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17 Years of Google Ads Advice in 31 Minutes
28 ideas de marketing sacadas de «17 Years of Google Ads Advice in 31 Minutes», de Ben Heath - Google Ads. Sobre todo de medición y experimentos, canales…
- 28 ideas despiezadas
- Fuente Ben Heath - Google Ads
- Dura 30 min
- Publicada en 2026
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Evaluar el rendimiento de campañas por volumen de conversiones y significancia estadística, no por tiempo
Medición y experimentosEl momento oportuno para juzgar el éxito de un anuncio, oferta o landing page depende del volumen de conversiones acumuladas y de alcanzar significancia estadística mediante calculadoras, nunca de un período fijo de días o semanas.
Optimize campaigns based on conversion volume, not time. And it completely depends on how many conversions you're generating, not based on a fixed period of time. So if you are generating 2,000 conversions a day, which some campaigns do, you might be able to make a judgment on new offers or new ads or new landing pages within a few hours. If you're generating four conversions a week, it's going to take months most likely before you know if something is performing well or not, if you need to make adjustments. So it's absolutely based on conversion volume, not time. Top tip for this is to use a…
Escúchalo en el minuto 7:49
Cálculo de presupuesto publicitario mediante ingeniería inversa
Medición y experimentosEl presupuesto de publicidad pagada no debe basarse en estimaciones de la plataforma o tamaño de audiencia, sino calcularse hacia atrás desde los objetivos de negocio: capacidad de clientes mensuales, tasa de cierre de leads a clientes y costo por lead actual.
Your Google Ads budget shouldn't be based on audience size. It should be based on the needs of your business. So I'm a big fan of working back from what you need to generate and the numbers that you've already got, and that dictating how much you're spending, So this is where it's really important to know your numbers, because you can work back. Okay, we have capacity for 30 new clients a month. Right, we convert one in four leads into a client. Okay, we need 120 leads per month then. Right, what do we have in terms of cost per lead? Well, we're currently generating leads for about $40 each…
Escúchalo en el minuto 11:29
ConversiónContactar a los clientes potenciales en cuestión de minutos tras registrarse, combinado con persistencia en el contacto, aumenta drásticamente las tasas de conversión y los ingresos sin necesidad de elevar el gasto publicitario ni el volumen de leads.
Exceptional lead follow-up is more important than exceptional lead generation and your competitors aren't doing it. I've seen instances where a business had tripled their revenue, they haven't increased ad spend, they haven't generated any more leads, they've just massively improved their lead follow-up. The difference between calling a lead same day and within a couple of minutes of the becoming a lead is absolutely massive. The better your lead follow-up, not just speed but also persistence, the more likely you are to speak to people. The more likely you are to speak to people, you're more…
Escúchalo en el minuto 1:42
Canales de adquisiciónPara maximizar el ROAS global anual, es más rentable incrementar la inversión en anuncios durante las temporadas de alta demanda natural y reducirla en periodos lentos, aprovechando los meses valle para capacitación y desarrollo de producto en lugar de forzar resultados con sobregasto.
Don't fight seasonality. No one wants to see big drop-off months but actually you'd be better off from an overall return on ad spend point of view, spending more when times are good, spending less when times are bad. Yes, that'll mean that your revenue has higher peaks and troughs but overall over the year you'll see better results. Makes more time to put more time and effort into the good times of the year and less into It's like it actually might be easier to make the good months excellent and not worry about the bad months, two months, use that as a bit of breathing space, get some extra…
Escúchalo en el minuto 18:08
Optimizar la experiencia post-clic y la landing page
ConversiónInvertir tiempo y pruebas A/B en la página de aterrizaje es tan determinante para el rendimiento como la configuración de la pauta publicitaria, ya que la experiencia post-clic define si el usuario finalmente convierte.
Your landing page matters more than you think. I've seen a lot of Google advertisers put 90 plus percent of their time and effort into the ad platform itself and their landing page is somewhat of an afterthought. What people do after the click, the post-click experience is absolutely pivotal in terms of convincing people to either convert or not to take the action that you want them to take. You absolutely need to be putting time and effort into your landing page as well. Often people don't do that because it's harder to track and understand and follow, but there are lots of software options…
Escúchalo en el minuto 25:50
La fuerza de la oferta supera la optimización técnica de la campaña publicitaria
Oferta y precioUna oferta sólida y diferenciada puede compensar creatividades o textos publicitarios mediocres, pero ninguna estructura de campaña ni técnica de optimización puede hacer rentable una oferta débil o un producto no diferenciado frente a opciones más baratas del mercado.
It doesn't matter how good your ad campaign is. If your offer isn't strong, no campaign structure will save you. If you've got a really strong offer, it can actually make up for a lot. You can have bad ad copy, not very good creative, and the campaign can still work. But the inverse isn't true. If your offer is weak, doesn't matter how good the rest of the campaign is, it's not going to work.
Escúchalo en el minuto 16:26
Optimizar campañas de Google Ads usando únicamente ROAS o costo por conversión como métricas guía
Medición y experimentosLas decisiones fundamentales sobre anuncios y ofertas deben basarse exclusivamente en ROAS (para comercio electrónico con importes variables) o costo por conversión/CPA, descartando optimizar en primera instancia por métricas secundarias como CTR o CPM.
So only two Google Ads metrics really matter. Either return on ad spend, if you can track it accurately, let's say people check out via your website, you're an e-commerce business and you can track your ROAS, factor in the varying conversion values. If you can't track that, then it's cost per conversion. And you either want to be optimizing for one of those two metrics. You don't want to be optimizing in the first instance for things like click-through rate, cost per thousand impressions, anything else. Bring it back to return on ad spend or cost per conversion. Have that be your North Star…
Escúchalo en el minuto 7:10
Medición y experimentosLos resultados en plataformas de anuncios fluctúan de forma natural día a día; analizar métricas a nivel semanal o mensual evita tomar decisiones reactivas y optimizaciones prematuras causadas por varianza estadística.
Google Ads results fluctuate. Get over it. It's just something you have to accept. And the way to manage that is to look at your Google Ads results over a longer time horizon. If you're looking day to day, you are going to see variation, particularly if you don't generate many conversions per day. Just natural variation you might generate for one day, none the next, 11 the next. That happens. The way to analyze it is to look out on a weekly or a monthly basis. And you'll probably find that the results are far less volatile. So Google Advertisers need to take a step back and be less emotional…
Escúchalo en el minuto 4:00
Medición y experimentosLos resultados en plataformas de anuncios fluctúan de forma natural día a día; analizar métricas a nivel semanal o mensual evita tomar decisiones reactivas y optimizaciones prematuras causadas por varianza estadística.
Google Ads results fluctuate. Get over it. It's just something you have to accept. And the way to manage that is to look at your Google Ads results over a longer time horizon. If you're looking day to day, you are going to see variation, particularly if you don't generate many conversions per day. Just natural variation you might generate for one day, none the next, 11 the next. That happens. The way to analyze it is to look out on a weekly or a monthly basis. And you'll probably find that the results are far less volatile. So Google Advertisers need to take a step back and be less emotional…
Escúchalo en el minuto 4:00
Ruta de inicio en Google Ads por modelo de negocio antes de escalar a Performance Max
Canales de adquisiciónSe recomienda comenzar en Google Ads con Search para generación de leads y negocios locales, Shopping para ecommerce o Demand Gen si ya existen creatividades validadas de Meta; una vez conseguidas conversiones de forma predecible, se debe expandir hacia Performance Max para maximizar la escala.
So start with either search, shopping or demand gen, then expand into performance max. So you want to start with search if you're a lead-based business, local business most likely. Start with shopping if you're e-commerce, people directly purchase through your website. Or start with demand gen if you're coming over from another ad platform where you've had success and you already have creative assets, think meta ads for example. But you absolutely don't want to stay there forever. You want to expand, in my opinion, to performance max. Performance max incorporates all the Google ad campaign…
Escúchalo en el minuto 9:00
Estrategia de contenidosColaborar con influencers y creadores de contenido permite obtener anuncios atractivos con alta capacidad de retención y autoridad de recomendación, especialmente si el anunciante carece de equipo creativo interno.
I talked earlier about looking to partner with influencers and creators that have personal brands who, A, will produce high-quality creative for you because they're good at that. Otherwise, they wouldn't become an influencer and creator in the first place. B, they have scroll-stopping and attention-grabbing power. And C, their recommendation carries weight. One of the easiest ways to make sure you produce high-quality creative, particularly if you're not naturally good at it yourself or don't have the in-house capabilities.
Escúchalo en el minuto 27:43
Especialización multidisciplinar necesaria para escalar paid media
Estrategia y decisiones de negocioEl éxito en campañas pagadas complejas requiere dividir la ejecución en habilidades especializadas (estrategia, diseño de ofertas, analítica de datos, copywriting, producción creativa, CRO y configuración técnica de tracking) en lugar de intentar que una sola persona cubra todas las áreas.
So most advertisers try to do everything themselves. Google as success isn't one skill, it's multiple skills. So to get it right, you need to have the right strategy. You need to be able to craft great offers. You need to be able to do data analysis, Copywriting needs to be really good. Creative production needs to be really good. Landing pages need to be optimized. Conversion tracking needs to be in place and needs to be accurate, Very unlikely that one person is going to be great at all of those things. So the businesses that scale fastest when it comes to Google Ads, they understand that…
Escúchalo en el minuto 13:15
Oferta y precioPara escalar de forma rentable, es preferible concentrar todos los recursos en maximizar una única oferta o servicio validado antes de añadir nuevas líneas de producto, ya que optimizar algo que ya funciona requiere mucho menos tiempo que validar ofertas nuevas.
Scaling isn't about hacks. It's about doing more of what already works. I'd much rather you focused on the one offer, the one product range, the one service, got that to the point where it was profitable, and then really scale that as much as you possibly can. Get as much of the results, the leads, the sales as you can out of that before you start incorporating new elements. It's really easy to get distracted, split focus. But, like, if you've got something that works, let's maximize that out first. Often you can get far better results from scaling something that's already working than trying…
Escúchalo en el minuto 10:43
Especialización de nicho para justificar precios premium y mejorar conversión
Investigación de mercado y clienteDelimitar con precisión a quién sirves y qué problema específico resuelves permite cobrar precios superiores y elevar la tasa de conversión, ya que los clientes perciben una mayor probabilidad de lograr su resultado ideal con una solución a su medida que con alternativas genéricas del mercado.
Going niche allows you to charge more. If you can go really niche, you can charge more and improve your conversion rates because when people see your ads are specifically for them and their circumstances, they think that's brilliant, that's more likely to get me my desired outcome. Therefore, I will buy that one or I will hire them for that and I will be more willing to pay higher amounts for that product or service because I think it's more likely to get me what I want as opposed to the generic option that's industry-wide that may not be perfect So niche down in terms of who you serve. Niche…
Escúchalo en el minuto 17:22
Usar la IA publicitaria para ideación manteniendo un filtro humano estricto
Mensaje y copywritingUtiliza las herramientas de IA integradas para acelerar la generación de textos y creatividades publicitarias, pero actúa siempre como filtro editorial descartando variaciones inapropiadas para proteger la identidad y percepción de la marca.
Use Google's AI tools, but don't do so blindly. So I'm a big fan of letting Google help you with copy generation or increasingly so. Creative asset generation, imagery and video with the integration of Veo, for example. But you need to be the filter as the advertiser. You need to make sure, okay, Google generated this stuff for us. I'm going to go through it. Yes, like that. Yes, I like that. No, I don't like that one. Nah, that headline doesn't work for us. Get rid of it. Often best to take that middle approach. Use it for massive time saving, coming up with options you wouldn't otherwise…
Escúchalo en el minuto 22:05
Oferta y precioPara escalar de forma rentable, es preferible concentrar todos los recursos en maximizar una única oferta o servicio validado antes de añadir nuevas líneas de producto, ya que optimizar algo que ya funciona requiere mucho menos tiempo que validar ofertas nuevas.
Scaling isn't about hacks. It's about doing more of what already works. I'd much rather you focused on the one offer, the one product range, the one service, got that to the point where it was profitable, and then really scale that as much as you possibly can. Get as much of the results, the leads, the sales as you can out of that before you start incorporating new elements. It's really easy to get distracted, split focus. But, like, if you've got something that works, let's maximize that out first. Often you can get far better results from scaling something that's already working than trying…
Escúchalo en el minuto 10:43
Oferta y precioPara escalar de forma rentable, es preferible concentrar todos los recursos en maximizar una única oferta o servicio validado antes de añadir nuevas líneas de producto, ya que optimizar algo que ya funciona requiere mucho menos tiempo que validar ofertas nuevas.
Scaling isn't about hacks. It's about doing more of what already works. I'd much rather you focused on the one offer, the one product range, the one service, got that to the point where it was profitable, and then really scale that as much as you possibly can. Get as much of the results, the leads, the sales as you can out of that before you start incorporating new elements. It's really easy to get distracted, split focus. But, like, if you've got something that works, let's maximize that out first. Often you can get far better results from scaling something that's already working than trying…
Escúchalo en el minuto 10:43
Fundamentar la optimización en datos y significancia estadística
Medición y experimentosLas decisiones de optimización deben basarse en datos comprobados y muestras suficientes en lugar de percepciones o gustos intuitivos, garantizando conclusiones sólidas y duraderas.
If you're not testing, you're guessing. It's very easy to make optimization decisions just based on feel. We can take a look at the actual data, analyze what's going on, and make a decision that is data-backed. Doing that can take more time because you might need to wait for statistical significance, for example. But whenever you then are making a decision and an optimization, you are doing so based on real data and your conclusion is accurate. It's not just feel, which you then may need to go back on later down the line. We know this works better.
Escúchalo en el minuto 28:10
Priorizar el aumento del valor de vida del cliente (LTV) sobre la reducción del CAC
Oferta y precioEs significativamente más viable y rentable duplicar el valor de vida del cliente (LTV) que reducir el coste de adquisición (CAC); un LTV elevado permite absorber fluctuaciones de costes en publicidad pagada y escalar campañas agresivamente.
Let's get into it. Starting with needle movers. Amateurs focus on reducing CAC, cost to acquire a customer. Experts focus on increasing lifetime customer value. Why? It is often much easier to increase how much a customer is worth to your business from say $100 to $200 than it is to reduce your cost per purchase or cost per lead from $30 to $20. Even though that increase in customer lifetime value makes you a lot more money than decreasing your cost to acquire a customer, your cost per purchase, or cost per lead in that instance. Obviously, you always want to be doing what you can to reduce…
Escúchalo en el minuto 0:37
Canales de adquisiciónEl éxito en publicidad digital se logra con una disciplina de optimizaciones periódicas y desapego emocional ante fluctuaciones diarias del costo por lead, evitando rehacer o apagar campañas prematuramente por pánico a corto plazo.
where how they feel that day is totally dependent on their return on ad spend that morning or their cost per lead over the last couple of days. You need to be able to be more detached and more objective. Otherwise, you panic, you make short-term decisions, you turn things off too early, you re-engineer a whole process that just needed some more time and a little bit of tweaking instead of a whole redo. Consistency beats intensity in Google Ads. It's much better to set yourself an optimization schedule that is very manageable. And you go into campaigns and you make a few adjustments and you do…
Escúchalo en el minuto 5:21
Filtrar las recomendaciones automáticas de la plataforma según rentabilidad y capacidad operativa
Medición y experimentosAcepta las sugerencias de optimización técnica de anuncios (como diversificar titulares o añadir vídeos verticales), pero audita con criterio de negocio las sugerencias de aumento presupuestario antes de ser rentable o tener capacidad de entrega.
Most of Google's recommendations are actually beneficial. The vast majority of things you actually want to use, they will help you improve your results. When you see things pop up like make your headlines more unique or add more descriptions to your ads, that's likely to help improve performance. Add new vertical videos to your asset group in a performance max campaign. That's likely to help improve your performance. Now we do need to be a little bit conscious and aware as an advertiser and just double check, are there points at which Google's incentives diverge from my incentives? So if…
Escúchalo en el minuto 21:04
Canales de adquisiciónNo intentes manipular el algoritmo usando configuraciones engañosas: si buscas ventas directas configura maximizar conversiones y si buscas retorno optimiza a maximizar valor de conversión, aprovechando la alineación de incentivos de la plataforma.
So I would recommend that you don't try and outsmart Google. Google advertisers often think that they're going to try and use a feature not in the way that it was intended because it might sort of trick the system into giving you extra great results that you wouldn't have otherwise got. That's just not really a thing. You are far more likely to miss out on the results that you could have got. Remember, Google is incentivized to get you results as an advertiser because the better results you get, the more money you spend with them, the more likely you are to scale, the more likely you are to…
Escúchalo en el minuto 20:14
Aprovechar formatos visuales y creatividades en Google Ads
Canales de adquisiciónDesarrollar piezas visuales y de video de alta calidad para canales como YouTube y Display ofrece una ventaja competitiva e impresiones más económicas frente a competidores centrados únicamente en anuncios de texto en búsqueda.
And creative is becoming increasingly important in Google Ads. And often you get much cheaper impressions, potentially cheaper conversions elsewhere because it's not as highly valued as search. So a lot of competitors are spending loads of their budget on search when there's so much potential elsewhere. And Google advertisers, I think more than other types of advertisers, treat creative, again, as a bit of an afterthought. But in all the other areas of Google Ads, it's really important. The creative asset is everything. So I think Google advertisers need to put a lot more time and effort in…
Escúchalo en el minuto 26:37
Discrepancia del 50% en conversiones reportadas por Google Ads frente a atribución externa
Medición y experimentosEn una campaña de búsqueda de marca con 75 clics, CTR del 30% y coste por lead de £15, Google Ads registró únicamente 3 conversiones frente a las 6 conversiones reales confirmadas por herramientas de atribución externa.
So you can see Hyros has registered six leads generated, a cost per lead of just over £15, 75 clicks. It's just a branded search campaign, hence why the CTR is 30%. If I jump over to my Google Ad account, we look at the exact same campaign, same timeframe. You know, we've got May 21st to 27th. We've got 75 clicks, 30% CTR just like before. But if we scroll over, you can see that Google has only registered three conversions as opposed to the six. So it's registered half the number of conversions. And I can tell you, looking at the backend data, that the six from Hyros is the accurate number…
Escúchalo en el minuto 23:59
Dominio constante de canales principales frente a la dispersión en nuevas plataformas
Canales de adquisiciónCambiar de plataforma publicitaria ante el primer obstáculo reinicia la curva de aprendizaje y diluye la ventaja competitiva; la consistencia y el perfeccionamiento continuo en canales consolidados (como Google o Meta) generan mejores resultados escalables a largo plazo que perseguir plataformas de moda.
It's very easy for Google advertisers to run into some sort of difficulty, to some sort maybe I should be running ads there but really consistency with the ad platform, learning it and developing your skills there is what's going to allow you to win over the long run. So if you've been running Google ads for a year and then you jump to a new platform, you've got to go through that same learning process all over again and really when it comes to advertising online, you've got Meta and Google as the two absolute goliaths. Easy to get your head turned by the brand new thing, but how much…
Escúchalo en el minuto 19:15
Apalancar marcas consolidadas en creatividades y páginas de destino para acelerar resultados
Marca y posicionamientoPara obtener el efecto multiplicador de la autoridad de marca de forma inmediata, conviene cerrar alianzas o acuerdos de co-branding con organizaciones o figuras consolidadas e integrarlas en anuncios y páginas de aterrizaje.
difference. Brand power is the single biggest needle mover. Nothing will impact your Google Ad results more than the power of brand. It's why some white t-shirts sell for next to nothing and other white t-shirts that otherwise would be very similar but they've got a small logo on sell for a small fortune. That's the power of brand. How can you leverage this as a Google Advertiser? Well, you can spend years building your own brand or you can look to partner with people and organizations that already have a brand, look to use them in your ads, look to feature them in your landing pages and in…
Escúchalo en el minuto 2:15
Foso de datos acumulados como ventaja competitiva en paid media
Canales de adquisiciónMantener campañas publicitarias activas a largo plazo construye un foso defensivo de datos en la cuenta: el volumen acumulado de conversiones permite a los algoritmos conseguir conversiones más baratas y fáciles frente a competidores nuevos.
The longer you run ad campaigns, the bigger your advantage becomes. Because over time, you develop a data moat. Once you've got tons of conversion volume within your ad account, you have a competitive advantage over your competitors. You will likely generate conversions cheaper and easier than they will, and that's only a process that will continue the longer you go, and it helps protect you against newcomers into your market.
Escúchalo en el minuto 12:28
Google Ads mantendrá su relevancia en la era de la IA gracias a la diversificación de sus formatos
Canales de adquisiciónA pesar de la disrupción provocada por las búsquedas basadas en inteligencia artificial, Google Ads no desaparecerá a corto plazo: la plataforma está integrando formatos publicitarios en sus herramientas de IA (como AI Overviews y Gemini) y cuenta con un ecosistema diversificado más allá del buscador tradicional (YouTube, Display, Discover y Gmail).
Right now, we're seeing massive change with a more AI-based search experience, and Google rolling out ads into its AI-based products like AI Mode, AI Overviews, even ads in Gemini fairly recently talked about. So there's going to be change. Change creates opportunity. What's not going to happen anytime soon is that Google Ads is going to die. One of the most profitable companies ever. They have massive resources. They're very much a big player in the transition to the new AI search experience. And even if Google lost the entire search market, Google Ads would still be a massive platform with…
Escúchalo en el minuto 30:08
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