How to Improve PPC Campaign Performance

As we hit the halfway point of the year, it’s the perfect time to tighten your PPC campaigns before peak season kicks in.

Whether your campaigns are crushing it or just surviving, this checklist will help you maximise returns through smarter tracking, better bidding, sharper creative, and strategic expansion.

1. Reassess Client Objectives:

Don’t celebrate YoY growth if you’re chasing the wrong goal.

Has the client shifted from revenue to LTV or profitability?

Start here, If this is wrong, everything else will be off.

2. Prioritise Google Ads Conversion Tracking:

Use native Google Ads tracking over imported GA goals.

Better integration, more conversions, cleaner insights.

If possible, implement server-to-server tracking.

3. Layer on Enhanced Conversions:

This boosts conversion accuracy using hashed first-party data

Expect a 10–15% increase in conversion coverage

More data = better optimisation.

4. Enable Consent Mode.

With stricter data compliance, your tracking needs a lift.

Consent Mode recovers lost conversions through data modelling.

It’s like Enhanced Conversions, but with a legal edge.

5. Add Offline Conversion Tracking (OCT)

Especially powerful for lead gen.

Match leads to revenue, not just form fills.

Now you can finally use value-based bidding properly.

6. Implement Basket Data (Ecom only).

Gives you item-level insights

• AOV

• Profit per SKU

• Cross-sell behaviour

This unlocks real product strategy from ad data.

7. Refresh Ad Creative (Even in RSA world)

Check Google’s Asset Details to find top and bottom performers.

Test 2–3 ad variants per ad group.

Pin sparingly, let the algo run, then guide it.

8. Embrace Broad Match + Smart Bidding

Yes, really.

Once you hit 30+ conversions/month, test broad match.

Especially useful when combined with brand inclusion filters.

9. Run Campaign Experiments

Clients love them, data loves them.

Test:

• Landing pages

• Bidding strategies

• Match types

• Ad copy

Just give them 6+ weeks (plus conversion lag) before judging results.

10. Consolidate Campaigns

SKAGs are dead.

Smart bidding thrives on volume.

Broader campaigns = more data = better optimisation.

11. Expand Asset Groups (Performance Max)

Most PMax setups only use 1 asset group.

Segment by product or brand to improve relevance across:

• Search

• Display

• YouTube

12. Don’t Sleep on Microsoft Ads.

Lower CPCs, less competition.

Smart bidding isn’t as sharp as Google’s but the opportunity is still real.

And their AI offering is maturing fast.

Small Tweaks = Big Wins

Refine what’s working, patch what’s not.

Peak season rewards precision, so tune up your tracking, test more often, and don’t ignore the underused levers.

If you’d like our direct help to scale your brands with Google ads, we’re offering limited number of spots to do just that.

We'll give you:

1. An in-depth audit of your account, where we'll uncover any weak spots that are silently wasting your budget and hidden revenue streams that you're not tapping into.

2. A personalized 90-day roadmap to put you in the best position to scale your Google Ads profitably.

Patrick,

Founder and CEO of Ad-lab.

This offer is for brands spending over $20k/month on Google Ads or making more than 1 million annually.

If you're below that, you don't need an agency to make a profit with Google Ads.