Many advertisers rely on Google Ads to capture high-intent demand, but tight budgets magnify every inefficiency. Small setting choices and loose targeting can drain spend and blur the performance signals needed for better bidding and budgeting.
A focused audit can reclaim budget without new tools. A Google Ads agency or a PPC marketing agency can help, but in-house teams can apply sound Google Ads management by prioritizing two checks that close the most common leaks.
Search Partner Network outcomes and settings
Segment performance by network to compare Google Search with the Search Partner Network. If partner clicks show weaker conversion rates or higher costs per acquisition, exclude partners at the campaign level and document the rule for new launches. Revisit the setting after notable changes to keywords, ads, or landing pages to confirm that efficiency still holds.
Avoid a blanket policy. Brand campaigns sometimes perform well on partners while nonbrand terms do not. Keep inclusion as a time-bound test with clear thresholds for cost per acquisition, return on ad spend, and click quality. Use the search terms report to find irrelevant themes coming from partners and add negatives to shut them off before they consume more budget.
Performance Max controls and negative keywords
Create guardrails so Performance Max does not cannibalize branded demand. Use brand exclusions where available and cap budgets so nonincremental brand traffic does not crowd out prospecting. Split brand and nonbrand into separate campaigns and review the search terms and audience insights to see how assets are routing traffic. Move budget toward asset groups and campaigns that add conversions rather than the cheapest clicks.
Tighten query control in Search. Pair broad match only with reliable conversion tracking, tested ad creative, and robust negative keyword lists. Use exact and phrase match for limited budgets or sensitive cost per acquisition targets. Refresh negatives after promotions or product changes to prevent paying for outdated queries, and layer account-level negatives to block job seekers, competitors that you do not want to target, and irrelevant use cases.
