Most UK Google Ads accounts leak budget through bad structure. Fix the architecture and you often double ROAS before touching a single bid.
1. One campaign per intent, not per service
Split campaigns by buying stage — research, comparison, ready-to-buy. Each stage needs its own budget, bid strategy and landing page. Mixing them dilutes signal to Google's AI.
2. Use Performance Max as a scaling layer, not a foundation
PMax works best after you've proven demand with tightly-themed Search campaigns. Feed it your winners as asset groups with strong audience signals.
- Exclude branded terms from PMax
- Upload first-party audience lists for signal
- Refresh creative every 21 days
3. Conversion tracking that Google actually trusts
Enhanced Conversions plus offline conversion imports from your CRM are the biggest ROAS unlock of the decade. Google's Smart Bidding needs clean value signals to optimise properly.
4. Landing pages > ad copy
You'll get further improving your landing page by 20% than rewriting ad headlines for the fifth time. Speed, clarity, single CTA, social proof above the fold.
Structure, tracking and landing pages account for ~80% of ROAS. Fix them in that order and the algorithm does the rest.
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