Certified in Google Ads: What That Means for Your Business

Does Google Ads ever feel like a foreign language? That’s how it felt to me, until recently. As part of my training at Consultico, I completed the Google Ads Search Certification, and I have worked behind the scenes on multiple Google accounts. Here's what you might not know. 

Responsive Search Ads: Smarter Ads That Adapt

One of the first things I learned was how Responsive Search Ads (RSAs) adapt their format based on a user’s search query.

Why they’re useful:

• You can input multiple headlines and descriptions. Google then tests combinations to see what resonates best.

• They improve relevance. Machine learning delivers the right message to the right user, based on intent and behaviour.

Tip: Use the optional “path” fields in your display URL; it gives users a clearer idea of what to expect on the landing page, which can boost your CTR.

Smart Bidding & Value-Based Bidding: More Than Just Clicks

The certification went deep into Smart Bidding, Google’s set of automated bidding strategies that optimise for conversions or conversion value.

One standout: Value-Based Bidding. Instead of just aiming for more conversions, this strategy focuses on the right conversions, like higher-value purchases or loyal customers.

It uses real-time signals (device, time, location, etc.) to tailor bids to individual users and aligns strategy with business goals. For best results, it’s important to have proper tracking in place,  like global tagging, Enhanced Conversions, and Consent Mode.

Keywords, Match Types & Search Intent

Understanding how search ads appear comes down to three essentials:

• Search queries – what users type

• Keywords – what advertisers bid on

• Match types – how broad or narrow your targeting is

Broad match, phrase match, and exact match each serve a purpose, but broad match works best when paired with Smart Bidding to keep things relevant while still expanding reach.

Optimisation Score & Google’s Recommendations

One feature I hadn’t fully appreciated before: the Optimisation Score. It tells you how well your campaign is set up to perform, and offers recommendations based on machine learning.

You can:

• Apply changes automatically as they’re generated

• Manually apply recommendations in specific areas (like keywords or bidding)

• Use “Apply all” if you want to move quickly

It’s a useful way to stay aligned with Google’s evolving best practices.

Tools That Help You Scale

The course also introduced me to Google Ads tools that are helpful when managing multiple campaigns or scaling growth.

A few standouts:

• Performance Planner – forecasts campaign results based on budget or bidding changes

• Search Auction Insights – shows how your ads stack up against competitors

• Performance Max – uses Google AI to run ads across Search, Display, YouTube, Gmail, and more

Tools like these are especially valuable for small businesses trying to scale, like one of our clients selling niche outdoor gear. Combining Discovery and Video campaigns has been a great way to build awareness.

Ad Rank, Quality Score & Multi-Device Reporting

How do you actually win in the ad auction? It comes down to Ad Rank, which factors in:

• Your bid

• Your ad quality

• The expected impact of your ad extensions

Quality and relevance matter. The better aligned your ad is with user intent, the higher your Ad Rank and the lower your cost-per-click.

Cross-device tracking also plays a key role. Google uses contextual signals to understand how users interact across mobile, desktop, and tablet, critical for accurate reporting and targeting.

How AI Powers Everything

AI is behind nearly every aspect of Google Ads,  from understanding the meaning behind search queries to forecasting campaign performance.

With tools like Smart Bidding, Broad Match, and predictive recommendations, the goal is to move away from guesswork so you can focus more on creative strategy and big-picture thinking.

Curious About What Google Ads Can Do for You?

At Consultico, we're already applying these insights to help clients get measurable, meaningful results. If you’re curious about how Google Ads can fit into your marketing strategy, we’d love to chat.