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Why Most Google Ads Don’t Work (And How to Fix It)
16 ideas de marketing sacadas de «Why Most Google Ads Don’t Work (And How to Fix It)», de Ben Heath - Google Ads. Sobre todo de canales de adquisición…
- 16 ideas despiezadas
- Fuente Ben Heath - Google Ads
- Dura 21 min
- Publicada en 2026
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Alinear de forma estricta el mensaje del anuncio con una landing page dedicada
ConversiónUna de las formas más seguras de aumentar las tasas de conversión es garantizar una congruencia total y específica entre la oferta y el mensaje del anuncio y la página de destino a la que llega el usuario, evitando dirigir tráfico a la página de inicio genérica.
to create specific landing pages for your offers. Instead, just sending everyone, through to your homepage Taking that bit of extra time to make sure that there's congruity between what you're offering in the ad and the specificity around that and the specificity of the marketing messaging with the landing page. It's actually one of the surest ways to improve landing page conversion rates is to increase the relevance between those two elements to make sure there's no disconnect there. Having people go through to landing pages that fully matches what they're seeing on the front end is an easy…
Escúchalo en el minuto 7:57
Medición y experimentosPara maximizar el rendimiento en Google Ads no se deben dejar las campañas estáticas: es necesario revisar el informe de términos de búsqueda varias veces por semana para añadir palabras clave negativas y testear continuamente titulares, creatividades, ofertas y páginas de destino, lo que permite escalar el ROAS de 2-2.5x hasta 5-6x.
The best-performing They were optimized over time. You want to be adding in new negative keywords based on your search terms report. So I typically recommend you check your search terms report multiple times per week, Add those in as negatives. You want to be continually testing new headlines, You want to be testing new offers. You might want landing page See which performs best. And you can take a Google ad campaign that's ticking along at a 2, 2.5x ROAS and get it to a 5, 6x ROAS over a few months running rounds and rounds of tests. So do not treat your ads as set it and forget it.
Escúchalo en el minuto 10:13
Medición y experimentosPara maximizar el rendimiento en Google Ads no se deben dejar las campañas estáticas: es necesario revisar el informe de términos de búsqueda varias veces por semana para añadir palabras clave negativas y testear continuamente titulares, creatividades, ofertas y páginas de destino, lo que permite escalar el ROAS de 2-2.5x hasta 5-6x.
The best-performing They were optimized over time. You want to be adding in new negative keywords based on your search terms report. So I typically recommend you check your search terms report multiple times per week, Add those in as negatives. You want to be continually testing new headlines, You want to be testing new offers. You might want landing page See which performs best. And you can take a Google ad campaign that's ticking along at a 2, 2.5x ROAS and get it to a 5, 6x ROAS over a few months running rounds and rounds of tests. So do not treat your ads as set it and forget it.
Escúchalo en el minuto 10:13
Configurar el seguimiento de conversiones para que el algoritmo no optimice solo por clics
Canales de adquisiciónEl sistema de optimización de Google Ads es literal: si no se configura un seguimiento de conversiones adecuado, la plataforma optimizará las pujas para maximizar clics de usuarios que rara vez convierten en lugar de buscar leads o ventas reales.
So the first thing would be not bothering to get proper conversion tracking setup so that you can accurately see who triggers the conversions event. And what that means is that Google advertisers without those things can't run campaigns that are optimized for what they really want, which is usually going to be leads and sales. So instead of being able to use bidding strategies like maximize number of conversions they're going to be optimizing for as many link clicks as possible, The Google ads optimization system is very literal. If you say to it, I want link clicks, they will find you people…
Escúchalo en el minuto 5:48
Ajustar pujas en Google Ads cargando listas de clientes de alto valor desde el CRM
Canales de adquisiciónSegmentar en el CRM al porcentaje superior de clientes que generan mayor facturación o recurrencia y subir esa lista a Google Ads permite ajustar la estrategia de puja para pagar más por adquirir usuarios con ese perfil de alto valor de vida (LTV).
to define your high-value customers. Make sure Google knows who those high-value customers are and then use that to adjust your bidding strategy to say to Google, hey, I'm willing to pay more to acquire these customers because they're going to be worth a lot more to my business. in your CRM, you should be able to filter by value. So you should be able to say, out of all our customers, this 10% actually spend three times as much Well, you can create a specific high-value customer list, get that uploaded into your Google Ad account adjust your bidding strategy to go specifically after those…
Escúchalo en el minuto 8:52
Incluir una proporción de titulares no convencionales en anuncios pagados
Mensaje y copywritingAl configurar creatividades y textos en anuncios de búsqueda, conviene incluir una pequeña proporción (1 de cada 5 a 10) de titulares con ángulos atípicos o arriesgados. Aunque la mayoría no superará al texto estándar, el algoritmo limita el coste del error dejando de mostrarlos rápidamente, mientras que los pocos que aciertan generan un salto de rendimiento significativo.
like if you come up headline or description options but you could write something completely different come at it from a different angle most of the time it won't work but every now and then that perform so much better a complete game changer but maybe one in ten one in eight one in five which that risk because Google just won't use it after they test it a little bit but a potential high reward
Escúchalo en el minuto 15:04
Consolidar campañas en pocos productos al iniciar en Google Ads
Canales de adquisiciónAl comenzar en Google Ads, enfócate en solo 1 o 2 productos en vez de todo el catálogo. Esto reduce el número de campañas y grupos de anuncios, consolidando el volumen de conversiones para que el algoritmo optimice mejor y obtengas aprendizajes rápidos con menor dispersión.
What I'd also recommend, is to just focus in on the one or two, maybe a handful of products or services that you offer instead of everything. Firstly, that's going to allow you to run fewer campaigns, fewer ad groups, that consolidates your data, which means Google's better able to optimize. It allows you to find out answers faster you've got all those conversions consolidated, you get more data, you can make better decisions.
Escúchalo en el minuto 4:16
Medición y experimentosLa publicidad pagada debe operarse con una lógica de retornos asimétricos similar al capital de riesgo: la mayoría de campañas de prueba fallarán, por lo que se deben testear con presupuestos pequeños y controlados, para luego escalar agresivamente las pocas ganadoras hasta que su rentabilidad cubra holgadamente todas las pérdidas experimentales previas.
so most Google ad campaigns fail most aren't profitable because you can test small with the ones that don't work and then when you do find a winner massively scale it covered the 10 failures many many times over you can win so big because of how scalable Google ads typically is that it covers all your losses that's exactly how they operate they're investing into startups the winners will pay for the ones that didn't work the asymmetric nature of it means that you can fail the vast majority of the time but still win overall
Escúchalo en el minuto 16:46
Diferenciar los anuncios de búsqueda adaptando el copy a un perfil de cliente ideal específico
Mensaje y copywritingEn lugar de hablarle a todo el mercado con mensajes genéricos idénticos a los de la competencia, define con claridad el perfil de cliente ideal (los de mayor valor, retención o recomendación) y adapta el copy de los anuncios a sus dolores e intereses específicos.
The first is get really clear on your ICP. but who are the best customers? Who are the ones that spend the most when they buy from you and come back and spend again and again, you can then tailor all your marketing messaging to those people because that group might have different pain points, Let's tailor a marketing message that really helps you differentiate yourself and stand out from a competition, that's one way to really differentiate yourself we're going after this small segment and we're going to speak to them specifically.
Escúchalo en el minuto 3:22
Producir activos visuales específicos y de alta calidad para campañas de Performance Max
Estrategia de contenidosAl escalar a campañas de Performance Max en Google Ads, se debe invertir en piezas visuales y de video diseñadas intencionalmente para la campaña, en lugar de improvisar con imágenes genéricas o videos explicativos preexistentes del sitio web.
which is going to be a performance max campaign is they don't put much or hardly any often time and effort into the visual elements that are required to make a performance max campaign well. So they're just going to grab any old image that they've got lying around of their product or service, and they just sort of throw that in there, That's clearly not going to produce anywhere near as good results if you purposefully create imagery, videos. Video assets in particular can make a huge difference, but having a proper creative strategy I want to make it look as good as possible, You want to…
Escúchalo en el minuto 6:50
La publicidad pagada amplifica lo que ya funciona, no arregla un mal negocio
Canales de adquisiciónLos anuncios no funcionan por arte de magia ni pueden compensar una oferta débil o un producto no validado. La publicidad pagada actúa como un amplificador de ofertas y modelos de negocio que ya tienen demanda y convierten.
And that's that ads amplify what already works. Your Google Ads, any form of advertising, cannot fix a bad business. It can't fix a bad offer. If you've got a weak offer, if you're offering something that people aren't that interested in, then paying to put that in front of people is just a waste of money. And then Google Ads allows you to amplify that and potentially get a lot more leads and sales.
Escúchalo en el minuto 0:31
Riesgo de apagar campañas rentables por subreporte de conversiones en plataformas nativas
Medición y experimentosLas plataformas publicitarias como Google Ads pueden subreportar conversiones reales frente a la realidad del negocio, lo que lleva al error de pausar campañas que parecen no rentables cuando en realidad sí lo son si se verifica con atribución cruzada.
Without accurate data you are flying blind 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 back end data that the six from Hyros is the accurate number and that's why this is so important because we might look at the Google ads data and come to the wrong conclusion think this isn't profitable turn stuff off when we shouldn't but we can verify it with the Hyros data and make much better more informed decisions
Escúchalo en el minuto 12:03
Canales de adquisiciónEjecutar campañas de Google Ads promedio e idénticas a las de los competidores suele resultar únicamente en alcanzar el punto de equilibrio (break-even). Conseguir alta rentabilidad frente a un número finito de clientes requiere superar a la competencia en dos frentes: la captación publicitaria (mejores copys, creatividades y páginas de aterrizaje) y la monetización a largo plazo (ventas adicionales, recompra, mejor…
so if you are an also-ran and you have an average Google ad campaign and it's very similar to what your competitors are running most likely you are going to be roughly break-even with your Google advertising unless you have something that allows you to win which means it has to be better than your competition so how do you do a better job of making long-term money with your competition upsells getting them to buy again having a better product or service getting referrals things like that how do you do better on the marketing front how is your ad copy more appealing your creative higher…
Escúchalo en el minuto 20:03
Homogeneización del copy publicitario por dependencia de IA y réplica de competidores
Mensaje y copywritingCopiar a los competidores o recurrir ciegamente a sugerencias automáticas de IA genera anuncios idénticos en un mismo nicho, destruyendo la diferenciación y haciendo que el clic dependa exclusivamente de la posición en página o el azar.
is doing exactly what your competitors are doing. and you see a bunch of ads does the copy the headlines on each one of those ads is virtually identical? There's no differentiating factor then is just going to be based on page position or luck is AI generated because then within the one niche but it can easily end up with everyone within that space using the same thing they won't be the best performers because everyone else is saying the exact same thing in their headlines. So you need to find a way to stand out. because so much copy is written by AI which tends to give the same or very…
Escúchalo en el minuto 13:28
Oferta y precioTener márgenes de ganancia demasiado bajos (como un 10% bruto por competir en precio) hace casi imposible rentabilizar la adquisición en Google Ads, ya que el margen no cubre el costo de adquisición de clientes.
You also need to make sure that you have a healthy enough margin to be able to afford to pay to acquire customers. If you've only got a 10% gross profit margin, it's going to be really hard for you to make Google Ads work because you just don't make enough money per customer in order to be able to afford to acquire them, particularly at scale.
Escúchalo en el minuto 2:13
Canales de adquisiciónEn subastas dinámicas y altamente eficientes de publicidad digital, el coste promedio por conversión tiende a converger con el punto de equilibrio financiero del competidor promedio de ese nicho. Por tanto, para obtener beneficio neto sostenido es obligatorio operar con mayor eficiencia en conversión, monetización o margen que la media del mercado.
is a competitive landscape and to win to get great results you have to be better than your competition the cost is set by demand and supply it's more accurate there's less market inefficiencies so the average cost of a conversion typically is going to be the break-even point for the average operator a less efficient advertiser than the average they can't even reach break-even they're going to stop advertising that are significantly profitable
Escúchalo en el minuto 18:47
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