We Spent $4 Million in Google Ads — Here Are The Secrets For You

Google Ads Can Be a Goldmine for Your Business — But What’s the Right Strategy?

Mani Pathak


Google Ads, as you probably know, is a service from Google that lets you run paid ads on Google Search, YouTube, Google Play Store, or any partner sites.

But, how can it be really profitable for you? Why am I so eager to write here to help my fellow creators and businesses?

Maybe you are a freelancer like me, a solo-entrepreneur, or a big established business; we all need clients and want to make more money.

We Spent $4 Million in Google Ads
We Spent $4 Million in Google Ads.

No matter who you are, Google Advertising is something that can make or break your business. I’m sure you wouldn’t want to run your business solely on hopes or word-of-mouth referrals.

Let’s jump to the proof before I delve into the topics and share my invaluable learnings. You can leverage these insights to excel in your business with Google Ads.

how much money to spend on google ads?
Photo By Mani Pathak on Google Ads. How much money to spend on Google ads?

I can’t reveal the brand name, website, or any Google Ads campaign settings as that may not be ethically right and could violate the privacy policy of the brand.

However, you can clearly see the spending of the business.

That’s just one client out of many, and in total, we have spent over 4 million through this one account in the last couple of years.

Fortunately, when you spend millions, you get great benefits such as:

  • Better tracking for keywords in Google Keywords Planner. It provides exact figures rather than giving you a range.
  • Advanced Google Ads panel for premium clients.
  • Better reporting and support benefits.
Google Keywords Planner Tool
Photo By Mani Pathak on Google Ads. Google Keywords Planner Tool.

I’m sure, now you can believe in me and find this post legitimate online, unlike any other AI content or novice analysis that lacks substance.

5 Key Learnings as a Google Ads Expert:

Let’s cut short the discussion and jump straight to how I can help you excel in your online business. While I’m also an SEO expert and content writer, today’s focus is specifically on paid ads on Google.

I will start with the bitter truth and cover all five topics that will help you run your ads effectively or make a decision that fits best for you.

This is not a sales copy; it’s only intended to help you learn.

1. Novice Mistakes Leading to Potential Losses.

Google Ads is not for hit-and-trial to see if sorting is working, but oddly enough, any beginner or even professional will start that way only.

Running ads for any new business requires a clear understanding of what is being searched on Google related to your business, your audience (potential clients’ age group, devices, country), ads optimization skills, and maybe tools.

Google Advertising
Google Advertising Example. Image by Mani Pathak on Google.

Beginners lack a clear understanding of client persona or the ability to run well-structured ads, and that’s how they keep losing money in Google ads.

However, experts start from the same place and to understand keywords, audience, and age group better or different kinds of ad campaigns, they follow the same process initially but based on analytical skills and added tools, then make quick optimizations in ads to turn profitable.

Types of Ads
Types of Ads. Image by Mani Pathak at Google Ads.

Types of Ads:

  1. Search Ads: Sponsored Google Ads link at the top of any search you make on Google.
  2. Display Ads: They appear on YouTube, any websites you visit, and on sites monetized with AdSense.
  3. Video Ads: Ads run on YouTube and other partner networks.
  4. Email Ads: Ads that appear in your Gmail inbox.
  5. Google Discovery Ads: Typically used to promote products and services in the Google Discover tab.
  6. App Installation Ads: Promote your app through YouTube, Google Search, the Play Store, and other platforms to increase installations on your mobile application.
  7. Sales Ads: For physical and digital products selling online.

There are other types of ads as well, but these are the most popular and business-friendly. You need to be careful when running any kind of ads.

2. Free and Paid Tools to Help You Excel in Google Ads

I’m sure you would like to be aware of key aspects like the right keywords, audience location, devices, and strategies before running ads.

It saves a lot to avoid trial and error in your Google Ads manager.

Maybe you are not fond of paid tools, and I’m not forcing you to try any.

If you prefer, you can use free tools as well, but some of these tools may have limitations.

5 Best Tools for Running Successful Google Ads Campaigns:

Here are the 5 best tools for running successful Google Ads campaigns that you can try today

  1. Google Keywords Planner (FREE).
  2. Microsoft Bing Keyword Research Tool (Free).
  3. Mangools (Paid but affordable).
  4. Semrush (Paid And Expensive).
  5. Campaign URL Builder (Free)

For more tools and better learning, over 15,000 readers actively read my blog posts and follow me on Medium. Why don’t you join my community?

It’s possible to track which keywords are driving conversions, allowing you to focus more on those keywords and save costs on others that aren’t performing as well.

Tools like Google Analytics (Free) or ClickMagic (Paid) can assist with this.

3. Set Up Proper Tracking If You Run Ads.

A wise Google Ads manager or SEM manager will never work blindly. They rely on data, and that data comes from tracking. The more you track traffic, engagement, clicks, and conversions, the better decisions you can make.

That’s why you need to be a pro at setting up tracking solutions for your online ads, whether it’s Facebook Ads, Google Ads, or ads on any other platform.

I know it’s not very common for beginners. But reality changes once you begin to understand, learn, and implement.

I was once in your place, and I can feel the pain when you realize your clients are not profitable.

Whenever we run ads, we use our website pages or any landing page, or maybe you are running video view ads. Everywhere, you can implement tracking and conversion.

What do we track?

  1. Engagement
  2. Conversions
  3. Activity on landing pages
  4. Demographics
  5. Traffic sources (when you run different kinds of ads or have traffic from different sources).

There are many things that you can track, and that’s really, really required.

Organic Click Though Rate
Image Source: Backlinko. Organic Click Through Rate Data.

The tools can help you set up tracking:

  1. Google Analytics
  2. Google Tag Manager
  3. Microsoft Clarity
  4. Any CRM such as SaleForce.
  5. Mixpanel

Conversion and tracking setup are really important, especially when you’re just starting out with your ads.

4. Types of Keywords and Ads Optimization Score

There are basically three types of keywords that you can target in Google Ads:

  1. Broad Match
  2. Phrase Match
  3. Exact Match

For better clarity, you can use these keyword formats in combination when creating ads in Google Ads.


I always recommend uploading and updating a negative keywords list in your ad campaign after running it for a few days and analyzing keywords that are not performing well for you. You can even add negative keywords initially.

Generally, I prefer using phrase match or exact match keywords in my ads campaigns, as using broad match may expose your ads to a large, not exactly targeted audience and result in losses.

Ads Optimization:

The Google Ads platform is magical; you can pay less to rank high in Google Ads competition, but for that, you need to have a well-optimized Google Ads setup.

Google rates any ads campaign you create between 1 to 100, and the closer the score is to 100, the better the optimization according to Google, and the less you will pay.

Google Ads Search Campaign Setup
Google Ads Search Campaign Setup. Image Source: Wix

That’s why we edit the following things to optimize the ads:

  1. Conversion setup.
  2. Ads titles (1, 2, and 3 for search ads).
  3. Ads Description.
  4. Link Structure.
  5. Images
  6. Callout links
  7. Keywords types
  8. CPC, CPV And CPM
  9. Location, devices, age group
  10. Other settings

Based on all of this, You can always see the Campaign Optimisation Score.

5. The Power of Compounding in Online Advertising (Audience Segmentation/ Optimisation)

The power of compounding is believed to be the eighth wonder of the world.

Why not apply the same principle in your business?

Yes, I mean when you are running ads or otherwise.

Maybe you’re thinking, ‘Man, you’ve gone crazy,’ but hold on, there’s something I need to share, and then you can’t take a chance on this.

Yes, I mean when we run ads on Google, there’s always a way to define an audience in Google Ads, and when you set the audience, it will track on Google Analytics provided you have connected Google Ads and Analytics together.

This simply works in two ways:

  1. Lookalike audience
  2. Retarget audience

Meaning, when you set up proper conversion, audience, and other kinds of tracking on your website and Google Ads platform, you gain leverage over the competition after running ads for some time.

Let’s suppose I have an e-commerce store for which I’m promoting my products through Google Shopping ads and I got 50 sales.

I would have done at least two types of optimization here:

Before running ads:

  1. Conversion tracking
  2. Define the audience before running ads with a tag (usually name).

Once I see some success and 50 sales generated, tracking the audience, I can retarget those who already shopped from my website just by adding the buyer list in Google Ads.

Also, I can advise Google to find people similar to those who have made a purchase on my website (lookalike audience).

That’s how I will increase conversion.

Now, tell me, isn’t it power to your business where you are compounding on existing clients?

That’s why I love retargeting and compounding.

The Bottom Line:

Regardless of the nature of your business, Google Ads can help you find new leads, increase brand awareness, and build a profitable brand.

Perhaps you’re not aware, but these days Google Ads is offering $500 or more free Credit, depending on the country lottery Google Ads, and it’s a golden opportunity.

However, that offer will only be valid when you spend $500 within 60 days, and you can then receive the coupon code for an additional $500.

Running ads is serious business, and if you don’t pay the right attention, you’ll get thousands of clicks at your desired CPC (cost per click), but you’ll end up spending more money on ads than you’ll make from your clients.

In my 5 super successful strategies, I’ve almost covered every in and out of Google Ads, and these principles will apply to Bing, Facebook, and other platforms as well.

Before I leave you to peruse this post, please note that the landing page plays a significant role in lead generation and conversion.

Make sure to build a great landing page or explainer videos when you’re trying to run ads through Google Ads.

With great hope and best wishes, I’m leaving you here to try Google Ads in your business.

★★ Remember, sharing is caring, so don’t forget to help me reach more people.

Leaving 50 claps and a comment can add even more value for everyone.

👉 Subscribe | My website | Follow on Twitter

Thank you for your valuable time.



Mani Pathak

7X Top Writer, SEO Expert, We Designer | Writing to help you grow businesses and make money online. → https://bit.ly/explore-with-mani | 📩 hello@manipathak.com