{"id":2956,"date":"2025-07-14T21:45:16","date_gmt":"2025-07-14T21:45:16","guid":{"rendered":"https:\/\/www.digitalposition.com\/resources\/blog\/?p=2956"},"modified":"2025-07-15T15:28:11","modified_gmt":"2025-07-15T15:28:11","slug":"the-exact-google-microsoft-ads-best-practices-we-use-yes-really","status":"publish","type":"post","link":"https:\/\/www.digitalposition.com\/resources\/blog\/ppc\/the-exact-google-microsoft-ads-best-practices-we-use-yes-really\/","title":{"rendered":"The Exact Google &amp; Microsoft Ads Best Practices We Use (Yes, Really)"},"content":{"rendered":"\n<p>Running <a href=\"https:\/\/business.google.com\/us\/google-ads\/\">Google Ads<\/a> and <a href=\"https:\/\/ads.microsoft.com\/\">Microsoft Ads<\/a> looks easier than ever. You can launch a campaign in minutes. The platforms walk you through setup. Automations are everywhere.<\/p>\n\n\n\n<p>But actually getting results? That\u2019s getting tougher.<\/p>\n\n\n\n<p>You have fewer controls. <a href=\"https:\/\/searchengineland.com\/google-hiding-search-data-advertisers-profiting-446372\">Less visibility<\/a>. More automation deciding where your money goes. It feels simple, until the performance drops and you can\u2019t figure out why. And when you don\u2019t have a solid strategy behind what you\u2019re doing, things can go off the rails fast.<\/p>\n\n\n\n<p>We\u2019re literally giving away our Google &amp; Microsoft Ads best practices that we\u2019ve used to scale our brands from less then $10K per month to well over $500K in revenue. The real strategy we use behind the scenes to get results.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\"><strong>Getting Started: Conversion Tracking<\/strong><\/h2>\n\n\n\n<h3 class=\"wp-block-heading\"><strong>Why Conversion Tracking Matters<\/strong><\/h3>\n\n\n\n<p>If your <a href=\"https:\/\/support.google.com\/google-ads\/answer\/1722022?hl=en\">conversion tracking<\/a> is off, the whole account is <a href=\"https:\/\/analytify.io\/google-ads-conversion-tracking-not-working\/#:~:text=Common%20causes%20behind%20Google%20Ads,them%20using%20GTM%20Preview%20Mode.\">broken<\/a>, even if it \u201clooks\u201d like it\u2019s working. You\u2019ll end up optimizing for garbage, feeding bad data into smart bidding, and <a href=\"https:\/\/www.linkedin.com\/posts\/stephencozzolongo_google-just-wasted-69000-of-our-clients-activity-7287518066781896704-oxPz\/\">wasting your budget<\/a> without even realizing it. This is the first thing we look at in every audit, and it\u2019s where most issues start. Your conversions are your north star, so if that\u2019s pointing in the wrong direction, everything else follows.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\"><strong>Best Practices<\/strong><\/h3>\n\n\n\n<p>Start here. If this isn\u2019t tight, nothing else will be either.<\/p>\n\n\n\n<ul>\n<li>Segment by <a href=\"https:\/\/support.google.com\/google-ads\/answer\/12216226?hl=en#:~:text=A%20conversion%20action%20is%20a,lead%20to%20those%20meaningful%20actions.\">conversion action<\/a> to avoid double-counting<\/li>\n<\/ul>\n\n\n\n<figure class=\"wp-block-image\"><img decoding=\"async\" src=\"https:\/\/lh7-rt.googleusercontent.com\/docsz\/AD_4nXfTdZWcJaA_Podkj_-tMfN6B7nguDOUgBN2ez9sU8MPQyE9dbbN4U8U6ygWjHGynX1b2zKCEzuw4KlOaIQAe93BNCMA98Y9zSEipa_m1Ucf6Y01pmZJ2RZtXUf17StkyhsekpHWlA?key=UZJADvRyB4w91vr0UcVUkw\" alt=\"\"\/><\/figure>\n\n\n\n<ul>\n<li>In \u201cGoals > Conversions,\u201d check:<br>\n<ul>\n<li><a href=\"https:\/\/support.google.com\/google-ads\/answer\/3438531?hl=en#:~:text=Your%20repeat%20rate%20is%20the,the%20%E2%80%9Cone%20conversion%E2%80%9D%20setting.\">Repeat rate<\/a> under 1.05x<\/li>\n<\/ul>\n<\/li>\n<\/ul>\n\n\n\n<figure class=\"wp-block-image\"><img decoding=\"async\" src=\"https:\/\/lh7-rt.googleusercontent.com\/docsz\/AD_4nXc_m4T9u-1Cx_WcObFcGt8REOHOOSSnhldvXJs3JMCdb2z4lTgxZOTM0ki5P6cJNuVjnn3IuRJCWVYTV4LLwwsRZEjANAOMdpj7nqIoQS_nnQ5sfzsByyjjkyxh9pvLDMySG9NGlA?key=UZJADvRyB4w91vr0UcVUkw\" alt=\"\"\/><\/figure>\n\n\n\n<ul>\n<li><a href=\"https:\/\/support.google.com\/google-ads\/answer\/3123169?hl=en#:~:text=A%20conversion%20window%20is%20the,is%20recorded%20in%20Google%20Ads.\">Conversion windows<\/a> match your buying cycle<br><\/li>\n\n\n\n<li>Leads = one conversion per form, not every time someone hits \u201csubmit\u201d<br><\/li>\n<\/ul>\n\n\n\n<ul>\n<li>Stick to one main conversion action per campaign\/account unless you need to train the algo<br><\/li>\n\n\n\n<li>Always report on final goals (like purchases or closed leads)<br><\/li>\n<\/ul>\n\n\n\n<p>You need clean, consistent signals going in so the platform can do its job. Otherwise, you\u2019re just guessing.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\"><strong>Campaigns<\/strong><\/h2>\n\n\n\n<h3 class=\"wp-block-heading\"><strong>Campaign Structure<\/strong><\/h3>\n\n\n\n<h4 class=\"wp-block-heading\"><strong>Why Clean Structure Wins<\/strong><\/h4>\n\n\n\n<p>Sloppy structure = sloppy results. If campaigns are overlapping, targeting the same stuff, or jamming in too many goals, performance tanks. The platforms aren\u2019t going to fix it for you, they\u2019ll just optimize toward the easiest win, not the right one. A clean structure gives you visibility, control, and the ability to scale without chaos.<\/p>\n\n\n\n<h4 class=\"wp-block-heading\"><strong>Best Practices<\/strong><\/h4>\n\n\n\n<p>Keep it simple and built to grow. You\u2019re not proving how smart you are, you\u2019re making money.<\/p>\n\n\n\n<ul>\n<li>Don\u2019t let <a href=\"https:\/\/support.google.com\/google-ads\/answer\/10724817?hl=en#:~:text=Performance%20Max%20helps%20you%20drive,creatives%2C%20attribution%2C%20and%20more.\">Performance Max<\/a> and <a href=\"https:\/\/support.google.com\/google-ads\/answer\/3455481?hl=en\">Standard Shopping<\/a> compete with each other<br><\/li>\n\n\n\n<li>Keep <a href=\"https:\/\/support.similarweb.com\/hc\/en-us\/articles\/4407713346065-Branded-Keywords#:~:text=A%20branded%20keyword%20is%20a,to%20find%20a%20defined%20brand.\">brand<\/a> vs <a href=\"https:\/\/www.semrush.com\/kb\/819-branded-vs-non-branded-keywords\">non-brand<\/a> completely separate<\/li>\n<\/ul>\n\n\n\n<figure class=\"wp-block-image\"><img decoding=\"async\" src=\"https:\/\/lh7-rt.googleusercontent.com\/docsz\/AD_4nXeq8FLyo8p2FqgUwIdmbmE2EGdgKC42UMqW9RaNeo7iJcE5grBoucLsHMjkQmG8zzysiNXx24kYYDIP_Cr8oclQuIkJTRbs32t7RpLJKWFXvRU5h7YZPcKrUABqWcYr6gvD0eR1?key=UZJADvRyB4w91vr0UcVUkw\" alt=\"\"\/><\/figure>\n\n\n\n<ul>\n<li>Clean up ad extensions, add, remove, or refresh as needed<br><\/li>\n\n\n\n<li>Make sure you\u2019re not just bidding on brand or just on non-brand<br><\/li>\n\n\n\n<li>Check your Google Merchant Center:<br>\n<ul>\n<li>Are you a <a href=\"https:\/\/support.google.com\/merchants\/answer\/15215732?hl=en#:~:text=The%20Top%20Quality%20Store%20program,the%20Top%20Quality%20Store%20badge.\">Top Quality Store<\/a>?<img loading=\"lazy\" decoding=\"async\" src=\"https:\/\/lh7-rt.googleusercontent.com\/docsz\/AD_4nXdeyviC9YRBM9h_FfFYrEjsXGi_GLjFnYZbg4IUBdxW3J3EWGaOUMmxLqPlZM3lK8vNWxyJzV7moDteiDs8vXacyg3WFEWSp_p8S37OKvbXd7ajtvA46_5AcSSqrZwuiwSFcUIK?key=UZJADvRyB4w91vr0UcVUkw\" width=\"706\" height=\"194\"><br><\/li>\n\n\n\n<li>Any feed errors or <a href=\"https:\/\/support.google.com\/merchants\/answer\/13693497?hl=en\">disapprovals<\/a>?<br><\/li>\n<\/ul>\n<\/li>\n<\/ul>\n\n\n\n<p>If your structure\u2019s a mess, your data is too. Fix this before you even think about scaling.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\"><strong>Branded Campaigns<\/strong><\/h3>\n\n\n\n<h4 class=\"wp-block-heading\"><strong>Why You Still Need Brand Protection<\/strong><\/h4>\n\n\n\n<p>People still search your name before they buy. If you\u2019re not showing up with a paid ad, someone else will. Organic won\u2019t stop competitors from stealing that traffic, and branded clicks are usually cheap and high-intent. This is the easiest performance win you can get.<\/p>\n\n\n\n<h4 class=\"wp-block-heading\"><strong>Best Practices<\/strong><\/h4>\n\n\n\n<p>Keep it tight. This isn\u2019t where you experiment, it\u2019s where you make easy money.<\/p>\n\n\n\n<p><strong>Branded Text:<\/strong><\/p>\n\n\n\n<ul>\n<li>Use <a href=\"https:\/\/www.luigisbox.com\/search-glossary\/exact-match\/#:~:text=Exact%20match%20is%20a%20search,search%20results%20exactly%20as%20entered.\">exact match<\/a> only<br><\/li>\n\n\n\n<li>Structure into themed <a href=\"https:\/\/support.google.com\/google-ads\/answer\/2375404?hl=en\">ad groups<\/a> (e.g. \u201creviews,\u201d \u201cofficial site\u201d)<br><\/li>\n\n\n\n<li>Start with <a href=\"https:\/\/support.google.com\/google-ads\/answer\/2390250?hl=en#:~:text=Manual%20CPC%20bidding%20gives%20you,for%20individual%20keywords%20or%20placements.\">manual CPC<br><\/a><\/li>\n\n\n\n<li>Limit to 5 \u2013 10 ad groups, max 2 \u2013 3 campaigns<br><\/li>\n<\/ul>\n\n\n\n<p><strong>Branded Shopping:<\/strong><\/p>\n\n\n\n<ul>\n<li>Run a <a href=\"https:\/\/www.digitalposition.com\/resources\/blog\/ppc\/branded-performance-max-vs-standard-shopping-which-is-better-for-your-business\/\">branded Performance Max<\/a> to start<\/li>\n<\/ul>\n\n\n\n<figure class=\"wp-block-image\"><img decoding=\"async\" src=\"https:\/\/lh7-rt.googleusercontent.com\/docsz\/AD_4nXfYqorYSXZklzzkmIPNagY8y6zlWlZZEw5_UoowC241Q4q4IbV7x8Vjr1dcZ5rDmBvOxaNbKC9KGbNaqpXG0QpgMIw2WOubeuJrQB1otLqxD3M2gpJD5Ua3B8pzBzI27stGHBJjBw?key=UZJADvRyB4w91vr0UcVUkw\" alt=\"\"\/><\/figure>\n\n\n\n<ul>\n<li>Break out campaigns by product category<br><\/li>\n\n\n\n<li>Fill asset groups with matching headlines, videos, and images<br><\/li>\n\n\n\n<li>Check auction insights (L90D) to avoid overspending if there\u2019s low competition<br><\/li>\n<\/ul>\n\n\n\n<p>If it\u2019s not structured, you\u2019re either overspending or losing conversions. Brand should be the most boring part of your account, and the most profitable.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\"><strong>Non-Branded Campaigns<\/strong><\/h2>\n\n\n\n<h3 class=\"wp-block-heading\"><strong>Non-Brand Drives Scale<\/strong><\/h3>\n\n\n\n<p>You don\u2019t scale a business on brand alone. Non-brand is where you find new customers and drive volume. But it\u2019s also where most people blow their budget chasing the wrong traffic. If your structure\u2019s sloppy, or your targeting\u2019s too broad, it\u2019s game over.<img loading=\"lazy\" decoding=\"async\" src=\"https:\/\/lh7-rt.googleusercontent.com\/docsz\/AD_4nXcNyrolLRu0Moa00MG7Tca6Mo8RA66kLB62sfm8pVlbpkN7v5OgBfXnmm68Q4hmxB4r8rgxGA1k8vAObJq3XaTSlyqfOjvznpDPrspYkOBLQYR7S3MUlZUSxYcch6cEmwYpQnFC?key=UZJADvRyB4w91vr0UcVUkw\" width=\"560\" height=\"398\"><\/p>\n\n\n\n<p>Via <a href=\"https:\/\/www.wordstream.com\/blog\/ws\/2015\/04\/21\/adwords-ads\">WordStream<\/a><\/p>\n\n\n\n<h3 class=\"wp-block-heading\"><strong>Non-Brand Text Best Practices<\/strong><\/h3>\n\n\n\n<p>This is the part of the account you need to <em>actually<\/em> manage. It\u2019s not set-it-and-forget-it.<\/p>\n\n\n\n<ul>\n<li>Max 10 ad groups, ideally closer to 5<br><\/li>\n\n\n\n<li>Max 50 keywords, ideally under 25<br><\/li>\n\n\n\n<li>Use <a href=\"https:\/\/www.wordstream.com\/phrase-match#:~:text=Phrase%20Match%20%E2%80%93%20If%20you%20enter,before%20or%20after%20the%20phrase.\">phrase match<\/a> only (<a href=\"https:\/\/support.google.com\/google-ads\/answer\/12159290?hl=en#:~:text=Broad%20match%20is%20the%20default,the%20%E2%80%9CMatch%20Type%E2%80%9D%20column.\">Broad Match<\/a> + <a href=\"https:\/\/support.google.com\/google-ads\/answer\/6268637?hl=en\">tROAS<\/a> being tested with strong early results)<br><\/li>\n\n\n\n<li>Start with <a href=\"https:\/\/support.google.com\/google-ads\/answer\/7381968?hl=en#:~:text=Maximize%20conversions%20bidding%2C%20or%20customer,target%20CPA%20that%20you%20set.\">Max Conversions<\/a> or Manual CPC. Mature accounts can use <a href=\"https:\/\/support.google.com\/google-ads\/answer\/6268632?hl=en#:~:text=Target%20CPA%20bidding%20is%20an,desired%20average%20cost%20per%20conversion.\">Target CPA<br><\/a><\/li>\n\n\n\n<li>Turn off <a href=\"https:\/\/support.google.com\/google-ads\/answer\/2616017?hl=en#:~:text=Sites%20in%20the%20Search%20Network,websites%2C%20as%20well%20as%20YouTube.\">search partners<\/a> and <a href=\"https:\/\/support.google.com\/google-ads\/answer\/2404190?hl=en\">display network<br><\/a><\/li>\n\n\n\n<li>Set targeting to Presence only and English only<br><\/li>\n\n\n\n<li>Exclude branded terms with <a href=\"https:\/\/support.google.com\/google-ads\/answer\/2453983?hl=en\">negative keyword lists<br><\/a><\/li>\n\n\n\n<li>Use tight themes for each ad group<br><\/li>\n\n\n\n<li>Align ads + landing pages for better <a href=\"https:\/\/www.wordstream.com\/quality-score\">Quality Scores<br><\/a><\/li>\n<\/ul>\n\n\n\n<p>Your non-brand campaigns should feel like a sniper rifle, not a shotgun. Fewer keywords, better targeting, higher returns.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\"><strong>Non-Brand Performance Max<\/strong><\/h3>\n\n\n\n<h4 class=\"wp-block-heading\"><strong>You Need to Control Performance Max<\/strong><\/h4>\n\n\n\n<figure class=\"wp-block-image\"><img decoding=\"async\" src=\"https:\/\/lh7-rt.googleusercontent.com\/docsz\/AD_4nXfzTv0_5eF612ah4jkuV2X-10BGRH4BPh3zAPBKpzDKmGWLCIr-FJRbF8201uPJgSADjjUUUZzjiwQDuJWt6zu8t351e42Gn0HT0rLvEUdid7-4XmLlh2gIBKEe7cXV8k403R9Qiw?key=UZJADvRyB4w91vr0UcVUkw\" alt=\"\"\/><\/figure>\n\n\n\n<p>Via <a href=\"https:\/\/agencyanalytics.com\/blog\/performance-max-ad-examples\">AgencyAnalytics<\/a><\/p>\n\n\n\n<p>Left alone, Performance Max will chase the easiest clicks. Usually branded, usually remarketing, and usually not what you want. It <em>can<\/em> scale, and we use it all the time, but it needs guardrails. You\u2019re not letting Google do the work; you\u2019re giving it the inputs to work with.<\/p>\n\n\n\n<h4 class=\"wp-block-heading\"><strong>Best Practices<\/strong><\/h4>\n\n\n\n<p>Control every lever. Don\u2019t let the platform decide how to spend your money.<\/p>\n\n\n\n<ul>\n<li>Keep campaigns consolidated, don\u2019t break them out too soon<br><\/li>\n\n\n\n<li>Add negative brand keywords to all Performance Max campaigns<br><\/li>\n\n\n\n<li>Add <a href=\"https:\/\/support.google.com\/google-ads\/answer\/14450499?hl=en#:~:text=To%20direct%20specific%20brand%20traffic,apply%20them%20to%20individual%20campaigns.\">brand list<\/a> exclusions to protect spend<\/li>\n<\/ul>\n\n\n\n<figure class=\"wp-block-image\"><img decoding=\"async\" src=\"https:\/\/lh7-rt.googleusercontent.com\/docsz\/AD_4nXc-PJXcxoz_gDVkkb4uzQ1_ogUb6kO7v60uE_8qHhSM0vBvRh1-20GMUhShhDqgcKf8kvwQv2J7vz2wkF-vBW6c1R0ee252jlmk0IKEhaQ2DS5ng8zhOglBnNOBz4Yw_58v0_x6?key=UZJADvRyB4w91vr0UcVUkw\" alt=\"\"\/><\/figure>\n\n\n\n<ul>\n<li>Turn off <a href=\"https:\/\/support.google.com\/google-ads\/answer\/10724897?hl=en\">auto-generated text<\/a>, video, and landing pages<br><\/li>\n\n\n\n<li>Use Presence only and English only targeting<br><\/li>\n\n\n\n<li>Structure asset groups by product category or line:<br>\n<ul>\n<li>Tailor search themes, creatives, and audiences<br><\/li>\n\n\n\n<li>Use <a href=\"https:\/\/www.semrush.com\/projects\/\">SEMrush<\/a> to build keyword lists<br><\/li>\n\n\n\n<li>Build audiences from:<br>\n<ul>\n<li><a href=\"https:\/\/www.opendatasoft.com\/en\/glossary\/first-party-second-party-and-third-party-data\/#:~:text=Definition,also%20intends%20to%20use%20it.\">1st-party data<br><\/a><\/li>\n\n\n\n<li><a href=\"https:\/\/hawksem.com\/blog\/in-market-audiences-google-ads\/#:~:text=In%2Dmarket%20audiences%20are%20a,Keywords%20searched\">In-market segments<br><\/a><\/li>\n\n\n\n<li><a href=\"https:\/\/portent.com\/blog\/ppc\/how-to-create-and-test-custom-intent-audiences-in-google-ads.htm#:~:text=What%20Is%20a%20Custom%20Intent,researching%20their%20products%20and%20services.\">Custom intent audiences<br><\/a><\/li>\n<\/ul>\n<\/li>\n<\/ul>\n<\/li>\n\n\n\n<li>Only break into new campaigns if:<br>\n<ul>\n<li>An asset group gets 30+ conversions<br><\/li>\n\n\n\n<li>Lower-performing groups are holding back performance<br><\/li>\n<\/ul>\n<\/li>\n<\/ul>\n\n\n\n<p>Performance Max isn\u2019t \u201csmart\u201d on its own. It\u2019s only as good as the inputs you feed it.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\"><strong>Feed Optimization<\/strong><\/h2>\n\n\n\n<h3 class=\"wp-block-heading\"><strong>Your Feed Is Everything<\/strong><\/h3>\n\n\n\n<p>If your <a href=\"https:\/\/www.bidnamic.com\/en-us\/resources\/frequently-asked-questions\/what-is-a-google-shopping-feed\">feed<\/a> sucks, your Shopping and Performance Max results will suck too. Doesn\u2019t matter how good your campaign setup is, Google still needs to match your products to real <a href=\"https:\/\/support.google.com\/google-ads\/answer\/2472708?hl=en#:~:text=A%20search%20term%20is%20a,are%20targeting%20the%20right%20audience.\">search terms<\/a>. And if your data doesn\u2019t give the algorithm what it needs, you\u2019re out.<\/p>\n\n\n\n<p>Your feed <em>is<\/em> your targeting. They\u2019re what tells Google who should see your product, and why they should care.<\/p>\n\n\n\n<p>More than ever, people are turning to <a href=\"https:\/\/support.google.com\/faqs\/answer\/2987537?hl=en#:~:text=What%20is%20Google%20Shopping%3F,sellers%20to%20make%20their%20purchase.\">Google Shopping<\/a> to find what they want. You\u2019re not showing up alone. You\u2019re stacked next to dozens of competitors in a scrollable list, and users will only stop on what grabs their attention.<\/p>\n\n\n\n<p>If your feed isn\u2019t optimized, or worse, if it looks messy, generic, or incomplete, your product isn\u2019t even in the running. You\u2019re losing clicks. You\u2019re losing conversions. And you\u2019re handing sales to the brands that actually built a strong feed.<\/p>\n\n\n\n<p>This isn\u2019t optional. It\u2019s how you win.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\"><strong>Best Practices<\/strong><\/h3>\n\n\n\n<p>No auto-feeds. Build it right!<\/p>\n\n\n\n<ul>\n<li>Don\u2019t rely on auto-uploads or APIs, build a clean feed<br><\/li>\n\n\n\n<li>Fill every field possible in your Google and BING feeds<br><\/li>\n\n\n\n<li>Use platform-specific feeds where needed<br><\/li>\n\n\n\n<li>Optimize:<br>\n<ul>\n<li>Titles<br><\/li>\n\n\n\n<li>Descriptions<br><\/li>\n\n\n\n<li>Product Categories (use Google\u2019s taxonomy)<br><\/li>\n\n\n\n<li>Product Types (be specific, e.g. \u201c&gt; Trail Running Shoes\u201d)<br><\/li>\n<\/ul>\n<\/li>\n\n\n\n<li>Add multiple images, especially lifestyle<br><\/li>\n\n\n\n<li>Use AI Product Highlights for your top 100+ products (or all, if fewer)<br><\/li>\n<\/ul>\n\n\n\n<p>This is a sales asset, not just a data file. Treat it like one.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\"><strong>Funnel Allocation<\/strong><strong><\/strong><\/h2>\n\n\n\n<p>Via <a href=\"https:\/\/eyclick.com\/agencia-google-partner-barcelona-madrid\/\">EYClick<\/a><\/p>\n\n\n\n<h3 class=\"wp-block-heading\"><strong>Spend Allocation Makes or Breaks Scale<\/strong><\/h3>\n\n\n\n<p>Most people dump 80% of spend into bottom-of-funnel because it looks good in the short term. But then you stall out. You can&#8217;t scale if you&#8217;re only targeting people ready to buy <em>right now<\/em>. You\u2019ve got to build the whole pipeline.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\"><strong>Best Practices<\/strong><\/h3>\n\n\n\n<p>Stop spending all your money on what\u2019s easy. Start spending where growth actually happens.<\/p>\n\n\n\n<ul>\n<li>Don\u2019t overspend on the <a href=\"https:\/\/uplandsoftware.com\/articles\/sales\/what-is-bottom-of-the-funnel\/#:~:text=The%20term%20%E2%80%9CBottom%20of%20the,ready%20to%20make%20a%20purchase.\">bottom of the funnel<\/a> (branded, remarketing)<br><\/li>\n\n\n\n<li>BOF should be &gt;50% of total spend<br><\/li>\n\n\n\n<li>Focus on <a href=\"https:\/\/mailchimp.com\/resources\/middle-funnel-marketing\/#:~:text=The%20middle%20of%20the%20funnel%20(MOFU)%20refers%20to%20the%20part,will%20best%20meet%20their%20needs.\">Middle of Funnel<\/a>: Non-Brand Search, Performance Max, <a href=\"https:\/\/support.google.com\/google-ads\/answer\/13695777?hl=en\">Demand Gen<br><\/a><\/li>\n\n\n\n<li>Scale to <a href=\"https:\/\/useinsider.com\/glossary\/top-of-the-funnel\/#:~:text=Top%20of%20the%20funnel%20refers,a%20product%2C%20service%20or%20brand.\">Top-of-Funnel<\/a> (YouTube, Display) only once MOF is maxed out<br><\/li>\n<\/ul>\n\n\n\n<p>If your funnel is lopsided, your growth will be too. Build it out properly and spend accordingly.<\/p>\n\n\n\n<p>It\u2019s the exact playbook we use every single day to grow accounts, whether we\u2019re fixing something broken or scaling something that\u2019s already working.<\/p>\n\n\n\n<p>You don\u2019t need hacks. You need structure. A real strategy. Clean data and smart decisions.<\/p>\n\n\n\n<p>If your account isn\u2019t performing, or you\u2019re not sure if it\u2019s set up right, let\u2019s take a look. <a href=\"https:\/\/www.digitalposition.com\/book-your-call\">Reach out<\/a> and we\u2019ll walk you through what\u2019s working, what\u2019s not, and how to get it moving in the right direction.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Running Google Ads and Microsoft Ads looks easier than ever. You can launch a campaign in minutes. The platforms walk you through setup. Automations are everywhere. But actually getting results? That\u2019s getting tougher. You have fewer controls. Less visibility. More automation deciding where your money goes. It feels simple, until the performance drops and you&#8230;<\/p>\n","protected":false},"author":23,"featured_media":2957,"comment_status":"open","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[23,2],"tags":[],"thumbnail_src":"https:\/\/www.digitalposition.com\/resources\/blog\/wp-content\/uploads\/2025\/07\/Untitled-design-20-1-300x225.png","thumbnail_medium_src":"https:\/\/www.digitalposition.com\/resources\/blog\/wp-content\/uploads\/2025\/07\/Untitled-design-20-1-768x576.png","featured_image_src":"https:\/\/www.digitalposition.com\/resources\/blog\/wp-content\/uploads\/2025\/07\/Untitled-design-20-1.png","author_avatar_src":"https:\/\/www.digitalposition.com\/resources\/blog\/wp-content\/uploads\/2022\/06\/austen.jpg","author_name":"Austen Wiley","category_labels":["Industry Insights","PPC"],"tag_labels":[],"_links":{"self":[{"href":"https:\/\/www.digitalposition.com\/resources\/blog\/wp-json\/wp\/v2\/posts\/2956"}],"collection":[{"href":"https:\/\/www.digitalposition.com\/resources\/blog\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.digitalposition.com\/resources\/blog\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.digitalposition.com\/resources\/blog\/wp-json\/wp\/v2\/users\/23"}],"replies":[{"embeddable":true,"href":"https:\/\/www.digitalposition.com\/resources\/blog\/wp-json\/wp\/v2\/comments?post=2956"}],"version-history":[{"count":1,"href":"https:\/\/www.digitalposition.com\/resources\/blog\/wp-json\/wp\/v2\/posts\/2956\/revisions"}],"predecessor-version":[{"id":2958,"href":"https:\/\/www.digitalposition.com\/resources\/blog\/wp-json\/wp\/v2\/posts\/2956\/revisions\/2958"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.digitalposition.com\/resources\/blog\/wp-json\/wp\/v2\/media\/2957"}],"wp:attachment":[{"href":"https:\/\/www.digitalposition.com\/resources\/blog\/wp-json\/wp\/v2\/media?parent=2956"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.digitalposition.com\/resources\/blog\/wp-json\/wp\/v2\/categories?post=2956"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.digitalposition.com\/resources\/blog\/wp-json\/wp\/v2\/tags?post=2956"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}