The Google Ads community online is overflowing with advice on how to start, manage, and optimize your campaigns. However, relying on this advice can be as risky as getting medical prescriptions from the internet. Just as each medical case is unique and requires tailored treatment, Google Ads campaigns also need individualized strategies. A single detail can make generic advice either ineffective or completely counterproductive.
Moreover, there’s a significant difference between expert and novice recommendations. In many cases, you’ll find their opinions directly opposing each other. For example:
Novice Advice #1:
“You need to achieve an ‘Excellent’ ad strength to improve your ad rank and lower your CPC.”
Expert Advice #1:
“While your ad strength might remain ‘Poor,’ pinning the first two headlines can act as pinpoint targeting especially for the home service niche. This strategy can help you avoid unwanted clicks and ultimately improve your conversion rate.”
Novice Advice #2:
“Fill out all sitelinks and structured snippets so Google will serve your ad more frequently.”
Expert Advice #2:
“Are you experiencing the frustrating issue of ‘1 impression, 2 clicks’? Pause all your sitelinks and structured snippets—they’re responsible for 90% of these double clicks. And don’t worry—Google will still serve your ads, but with fewer irrelevant clicks eating into your budget.”
Novice Advice #3:
“Schedule meetings with Google representatives and listen carefully to their instructions—they’re the elites of the elites.”
Expert Advice #3:
“Block all calls from Google Ads representatives, and for added security, block any calls from +91.”
Of course, this is just a small sampling of the conflicting advice you’ll find between experts and novices. So, what should you do? First, whenever you receive advice, ask yourself whether the person offering it has fully audited your ad account, or if they’re simply speaking from their general experience—which likely doesn’t account for all the unique variables in your situation.
Second, there should always be a solid justification for any advice you receive. Ask yourself why it might work in your case and why it might not.
