Google Best Practices

Best Practices logo

Want to get the most out of your Google Ads account? Google's Best Practices Series provides strategic advice on core search engine marketing tactics. It's intended to help you get the most out of Google Ads. Based on Google's internal data and vetted by the people that built Google Ads, this series helps form the foundation of your paid search strategies. 

Featured guide

Turn inspiration into action with Video
Whether you’re looking to drive awareness, consideration, conversions, or full-funnel success, YouTube is a proven place for driving business outcomes. While success is never one-size-fits-all, these best practices are backed by research and successful YouTube campaigns developed by businesses like yours.

Get Started with Google Ads

What are Search Ads
Create a Campaign
Pick The Right Keywords
Write Great Text Ads
Track Your Goals
Review Your Performance

Find new customers

Choose the right Google Ads keywords for effective targeting
Optimize Dynamic Search Ads performance
Optimize Display campaigns on the Google Display Network
Turn inspiration into action with Video
Use your search mindset to find success on YouTube
(Mobile) Finding the right mobile app users
(Mobile) Connect with mobile users
Expand your business globally
Drive sales with Gmail ads

Show the right message

Create effective text ads
Enhance your ads with the right extensions
Create effective responsive display ads
Using Quality Score to guide optimizations
Connect with the right audience at every stage of the marketing journey on YouTube

Optimize to full value

Adjusting bids to maximize profits
A guide to bid adjustments
Finding success with Smart Bidding
Optimizing Google Ads with Google Analytics
Beyond last-click attribution 

Re-engage customers

Reach valuable customers with RLSA, Customer Match & similar audiences
Reach past visitors with display remarketing

Feature your products

(Mobile) Capture mobile shoppers with your Shopping campaigns
Build and optimize Shopping campaigns
Unlock holiday shopping success
Drive foot traffic to your stores
Optimize and manage your product data in Merchant Center

Work more effectively

Test with confidence using Google Ads drafts and experiments
Improve performance on Google Ads using optimization score as a guide
Get the most out of your accounts with the Google Ads mobile app


Sign up for the Best Practices newsletter to get advanced Google Ads tips and updates right to your inbox.


Looking for something more basic? Check out How to be successful with Google Ads.


Was this helpful?
How can we improve it?

Need more help?

Sign in for additional support options to quickly solve your issue