Google Ads for People Who Hate Google Ads

Jan 20

A Simplified Framework That Actually Converts

Google Ads is a black hole for bad marketing budgets.

Most people set up a campaign, throw in some keywords, let Google’s “smart” bidding run wild, and then wonder why they’re burning money with nothing to show for it. If you’ve ever felt like Google Ads is just a complicated money pit, you’re not alone.

But when done right, it works—without draining your budget or your sanity. Here’s the simplified, no-BS framework for running ads that actually convert.

Step 1: Stop Letting Google Do Everything

Google wants you to trust its automated bidding and broad targeting. Don’t. Their goal is to get you to spend more—not to get you better results.

Turn off Performance Max unless you know exactly what you’re doing.
Avoid broad match keywords unless you like paying for irrelevant clicks.
Start with manual CPC or maximize conversions with a strict budget cap.

Step 2: Only Target Keywords with Buying Intent

Clicks don’t matter if they don’t turn into customers. The difference between good and bad campaigns? Intent.

Bad keywords:

“What is [your product]?” (Research mode)
“[Your competitor] alternative” (Too broad, not enough intent)

Good keywords:

“Buy [your product] online” (Ready to purchase)
“[Your industry] services near me” (Location-based, high intent)
“[Your product] pricing” (Considering options)

Step 3: Make the Landing Page Stupidly Simple

If your ad drives traffic to a bloated homepage, you’re wasting money.

One clear headline that speaks to the problem you solve.
One CTA (Buy now, book a call—whatever matters most).
No distractions—remove unnecessary links, popups, and fluff.

Step 4: Track What Actually Matters

If you’re only looking at clicks and impressions, you’re measuring the wrong things.

Track conversions, not just traffic. Set up proper goal tracking in GA4.
Look at cost per conversion, not cost per click. A cheaper click isn’t better if it doesn’t convert.
Retarget visitors who didn’t buy—Google Ads works best when combined with remarketing.

Final Thought: Simple > Fancy

Most people lose money on Google Ads because they overcomplicate it. Stick to high-intent keywords, control your targeting, and ignore Google’s default recommendations.

Run ads that convert, not just ads that get clicks. That’s how you win.

Bruen Creative Co.