Discover the Untapped Potential Hidden Within Your Google Ads Account.
Stop wondering if your ads could do more. Our complimentary audit reveals hidden opportunities and eliminates wasted spend—all from our expert team right here in Calgary.
What Your Free Audit Uncovers:
- Performance vs. Goals Analysis: We'll measure your current campaign performance directly against your primary business objectives.
- Actionable 4-Phase System Insights: Find out how our proven 4-Phase system can be applied to your account to drive better, more consistent results.
- Local Expertise, No Obligation: Your audit is performed by a member of our Calgary-based team, providing you with valuable insights completely free of charge.
- Clarity on Best Practices: Understand potential opportunities you might be missing and learn about key Google Ads best practices you may not be aware of.
Request Your Free Audit
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A Strategic Framework for Google Ads
An interactive guide to our four-phase approach, designed to maximize the potential of modern, AI-driven campaigns like Performance Max and Demand Gen for long-term success.
The Four-Phase AI Campaign Cycle
Click on a phase to explore its objectives and activities.
Assumption
0-3 Weeks
Testing
4-6 Weeks
Observation
Variable
Optimization
Ongoing
Objective
To use Google Ads as a feedback mechanism to validate or invalidate initial campaign assumptions. This phase embraces "failing fast" to learn quickly and gather data for the next phase.
Key Activities
- ➜Audience Formulation: Create detailed personas and hypotheses about target customers.
- ➜Search Themes & Intent Signals: Provide Google's AI with search themes to dynamically target users based on intent, moving beyond traditional keywords.
- ➜Initial Audience Targeting: Implement targeting in PMax and YouTube that reflects your initial perception of the ideal customer.
- ➜Performance Monitoring: Closely watch machine learning performance against your initial objectives and assumptions.
Objective
To systematically evaluate the effectiveness of different strategies and pinpoint areas for improvement. This is a critical period of refinement where data begins to replace assumptions.
Key Activities
- ➜Leverage ML Insights: Analyze AI-generated data, including in-depth analysis of search query themes and user behavior.
- ➜Identify New Segments: Use data to discover new audience segments that demonstrate high engagement and conversion rates.
- ➜Complex Experimentation: Conduct sophisticated, AI-driven experiments to refine ad copy, creative assets, landing pages, and targeting parameters.
Objective
To apply insights from the Test Phase and shift focus from conducting experiments to observing AI-driven optimization. The challenge is to resist making significant changes and allow the machine learning to autonomously find the most effective paths to conversion.
Determining Factors for Duration
- ➜The length of your typical sales cycle.
- ➜The number of ad engagements typically required for a conversion.
- ➜The overall volume of ad engagement traffic.
Objective
To apply the wealth of data and insights from the previous phases to effectively and confidently scale the campaigns. This is where the return on investment is maximized.
Key Activities
- ➜Mastery of Customer Targeting: At this stage, we have mastered reaching your target customers and understand their demographics.
- ➜Strategic Budget Allocation: Confidently allocate additional budget to reach a larger, proven audience.
- ➜Scale Successful Strategies: Replicate and expand upon the successful approaches identified in the Testing and Observation phases.
- ➜Cease Ineffective Strategies: Discontinue strategies that have not yielded favorable outcomes to ensure optimal budget allocation.
Visualizing the Campaign Timeline
This chart illustrates the typical duration of each phase. Note that Observation and Optimization are variable and ongoing.
Conclusion: Achieving Predictability & Maximizing ROI
By systematically moving through these four phases, campaigns are fundamentally better positioned to leverage the full power of Google's advanced features. This disciplined approach feeds the AI with high-quality data, enhancing the accuracy of the platform's Insights, Recommendations, and Forecasting tools.
For business owners, this translates into potential predictability. As the models become more intelligent, the ability to forecast returns improves, allowing for smarter budgeting, strategic scaling, and a more reliable and profitable Google Ads program.
Experience the Premier Partner Difference: Expertise and Dedication
Choosing a Google Premier Partner means you’re working with an agency recognized by Google for exceptional expertise and performance in Google Ads – the top 3% in Canada. Our dedicated team, working collaboratively in-house, leverages this exclusive access to the latest Google innovations, resources, and support to tirelessly drive the results you expect. We’re not just managing your campaigns; we’re an extension of your team, committed to your success.