Q: Google Ads: Practical Q&A from the RAMMP Weekly Call
In this week’s RAMMP customer session, we invited a Google Ads specialist to answer real questions from the group - covering setup, optimisation, and common pitfalls.
Below is a distilled Q&A from that session.
Q: Is Google Ads still worth it?
A: Yes - but it’s highly variable.
Google Ads tends to be one of two things:
extremely effective
or a fast way to lose money
There’s rarely a middle ground. Success depends on how well your setup aligns with real buyer intent and how accurately you track outcomes.
Q: What’s the biggest mistake people make with Google Ads?
A: Running ads without proper conversion tracking.
If you’re not tracking conversions, you have no way of knowing what’s working. Worse, Google will optimise toward whatever signals you give it - even if those signals are low quality.
At minimum, you should be tracking:
enquiries (forms, calls)
qualified leads
actual sales (where possible)
Q: What should we be tracking beyond basic conversions?
A: Quality, not just quantity.
Many businesses stop at:
form submissions
phone calls
But not all leads are equal.
A stronger setup feeds Google:
what counts as a qualified lead
which leads convert to sales
the value of those sales
This allows campaigns to optimise toward real outcomes, not just activity.
Q: How important is ad copy?
A: Critical - and specificity wins.
The strongest ads:
match exactly what the user is searching for
use clear, plain language
avoid vague or generic positioning
For example, users don’t search creatively - they search directly:
“wedding photographer Brisbane”
“family lawyer Sydney”
Your ads should reflect that same clarity.
Q: Any simple ways to improve ad performance?
A: A few high-impact fundamentals:
Be specific: The more precise your ad, the better it performs
Use numbers: Stats and proof points stand out (e.g. “15+ years experience”)
State what you actually do: Don’t assume it’s obvious
Test variations: Small changes can shift results significantly
Q: What are negative keywords and why do they matter?
A: They stop wasted spend.
Negative keywords tell Google what not to show your ads for.
Without them, your ads may appear for irrelevant searches, especially as Google increasingly broadens match types.
Example:
You sell premium services - exclude “cheap”, “free”
You offer one niche - exclude adjacent but irrelevant categories
Q: How does Google decide which ads to show?
A: It prioritises relevance and expected performance.
Google’s goal is to show users exactly what they’re looking for. If your ad:
closely matches the search
leads to a strong user experience
converts effectively
...you’re more likely to be rewarded with better placement and lower costs.
Q: Can Google Ads create demand, or just capture it?
A: Both - but primarily it captures demand.
Search ads work best when someone already knows what they want.
Other formats (like display or YouTube) can help generate awareness, but they require a different approach and typically more effort to convert.
Q: Should I follow Google’s recommendations?
A: With caution.
Google’s suggestions are designed to increase activity in your account - but not always efficiency.
It’s important to:
evaluate recommendations critically
test changes rather than blindly applying them
prioritise your own data over platform prompts
Q: What’s a simple way to improve your ads quickly?
A: Study ads as a user.
Search for things unrelated to your business and ask:
Which ads would I click?
Why?
What stands out?
Then apply those insights back to your own campaigns.
Q: Do I need design tools for Google Ads?
A: Not always.
Many Google Ads are text-based. However:
tools like Canva can be useful for display ads
higher-quality creative can improve performance at scale
Start simple, then invest in design as needed.
Final Thought
Google Ads works best when it aligns tightly with what people are already searching for - and when your data reflects real business outcomes, not just activity.
For most businesses, the biggest gains don’t come from complex tactics, but from getting the fundamentals right:
clear intent
accurate tracking
relevant messaging
