What is Google Ads?

Google Ads is Google's advertising platform that displays ads in search results, on YouTube, Gmail, and millions of partner sites. In 2025, Google Ads remains the most powerful acquisition channel for generating qualified leads and sales.

Key Google Ads 2025 Statistics:

8.5 billion searches per day on Google

Average ROI of 200% for well-optimized campaigns

63% of ad clicks come from mobile

Types of Google Ads Campaigns

1. Search Campaigns

Search campaigns display your text ads at the top of Google results when a user searches for your keywords.

When to use Search:

You sell products/services with clear purchase intent

Your prospects are actively searching for a solution

You want to capture existing demand

2025 Best Practices:

Use Responsive Search Ads (RSA) with 15 headlines and 4 descriptions

Enable ad extensions (sitelinks, callouts, structured snippets)

Target keywords in exact match and phrase match

2. Performance Max Campaigns

Performance Max is Google Ads' most advanced campaign format. It uses AI to serve your ads across all Google channels (Search, Display, YouTube, Gmail, Maps, Discover).

Performance Max Benefits:

Automatic optimization by Google AI

Maximum coverage across all channels

Better ROAS for e-commerce

Optimal Setup:

Minimum 20 conversions per month for learning

High-quality creative assets (images, videos, text)

Audience signals to guide the algorithm

3. Shopping Campaigns

Ideal for e-commerce, Shopping campaigns display your products with photo, price, and name in search results.

Prerequisites:

Configured Google Merchant Center account

Up-to-date and optimized product feed

Structured data on your website

4. Display Campaigns

Google's Display Network reaches over 90% of internet users worldwide through banners on partner sites.

Use Cases:

Brand awareness

Visitor retargeting

Similar audiences

5. YouTube Campaigns

With 2 billion active users, YouTube is the world's second largest search engine. Available formats:

Skippable in-stream (after 5 seconds)

Non-skippable in-stream (15 seconds)

Bumper ads (6 seconds)

Discovery ads

How to Structure Your Google Ads Account

A clear account structure is essential for optimizing your performance.

Recommended Structure

Google Ads Account
├── Campaign 1: Brand
│   └── Ad Group: Brand name
├── Campaign 2: Products/Services
│   ├── Ad Group: Product A
│   ├── Ad Group: Product B
│   └── Ad Group: Product C
├── Campaign 3: Competitors
│   └── Ad Group: Competitor names
└── Campaign 4: Retargeting
    ├── Ad Group: Site visitors
    └── Ad Group: Cart abandonment

Golden Rules of Structure

One theme per ad group: Keep semantically close keywords together

Separate budgets: Separate brand and generic to control spending

Adapted bidding: Use different bidding strategies based on objectives

Optimizing Quality Score

Quality Score directly impacts your costs and positions. High QS = lower CPC and better positions.

The 3 Components of Quality Score

Component	Weight	How to Improve
Ad relevance	33%	Include keyword in title and description
Landing page experience	33%	Fast page, mobile-friendly, relevant content
Expected CTR	33%	Attractive ads, extensions, A/B testing

Quality Score Targets

7-10: Excellent, keep it up

5-6: Acceptable, optimize your ads

1-4: Problem, review your strategy

Calculate and Optimize Your ROAS

ROAS (Return On Ad Spend) is the king metric in Google Ads.

ROAS Formula:

ROAS = (Revenue generated / Ad spend) x 100

Example: €10,000 in sales for €2,000 spent = 500% ROAS

ROAS by Industry (2025 Averages)

Industry	Average ROAS	Good ROAS
Fashion e-commerce	400%	> 600%
B2B Services	300%	> 500%
SaaS	500%	> 800%
Training	600%	> 1000%

Tracking and Attribution

Tracking Setup

Google Tag Manager: Centralize all your tags

Conversion Linker: REQUIRED for conversion tracking

Enhanced Conversions: Improves accuracy by +15%

Consent Mode v2: Required in Europe since March 2024

Attribution Models

Data-driven: Recommended, uses machine learning

Last click: Old method, less accurate

Linear: Distributes credit equally

Budget and Bidding

Automated Bidding Strategies

Strategy	Goal	When to Use
Maximize conversions	Volume	Launch phase
Target CPA	Cost/conversion	Optimization
Target ROAS	Profitability	Mature e-commerce
Maximize clicks	Traffic	Awareness

Minimum Budget Calculation

Minimum budget = Target CPA x 10 conversions x 30 days

Example: Target CPA of €50 → Minimum budget of €15,000/month

Google Ads Mistakes to Avoid

The 10 Most Common Mistakes

No conversion tracking - You're flying blind

Keywords too broad - Spending on irrelevant queries

No negative keywords - Budget waste

One ad per group - No testing possible

Landing page = homepage - Poor experience

Ignoring mobile - 60% of traffic

Budget too low - Not enough data

No retargeting - Losing warm prospects

Ignoring extensions - Lower CTR

No regular optimization - Declining performance

Conclusion

Google Ads remains in 2025 the most profitable acquisition channel when mastered. Keys to success:

Clear account structure

Precise tracking

Continuous optimization

Regular testing

Need help with your Google Ads campaigns? Our team of certified experts has managed over €10M in advertising budget. [Contact us for a free audit](/en/contact).

Google Ads in 2025: The Complete Guide to Maximize Your ROI