Maximize Your ROI with Google Ads Budget Optimization


Jun 27, 2023


7 min read

Google AdWords budget optimization is critical to maximizing the effectiveness and return on investment (ROI) of your advertising campaigns. With the vast potential of Google Ads to drive targeted traffic to your website, it is essential to develop a strategic approach that ensures optimal utilization of your ad budget.

In this article, we will delve into the intricacies of Google Ads budget optimization, providing you with valuable insights and techniques to enhance the performance of your campaigns. From understanding the various budgeting options to implementing advanced targeting and bidding strategies, we will explore how to make the most of your ads budget.

By leveraging data-driven analysis, keyword research, and ad performance monitoring, you can fine-tune your budget allocation to reach the right audience at the right time. We will discuss the importance of setting realistic campaign objectives, tracking key performance indicators (KPIs), and employing effective bid management strategies.

Ways to Optimize Your Google Ads Budget

1. Employ a Clever Bidding Strategy

Implementing an effective bidding strategy is a crucial component of optimizing your Google Ads budget and driving a higher return on investment (ROI). While adjusting the budget of an underperforming pay-per-click campaign may seem like a logical step, it is often more practical to focus on modifying your bids.

Target-focused strategies, such as cost-per-acquisition (CPA) and return-on-ad-spend (ROAS), leverage automated bidding techniques to allocate your budget based on specific performance goals. Rather than solely relying on budget adjustments to follow trends, these strategies dynamically adjust bids to maximize conversions and optimize campaign efficiency.

For example, adopting a target CPA approach allows you to set a desired cost for acquiring a new customer with each keyword. The algorithm then adjusts the target bid accordingly, minimizing spending while striving to achieve the desired acquisition cost. This intelligent bidding strategy helps you maintain a balanced budget allocation while maximizing the effectiveness of your advertising campaigns.

In addition to automated bidding, it is essential to leverage advanced bidding options such as enhanced cost-per-click (eCPC), target search page location, or target outranking share. These options enable you to fine-tune your bidding approach based on specific campaign objectives, such as maximizing visibility, outperforming competitors, or driving traffic to specific positions on search result pages.

You can optimize your Google Ads budget and achieve a higher ROI by implementing an effective bidding strategy tailored to your business goals. Continuously monitor performance metrics, conduct thorough keyword analysis, and leverage historical data to refine your bidding approach over time. With a strategic and data-driven bidding strategy in place, you can unlock the full potential of your Google Ads budget and drive impactful results for your business.

2. Mobile Optimisation:

Is your website mobile responsive, or do you redirect mobile traffic to a subpar mobile experience? Neglecting to optimize your website for mobile users can result in wasted ad spend. According to a survey commissioned by Google, a staggering 79% of U.S. smartphone users admitted they would leave a site that lacks mobile optimization.

The unfortunate reality is that even if visitors abandon your site immediately, you still have to pay for the clicks that brought them there. If your website is slow, difficult to navigate, or lacks organization, your ad budget is being squandered on ineffective clicks.

To maximize the impact of your ads, it is crucial to address any issues with formatting and functionality on your website and landing pages. Fortunately, there are numerous ways to test and improve your site’s mobile optimization. Take a closer look at your buttons and menu, ensuring that site navigation is smooth and user-friendly for both new and returning visitors. Additionally, guard against choice paralysis by offering a streamlined menu that guides visitors efficiently.

Don’t let poor mobile optimization hinder your ad campaign’s success. Invest the time and effort to fix any formatting or functionality issues on your website, enabling you to make the most of your ad budget. By providing a seamless and enjoyable mobile experience, you can engage users, reduce bounce rates, and maximize the return on your advertising investment.

3. Leverage Quality Scores:

The quality score of your search campaigns plays a significant role in determining cost efficiency and ad rank. Unlike other metrics, the quality score is determined by several factors, each of which contributes to assigning a score between zero and 10.

While the exact weightage of each factor is unknown, key indicators include landing page relevance and quality, click-through rate (CTR), relevance of keywords to their respective ad groups, the historical performance of the Google Ads account, and ad relevance.

Given that relevance is a crucial measure of quality score, it is essential to start by evaluating your keyword organization. Ensure that your keywords are grouped into specific categories and distributed across separate ad campaigns.

Within these categories, maintain consistency between your keywords and the content of your landing pages. Regularly update your keywords based on actual search terms and employ negative keywords to prevent wasteful spending on irrelevant clicks.

Lastly, it is vital to ensure that your ad text aligns cohesively with your keywords, providing a relevant customer journey from search terms to ad clicks and, ultimately, to landing pages.

4. Automation of High-Performing Ads:

Implementing automation in your advertising campaigns can be a time-saving and effective way to increase conversion rates. The success of automation depends largely on the volume of traffic generated by each keyword and can be influenced by seasonal factors.

Keywords that have significant performance data can provide valuable insights into future performance, allowing for more accurate automated bidding.

Automation is a critical process because the algorithm leverages extensive information to optimize bidding for a higher return on investment. However, the process becomes more complex when dealing with keywords that lack sufficient data.

In such cases, the Google Ads system takes into account the conversion rates of your ad groups and campaigns to make informed decisions and avoid unnecessary confusion, ultimately saving time and effort.

5. Keywords with Similar Conversion Rates:

Efficiently structuring your keywords with similar conversion rates is a recommended approach when dealing with a limited number of keywords. By grouping keywords based on their conversion rates, you can establish a more comprehensive metric for evaluation. This organization plays a crucial role in automated bidding, as it provides a consistent indicator of the performance of specific keywords.

To implement this practice, analyze the relevance of your keywords and create groups based on factors such as conversion rates, value, or product lines. When the Google algorithm encounters a keyword with insufficient data, it automatically considers the conversion rates of related ad campaigns within the group for contextual information. In the absence of such data, the algorithm relies on the performance data of the specific keyword itself to determine its bid.

Method to Change Your Google Ads Budget

If you are stuck on the question of how to change budget in Google ads, follow these steps:

  • Sign in to your Google Ads account at
  • Click on the “Campaigns” tab to access your campaigns.
  • Select the campaign for which you want to change the budget.
  • Within the campaign, click on the “Settings” tab.
  • Under the “Budget” section, click on the “Edit” button next to your current budget.
  • In the budget settings, you have different options:
    • If you want to change the daily budget, enter the new amount you wish to allocate for each day.
    • If you prefer to set a different budget period (e.g., monthly or quarterly), click on the drop-down menu next to “Delivery method” and select “Change to: X per X.”
  • After making the desired changes, click on the “Save” button to apply the new budget.

Note: Keep in mind that changing your budget might impact the delivery and performance of your ads. It can take some time for the system to adjust to the new budget, so monitor your campaign’s performance closely after making any adjustments.

Remember, optimizing your budget is an ongoing process. Continuously evaluate and change the budget for Google ads based on the performance and goals of your campaigns to ensure optimal results.

In Conclusion

Optimizing your Google Ads budget is a crucial step toward maximizing the return on investment (ROI) for your advertising campaigns. However, managing Google Ads budgets and making adjustments can sometimes be a complex process, especially when it comes to changing budgets. If you’re looking for expert guidance on how to change your budget in Google Ads and further enhance your budget optimization efforts, Saffron Edge is here to help.

Don’t let budget constraints hinder the success of your Google Ads campaigns. Take the next step towards effective budget optimization by contacting Saffron Edge today.

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