The truth? Even seasoned marketers can overlook critical settings that impact ad position, cost-per-click (CPC), and overall campaign performance. The devil is in the details, and mastering Google Ads means understanding exactly how these details work together.
So, let’s break it down. From location targeting settings to ad scheduling, we’ll walk you through the key Google Ads campaign settings that separate high-performing Google Ads campaigns from the ones that waste budget.
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1. Google Ads Optimization Score: Why It Matters
Google gives every Google Ads account an Optimization Score—a metric that estimates how well your Google Ads campaigns are set up. While it’s not a direct ranking factor, it’s a solid benchmark for campaign performance.
A higher score means your Google Ads campaign settings align with Google’s best practices.
A lower score? It’s a sign you might be missing critical adjustments—like refining your relevant keywords or improving ad copy.
Want to check yours? Google’s official guide breaks it down.
But don’t obsess over hitting 100%. The real focus? Campaign relevance and ROI—not just a perfect score.
2. The Power of Google Ads Quality Score
Think of Quality Score as Google’s way of rewarding relevance. A higher Quality Score leads to:
- Lower cost-per-click (CPC)
- Higher ad position
- Better campaign performance
What impacts your Quality Score? Three major factors:
Expected click-through rate (CTR): Is your ad copy compelling enough to drive clicks?
Ad relevance: Does your ad match the search terms users are typing in?
Landing page experience: Is your landing page actually useful and relevant to the ad?
Google explains it in detail here, but the short version is: Better relevance = lower costs + more conversions.
3. Getting Google Ads Campaign Settings Right
Your campaign settings determine who sees your ads, when they see them, and how much you pay. Get them wrong, and you could be burning through your budget with little return.
A. Location Targeting Settings: Go Beyond the Basics
Most advertisers target broad regions—sometimes entire countries. Big mistake. Refining your location targeting settings can dramatically improve ROI.
Target Specific Geographic Locations – If you’re a local business, this is non-negotiable. Use radius targeting to focus on high-converting areas.
Exclude Locations – Don’t waste budget on areas where your services aren’t available.
Adjust Bids by Location – If certain areas convert better, increase your bids accordingly.
B. Ad Scheduling: Maximize High-Intent Traffic
Your ads shouldn’t be running 24/7 unless you have unlimited budget (spoiler: you don’t).
Use ad scheduling to focus on peak hours when users are most likely to convert.
Analyze past data—when do leads actually come in? Adjust bids accordingly.
If you’re running search ads for B2B services, avoid weekends when decision-makers are offline.
Simple tweaks like these prevent wasted ad spend.
C. Mobile Devices vs. Desktop: Adjust Bids for Behavior
More than half of Google searches happen on mobile devices. But not all searches convert the same way.
E-commerce? Mobile is king.
B2B lead generation? Desktop might drive higher-quality leads.
Adjusting device bid modifiers lets you spend more where conversions happen.
4. Keyword Strategy: Research + Relevance Wins
A successful Google Ads campaign lives or dies by keyword research. But it’s not just about picking high-volume search terms—it’s about intent.
Three things to focus on:
- Match types matter – Broad match can drain your budget. Use phrase match or exact match for tighter control.
- Negative keywords – Prevent wasted spend by filtering out irrelevant searches.
- Long-tail keywords – Instead of just “testosterone boost,” target “does working out boost testosterone naturally” for higher-intent clicks.
5. Google Ads Campaign Types: Picking the Right One
Google offers several campaign types—but not all of them make sense for your business.
Which one fits your goals?
Search Ads – Best for direct intent searches (e.g., “buy protein powder online”).
Google Display Network – Great for retargeting or brand awareness.
Video Ads – Perfect for YouTube engagement and brand storytelling.
App Campaigns – For driving app downloads and in-app actions.
Each serves a unique purpose, and mixing the right campaigns can maximize campaign performance.
Final Thoughts: Set Up Your Campaign for Long-Term Success
Google Ads isn’t a “set it and forget it” system. It requires constant refinement, A/B testing, and performance tracking.
By optimizing:
Quality Score & Optimization Score
Google Ads campaign settings (especially location targeting settings & ad scheduling)
Keyword performance & match types
Ad copy & landing page experience
—you can lower costs, improve conversions, and build a high-performing PPC strategy.
Ready to take your Google Ads campaigns to the next level? Our team has been building successful PPC strategies for years. Contact us today and let’s optimize your ROI.
