Google Ads Best Practices for 2025

Whether you're just launching your first campaign or trying to improve results from an existing one, applying proven Google Ads strategies is key to success. At Ads On Track, we’ve outlined the most effective practices for generating qualified leads and maximizing your return on ad spend (ROAS) in 2025:

1. Use Exact Match & Phrase Match for High-Intent Keywords

Broad match keywords can bring in irrelevant traffic and drain your budget. That’s why we recommend prioritizing exact match and phrase match targeting — especially for local service businesses.

Example high-converting search terms:

• “plumber near me”

• “emergency HVAC service Winnipeg”

• “best real estate agent in Kitchener”

This approach helps ensure your ads appear only when potential customers are actively searching for your services.

2. Optimize Landing Pages for Conversions

Clicking on your ad is just the first step. Your landing page experience can make or break the sale. Here's what you should focus on:

• Fast load speed (especially on mobile)

• Clear, action-driven headlines and CTAs

• Trust signals like reviews, badges, and guarantees

• Mobile responsiveness for all devices

A high-quality landing page improves Quality Score, lowers cost-per-click (CPC), and increases conversion rates.

3. Track Performance with Conversion Tracking & GA4

You can’t improve what you can’t measure. Set up Google Ads conversion tracking to monitor phone calls, form submissions, or purchases. Use Google Analytics 4 (GA4) to dig deeper into user behavior and attribution paths.

With this data, you can:

• Identify which keywords are generating real leads

• Adjust bids for high-performing locations and devices

• A/B test ad creatives and landing page elements

Need help setting up GA4? Our team will guide you every step of the way.

4. Utilize Ad Extensions for Higher Click-Through Rates (CTR)

Ad extensions not only give users more information — they also increase your ad’s visibility on the results page. Smart use of ad extensions can raise your CTR, improve your Ad Rank, and help lower costs.

Key ad extensions to use:

• Sitelinks – Link to services, contact pages, or promotions

• Callouts – Highlight benefits like “Free Estimates” or “24/7 Service”

• Structured snippets – Show categories like “Services: Drain Cleaning, Water Heater Repair, Sump Pumps”

• Call extensions – Let users call you directly from the ad

Make 2025 the Year You Grow with Google Ads

When done right, Google Ads can consistently deliver high-quality, local leads to your business. But the platform is complex and ever-changing — which is where we come in.

📈 Want better results from your campaigns?

📞 Request Your Free Google Ads Audit with Ads On Track and discover how we can optimize your strategy, reduce wasted ad spend, and help you grow your business online.