Winning with Google Ads in 2022

Josh Gladstone

Josh Gladstone
Product Manager

Max min read

Over 20 years old, Google Ads has been the powerhouse responsible for more than 80% of global businesses running PPC campaigns. As Google Ads strategy has been refined over the years, new technologies and innovations introduced, and even more competition than ever before, it’s crucial for marketers to stay up to date with these innovations. From understanding Google’s new machine-learning, automated campaign type updates, to building out campaigns in a simplified but performance heavy manner, marketers can take advantage of the following Google Ads trends in 2022.

Fads come and go, but some trends hold more weight than others. While we love those latest-and-greatest trends that run rampant on TikTok (and the songs that get stuck in our head), we’d prefer to focus on trends that help improve ad campaign performance and boost our ROI. In the case of Google Ads, there are a handful of trends that you should strongly consider when strategizing, executing, and reporting on your PPC Google Ad campaigns. Here is a summary, with the full list and details of 2022 Google Ads trends available here.

  • The inclusion of Performance Max Campaigns.
  • Google’s new and improved Enhanced Conversions.
  • Alternative ad formats such as Responsive Search Ads.
  • Image additions to Google Ads extensions
  • Simplifying the campaign process
  • Keeping up with the effects of Apple’s iOS 14.5 update


In this chapter, we’ll show you how to set up campaigns for simplicity, and how to utilize automation to your advantage. After that, we’ll dig into the what, why and how of campaign optimization, followed by strategic approaches to reporting. Here are just a few of those strategies:

Smart campaigns

New to Google Ads or low on time and budget? Setting up Smart Campaigns with simple structure can leverage automation and machine-learning to help highlight value points of your business and attract more customers. While you have less capabilities than running a regular Google Ads campaign (like limited keyword targeting or no a|b testing), Smart Campaigns make diving into the deep end of Google Ads less intimidating.


Lean into Google’s automation and machine-learning capabilities. Developed with the users business goals and campaign performance success in mind, Google has continued to adapt and update their offerings with increased automation and machine-learning, allowing marketers to spend time and energy back into their business growth, client nurturing, and marketing strategy.

Automated tools

Being strategic with your tech stack means that you have to identify the areas where your business needs assistance or support and then researching the solution that works best for your objectives and budget. With tools like Joinr and Google Data Studio, marketers can ease the pain of cross-platform advertising data unification and appealing reporting dashboard creation.

Optimized campaign elements

There are a number of components within an ad campaign that determine what should be optimized, when it should be optimized, and how it can be optimized for improved performance. When you understand the inner workings of the Google Ads platform, the industry as a whole, and even how their audience behaves, you gain a strategic advantage over the next guy running competing Google Ads campaigns.

Optimizations are included amongst the few things that can make or break your Google Ads campaign. To learn more about what optimizations are worth making, when they should be made, and by who, jump to chapter 1.


Perfecting your Google Ads campaign set up

How you set up your Google Ads campaign often determines the outcome campaign performance. And with machine-learning and automation, perfecting your campaign set up is a much easier and efficient process than it used to be. We suggest following these guidelines when setting up your Google Ads campaign:

Winning With Google Ads 2022

Clearly outline your campaign objectives

Determine the type of campaign you need to achieve your campaign objectives and goals. If you’re running a traditional Search campaign, can you leverage a Performance Max campaign to supplement your performance and help hit your goals sooner? Do you need to run a Shopping campaign to help promote your brand’s products? Does a Smart campaign work better for you and your Google Ads knowledge and time commitment?

Goals and objectives help to determine your campaign structure so be sure to get clear with yourself and team on what those are.

Perfect the inner workings of your Google Ads campaigns

Consider the optimization and set up of:

  • Format types of ads you run
  • Keywords you are targeting or excluding – keep in mind that your negative keywords are just as important as the keywords you are going after in your targeting and bid strategy
  • Bidding strategy – we suggest letting automation do its part but determining beforehand if you think manual bidding will be necessary can help you stay prepared
  • Audience segment targeting
  • Budget allocation and campaign duration

Now that you’ve got your Google Ads campaign structured, it’s time to let your clean set up and Google’s machine-learning automation do the heavy lifting.


Perfecting your Google Ads copy

There are more than 2.3 million Google searches conducted each minute—which is roughly 33.1 billion searches per day! With over a billion chances to capture the attention of your target audience, your copy needs to hit the mark. Make sure your Google Ads copy reaches your audience, speaks their language, and drives them to take action. By keeping the following in mind, you can help to drive an increased number of quality leads to their site (and hopefully take action).

Keep your target customer in mind when writing ads

This helps to attract the right audience, help to raise interest, convince them that they want/need your offering, and increase your chances of leading them to take action.

Remember that you are human, talking to other humans

You can be compelling, persuasive, informative and convincing while remaining genuine and relatable. Make sure that your copy is relevant to what you offer and what your audience can expect when they click on your ad and land on your site. 33% of people click on search ads because of how relevant the ad is to their search.

Be strategic with your keyword selection and placement

By using keywords that your audience would use in their search, you can provide them with confidence in knowing they are seeing what is relevant and relatable for them. This also helps gravitate them to your ad versus the competition. Another benefit to being strategic with your keywords is that it helps to improve your ad relevance and Quality Score. We recommend using keywords up to 3 times within each ad, making sure to use the keyword where it can be easily seen such as in the first headline or URL.

The why and when of choosing Google Ad types

We mentioned earlier the importance of determining your campaign objectives and business goals so that you could better determine the type of ad campaign to run within Google Ads. The same importance applies to determining your ad type. Understanding these different ads work and how they can be used strategically will be important Google Ads trends to stay on top of.

Standard Text Ads (Expanded Text Ads)

Being retired starting July 1st, these ads appear on the Search Network, showing above or below Google search results. They consist of three parts: a headline, display URL, and description text. Now that Google has introduced Responsive Search and Dynamic Search ads to the marketplace, we really see no need for these ads and understand why Google would be deciding to remove this ad type from the mix.

Responsive Search Ads

Becoming the default ad type starting July 1st, these ads provide you with the ability to create flexible and adaptable ads, giving more room to relay your message to your target audience. They also help to reach more potential customers with multiple headline and description options which also helps your brand compete in more auctions. If you have a large competition pool and want to stand out to your prospective audience, responsive search ads are the ads for you.

Dynamic Search Ads

Great for marketers who have a well-developed website or large inventory, these ads pull content straight from your website to develop targeted ads that can help fill in the gaps of your keyword based ad campaigns. This ad type is also great for keeping your ads relevant and saving you time as the headlines and landing pages are generated from your web content.

Keep in mind to include or exclude any irrelevant landing pages when developing your Dynamic Search Ads as Google automatically pulls from your entire site if you don’t set up your campaign correctly.

Image & Video Ads

Consisting of an image or video featuring information about your brand or offerings, image and video ads are great for when you can tell a more compelling story with visuals – Images produce 650% more engagement than text alone, and video generates 1200% more shares. These ads are served on the Google Display Network which helps to expand your ads reach and find more prospective customers.

App Promotion Ads

If you are responsible for placing your brand’s app in as many hands as possible, App Promotion Ads are for you. These ads streamline the app-to-consumer process for you, making it easy to promote your app across Google’s vast network including Search, Google Play, Youtube, Discover, and within the Google Display Network. Using machine-learning automation, all that is required of you is a great app, a few lines of text, a bid, and your assets.

Shopping Ads

Beginning in July, Smart Shopping Ads will transition into Performance Max Campaigns. Great for brands who want to showcase their products, Google Shopping Ads allow you to spotlight your products and help to drive more traffic to your site or take buying action more so than a plain text ad would do. Other benefits to running Shopping ads on Google versus a Responsive or Dynamic ad include better qualified leads, easy retain-centric campaign management (they even have a Shopify integration), and broader presence as these ads can show alongside your brands text ads as well.

Call-Only Ads

Designed to encourage phone calls to your business, these only appear on devices that make phone calls so it’s important to consider using these as a supplementary ad format, not one to stand alone.

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