How to Improve PPC Campaign Performance

As we approach the midpoint of the year, it’s the perfect time to get your PPC campaigns ready for peak season. Whether your current performance is strong, struggling, or somewhere in between, refining your strategy now can make a major difference.

Use this 12-step checklist to optimize tracking, bidding, creative assets, platform diversification, and more.

1. Reassess Your PPC Objectives

Performance should always align with your overarching business goals. Year-over-year (YoY) growth or improved ROAS is great, but is that still the main priority?

• Is the focus still revenue growth?
• Has it shifted to profitability or customer lifetime value (LTV)?

Clarifying this sets the tone for every optimization that follows.

2. Set Up Google Ads Conversion Tracking (Properly)

Reliable tracking is foundational. Prioritize Google Ads native conversion tracking over imported Google Analytics goals for better integration, more complete data, and cross-device insights.

Pro tip: Use a server-to-server implementation for increased accuracy and privacy compliance.

3. Enable Enhanced Conversions

This feature boosts the accuracy of your conversion data by securely sending hashed first-party customer data to Google.

Google claims up to 15% more conversion coverage, making this a must-have for data-driven optimization.

4. Activate Consent Mode

Consent Mode helps recover lost conversion data in a privacy-compliant way. When users decline cookies, Google uses modeling to fill the gaps—essential for performance accuracy in today’s data-restricted environment.

5. Use Offline Conversion Tracking (OCT)

Lead quality matters. OCT lets you track whether PPC leads turn into actual customers by importing CRM data into Google Ads.

This unlocks value-based bidding, helping you focus spend on high-quality leads, not just volume.

6. Implement Basket-Level Data for E-commerce

Tired of attribution giving credit to the wrong product? With basket-level data, you’ll see:

• Items sold per transaction
• Average order value (AOV)
• Cross-sell and upsell insights
• Profit by product

This granular data is gold for e-commerce campaign strategy.

7. Refresh Your Ad Creative

In the Responsive Search Ads (RSA) era, staying fresh is key.

• Monitor ad strength as a baseline
• Use the Asset detail report to identify high and low performers
• Replace underperforming titles and descriptions
• Test different levels of pinning and variations per ad group

Remember: high CTR doesn’t always mean high ROAS—keep testing.

8. Embrace Broad Match (Carefully)

When paired with Smart Bidding, broad match can help scale your campaigns. Start with phrase and exact match to build a foundation, then test broad match once you hit at least 30 conversions in 30 days.

Even for brand campaigns, broad match can work when using brand inclusion lists to stay on target.

9. Run A/B Campaign Experiments

Use Google Ads’ built-in experiments feature to test:

• Landing pages
• Bidding strategies
• Keyword match types
• Ad creatives

Let each test run at least six weeks to gather statistically significant insights. The built-in reporting tools make it easy to share clear results with clients.

10. Consolidate Campaign Structure

Gone are the days of SKAGs (Single Keyword Ad Groups). Consolidation allows Smart Bidding to work more effectively with more data.

Fewer, more robust campaigns = better machine learning outcomes. Embrace simplicity for smarter results.

11. Expand Performance Max Asset Groups

Most advertisers underutilize asset groups within Performance Max. Instead of one catch-all group, segment by:

• Product category
• Brand
• Audience intent

Tailored messaging across Search, Display, and YouTube will improve engagement and ad relevance.

12. Don’t Sleep on Microsoft Ads

Google’s “little brother” still has potential. Microsoft Ads often offers:

• Lower CPCs
• Less competition
• High-quality leads in many verticals

While its Smart Bidding tools aren’t as advanced as Google’s, its rising AI tools and growing reach make it worth testing—especially if you’re already maxing out on Google.

Earn SEO is your trusted PPC partner in NYC, specializing in data-driven campaigns that drive real growth. Our expert team will ensure your ads hit the right audience at the right time—just like the best practices outlined above. Ready to supercharge your peak-season performance?

Contact us today to schedule your free PPC audit and discover how our focused strategies can boost your ROI. Let’s turn clicks into customers together!