Key Takeaway:
Get answers to some of the most common questions we get about Google Ads.
Google Ads are a popular type of ad for SMBs, and for good reason. Per Google, these ads deliver an 800% ROI. And, according to a recent report from PPC Survey, 98% of businesses run PPC ads on Google.
But it’s common to feel overwhelmed by Google Ads. Perhaps you wonder what’s worth your time, what’s changed, and where to start. If that’s you, then you’re in the right place.
In our recent webinar on digital advertising, retailers asked great questions about everything from Performance Max to privacy notices. Below, we’ve rounded up some of the most common questions to help you make smarter, more confident advertising decisions.
“Google Ads deliver an 800% return on investment.”
– Google
1. With Performance Max, do I get to tell Google what counts as a conversion?
Yes—and you absolutely should. When setting up a Performance Max campaign, you define what qualifies as a conversion. That setup happens via your Google Analytics “Events” section or enhanced conversions. You decide which actions matter most – like purchases, form fills, or newsletter signups.
Once you’ve set up your conversions actions, update your conversion goals in your Performance Max campaign to include those actions. This helps Google’s AI understand what success looks like for your business and optimize your ads accordingly.
2. How do I capture data on potential customers from my Google Ads?
Visitors driven by your Google Ads are anonymous until they share something with you. So, build in ways to collect that data.
Offer something of value in exchange for contact info, like a downloadable guide, quiz, or first-time offer. For example, a pop-up that says “Get 10% off your first purchase” can help capture emails for future remarketing. Using an email platform such as Klaviyo or Mailchimp can also give you deeper insights, as those tools enrich your data with additional information from their networks.
“Visitors driven by your Google Ads are anonymous until they share something with you. So, build in ways to collect that data. Offer something of value in exchange for contact info, like a downloadable guide, quiz, or first-time offer.”
– Technology Therapy®️ Group
3. Can I target local customers with Google Ads?
Yes, and Google lets you get extremely granular. You can target by zip code, radius, or neighborhood, and even serve slightly different ads to nearby areas. For instance, a jewelry store in Westchester, NY, might show one ad to suburban homeowners and another to shoppers in downtown White Plains.
Local targeting helps small businesses stretch their budget by reaching only the people most likely to visit or buy.
4. Is advanced reporting available in Performance Max and AiMax?
Yes—and both are improving. Google has been expanding transparency and reporting options across its ad platforms, especially after recent updates requiring clearer data visibility. Thanks to AI, you can now track performance by asset, location, and audience segment, which helps you better understand what’s working and where to adjust.
5. Do I need a privacy notice for my customers when running Google Ads?
Yes, it’s required for all online advertising. Anytime you collect data through your website or ads, you need to have a Privacy Policy and Terms & Conditions in place. If you use a platform like Shopify or Wix, you’ll often find templates you can customize for your business. It’s an easy but essential step toward compliance.
6. How long should I run Google Ads before expecting results?
As with SEO, Google Ads take time to “work”. In general, most businesses begin to see measurable results within 30–60 days, but that window depends on your budget and how quickly Google’s system learns about your campaign.
When you first launch a new campaign, Google enters what’s known as the “learning phase”. During this period, the system is testing how your ads perform across audiences, placements, and times of day. It uses that performance data to optimize delivery, showing your ads to people most likely to convert.
If you make frequent changes (like swapping out headlines or adjusting budgets too early), the algorithm resets that learning process. We recommend giving new campaigns a few weeks of consistent run time before judging the results.
7. How often should I update my Google Ads?
There’s a balance between consistency and freshness. You don’t want to change your ads so often that Google isn’t able to optimize the results. But you also don’t want audiences to tune them out from overexposure.
As a rule of thumb, aim for a quarterly review of all your ad creative—both text and images. Every few months, look at performance metrics like click-through rate (CTR), conversion rate, and cost per conversion. If you see engagement starting to dip or costs creeping up, it’s time for a refresh.
Ad frequency matters because audiences develop “ad fatigue” when they see the same creative too often. Updating your visuals or headlines keeps your campaigns relevant and helps maintain strong performance over time. (Though, Google now has a frequency capping feature that limits how often an ad is shown to the same person. So, this helps minimize the risk of “ad fatigue” with your Google Ads.)
Between those quarterly reviews, make smaller tweaks only when the data clearly points to a specific improvement. For example, swap a stronger call-to-action or tightening your keyword targeting. This approach lets you stay strategic rather than reactive, keeping your ads optimized without constantly resetting Google’s learning process.
Make Google Ads Easier with the TTG Pros
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