Each form is set up with appropriate field validation and redirects to thank-you pages that continue the conversion journey with additional resources or next steps.

Importantly, I ensure all landing pages include functional navigation bars and footers with links to other key website sections. This isn't just for user experience—Google recently updated its PPC algorithm to favor landing pages that provide clear navigation options rather than trapping users in conversion funnels. Including these elements improves quality scores and can lower cost-per-click.

How I Place Unbounce on the Primary Domain Easily

Integrating Unbounce landing pages with your main website is crucial for maintaining brand consistency and maximizing SEO benefits. I use two primary methods:

For WordPress sites, I install the Unbounce WordPress plugin, which creates a seamless connection between the platforms. This allows landing pages to appear as if they're native to the website, sharing the same domain and maintaining all tracking functionality.

For non-WordPress sites, I set up a subdomain through the client's DNS settings (typically something like "go.yourdomain.com" or "landing.yourdomain.com"). This process requires:

1. Creating a CNAME record in the domain's DNS settings

2. Pointing it to Unbounce's servers

3. Verifying the connection in the Unbounce dashboard

4. Publishing landing pages to this subdomain

This approach ensures landing pages benefit from the domain authority of the main website while remaining separate for easier management and tracking.

How I Launch Google Ads Campaigns in 2025 (Updated Settings)

Beyond the standard campaign setup process, I implement several critical optimizations that dramatically improve performance:

Comprehensive UTM Parameters: I create structured UTM parameters for all campaigns, ad groups, and ads to ensure seamless tracking across platforms. This allows for granular analysis of which specific elements drive conversions.

GA4 Synchronization: I configure bidirectional data sharing between Google Ads and GA4, enabling conversion tracking that captures the full customer journey, not just the last click.

Audience Observations: I set up multiple audience segments based on website behavior, customer lists, and market signals, then use these for observation without initially limiting reach.

Google Tag Implementation: I ensure proper configuration of the Google tag (formerly Google Tag Manager) to track micro-conversions and engagement metrics that signal purchase intent.

Keyword Insertion: I strategically use dynamic keyword insertion in headlines to increase relevance and improve quality scores.

Ad Extensions: I implement every relevant extension type, including:

• Structured snippets highlighting key service categories

• Callouts emphasizing unique selling propositions

• Sitelinks to important supporting pages

• Images where applicable

• Business name, logo, and location information

These extensions not only increase the physical space your ads occupy on the SERP but also provide additional relevance signals to Google's algorithm.

First Class Optimizations I Make

To take campaigns from good to great, I implement several advanced optimizations:

Match Type Strategy: I begin with a mix of phrase and exact match keywords, closely monitoring which provides better quality leads. While broad match has improved dramatically with AI integration, I still find more controlled match types produce better ROAS initially.

Bidding Strategy Evolution: I start campaigns with Maximize Clicks to gather baseline conversion data, then transition to Maximize Conversions once I have at least 15-20 conversions. As the campaign matures and collects sufficient data (typically 30+ conversions), I shift to Maximize Conversion Value or Target ROAS bidding.

Headline Optimization: I pin keyword insertion in the first headline position to ensure maximum relevance, while allowing Google's AI to optimize the remaining headlines based on performance data.

Landing Page Iteration: I create variants of landing pages with different headlines, CTAs, and social proof elements, then run A/B tests to identify the highest-converting combinations.

The key is patience and data-driven decision making. I make incremental changes, allow sufficient time for statistical significance, and continuously refine based on actual performance.

How Superior Skilled Trades Realized 1-2 Qualified Leads Daily Utilizing My Approach

Superior Skilled Trades, a technical staffing company specializing in connecting skilled tradespeople with industrial employers, faced significant challenges in their digital marketing efforts. Their previous campaigns were generating high volumes of unqualified applicants, resulting in wasted recruitment resources and declining ROI.

I implemented the exact process outlined above:

1. Intent-Focused Keyword Research: Using Semrush, I identified keywords that signaled qualified applicants with specific industrial skills rather than general job seekers.

2. AI-Enhanced Copy: Claude helped craft landing page messaging that spoke directly to experienced tradespeople looking for better opportunities, emphasizing Superior's industry connections and placement success rates.

3. Expert Validation: I collaborated with Superior's recruitment specialists to ensure the landing page accurately represented their placement process and requirements.

4. Conversion-Optimized Design: The Unbounce landing page featured clear qualification criteria, straightforward application steps, and prominent testimonials from successfully placed tradespeople.

5. Systematic Testing: Over 90 days, we tested different ad copy variations, landing page elements, and targeting parameters.

The results were transformative. Within three months, the campaign was consistently generating 1-2 highly qualified B2B leads daily. This represented a 300% improvement in lead quality and a 3.5x return on advertising spend.

Getting Started

Implementing this comprehensive approach to Google Ads might seem daunting at first. It requires expertise across multiple platforms, strategic thinking, and consistent optimization. You have two options:

If time is your constraint, consider outsourcing to an expert who can implement this system for you. The investment in professional management often pays for itself through improved ROAS and higher-quality leads.

If you have the time to learn, follow the framework I've outlined here. Start with a small budget, focus on a narrow set of keywords, and gradually expand as you gather data and refine your approach. Remember that digital marketing is both an art and a science—it requires creativity alongside methodical testing and optimization.

And if you run into roadblocks along the way, I'm always here to help. Whether you need guidance on a specific aspect of your campaign or want a comprehensive audit of your current approach, reach out and let's discuss how to take your Google Ads performance to the next level.

Cheers,
Ian Binek