to Scale Success with Google Ads (and More Importantly, When) //

While most Google Ad tips and strategies revolve around improving failed accounts, there are still opportunities to grow and unlock profits when your accounts perform well. It’s crucial to understand when your account is ready to scale, and when it would be a good idea to keep it steady. Scaling too early can backfire.

Each account is unique and scales should correspond to spend. In this post, I will share:

• 
  How can you tell if your Google Ads account has been ready to scale
  
• 
  How do you scale a successful creative
  
• 
  Scaling up successful strategies
  

Let’s get started.

How to determine if your Google Ads account can scale

It is important to make sure your account is ready before you apply any scaling strategies. Your Google Ads account should be:

• With trusted conversion tracking, consistently meet cost-per-acquisition (CPA), and return of ad spending (ROAS) goals.
• Spend your campaign budget consistently.
• Meet lead/sales quality standards.
• Clear buyer personas are needed and the ad creative/audience targeting should be optimized.

Other positive signs include:

• Above 50% impression shares, and the majority is lost to budget.
• A good or better rating for ads correlates with real-world performance.
• Campaigns were out of learning Phase for over 14 days.

Scale requires trusting conversion tracking, and being able draw direct lines to profit. There is no set time frame, but you will want to ensure that any optimization efforts have at least 25% of their potential.

How to make your creative work scale

It’s normal to want to maximize the value of winning creative. This can be done by creating new campaigns or trying out “spinoffs” of it.

If you are running visual creative ( show ads, videos ads), and you see conversions, it is possible to decide that you want to include those landing pages/creative concepts in your search campaigns. This could be done by either creating new assets ( , formerly extensions), or completely new responsive search ads. You should see the following:

• High completion rate for video (30% or more)
• Conversion rates that are high and/or assisted with conversions
• Landing pages visited

Visual creative can be translated into search ads or assets by taking the core theme and keeping it within the limit of the characters. This video ad is a great example of how to put the brand and product in front and center. The ad doesn’t push sales, and relies on humorous language rather than “try”/demo language.

This ad could be translated into text ads or assets by:

• Sitelink and price extensions can be used to promote certain variants.
• As it is acceptable by Google, leaning into “private parts” language conveys brand tone.
• Recognizing that the user may have seen an ad in the past using YouTube audience targeting.

Here’s the current text ad Lume has for the query “natural deodorant women”:

See more great text ads here.

As visual ads can be transformed to text, great text ads can also be made visual. Although it might seem more difficult to translate the core message of a text advertisement into visuals, it is really easy.

• Know your audience.
• Use the visual (and possibly audio) mediums to its fullest.
• Maintain the tone and language core of the text ad.

You can reach more people with different creative types, whether you are using single campaigns or performance Max.

Guide: 10 Tips to Get the Click: How To Write Outstanding PPC Ad Copy (with examples) )

How to scale up successful strategies

There are many ways to create successful campaigns. It can be a confidence booster to invest in new markets if you have a proven structure.

Accounts will typically have one of these strategies when they are involved in search campaigns:

• As the campaign, markets and services/products are the ad groups.
• Campaigns can include services/products and other personas in the ad groups.
• The campaign, products/services and auction price/customer value are both included in the ad group.

Your budget, complexity, and desired ramp-up speed will all influence the best structure for you.

Once you have found the right structure, you can start applying it to other markets/initiatives.

To test the structure, you should pick one area of your business. It should be allowed to optimize for at least 30-60 business days before you can roll it out to other parts of your business.

The Ultimate Guide to Google Ads Account Structure

Scaling your Google Ads is a smart move

Google Ad campaigns are in equal parts dependent on objective and subjective signals. It’s a good sign that your creative or structures meet metric goals. Timing is also important. Scale should not be achieved if there is no operational change that can support it.

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