Google rewards relevant ads with lower costs per click through Quality Score. The more people click your ad, the higher your Quality Score climbs, which drops your CPC. Speaker B's team has generated over $50 million in revenue for clients using this approach.
If you have better ads, you pay less for traffic and you end up with much more profitable Google Ads campaigns overall. So there are a few big reasons to have better ads inside of your search campaigns. Number one, you're going to have more relevant ads which is going to lead to a higher click through rate. So click through rate is basically the percentage of people that see your ad inside of the search results that actually go ahead and click on it. The more people that see your ad and click on it, typically Google is going to recognize that as your ad being more relevant than other advertisers. Secondary benefit of having a more relevant ad and a higher click through rate is a better quality score. Now quality score is a bit of a nebulous measure that Google uses, but ultimately what it means is how relevant is your ad and your offer and your landing page and all the pieces that go into your campaign. How relevant is that for someone searching in Google search results? So if you're more relevant with your ad and your page and you have a better experience overall, you're going to end up with a better quality score and that is going to lead to you paying dun dun dun a lower cost per click, which is ultimately what we want if we're going to be driving more profitable traffic from our campaigns.
We have generated over $50 million in revenue for our clients using performance max campaigns. We decided we're going to download our knowledge of performance max campaigns into a free, easy, practical course and just give it away to the community. Go grab this free course and I'll see you inside.
Google Ads Negative Keywords: The RIGHT Way to Find and Add Negatives in 2026
