As a top Google Ads Agency, one of the most common issues we see when auditing Google Ads accounts is stagnation. Campaigns are left running for months—or even years—without significant changes. Budgets remain flat, cost per lead creeps upward, and business owners start wondering, “Does Google Ads even work anymore?”
Here’s the truth: It’s not that Google Ads stopped working; it’s that your campaigns stopped evolving.
At our Google Ads agency, we live by a simple rule: Test everything, keep what works, and discard what doesn’t. Whether you’re spending $1,000 or $100,000 per month, running strategic experiments can unlock higher returns and ensure you’re never wasting a dollar.
1. Test Different Bidding Strategies
Google Ads offers a range of automated bidding strategies designed to optimize for various outcomes—leads, sales, revenue, or visibility. But choosing the wrong bidding strategy is one of the fastest ways to waste budget.
Try This: The 50/50 Experiment
Run an A/B experiment where 50% of your campaign budget uses your current bidding strategy (say, Target CPA), and the other 50% tries a different strategy (like Maximize Conversions or Target ROAS). Run the test for at least 2-4 weeks to collect meaningful data.
Example:
One of our HVAC clients saw a 35% reduction in cost per conversion simply by switching from Maximize Clicks to Target CPA. The original assumption was that more clicks would mean more leads—but after testing, we found that paying more for highly qualified clicks generated more conversions at a lower cost.
Pitfall to Avoid:
Don’t change bidding strategies without letting the Google algorithm complete its learning phase. Abrupt changes can skew results and lead to misleading data.
2. Experiment with Ad Copy Variations
Your ad copy is the first impression you make on a potential customer. Even minor tweaks—changing one word or swapping out a call to action—can drastically improve your click-through rate (CTR) and Quality Score. Talk with your Google Ads agency about experimenting with different ad copy, like the following:
Try This: Emotional vs. Logical Copy Test
Write two sets of ads:
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Emotional: “Tired of Freezing Floors? Discover the Warmth of Radiant Heat!”
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Logical: “Install Radiant Heating—Efficient, Affordable, and Reliable Solutions.”
Test which one drives higher CTR and conversion rates.
Pro Tip:
Use Dynamic Keyword Insertion (DKI) to automatically insert the searcher’s keyword into your ad headline. This increases relevancy and can significantly boost CTR. Just ensure that your grammar flows naturally when keywords are inserted.
Example:
For a legal services client, switching from generic copy to urgency-driven messaging like “Speak with a Probate Attorney Today—Consultations Filling Fast!” increased conversion rates by 48% within two weeks.
3. Test Dedicated Landing Pages vs. Website Pages
Sending ad traffic to your homepage is like inviting someone to a party and forgetting to tell them where the entrance is. Visitors want immediate, relevant information—not a digital scavenger hunt.
Try This: Split-Test Landing Pages
Send half your ad traffic to a dedicated landing page focused on a single service (e.g., “Radiant Heating Installation”) and the other half to your general website page.
Expected Results:
We consistently see a 20-50% improvement in conversion rates when clients implement dedicated landing pages.
Pro Tip:
Include strong calls to action above the fold, showcase social proof (testimonials, reviews, awards), and eliminate unnecessary navigation that could distract visitors from converting.
4. Test Competitor Keyword Campaigns
Targeting competitor brand names can be one of the most aggressive (and rewarding) strategies in Google Ads—if done correctly.
Try This: Competitor Brand Test
Create a separate campaign targeting competitor names (e.g., “ABC Heating Alternatives”). Use ad copy that highlights why you’re the better choice without directly mentioning the competitor’s name (to avoid trademark issues).
Example:
A home services client captured 15 new high-value leads per month by targeting competitor searches with ads offering a free second opinion on heating system quotes.
Pitfall to Avoid:
Bidding on competitor names often means higher CPCs and lower Quality Scores. Keep a close eye on ROI and only continue this strategy if the leads are high quality.
5. Experiment with Audience Targeting Layers
Audience targeting isn’t just for Display campaigns anymore. Google now allows you to layer audiences onto Search campaigns for more refined targeting.
Try This: In-Market Audiences for Search Campaigns
Layer “In-Market” audiences related to your product or service on top of Search campaigns. You can also try Observation Mode first to gather data without restricting reach.
Example:
A financial services client layered “In-Market: Financial Planning” audiences onto their campaigns and saw a 29% increase in lead quality while lowering CPL by 18%.
Pro Tip:
Use Observation Mode before going all in. This lets you analyze how audiences perform before you commit budget to targeting them directly.
6. Test Ad Extensions for Higher CTR
Ad extensions expand your ad real estate on the search results page, making your ads more prominent and informative.
Try This: Structured Sitelink Test
Test different combinations of sitelinks, callout extensions, structured snippets, and lead forms. For service businesses, adding a phone number and location extension can drastically improve calls.
Example:
A local plumber added sitelinks for “Request Service Now,” “Check Pricing,” and “View Reviews,” which increased CTR by 22% and resulted in a 15% bump in conversions.
Pro Tip:
Don’t forget to monitor which extensions actually get clicks. Not all sitelinks or callouts drive action—optimize based on data, not assumptions.
7. Run Device and Location Experiments
Not all customers behave the same on every device or in every location. Testing these variables can help you allocate budget where it delivers the most value.
Try This: Device and Geo-Split Test
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Test mobile vs. desktop conversion rates and adjust bid modifiers accordingly.
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Analyze which cities or zip codes generate the most valuable leads and increase bids there.
Example:
For a high-end landscaping company, we found that mobile users converted at twice the rate of desktop users during the spring season. Adjusting bids accordingly resulted in a 40% lower cost per lead.
Pitfall to Avoid:
Be careful not to cut off desktop entirely without verifying that mobile leads are truly closing into sales. Track not just leads, but actual revenue generated by device and location.
Final Thoughts: Test, Learn, Scale
If you’re not experimenting, you’re guessing—and guessing is expensive. Strategic experimentation isn’t about taking wild risks. It’s about making data-driven decisions that lead to lower costs, higher conversion rates, and long-term growth.
At our Google Ads agency, we help businesses like yours continuously refine their campaigns using proven experiments that work. Whether you’re spending $1,000 or $50,000 per month, we’ll help you unlock hidden opportunities and turn your ad spend into real business growth.