• Search Ads — best for capturing demand  .
• Performance Max (PMax) — good for scale, but monitor asset quality and search term reports closely.
• Demand Gen — works well for awareness-to-consideration stage.

Optimize Your Bidding Strategy

• Start with Maximize Clicks or Manual CPC while gathering data.
• Switch to Target CPA or Maximize Conversions once you have enough conversion history.
• Avoid Maximize Conversions before you’ve set a realistic target CPA — Google will spend fast and burn budget.

Build High-Converting Landing Pages

• Match the landing page message exactly to the ad.
• One clear CTA per page — don’t give visitors multiple choices.
• Load speed matters — aim for under 3 seconds, especially on mobile.
• Include trust signals: testimonials, certifications, case studies, guarantees.

Set Up Conversion Tracking Properly

• Track actual lead events — form fills, phone calls, chat initiations.
• Import offline conversions if your sales cycle is long.
• Use conversion value rules to tell Google which leads are worth more.

Use Audience Targeting to Layer Signals

• Add Customer Match lists (upload your existing customer emails) to find similar profiles.
• Layer in-market audiences for higher-intent users.
• Use remarketing to re-engage visitors who didn’t convert the first time.
• Exclude converted leads so you’re not wasting spend retargeting existing customers.