In the fast-paced world of digital advertising, Google Ads is constantly evolving. What worked well a year ago might not bring the same results today. With new features, AI advancements, and shifts in user behavior, it’s crucial to adapt your strategy if you want to stay competitive.
In this blog, we highlight 10 things you need to stop doing in Google Ads—along with what you should do instead to unlock better performance, increase ROI, and make the most of automation and AI.
1. Stop Over-Relying on Exact Match Keywords
Old Way: Using only exact match in your campaigns to control spend and limit irrelevant clicks.
New Move: Adopt broad match with smart bidding strategies. Google’s AI is becoming smarter at understanding search intent, and broad match helps you reach more potential customers while the algorithm optimizes for conversions.
2. Stop Ignoring Responsive Search Ads (RSAs)
Old Way: Using expanded text ads (ETAs) with fixed headlines and descriptions.
New Move: Switch fully to RSAs. These ads dynamically adjust headline and description combinations, improving relevance and ad strength. The more variations you add, the more Google’s machine learning can test and win you conversions.
3. Stop Using Only Last-Click Attribution
Old Way: Relying solely on last-click data, ignoring the rest of the journey.
New Move: Shift to data-driven attribution (DDA). It takes into account all ad interactions across the funnel that contribute to a conversion — giving you a complete performance picture.
4. Stop separating Search and Display in silos
Old Way: Running Search campaigns and Display campaigns in isolation.
New Move: Merge intent and awareness through Performance Max and YouTube Ads to tap into full-funnel strategies where Search + Display + Video work together to influence the buying journey.
5. Stop Ignoring Search Themes in Performance Max
Old Way: Leaving your Performance Max campaigns on autopilot.
New Move: Use the Search Themes feature to guide Google on relevant queries you’d like to target. This new feature allows you to blend manual insights with automation — a powerful combo.
6. Stop Neglecting Image Extensions on Search Ads
Old Way: Running basic text-only ads.
New Move: Use image extensions. Visuals naturally attract the eye and can dramatically boost click-through rates (CTR). Showcase products, logos, or relevant visuals right in your search ad.
7. Stop Skipping Audience Targeting Layers
Old Way: Letting Google decide who sees your ads purely based on keywords.
New Move: Add audience signals like in-market, website visitors, or customer lists. Layering keyword + audience = laser-focused targeting.
8. Stop Forgetting About Negative Keywords
Old Way: Assuming AI will fix everything.
New Move: Regularly add negative keywords to filter out unqualified traffic and save budget. Even with automation, refining your targeting saves money.
9. Stop Avoiding Offline Conversion Tracking
Old Way: Tracking only online form fills and clicks.
New Move: Use Offline Conversion Tracking (OCT)—especially if your leads close via phone or in-store meetings. Importing offline events into Google Ads makes your bidding smarter.
10. Stop Using the Same Ad Copy Forever
Old Way: Keeping old ads running for months without variation.
New Move: Use AI tools and Google’s Ad Strength insights to test new variations. Refresh copy based on performance data, seasonality, and audience behavior for maximum impact.
Final Thoughts
Google Ads isn’t just about running campaigns—it’s about running smarter campaigns. By ditching outdated practices and adopting these 10 things, you set yourself up for better performance, less wasted ad spend, and a stronger competitive edge.
Your future Google Ads success depends on your willingness to adapt and adopt.
Stay agile. Stay updated.
