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How to Monitor Google Ads Campaigns [Ultimate Guide]

Monitoring Google Ads campaign is a must.

The regular tweaking and adapting is what separates the experts from the rest.

Let’s get right into it!

Why Monitoring Google Ads is Crucial

Ah, the world of Google Ads.

It’s like a bustling city market, with stalls (ads) vying for the attention of the passing crowd (users).

But here’s a question for you: If you owned one of those stalls, wouldn’t you want to know how many people stopped by, what they looked at, and what they bought?

Of course, you would! That’s where monitoring comes into play.

The Heartbeat of Your Campaign

Understanding the Pulse with Metrics: Just as a doctor uses a stethoscope to check a patient’s heartbeat, Google Ads metrics give you a real-time pulse of your campaign’s health.

These metrics provide invaluable insights into how your ads are performing, which ones are resonating with your audience, and which ones might need a little CPR.

The Power of PPC

Pay-Per-Click (PPC) Magic: Imagine you’re a magician, and every time you snap your fingers (or, in this case, every time someone clicks on your ad), money appears in your pocket. That’s the magic of PPC advertising.

But here’s the catch: Not all clicks are created equal. Some lead to conversions, while others just cost you money. Monitoring helps you identify which is which, ensuring you get the most bang for your buck.

Quality Over Quantity

The Importance of Quality Score: Think of Google Ads as a prestigious school. Just as schools have GPA requirements, Google Ads has a Quality Score. It’s a metric that evaluates the quality and relevance of your ad copy and keywords.

A higher Quality Score can lead to lower costs and better ad positions. By monitoring this score, you can take action to improve it, ensuring your ads are seen by the right people at the right time.

Google Ads quality score

Engaging the Audience

Click-Through Rates (CTR) and Impression Share: Ever told a story and noticed someone’s eyes glazing over? That’s a real-life low CTR. In the digital world, CTR measures how enticing your ad is. It’s the percentage of clicks on your ad out of the total number of clicks it could receive.

Impression share, on the other hand, is like the size of your audience. It tells you the percentage of times your ad was shown out of the total possible times it could have been shown. Monitoring these metrics ensures your story (ad) is captivating your audience.

The Ultimate Goal

Effectiveness and Achieving Objectives: At the end of the day, it’s not just about numbers. It’s about effectiveness. Are your ads leading to conversions? Are they helping you achieve your business objectives?

Monitoring allows you to answer these questions. It’s the compass that ensures you’re heading in the right direction, allowing you to make data-driven decisions. Always remember, it’s a great way to ensure your campaign’s success.

Setting the Stage: Understanding Your Numbers

Imagine you’re the director of a grand play.

Before the curtains rise, you need to ensure every actor knows their lines, every prop is in place, and the stage is set to perfection.

Similarly, before diving deep into the world of Google Ads, you need to understand your numbers.

It’s the foundation upon which your entire campaign rests.

Your Google Ads Account: The Playbook

The Blueprint of Your Campaign: Your Google Ads account is like the script of your play. It contains all the details – the characters (ads), the plot (strategy), and the setting (target audience).

Dive into your account and familiarize yourself with every nook and cranny. Understand the metrics, the budgets, and the goals. This will give you a clear picture of where you stand.

Tools: The Props on Your Stage

Equipping Yourself for Success: Just as a play needs props, your Google Ads strategy needs tools. These tools help you analyze, optimize, and streamline your campaigns.

From keyword planners to conversion trackers, ensure you’re leveraging the right tools to gain valuable insights and make data-driven decisions.

Aligning with Your Team: The Cast and Crew

Collaboration is Key: Remember, you’re not alone in this production. You have a team – your team members, your agency, or your marketing department.

Align with them, discuss strategies, share insights, and ensure everyone is on the same page. After all, a play is only as good as its cast and crew.

The End Goal: Your Standing Ovation

Setting Clear Objectives: Every play aims for a standing ovation. Similarly, every Google Ads campaign has a goal.

Whether it’s increasing conversions, boosting click-through rates, or enhancing brand visibility, always have a clear objective in mind. This will be your guiding star, helping you navigate the vast ocean of PPC advertising.

Profitability Over Budget

Let’s talk money.

Imagine you’re on a treasure hunt.

You have a map, but instead of leading you to a chest of gold, it leads you to a well.

You have a choice: Dive deep to find the treasure or stay on the surface, content with the few coins floating around.

In the world of Google Ads, diving deep means focusing on profitability over mere budgets.

The True Measure: Cost Per Conversion

Understanding the Real Value: It’s not just about how much you spend; it’s about what you get in return. Cost per conversion is the real measure of your campaign’s success.

By monitoring this metric, you can understand how effectively your budget is being used. Are you getting a bang for your buck? Or are you simply throwing money into the well?

Optimize to Maximize

Making Every Penny Count: It’s not about spending more; it’s about spending smart. Optimize your campaigns to ensure maximum conversions.

This involves tweaking ad copies, targeting the right audience, and choosing the perfect keywords. Remember, in the treasure hunt of Google Ads, it’s the smart diver who finds the treasure, not the one who dives the deepest.

The Bottom Line: Total Cost Divided by the Number

Breaking Down the Numbers: To truly understand profitability, break down the numbers. Take your total cost and divide it by the number of conversions.

This gives you a clear picture of your cost-per-click (CPC) and helps you gauge the true value of your campaign. It’s like counting the jewels in your treasure chest, ensuring you know the worth of every single one.

The Art of Scaling

Scaling. It’s a word that sends shivers of excitement down the spine of every marketer.

It’s the dream of taking something small, something that works, and blowing it up to epic proportions.

But in the world of Google Ads, scaling is more than just increasing your budget.

It’s an art, a delicate dance of numbers, strategies, and insights.

Let’s dive into this mesmerizing world and uncover the secrets of scaling.

The Foundation: Understanding What Works

Monitoring and Analysis: Before you even think of scaling, you need to know what’s working. This involves monitoring your ad campaigns, understanding the conversion rate, and identifying the ads that resonate with your customer base.

Dive deep into your metrics, analyze the CTR, and understand the intent behind every click. This will give you a clear picture of where to invest more and where to pause or tweak.

The Strategy: Optimize Before You Amplify

Continuous Improvement: Scaling isn’t just about amplifying what’s working; it’s about continuously improving it. This means optimizing your landing page, tweaking your ad copy, and experimenting with different keywords.

Remember, in the world of PPC advertising, even a minor change can lead to significant results. So, always be on the lookout for opportunities to optimize.

The Execution: Taking Calculated Risks

Experiment and Adapt: Scaling involves taking risks. But these aren’t wild, throw-caution-to-the-wind risks. They’re calculated, well-thought-out risks. This means setting up experiments, testing different ad groups, and adapting based on the results.

For instance, if you’ve always focused on exact match keywords, consider experimenting with broad or phrase match. Or if your brand campaigns are performing exceptionally well, consider allocating more budget to them.

✏️ Easily monitor your budget spend with our Google Ads budget tracker.

The Feedback Loop: Connect, Reflect, and Correct

Staying Connected with Your Team: As you scale, ensure you connect with your team members regularly. Share insights, discuss strategies, and ensure everyone is aligned with the goal.

Remember, scaling is a team effort. It’s like climbing a mountain. You need everyone to be in sync, helping each other out, and moving towards the summit.

The Endgame: Achieving Sustainable Growth

Sustainable vs. Short-Term Growth: In the rush to scale, often people forget the difference between sustainable growth and short-term spikes. While it’s great to see a sudden surge in conversions, it’s essential to ensure this growth is sustainable in the long run.

Dig deeper into your metrics, understand the category of customers you’re attracting, and ensure you’re not just focusing on ecommerce or short-term conversions. Aim for a balance that ensures long-term success.

Diving Deeper: Advanced Monitoring Techniques

Once you’ve mastered the basics, it’s time to dive deeper.

Advanced monitoring techniques are the secret sauce that separates the novices from the pros.

So, let’s embark on this deep dive and uncover the advanced techniques that can elevate your Google Ads game.

Unearthing the Gold: Competitor Analysis

Understanding the Landscape: Before you can truly excel, you need to know what you’re up against. Competitor analysis allows you to gauge the effectiveness of your ads in the broader market context.

By analyzing your competitors, you can identify gaps in your strategy, find inspiration, and even discover keywords you might have overlooked.

The Power of Extensions: Maximizing Ad Real Estate

Beyond the Basics: Ad extensions are like the accessories to your main outfit. They enhance your ads, providing additional information and increasing the click-through rate.

From sitelink extensions to callout extensions, these tools automatically enhance your ad’s visibility and effectiveness.

Google Ads ad extension example

Keywords: The Heartbeat of Your Campaign

Broad, Exact, or Phrase Match?: Keywords are the heartbeat of your PPC advertising. But it’s not just about selecting keywords; it’s about understanding the different match types and how they can affect your campaign.

Whether you’re looking to cast a wide net with broad match or target a specific audience with exact match, mastering keyword match types is crucial.

✏️Easily transform keywords into the match types that you want in bulk with our match type tool.

Bidding Smartly: Automation and Strategy

Smart Bidding: In the ever-competitive auction of Google Ads, smart bidding strategies can be your secret weapon. These strategies automate your bids based on various factors, ensuring you get the best bang for your buck.

From maximizing conversions to targeting return on ad spend, smart bidding takes the guesswork out of the equation.

The Often Overlooked: Negative Keywords

Refining Your Audience: While it’s essential to know which keywords to target, it’s equally crucial to understand which keywords to avoid. Enter negative keywords.

By defining what you don’t want, you ensure your ads reach the most relevant audience, reducing wasted clicks and improving CTR.

✏️Need quick ideas for negative keywords? Our AI negative keyword generator got you covered!

The Landing Page Connection

Picture this: You’ve crafted the perfect Google Ads campaign.

Your keywords are on point, your ad copy is compelling, and your click-through rates are through the roof.

But there’s a hiccup. Despite all the clicks, conversions are lagging.

The culprit? Your landing page.

The First Impression: Why Landing Pages Matter

More Than Just a Click: Think of your landing page as the digital storefront of your business. It’s where potential customers get their first real taste of what you offer. A well-optimized landing page can be the difference between a casual visitor and a committed customer.

The conversion rate is a critical metric here. It’s not enough for users to click on your ad; they need to take action once they land.

✏️Check out our simple CTR and conversion rate calculator.

Crafting the Perfect Landing Page: A Checklist

Alignment with Ad Copy: Your landing page should be a seamless continuation of your ad. If your ad promises a discount, the landing page should prominently feature that discount.

Consistency is key. Any disconnect between the ad and the landing page can lead to confusion and lost conversions. Check out our landing page checklist to improve your conversion rate.

✏️Get a quick detailed audit of your landing page copy with our AI landing page CRO audit tool.

Performance Matters: Speed and User Experience

First Impressions Count: In the digital world, patience is a rare commodity. If your landing page takes ages to load or is not mobile-optimized, you risk losing potential customers.

Optimization is crucial. From image compression to minimizing code, every second shaved off your load time can boost conversions.

You can use tools like GTmetrix or Page Speed Insights to test your page loading speed.

Page Loading Speed test

As you can see we also have some space for improvement here.

Real-life Landing Page Wins (and Fails)

Learning from the Best (and Worst): Sometimes, the best way to learn is through real-life examples. From compelling call-to-actions to confusing layouts, there’s a lot to glean from the successes and missteps of others.

A well-designed landing page can skyrocket conversions, while a poorly designed one can drive potential customers away.

The Future of Google Ads Monitoring

So, what does the future hold for Google Ads monitoring?

Let’s embark on a journey to the not-so-distant future and uncover the trends and innovations that will shape the next era of PPC advertising.

Predictive Analytics: The Next Frontier

Harnessing the Power of Data: With the rise of machine learning and artificial intelligence, predictive analytics is set to revolutionize how we monitor and optimize our Google Ads campaigns.

By analyzing historical data, predictive analytics can forecast future trends, helping advertisers anticipate user behavior and adjust their strategies accordingly.

Dive into the potential of predictive analytics for SaaS companies with this insightful article: unlocking the potential of Google Ads for SaaS.

Mobile-First Monitoring: Adapting to the On-the-Go User

The Rise of Mobile: As mobile device usage continues to surge, optimizing and monitoring ads for mobile devices will become paramount.

From device targeting to mobile-specific ad copy, the future of Google Ads monitoring will be heavily influenced by mobile trends.

Explore the nuances of mobile optimization with these guides: device targeting optimization and optimize Google Ads for mobile devices.

Automation and Integration: Streamlining the Monitoring Process

Work Smarter, Not Harder: As platforms and tools become more interconnected, automation will play a pivotal role in streamlining the monitoring process.

Imagine a future where your Google Ads campaigns automatically adjust based on real-time data, or where your budget tracker seamlessly integrates with your ad account.

Dive into the world of automation with resources like Google Ads budget tracker and the innovative ad efficiency with GBraid.

Avoiding Pitfalls: Learning from Mistakes

The Road to Mastery: As with any journey, there will be bumps along the way. But by learning from past mistakes, we can pave the way for a brighter future.

From bidding on the wrong keywords to neglecting brand traffic, understanding common missteps can save you time, money, and headaches.

Equip yourself with knowledge by exploring the top 5 Google Ads mistakes and the intricacies of bid brand traffic.

In the ever-changing landscape of PPC advertising, staying ahead of the curve is crucial. By embracing the innovations on the horizon and continuously adapting our monitoring strategies, we can ensure that our Google Ads campaigns remain effective, efficient, and future-proof. So, as we venture into the next chapter of Google Ads monitoring, always remember: the future is bright, and the best is yet to come!


You’ve journeyed through the depths of Google Ads monitoring, and now it’s time to put that knowledge into action.

If you want to continue your learning journey, we recommend reading our guide on manual vs automated bidding and finding out which one is right for you.

Michael Schroder

Michael Schroder

Michael Schroder is a Google Ads and SaaS marketing consultant. He has been managing $200k-$300k monthly ad spend and has worked with 200+ SaaS companies. The thing that makes him unique is his data-led approach and his focus on SaaS businesses.