Google is the world’s most used search engine, receiving an estimated 5.6 billion search queries a day. When looking to attract attention in this sea of searchers, businesses can improve their organic Search Engine Optimisation (SEO) so their web pages rank higher – but this can take time to get right. Google Pay-Per-Click (PPC) ads let you reach customers more immediately and customise your campaigns on the fly.

Google search displays ads to potential leads or customers who are interested in the product or service. Advertisers bid on search terms, or keywords, and the winners of that bid are placed at the top of search results pages. So even if a business is ranking organically for a search term, their results can be pushed down the page, beneath ads from competitors who are bidding on the same term.

There are many factors that impact how effective and high-performing Google PPC search Ads are. We take a look at the key elements here:


AdRank determines the placement of your ads, and Quality Score is one of the two factors (the other being bid amount) that determines your AdRank. The higher the value, the better you’ll rank, the more eyes will fall on your ad, and the higher the probability that users will click your ad. Your AdRank is determined by your maximum bid multiplied by your Quality Score.

Quality Score

Your Quality Score (QS) measures the quality of your ad by your click-through rate (CTR), the relevance of your keywords, the quality of your landing page, and your past performance on the SERP. QS is a determining factor in your AdRank.

Your Quality Score is based on the quality and relevance of your ad, and Google measures that by how many people click on your ad when it’s displayed — i.e., your CTR. You CTR depends on the how well your ad matches searcher intent, which you can deduce from three areas:

  • The relevance of your keywords
  • If your ad copy and CTA deliver what the searcher expects based on their search
  • The user experience of your landing page


When first setting up your Google PPC Ads, you need to select a geographical area where your ad will be shown. Your location settings will play a role in placement. That’s because Google’s main objective is to display the most relevant results to searchers, even when you’re paying. So searches from locations near to your registered offices are more likely to see your ads than those that are not.


Keyword research is just as important for paid ads as it is for organic search. Keywords will need to match searcher intent as much as possible. That’s because Google matches your ad with search queries based on the keywords you select.

Match types

Match Types give you a little wiggle room when it comes to your keyword selections — they tell Google whether you want to match a search query exactly or if your ad should be shown to anyone with a search query that’s semi-related. There are four match types to choose from:

  • Broad Match is the default setting that uses any word within your keyword phrase in any order. For example, “LED lights wholesale” will match “LED wholesale” or “LED lights.”
  • Modified Broad Match allows you to lock in certain words within a keyword phrase by denoting them with a “+” sign. Your matches will include that locked-in word at the very least. For example, “+LED lights wholesale” could yield “LED,” “LED lights,” or “LED lights wholesale.”
  • Phrase Match will match with queries that include your keyword phrase in the exact order but may include additional words before or after it. For example, “LED lights” can yield “LED lights display” or “LED lights wholesale UK.”
  • Exact Match maintains your keyword phrase as it is written in the exact order. For example, “LED lights wholesale” will not show up if someone types “LED lights” or “LED wholesale.”

You can move from a broad match to a narrower approach as you test which queries yield the best results, modifying ads as you can gain new information.

Ad Copy: headline and description

Your ad copy can be the difference between a click on your ad and a click on your competitor’s ad. It’s important that the ad copy matches the searcher’s intent and is aligned with your target solution.

Copy should be concise and use the limited space wisely to convey the message and connect with the target audience. It’s a good idea to put the keyword in the headline so users instantly know that this ad matches what they are looking for. The description tells them why this is the best option for them.

Well-thought-out ad copy will get you clicks, but conversions will result from carrying this level of intention into the landing page copy.

Responsive search ads

Responsive search ads allow you to enter multiple versions of headlines and ad copy for Google to select the best performers to display to users. Responsive ads allow for a dynamic ad that is auto-tested until you arrive at the version that is best suited for your target audience — for Google, that means until you get the most clicks.


There are many aspects to consider when planning a Google PPC Ads campaign, and it’s an ongoing process of adjusting and improving as you see what works and what doesn’t. Specialist expertise gives businesses the edge against competitors and in the UK alone there are thousands of digital advertising agencies who plan and run campaigns for clients. At Embrace, our digital services are integrated with creative and narrative approaches to help us really get close to our clients’ businesses and communication challenges. This helps their campaigns go further.

If you’d like to chat about your Google Ads campaign, do get in touch.