Google Ads performance optimization: Tips to maximize your ROI

Launching a Google Ads campaign is just the first step. To truly succeed, you need to optimize your campaigns continuously. With over 80% of businesses using Google Ads for paid search, standing out requires strategic adjustments. And since 46% of clicks go to the top three paid ads, getting your campaigns dialed in can significantly boost your lead generation.

This guide covers the best optimization strategies to improve your Google Ads performance and maximize your return on investment (ROI).

1. Refine your keyword strategy

✅ Use High-Intent Keywords

Not all keywords drive conversions. Focus on high-intent keywords that indicate a user is ready to take action. For example:

• ❌ Broad Keyword: “home loans” (too general)
• ✅ High-Intent Keyword: “apply for a home loan online” (signals action)

Use Google Keyword Planner to find relevant, high-converting keywords.

🚫 Add Negative Keywords

Negative keywords prevent your ad from showing on irrelevant searches, saving you money. Examples:

• If you’re targeting mortgage leads, exclude terms like “mortgage jobs” or “free mortgage calculator.”
• If you sell luxury homes, exclude searches like “cheap homes” or “foreclosed properties.”

Regularly check your Search Terms Report in Google Ads to identify irrelevant searches and add them as negative keywords.

2. Improve your ad copy for higher Click-Through Rates (CTR)

Your ad copy needs to stand out in a competitive search results page. Follow these best practices:

🏆 Best Practices for Writing High-Converting Ads

• Include your target keyword in the headline for relevance.
• Use numbers, stats, or power words to grab attention (e.g., “3-Minute Pre-Approval | Low Rates”).
• Highlight benefits over features (e.g., “Save $300/month on your mortgage”).
• Add a strong Call-to-Action (CTA) (e.g., “Apply Now,” “Get Your Free Quote”).

✏️ Example of an Optimized Ad Copy

Headline: “Low Mortgage Rates – Lock in Today”
Description: “Rates are changing fast. Get a free quote and pre-qualify in minutes. No hidden fees.”
CTA: “Get Pre-Approved”

Test different versions of your ad copy to find what resonates best with your audience.

3. Optimize your landing pages for conversions

If your landing page doesn’t deliver what your ad promises, users will bounce—wasting your ad spend.

🛠 Landing Page Best Practices

• Match the messaging – If your ad promotes “low mortgage rates,” your landing page should immediately highlight that benefit.
•  Keep it simple – Minimize distractions; focus on a single CTA like “Get Pre-Approved” or “Schedule a Call.”
• Speed matters – 53% of users leave if a page takes longer than 3 seconds to load. Use Google’s PageSpeed Insights to check your load time.
• Use trust signals – Include testimonials, badges (e.g., BBB Accredited), and secure payment icons to build credibility.

🎯 Pro Tip: Add a Click-to-Call Button

For industries like real estate and mortgage, users prefer direct conversations. Add a click-to-call button to convert leads faster.

4. Adjust your bidding strategy for better ROI

Your bidding strategy determines how much you pay for each click and ultimately impacts your cost per lead.

📊 Common Bidding Strategies & When to Use Them

Test different bidding strategies based on your goals and adjust as needed.

5. Use ad extensions to boost visibility

Google rewards ads that provide more useful information. Ad extensions help make your ad bigger and more clickable.

🔥 Must-Have Google Ad Extensions

✅ Sitelink Extensions – Add extra links (e.g., “Get a Free Quote,” “See Loan Options”).
✅ Call Extensions – Display your phone number for easy calls.
✅ Location Extensions – Show your business address if targeting local customers.
✅ Callout Extensions – Highlight key benefits (e.g., “No Hidden Fees,” “24/7 Support”).

Example:

📢 Before:
“Get the lowest mortgage rates today!”

✅ After (With Extensions):
“Get the lowest mortgage rates today! | ✅ No Hidden Fees | 📞 Call Now | 🏡 Apply in 3 Minutes”

Extensions make your ad stand out and improve your click-through rate (CTR).

6. Track & optimize your Google Ads performance

📊 Key Metrics to Track in Google Ads

• Click-Through Rate (CTR): Aim for 3%+ in competitive industries.
• Cost Per Click (CPC): Keep your CPC efficient (lower is better).
• Conversion Rate: The percentage of visitors who take action (e.g., fill out a form).
• Quality Score: Google’s 1-10 rating of your ad’s relevance (higher scores lower costs).
• Use Google Analytics & Google Ads Reports to monitor performance and make data-driven adjustments.

Final thoughts

Google Ads isn’t about setting and forgetting—it’s about continuous improvement. By refining keywords, improving ad copy, optimizing landing pages, and testing different bidding strategies, you’ll increase your conversion rates and lower costs.

🚀 Ready to take your Google Ads performance to the next level? Start implementing these optimizations today and watch your results improve!

Google Ads is a powerful tool to generate high-quality leads and grow your business—especially in the mortgage and real estate industries where visibility and timing are critical. By understanding key concepts and following best practices, you can launch effective campaigns that drive real results.

The right tools can help you generate your own leads across Google Search, just like the lead portals. Evocalize automates this entire process, so all you need to do is choose your campaign, where you want to run it, and how much you want to spend. Our patented AI technology then deploys your programs in seconds. And the best part — the longer they run, the smarter the AI gets, helping you get the most out of your Google Ad programs.

Ready to take the next step? Activate your FREE Evocalize account today, set up your first campaign in less than a minute, and start reaching potential customers across Google, Facebook, Instagram, and other popular places online.