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Clicksmith is lucky enough to work with clients that run local, national, and international ad campaigns. Google Ads remains a powerful tool for businesses to reach their target audience. However, to maximise its potential, it’s crucial to stay informed about the latest trends and best practices. We caught up with our senior search analysts to get their thoughts on some of the key considerations to help you optimise your Google Ads campaigns in 2025.

 

Data and conversion tracking

  • Consent mode and beyond: with increasing privacy regulations, ensuring accurate data tracking is more important than ever. Implement consent mode to comply with user preferences and maximise data collection.
  • Server-side tracking: consider server-side tracking solutions to enhance data privacy and accuracy.
  • CRM integration: integrate your CRM system with Google Ads to track conversions more effectively and gain valuable insights into customer behaviour.
  • Stay updated: keep abreast of Google’s latest updates and trends to optimise your campaigns for maximum performance.

Advanced strategies and tactics

  • Script powered insights: utilise scripts to uncover hidden data and gain deeper insights into search terms and platforms driving results.
  • Performance Max optimisation: experiment with different strategies, audience signals, and assets to maximise performance on this versatile channel.
  • Beyond search: extend your optimisation efforts to shopping campaigns. Explore the evolving landscape of Performance Max, including campaign-level negatives and balanced campaign weighting.
  • Holistic optimisation: consider the entire customer journey, from ad click to conversion. Optimise landing pages and test different approaches to improve conversion rates.
  • Revenue based attribution: attribute revenue to all conversion actions to gain a more comprehensive view of campaign performance and make data-driven decisions.

Leveraging AI for smarter campaigns

  • AI assisted creativity: embrace AI-powered tools to generate creative ad copy and improve campaign efficiency.
  • Stay informed: keep an eye on emerging AI integrations within Google Ads to unlock new opportunities and streamline your workflow.

Google is constantly evolving and changing, our clients benefit from a dedicated team of analysts that keep on top of these changes and make the necessary adjustments. Remember, data-driven decision-making, continuous testing, and a holistic approach are key to success.

Whether you are looking to get more exposure locally or further afield contact us today to see how we can help.

 

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Nick Graham MIRP, CertRP
Chairman

Nick is the owner of OSA Recruitment in Guernsey, a successful recruitment business, with close to 30 years' experience of guiding people through their career choices. OSA's excellent team are experts in finding the perfect candidate for jobs at all levels, from graduates and temporary placements to senior executive positions and non-executive directors.

Nick says: 'I ยง that an integral part of our success is attributed to our unrivalled reputation for professionalism, honesty and integrity, and for building trusting relationships with clients and candidates.' Nick's background includes a public relations degree and several jobs in stockbroking and financial services.

Over the course of his career and through his involvement with the administration of local sport, he has built a wide range of contacts in Guernsey's business community. He has a solid understanding of how the island works and how beneficial close networks are, regardless of the career you are immersed in.

He is interested in continuing to build his network of senior business leaders for mutual benefits.