If you have struggled to make Google Ads work for your business, you’re not alone. At the February Business Blueprint conference, Google Ads expert Aaron Young revealed that only about 10% of businesses running Google Ads campaigns see great results. The rest are either wasting money or breaking even.
So, how do you run profitable Google Ads in 2025? The answer lies in understanding how Google’s evolving platform works and optimising your campaigns to align with what it wants.
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Why most Google Ads campaigns fail
Many businesses approach Google Ads with a “Hail Mary” strategy—throwing money at ads and hoping for results. Aaron explained, “Google Ads cannot save your business if your landing pages don’t convert. If you have a bad offer or no sales process, you’re setting yourself up for failure.”
He also pointed out that Google is not your enemy—it’s just rewarding advertisers who help it achieve its goal: getting people to click on ads. “Google rewards businesses who help them make money. If your ad is highly relevant to what the user is searching for, you’re going to get better placements, lower costs, and more conversions.”
The Foundation of Profitable Google Ads
To run a successful campaign, you need three key things:
Relevant ads – Your ad must closely match what the user is searching for.
Optimised landing pages – Once someone clicks, the page they land on must be designed to convert.
A strong sales process – Your backend systems must be in place to turn leads into paying customers.
Google Ads are “Like putting petrol on a fire. If your sales systems aren’t already working, all you’re doing is pouring petrol onto wood that isn’t burning.”
Where to start with Google Ads
With AI-driven campaigns like Performance Max and Demand Gen becoming more prominent, it’s tempting to dive straight into Google’s automated options. However, you need to start with a search campaign first.
Your goal in the first 90 days is to find three things: keywords that convert, ad copies that convert and landing pages that convert,.
Here’s how to structure those first 90 days:
- Weeks 1-2: Let your campaign run without major changes, except for adding negative keywords.
- Weeks 3-4: Start analysing data—look at which keywords, ads, and locations are performing best.
- Weeks 5-6: Aim for a break-even point where your ad spend is generating enough leads to cover the cost.
- Months 2-3: Optimise and scale—put more budget into what’s working and refine what isn’t.
The Success Loop: How to Optimise Your Google Ad Campaigns
Google Ads isn’t a “set and forget” platform. The Google Ads Success Loop looks like this:
- Discover what’s working – Review your campaign data to see which keywords, ads, and audiences are driving conversions.
- Optimise based on performance – Adjust ad copy, refine targeting, and improve landing pages.
- Allow Google time to learn – Resist the temptation to make constant changes. Let the algorithm adjust before optimising again.
- Repeat – Continue refining and scaling over time.
Three Google Ad Metrics to Track
Instead of obsessing over every number in your Google Ads dashboard, Aaron suggested focusing on three core metrics:
- Click-through rate (CTR) – This measures how many people click on your ad after seeing it. A high CTR signals to Google that your ad is relevant, which can lower costs.
- Conversion rate – The percentage of people who take action after clicking your ad. If this is low, your landing page needs work.
- Search impression share – This tells you what percentage of potential searches your ad is appearing for. If it’s low, you may need to increase your budget or improve your ad quality.
Writing better Google Ads
One of the fastest ways to improve your Google Ads performance is by writing better ad copy. Aaron pointed out that many businesses write boring, generic ads that blend in with competitors.
“People don’t buy products and services, they buy stories,” he said. “If your ad sounds the same as everyone else’s, no one will click.”
His tips for writing compelling ads:
- Use objective facts – Instead of saying “We’re the best,” say “Voted #1 by 10,000 customers.”
- Highlight your unique selling points – What can you say that your competitors can’t?
- Evoke emotion – Aaron shared an example from his Bali villa business where he changed the ad from “Luxury private pool villa” to “Skinny dip in your own pool.” The click-through rate skyrocketed.
The ‘STAB’ method for optimisation
To keep your campaigns running profitably, Aaron recommended using the STAB method:
- Spending & segmentation – Shift budget towards high-performing campaigns and reduce wasteful spend.
- Targeting – Refine your keywords, audience segments, and locations.
- Ads & landing pages – Test different ad copy and improve your website’s conversion rate.
- Bidding – Let Google optimise your bids but set limits to maintain profitability.
The future of Google Ads
Google Ads is rapidly evolving with AI-driven automation. Aaron explained that search results are shifting towards AI-powered chat interfaces, which means fewer search results but more competitive ad placements.
This will likely lead to higher ad costs and an increased need for businesses to create hyper-relevant ads and landing pages. He also pointed out that YouTube advertising is currently underutilised, making it a cost-effective option for early adopters.
If you want to succeed with Google Ads in 2025, follow Aaron’s advice:
- Start with search ads before jumping into AI-driven campaigns.
- Focus on relevance – Make sure your ads and landing pages match the user’s intent.
- Track key metrics – CTR, conversion rate, and search impression share will guide your success.
- Optimise consistently – Use the STAB method to refine and scale your campaigns.
By approaching Google Ads strategically and staying ahead of platform changes, you can turn it into a profitable and scalable marketing channel for your business.
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