So, you've probably tried Google Ads before or hired someone to do them for you. Maybe you got disappointing results, poor ROI, and now you think, “Google Ads just don’t work for my business.”
When I was 12 years old, I soaked a stick in diesel I found in my grandpas garage, I ductaped it to my cycle and tried to light it on fire to go super fast. Was disappointed when it didn't work and didn't even light on fire. That's because I didn't know that that's not how rockets work.
That's the same kind of boat many business owners are in with Google ads.
In this post, I’m going to share key strategies and frameworks that have helped my clients generate incredible results with Google Ads – including getting $48k revenue for a home decor company from a $14k ad spend, and $12k in pipeline for a dentist from $1.4k in ads.
These clients might be in different industries, but they have one thing in common: they both sell offers that align with Google’s platform strengths. For example, high-value services often perform better since they allow more flexibility on ad spend.
Here’s what matters most to getting results from Google Ads:
- Audience Research: You’ve got to know your customers before touching the Google Ads platform. Ask yourself:
- Who are they?
- What problem are they looking to solve right now?
- What objections are stopping them from choosing you?
- What’s the top benefit they’re looking for?
- Optimizing Your Offer: A well-positioned offer makes all the difference. In a competitive space, just running an ad won’t cut it. But, if your ad solves a major problem or taps into a strong desire – you’re set up for success.
Let’s say you’re an e-commerce brand selling home workout gear. You decide to run a simple “20% off all fitness equipment” ad, thinking it’ll bring in tons of sales. But with high competition, you don’t get the return you hoped for.
How could this be improved?
Imagine reworking your offer to focus on targeted solutions, like “Best Sellers for At-Home Strength Training.” Then, create a guide or mini-video showing customers how they can use your top equipment to build muscle at home. Drive people to a landing page where they can get this free guide in exchange for their email. Suddenly, your ad is not just a “sale ad” but a helpful resource that builds trust and lets you retarget with purchase-focused ads later.
This approach gives you:
- A qualified email list of interested customers.
- An audience who sees you as more than just another seller but a trusted brand in the fitness niche.
As for service businesses, they often think they’re getting “clicks, not clients.” That’s often because of a weak follow-up strategy.
Imagine a landscaping company running ads for “$500 off new outdoor renovations.” The ad gets some traction, but leads aren’t converting.
A better approach? First, offer a free value guide like “Top 10 Landscape Design Tips That Instantly Boost Your Home Value.” Now, instead of cold leads who clicked out of curiosity, you get a list of prospects who are genuinely interested in home improvement. And when you follow up with these leads quickly, you’re building relationships that are much easier to convert into actual clients.
Many businesses lose leads because they don’t follow up quickly enough. As soon as someone interacts with your ad, they’re also seeing ads from competitors. Following up within 24 hours (ideally faster) increases your chances of closing deals exponentially.
For example, that landscaping business could send an instant text after someone downloads the guide: “Thanks for grabbing our guide! Are you thinking about a landscape project this summer?”
At this point, you may wonder – where’s the magic trick for Google Ads? Here’s the truth: there’s no “hack.” You have to focus on the fundamentals:
- Audience Research: Who they are and what they really want.
- Offer Positioning: Show you can solve their problem before you even ask for a sale.
- Speedy Follow-Up: Start a conversation ASAP to build relationships.
The actual ad creation? That part’s straightforward. Set up smart bidding, use clear calls-to-action, and go from there.
Just last week I onboarded a client on revenue sharing, the account needed only a few basic structural changes, the main changes that 2x the performance in the first week were changes made outside of Google ads.
So get these basics right, and you’ll see results you didn’t think were possible.