My $10M Google Ads Optimization Framework [Copy & Paste It]

If you're currently wasting money inside of Google Ads. So you know you're paying for your ads and you can see that you're getting clicks and people going through to your website. But the big problem is you're not getting the sales and conversions and high quality leads that your business needs. So, like any responsible business owner, you open up your Google Ads dashboard and unfortunately, you're more confused than what you were when you started. There's so many different data points and graphs and options that you have to open. Optimize. It can be a really, really confusing and hard place to know what you need to actually be able to do in order to improve the results of your Google Ads campaigns for your business. Because let's be honest, that money that you're investing into Google Ads needs to produce a result. Because that result is the driving force for whether your business grows or whether your business continues to struggle to generate high quality leads. But what if I was to tell you that after managing multiple Google Ads accounts that generate well over $10 million in profitable revenue every single month, that there's only four that you can pull or four levers that you need to focus on to see better results with your Google Ads campaigns? And that's what we're going to be sharing in this video today. The harsh reality is that 90% of the data that you see inside of Google Ads really is irrelevant. Yes, you can use it, and yes it is important. But when you're looking at what are the main movements that you can make in order to change the results of your Google Ads campaigns, once again, as I said, comes down to these four core levers. And this is what I call my STAB method for optimizing and Google Ads account. Now this is a teaching that we share inside of Define Digital Academy in order to make it crystal clear about not only how to see what you need to fix inside of your Google Ads accounts, but we're also going to take it a step further and I'm going to show you our traffic light audit system. So by the end of this video, you will not only know how to specifically diagnose what is wrong inside of your Google Ads campaigns, but you'll also leave the plan of what you need to fix. So if your business is currently running Google Ads and you need to see some better results for for your business, stick around. Because I'm going to be showing you everything you need for greater success with Google Ads in 2026. Before I get into that STAB method of optimization and my traffic like audit system. I do want to help you even more because I do know that you're going to need more than an individual YouTube video to help your business. So if you follow the link in the description below, you're going to get access to my free course, which is called Start and Scale. Now, this not only includes all of my optimization checklists, you also get over 30 different optimization tutorials showing you how to complete those actions. Also show you how to set up your Google Ads accounts. But even than that, you're also going to get access to a master class which are only shared inside of Define Digital Academy, which is called Google Ads in 2026. So if you want to get all of that amazing free teaching, all you need to do, follow that link in the description below. But with all of that said, let's get straight into that STAB method for optimizations. Now, not only am I an expert at Google Ads, but as a dad of three teenage daughters, I've also mastered the art of dad jokes. And this is kind of where the Stab optimization framework came from. And, and just the way my mind works and what I want to communicate to you is that the STAB method of optimization is all about stopping you from, you know, taking a stab in the dark as what we'd say in Australia. I know it's corny, but that's what I want you to think about when it comes to optimizing your Google Ads account. The first thing you need to do before you change anything inside of your Google Ads account is that you have to have clarity in what are the actual issues so that you know what you need to fix. And what we're going to do right now is I'm going to actually take you through and explain what the STAB method of optimization is for your goals. And as you can imagine, each letter within Stab, S, T, A, B that has a meaning. And the first thing is, is your spending and segmentation. The next part is your targeting and then it's also your ads and landing pages. And then the B for the STAB method of optimizations is your bidding strategy. So let's now break down what I mean by the STAB method and how that works for your business. So firstly, with that spending and segmentation, what we're talking about there, and I would argue, and I'm going to show you some more examples, that this is the easiest way that you can optimize and improve the performance of your Google Ads campaigns. And what I want you to think about here, where are you currently spending your money inside of Google Ads and can you better spend that current money that you're already spending. And let me show you some simple examples here. What we're really wanting to achieve here with the S in the spending and segmentation is, as I said, we're finding out where we're spending our money and are there better ways that we can already spend that current budget. So let me give you an example here that this business, their goal is to achieve a cost per conversion of under $50. That cost per conversion is under $50. That means it's profitable and the owner gave us a green light to spend more money in those areas. And what you can see from here is they had two different campaigns. This second campaign, that cost per conversion was under that $50 threshold at $27. The top one is at 57. So what we can also see through here as well is that when we look at this second campaign, so let's forget about this top campaign because at the moment we need to optimize that further because it's not hitting that target of the cost per conversion of under $50. See this green box here, which I'll circle in a the search impression share is under 10%. So what this is telling us is not only are we easily achieving the cost per conversion metrics that they need, but they've also got a low search impression share. So we could instantly see in performance increase in this account just by putting in more budget, so more money into this campaign in here. But what we need to do for this top campaign to this campaign one, remember, we've already solved the problem of campaign two. We just need to increase that budget. We know that yes, there is room for growth, but before we want to increase that spend anymore, we need to work on this cost per conversion because that cost per conversion is too high. So that's one of the best options about segmenting your campaigns into different product categories or service categories. Because then like that situation there, if you have one of your service or your product categories that is performing better, you can easily increase the performance by moving some of the budget from the underperforming campaign into that higher performing campaign. And you can see instantly better results just by increasing that budget. But now what happens if you are in the situation of Campaign 1 where your cost per conversion or your conversion metrics are not meeting what you need to be profitable? And that brings us to the T in the STAB method. Obviously the S is all about your spending and segmentation, all about controlling where you're spending your money and putting the money into the most effective Efficient areas inside of your account when it comes to your T, that comes to the targeting. So for that top campaign, if we're not hitting those conversion metrics that we need, we need to take a deeper dive into that campaign, then one of the first areas we're going to be looking at is the targeting. With Google Ads, that targeting covers everything from not only your keywords, but remember, with Google Ads, it's not only about targeting the right keywords, it's also targeting the right locations, the right audiences and the right devices. So what you wanna be doing from there is you wanna take a bit of a dive into looking at making sure is your keyword targeting relevant? So you may need to go through and add in some extra negative keywords in order to filter out some traffic where you're spending a lot of money but not getting many conversions. You also would wanna take a dive into your audience and demographic data. You might find that there's some audiences you want to exclude because you're just not getting good results, or there may be some demographics that you want to either spend more money in or once again, block or exclude from your campaign. Now, you may be asking, how do I do all of those things? But remember how I said at the start of the video, if you get start and scale, follow that link in the description below, remembering that that's going to show you how to complete each of those actions. And if you still need some extra improvements, the third area that you need to look at in the STAB method of optimizations is your ads and your landing pages. Now, what I really want to stress here, with Google Ad, you could have the most perfect Google Ads campaign, the most perfect account structure, all of your settings set correctly, targeting the right traffic. But if your landing pages and the ad copy is not selling your offer, you're not going to get the results that you need. If you go through your Google Ads account and you do feel like, you know, we're getting good targeting, everything seems to be set right. We're getting people to go over to our website, but we're just not getting any conversions. It's highly likely that the problem has got more to do with your landing pages as opposed to what it has to do with what's actually happening inside of you. Your Google Ads account. Remembering for success with Google Ads, you need to have those three areas dialed in being your Google Ads account. Yes, you need to have the right campaigns, the right settings, the right structures, the right targeting. But you need to not only have a landing page that converts, but you Also need to have an offer that converts as well. Now, because this is such a big topic, at the end of this video I will show you where you can watch some extra videos where we go through your offer and also your landing pages. And then finally it comes to the B which is bidding. And this is going to be one of those other areas is that bidding is a really, really complicated top that you do need to make sure that you get right. And we have also released a video about your bidding strategies and I'll take you through the framework that we use for bidding strategies with Google Ads. All right, I want you to come over here because we're going to do a screen share because what I want to discuss now and take you through is what do you actually do once you find out what areas you need to fix in your account? So the stab method, the segmentation, the targeting, the ads and your landing pages and the bidding once you've discovered what areas you need to do in those areas. So think about, that's like the diagnosis of really trying to find out what you need to fix. You need to come through and then really start to strategically think about how am I going to plan out these optimizations. And that's why at Define Digital Academy we use what we call a traffic light system for when it comes to optimizing our accounts. And what we want to be doing through here is we want to break down the current performance of an account into three core areas. Firstly, think about the traffic light green light. That's what you're doing. Well, if you've got any conversions happening inside of your Google Ads account and when you look at the total account performance, yes, it may not be exactly where you need it to be in terms of performance. But if you are getting some level of conversions, I can tell you that you do have some things that are working. This is a real audit that we just completed last week and these are the areas that we found out with this account. We said, you know, you've got your target rise set realistically and you've also got your brand and your non brand separation set really, really well. So yes, this total account wasn't performing. They're only at a 1.3 ROAS where they actually need a 2x ROAS to be profitable for this business model. But there were some areas inside of this account which is going to make more sense that were performing well. So the green light is all about, hey, don't change anything. If anything, you want to be spending more money in these areas. And just as A little side note, what I would say here, if you're transitioning their management from whether it be a current agency or a freelance and you're looking at bringing the management in house, or you're looking at assigning another freelancer or an agency, the one thing that I would ask them to do or the one thing I get you to keep in mind is don't just what I call blow up an account. Many times, unfortunately, agencies will come in and they want to change absolutely everything to put their slant on things. The reality is, even if you're not meeting your actual high end goals of what you want to achieve, there are going to be some things that are already working inside of your account. I know internally for us, when we do take on an account or we coach a client through optimizing their account and the performance of the account, this is the first important step. What's working, let's spend more money there. Then we go to the second level and this is what you call important but not urgent. Now there could be two reasons for why this is not urgent. The first reason could be is that your account isn't actually ready for this strategy. For example, in through here for this account, they've got some cannibalization which we're going to go into very, very soon where they've got multiple campaigns targeting their same products. So we've said eventually we want to increase the budget and add in some more performance back spending. But before you do that, you need to solve this part first. Other examples of what you may have an important and not urgent is that you may go, look, we need to add some video campaigns or demand gen or we need to add in some remarketing campaigns. But before we do that, we know that we can see some faster and quicker results just by increasing our budgets and adding in some more of those urgent optimizations. Another way that you could say this is, this is all about triaging your optimizations, focusing on what's going to give you the fastest results straight away. And then the important not urgent. We've had some cases where we've got a 12 month roadmap that we're rolling out for different accounts. And then it comes to our urgent ones and these are the ones where you go, if we make these changes, we're going to see some immediate results over the first 30, 60 and 90 days in this account, when we did their spending and segmentation audit, we saw really, really quickly that they had 20% of their products, they had about $5,000 of spend and this was on an account that was spending just over 15,000. So nearly 30% of their budget hadn't produced any conversions in the last 60 days. So the same thing that we went straight away is that we said you need to look at these products, break up your product segmentation better so that you can actually be spending the money where you're getting the results. And that was that 20% of spend going to under indexed products. Also too, we spoke about increasing the target ROAS settings because what we saw there is that we saw that once they changed their target roas they saw a reduction in total performance. The purpose of this video isn't to really take a deep dive in for this individual audit. What I just wanted to show you is a visual example of how we not only look to diagnose an account but but then also go through and make sure that we've got a strategic plan for how we can best optimize their Google Ads campaigns. Hey but I want to give you a big thank you for joining me. My name is Aaron Young from Define Digital Academy. Now remember, if you want to get access to start and scale so that you can get that optimization checklist with the Stab framework and also all that Masterclass and everything else you need for success with Google Ads in 2026, make sure you follow that link in the description below. And as I called out in that video, if you need to know more about Google Ads bidding strategies and how they work, I want you to go through watch this video right here. Or if you need to know more about your landing pages and how to craft an offer that will really sell, I want you to go and watch this video right here. See you next time.