5 ways to optimise your Google Ads

Last updated: May 14, 2024

Konrad Frankowski

Konrad 'Kon' Frankowski is the Head of Paid Media at The Evergreen Agency specialising in strategic growth, performance marketing and commercial leadership.

Read Konrad's bio here

Whether it’s the summer sun that brings around your peak trading, or the winter festivities, making sure your Google Ads account is primed and ready to go is a priority.

At Evergreen, we’re always one step ahead when it comes to getting our clients’ campaigns optimised for maximum seasonal profitability.

Here are our top five tips to get your Google Ads and paid search firing on all cylinders this summer:

Review last year’s performance

Before planning this year’s summer campaigns, take a close look at what worked last year. Analyse metrics like overall ad spend, return on ad spend (ROAS), top-performing campaigns, products/services, etc.

Your previous year’s data provides an excellent baseline to determine what to replicate, what needs improving, and what budget/ROAS goals are realistic for summer 2024.

Refresh creative assets

Imagery, videos and ad copy should scream “summer” and evoke the excitement of the season. Audit all creative assets – from images and videos to titles, descriptions, etc. Swap out anything that feels stale or generic with content that aligns with your summer offerings, resonates with customers’ seasonal mindset, and shows your products/services in their best summer light.

Optimise titles & descriptions

Don’t stop with refreshing creative visuals. Take a hard look at your ad titles and descriptions as well. Find ways to incorporate subtle summer references, articulate the “why” people use your products/services during summer, and ensure your copy compels summer shoppers. Small tweaks to product titles alone can make a big difference.

Build out Performance Max assets

Google’s Performance Max campaigns thrive on a wealth of creative assets. In addition to producing fresh summer assets as outlined above, take advantage of Performance Max by fully building out all asset types – headlines, descriptions, images, videos, and especially longer headlines which are an under-utilised but powerful asset. More inputs = better results.

Extend Summer theming to landing pages

Too often, businesses optimise ads beautifully for summer but then drop the ball by sending traffic to generic website landing pages. Ensure a consistent, cohesive experience by extending your sunny summer vibe, creative look and feel, calls-to-action, seasonal product features, and clear summer messaging throughout your site experience.

Bonus tips:

  • Incorporate lifestyle/product videos that capture the aspirational summer vibe
  • Add summer occasion/use case keywords to search campaigns (e.g. “garden furniture for summer parties”)

We build out truly evergreen campaigns that can be easily updated and reactivated year after year, constantly improving performance. Our process ensures campaigns stay fresh, relevant, and optimised for every summer season and other key periods.

Is your Google Ads account ready to truly sizzle this summer? Follow the steps above or better yet, let our paid media experts do the hard work for you. Feel free to contact us today to learn more.

Summer is short – so make sure you maximise every dollar of ad spend!


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