When it comes to getting customers to pay attention to you, you only have a few choices. One option is to use cold outreach. You literally pick up the phone or type out emails to prospects who don’t know you, one by one.
Another option is warm outreach. This is where you get in touch with people who already know you and are thinking about buying from you. This could be a referral from an existing customer or people who know you because of your content on social media.
The latter example is interesting because it means you’re reaching out to multiple people. But what if you don’t have a content presence but still need to reach a large market to flog your services.
That’s where Google Ads come into the picture. These give you massive reach, even if your audience doesn’t know you.
But how are you supposed to master this type of marketing? What actually works and gets results?
Keep Auditing
The first thing you’ll want to develop is your feedback loop when using Google ads. The last thing you want is for ads to cost you a lot of money and fail to deliver any results.
The way around this is to set up a proper audit cycle. You want to ensure that you’re constantly looping back to check on what you’re doing to see if it is working. A lot of companies will just pay for Google Ads without really measuring their effect or taking their impact into consideration. Sometimes campaigns will run for years without generating any return.
The best way to audit is to keep testing and trialling different approaches. Most businesses can be successful with ads, but they will never work for some industries, so that is always worth bearing in mind.
Integrate Web And App Campaigns
It’s also well worth integrating web and app campaigns, a new feature that’s available for 2025. This tool allows customisation of ads across multiple platforms in ways that make sense for brands.
The best thing about this approach is that it unifies measurement. Companies no longer need to tally results from app or web-based campaigns. Instead, the data can be pooled and specific insights can be found.
Attribution is also better under this model. You can literally see where your ad spend is working for you, and where it isn’t enabling better ad targeting by platform, changing how you allocate funds between strategies. All you need to do is wait for the data to roll in.
Use Expiration Mode
If you can improve your use of Smart Bidding with expiration mode, that’s also a good idea. The idea here is to target return on ad spend first and then use Exploration whenever you run a promotion. You should find that you get about 10% to 25% more volume without costs increasing significantly.
Of course, this tactic is highly industry-dependent, but it is well worth exploring. If you can eke out a little extra performance, you can often out-do competitors who are not using the same strategies.
Use First-Party Data
You could also look into using first-party data to improve your conversion rate. Due to the backlash, Google is looking at phasing out cookies for a more ethical approach to ads. As such, companies are now feeding customer personal information on their books into their ad campaigns, as well as data kept off the books.
Interestingly, this approach is actually enhancing return on ad spend. A lot of customers appreciate it when brands they already have relationships with reach out to them and try to do business.
If you can implement Google Tags across your site, that can also help. Removing bad leads is essential though so you can track based on value.
If you're scaling up your outreach, then you might also want to include things like the customer’s lifetime value. This way, you can track the impact of your ad spend when targeting specific markets.
Use The Google Asset Studio
You could also look into using Google’s Asset Studio to improve your ads for 2025. This tool essentially allows you to generate new video clips, images and ad variations at will so you can test which work best. All you need to do is enter the right prompts.
For consumers, this sort of approach is quite novel still. A lot of people aren’t used to the sight of highly creative Google Ads, so it could make a significant difference to your campaigns.
Avoid Bloated Campaigns
It’s also a good idea to avoid the temptation to run bloated campaigns. While you might want to run ads for multiple products and locations, that doesn’t always work.
The best way to approach this problem is to do what experts, like Loudmouse Digital Marketing, do. They segment campaigns into specific funnels, depending on the product. Then, they run them in parallel with each other, ensuring they reach out to the ideal market niche.
If you don’t adopt this level of focus, Google Ads won’t know who you are trying to target. It will also serve ads to customers who don’t click the link, or simply don’t want to buy what you have to offer.
Optimise Voice With Longtail Keywords
If you want to really master Google Ads in 2025, then you’ll need to look into optimising your voice-based SEO with long-tail keywords. This approach is highly effective since only a minority of companies are doing it, and it is not popular throughout the industry.
For example, let’s say you sell something specific, like LEDs for bathroom vanities. Targeting a voice-based long-tail keyword like “I need new LEDs for my bathroom vanity” could go a long way.
Usually, ads that focus on these keywords can drive higher traffic. Voice inputs tend to have a high degree of intent, meaning that customers are keen to buy.
Google Keyword Planner is helpful for finding voice-related keyword searches. However, it is also worth speaking to experts, just to ensure you’re on the right track.