Budget & Optimisation — Google Ads
Budgets
Adjust your daily budget
- Open Google Ads → Campaigns.
- Select a campaign → click the Budget field.
- Increase or decrease by 10–20% at a time.
- Click Save.
KBR Tip: Avoid big jumps; they can cause unstable performance.
Keywords
Tidy search terms weekly
- Open Search terms under your campaign or ad group.
- Add irrelevant terms as Negative keywords (e.g., “jobs”, “DIY”, “free”).
- Keep relevant new terms by adding them as keywords.
KBR Tip: Negatives protect your budget and improve lead quality.
Performance
Check results weekly
- Look at Clicks, Conversions, and Cost/Conv.
- Compare to last 7 days and last 30 days.
- Small drops are normal. If results fall for 2+ weeks, try a 10% budget increase or new ad copy.
KBR Tip: Use date comparisons in the top-right to see trends clearly.
Ads
Refresh your ads
- Edit your Responsive search ads: add 2–3 new headlines or descriptions.
- Pin your most important headline (optional) to keep the message clear.
- Use the Ad strength indicator as a guide — but performance matters most.
KBR Tip: Keep one control ad and test one change at a time.