How to improve the positioning of your Google Ads campaigns - Guide 2025
4 min of reading
Index:
1st Introduction
2º Why is it so important?
3º Landing Page Keys
4th Approach according to conversion
5º Differences between B2C and B2B
Introduction: This is the key to success in Google Ads
Google Ads is one of the most efficient digital marketing platforms in the market. It invoices more than 100 billion dollars in advertising. This can give you an idea of the confidence that companies have in the advertising platform. As there is fierce competition, obviously depending on the market, getting a good performance from Google Ads campaigns is a challenge.
Having a good performance of Google Ads campaigns without increasing the cost is the main objective of advertisers. This is where optimization, positioning, or the quality level of the campaigns come into play. A poorly structured or optimized campaign can generate very poor quality clicks and inflated costs, and even few or no conversions. On the other hand, a well-structured, optimized and well-worked campaign can generate a high return on investment.
In this blog we will explore ways on how to improve your Google Ads campaigns by optimizing the quality score, improving the landing page and ensuring maximum relevance between ads, keywords and the landing page.
If your goal is to improve your results and increase your return on investment, this guide can be very useful.
Why is it essential to have a high level of quality in Google Ads?
The quality level in Google Ads is a key factor, as it determines:
● CPC (Cost per click): The higher the level of quality, the lower the cost per click.
● Ad Position: A better quality score helps your ad appear in higher positions without the need to increase bidding.
● Campaign effectiveness: More relevant ads generate more clicks and conversions, increasing profitability.
The quality level is composed of three key factors:
Relevance of the ad: Does the ad text match the user's search intent?
2. Landing page experience: Does the landing page deliver what the ad is promising?
Expected click-through rate (CTR): How attractive is the ad to users?
If you work on these three concepts, the level of quality will increase considerably in your Google Ads campaigns.
Keyword optimization
1. Ensure relevance between keywords, ad titles and landing page.
A very common mistake in Google Ads campaigns is not maintaining a congruence between search terms, ad and landing page. Google favors campaigns that show a high relevance between these elements. The logic is clear: What Google is looking for is to offer the highest quality service possible to users browsing your website.
Recommendations:
● Use keywords in the ad title and description.
● Make sure those keywords appear on the landing page.
● Divide ad groups into specific, organized sets to avoid generic ads.
2. Use of keyword matching
Choosing the right match is fundamental to increase the effectiveness and fulfill the objective of our Google Ads campaigns:
● Broad match: Can attract a lot of traffic, but with very little relevance. Ideal if the main objective is to attract traffic.
● Phrase matching: Gives you more control over who sees the ad, compared to broad matching.
● Exact match: brings a lower volume of traffic, but with high relevance.
For campaigns with a tight budget, or where the objective is a conversion, contact, call, sale or form, exact and phrase matches provide greater effectiveness.
3. Use of negative keywords
Excluding irrelevant terms prevents ads from appearing on searches that don't convert. Regularly analyze the search terms that are triggering ads and add negative keywords when necessary.
Landing page optimization to improve quality level
Google Ads values the user experience on the landing page. It is not enough to have well-structured ads, the landing page must be optimized to increase conversions and improve the quality level.
Speed of loading
A slow page generates a bad experience and also harms the level of quality and conversions. Optimizing the loading time is possible if you perform the following actions:
● Image compression.
● Use quality hosting
Minimization of CSS and JavaScript code.
2. Efficient design adapted to mobile devices
More than 60% of Google Ads traffic comes from mobile devices. A landing page must be responsive, easy to navigate and without unnecessary elements that distract from the main objective.
3. Content aligned with user intent
If a user clicks on an ad for "running shoes," the landing page should talk exclusively about that product and not take the user to a generic footwear page.
4. Forms optimized for conversion
If the conversion requires the user to leave their data, forms should be short and simple. Asking for only the essential information improves the conversion rate.
5. Security and confidence
Google Ads penalizes pages that look untrustworthy. Make sure your landing page has:
SSL Certificate (HTTPS).
● Trust seals.
● Visible privacy policies.
Advanced strategies to improve positioning in Google Ads
Accurate segmentation
Make sure your ads reach the right audience. Google Ads allows you to target by:
● Geographic location.
● Language.
● Devices.
● Web behavior.
The more detailed the targeting, the better the relevance of the ads and the higher the ROI.
2. Implement ad extensions
Ad extensions allow you to add additional information that makes the ads more attractive and increases the CTR. Some effective extensions are:
● Site link extension: directs users to key pages.
● Call extension: Ideal for businesses that want to generate direct calls.
● Promotion extension: Displays special offers.
3. Use remarketing
Remarketing allows you to impact users who have already visited your website but have not converted. It is an effective strategy to increase conversions without the need to constantly capture new traffic.
4. Adjust bids according to your performance
Not all keywords and audiences generate the same performance. Regularly analyze which terms and ad groups convert best. Adjust bids accordingly.
Avoid these mistakes
Ignoring landing page optimization: A great ad with a bad landing page is like throwing money down the drain. Have an optimized landing page, and as relevant as possible.
● Not performing A/B testing: Making small changes to ads, CTAs or design can make a big difference in conversions.
● Failure to analyze metrics: CTR, CPC or conversion rate and quality level should be monitored on an ongoing basis.
● Over-optimize keywords: Excessive keywords without consistency can affect the relevance of the ad.
Conclusion: Never stop optimizing
Google Ads is a dynamic platform, and its success depends on constant improvement. Increasing the level of quality, optimizing the landing page and ensuring the relevance of ads and keywords will help you reduce costs and even boost the effectiveness of your campaigns.
Spend time analyzing, testing and adjusting. The key to success in Google Ads is not focused on spending more, but on investing better.
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