google-ads

Start with a brand Search campaign to protect brand terms, a non-brand Search campaign to capture category demand, and a Shopping campaign for e-commerce. Add Display retargeting for site visitors, then layer in Performance Max once Search and Shopping are profitable.

Start with phrase match and exact match for control over which searches trigger your ads. Add broad match only after the account accumulates enough conversion data for Smart Bidding, and build a negative keyword list before launch to prevent wasted spend.

Use Target CPA once a campaign reaches 30 or more conversions per month and you have a target cost per acquisition. Use Target ROAS for e-commerce with revenue tracking once you hit 50 or more conversions monthly with conversion values set.

Improve Quality Score by matching headlines to search terms, keeping one theme per ad group for tighter relevance, and aligning the landing page headline with the ad's promise. Page speed and bounce rate also affect the landing page experience component.

Shopping campaigns depend on the Google Merchant Center product feed, not keywords. Disapproved products, feed errors, missing GTIN/MPN identifiers, or inaccurate pricing prevent products from serving, so fix feed issues before adjusting bids.

Google Ads captures existing demand from users actively searching for a product, giving it high intent. Meta Ads creates demand by interrupting users who are not searching, making it better for reaching audiences who do not know the brand yet.