Google Ads in 2025: What to Stop, Start, and Continue
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Google Ads isn’t what it was a few years ago.
Strategies that used to work are now draining budgets. New features (like Performance Max) are misunderstood. And many advertisers are still stuck on outdated keyword tactics.
If you’re running Google Ads in 2025, you have to adjust. Otherwise, you’ll fight against the system instead of working with it.
So let’s break it down—what to stop, start, and continue so your ads actually work this year.
1. Keywords: Less Volume, More Intent
❌ Stop: Bidding on every keyword variation converted in the past.
In 2019, Google rewarded advertisers who tightly controlled their keyword lists. But in 2025, Google’s AI-driven bidding and search intent matching outperform rigid keyword micromanagement.
When you bid on every variation, you do not improve performance; you bloat your account with unnecessary complexity.
✅ Start: Streamlining your keyword lists.
Instead of controlling every keyword variation, focus on your top-converting keywords and test broad matches.
Yes, broad match.
When combined with proper audience signals, negative keywords, and smart bid strategies, broad match can outperform exact match in the right campaigns.
🔄 Continue: Testing. Always.
No strategy is “set and forget.” Even when you find something that works, keep testing new approaches in a controlled way. Minor adjustments today prevent massive problems tomorrow.
2. Performance Max: Don’t Dismiss It
❌ Stop: Abandoning Performance Max campaigns because of spam leads.
Performance Max can feel like a black box. You might launch a campaign and suddenly see an influx of low-quality leads. That’s frustrating—but it’s also fixable.
Instead of scrapping PMax altogether, take a more innovative approach.
✅ Start: Setting the right expectations and educating your team or clients.
PMax isn’t perfect, but it can drive results when appropriately optimized. Communicate with your team or clients about what’s happening under the hood. Let them know you’re adjusting strategy, refining asset groups, and improving targeting.
🔄 Continue: Optimizing these three areas:
Asset Groups → Make sure your creative and messaging are dialed in. Low-quality assets = low-quality results.
Mobile Traffic → If mobile leads are spammy, adjust bidding strategies and consider mobile bid adjustments.
Search Terms → Check the insights tab. If Google is matching you with irrelevant searches, refine your audience signals.
Performance Max isn’t for every account, but when used correctly, it can outperform traditional search campaigns in many industries.
3. Audience-First Strategies: The New Keyword Strategy
❌ Stop: Thinking keywords = strategy.
Google Ads used to be all about keywords. Now? Keywords are just one part of the bigger picture.
You're wasting money if you only consider keywords and do not consider who is searching and why.
✅ Start: Putting your customers first.
What’s the intent behind their searches?
Are they looking for information, or are they ready to buy?
What objections do they have before making a decision?
Instead of focusing only on keywords, structure your campaigns around audience intent.
🔄 Continue: Shifting focus from excessive keyword expansion to value-driven audience targeting.
Refine your targeting using customer match lists, in-market audiences, and affinity segments. Combining these with smart bidding and streamlined keywords makes your campaigns exponentially more effective.
What it boils down to…
Google’s ad platform is evolving. Advertisers who evolve with it will win.
✅ Streamline your keyword lists and use broad match strategically.
✅ Optimize (don’t abandon) Performance Max campaigns.
✅ Focus on audience intent, not just keywords.
But let’s be honest—Google Ads isn’t easy.
I've got you if you’re tired of guessing and want a proven system to generate high-quality leads without blowing your budget.
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✔️ The right way to set up Performance Max (without getting spammed)
✔️ How to use audience signals to turn Google into a lead-generation machine
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Don’t let Google’s AI work against you—learn how to make it work for you.