Mastering Google Ads: Focus on Action Goals

Focusing on controllable actions in Google Ads rather than immediate, often unrealistic, outcomes (like a high ROAS) is key to long-term success, especially in the early stages. Here are some excellent, actionable areas you should be focusing on right now, aligning with your "actions not outcomes" philosophy: Core Setup & Research (Did I do my research?) Keyword Research & Selection: Action: Have I built a negative keyword list to prevent wasted spend on irrelevant searches? Action: Are my chosen keywords specific enough (long-tail) to target high-intent users? Action: Have I used the Google Keyword Planner or other tools to understand search volume and competition? Competitor Analysis: Action: Have I looked at the search ads of my top 3-5 competitors? Action: What unique selling propositions (USPs) are they highlighting? (To ensure my ads stand out). Audience Definition: Action: Have I set up my geographical targeting accurately? Action: If using display or specific search audiences, are the demographics/interests a true reflection of my target customer? Ad Copy & Creatives (Did I write good copy?) Ad Quality & Relevancy: Action: Does every ad group have a tight theme of keywords, and does the ad copy directly relate to those keywords? (This improves Quality Score). Action: Am I using all available headlines and descriptions in my Responsive Search Ads (RSAs)? Action: Am I including a clear Call to Action (CTA) in my ad copy (e.g., "Buy Now," "Get a Quote," "Download Free Guide")? Ad Assets: Action: Have I implemented a variety of relevant Ad Assets? (This increases ad real estate and click-through rate). A/B Testing Structure: Action: Have I created at least two different Responsive Search Ads per ad group with different hooks/USPs to see what the market responds to? (This is the start of testing, a critical action). Tracking & Measurement (Can I measure my actions?) Conversion Tracking: Action: Is my Google Ads Conversion Tracking set up and verified to be firing correctly for the primary desired action (e.g., purchase, lead form submission, phone call)? You can't control outcomes if you can't measure them. Landing Page Alignment: Action: Does the landing page copy mirror the message and keywords used in the ad copy? (High relevance is a strong Quality Score factor). Action: Is the landing page fast, mobile-friendly, and does it clearly present a single, easy-to-complete CTA? By focusing on these setup and execution actions in the first few weeks, you are building a stable foundation that will actually allow for a 10x ROAS down the road, even if you don't see it immediately. Good luck!