4 Lessons from $1B Google Ads Spend

Read Time - 2 minutes

In today’s issue, I want to share 4 powerful lessons from managing over $1 billion dollars in Google Ads spend.

Google Ads is one of the most effective ways to drive revenue. I’ve generated hundreds of millions of dollars for brands with just Google Ads.

But I’ve also seen countless clients struggle:

• Low ROAS

• Tons of unqualified leads

• Ads that burn money but don’t convert

• Spending money in the wrong locations

So today, I’m going to show you how to increase ROAS, stop wasting budget, create winning ads, and unlock extra revenue from location-based campaigns.

Let’s dive into the lessons.

Lesson 1: Boost ROAS by de-scaling

Let's be honest. If your ROAS sucks, then the rest of this list becomes pretty useless. It's the metric most google ads accounts optimise for.

But what you have been taught about ROAS is totally wrong.

The mistake I see 99% of Google Ads Specialists making is trying to scale their way to improving ROAS - chucking more money at the problem.

You know, the usual shiny things: tests, experiments, new campaigns.

The issue with this: they take time.

Even if they are successful, results take time.

And if your ROAS sucks, you can't afford to wait weeks or months to improve it.

That's why I always recommend 'de-scaling' or 'cutting the fat' when I audit accounts.

Quick wins to save money - pausing non-converting keywords, campaigns, locations.

Think about it, saving money is a near instant boost to ROAS.

Plus, then you can focus more of your spend on your best performing:

• products

• campaigns

• ads

It's not sexy, but it sure as hell works.

Lesson 2: How to stop unqualified leads

There is nothing worse than poor quality leads. Time wasters, tyre kickers, window shoppers or just flat out wrong audience.

So on every landing page and form, I get specific about who we are looking for to apply or buy.

The first way to get clarity, and better leads is asking the right questions to your client, and having an honest and open conversation:

1) who are you best customers and how do they behave? What do they buy? How often do they buy?

2) who are your worst quality customers or leads, and why do they not convert or why are they your worst customers?

The second way is to add pre-qualification to your form on your landing page, just a few simple tick boxes to make sure the lead is what you want.

It will usually look something like this:

Team size

options (tick one)

0-5

5-10

10-100

100+

or you can do monthly revenue or spend, whatever makes the most sense to your client's business to make sure you are getting quality leads.

Doing these 2 simple things will greatly increase the quality of your leads.

Lesson 3: How to make tons of winning ads

The average google ads copy is generic, boring and all sounds the same.

50% of accounts I audit still use the auto suggest AI rubbish. Blah.

If you only use this copy, you are leaving a ton of money on the table.

And making it easy for your competitors to wipe the floor with you.

If you want to drastically improve your conversion rates, be specific and talk to pain points.

• Be Specific: obviously, your product has a ton of benefits. but which does it do reeeeeally well? Like the killer feature that you would tell a friend about. Focus on that in your headlines front and center. You can always put the other benefits in the description, callouts, assets etc.

• Focus on Before/After: This is easily the most effective framework I use ads that convert like crazy. Pin point the target audience's top pain point, and then talk about the transformation, what they will leave behind once they experience your product and what the dream end goal is. For example: 'say goodbye to plastic. 100% metal'.

Lesson 4: How to make extra $$$ with locations

There is nothing more powerful than localising your ads. When you do, you are almost guranteed to boost conversion rates.

So, instead of saying '100 million meals sold'

A better way: '10 million meals sold in texas'

If your not sure where to get started, head over to your locations and check out your 'matched locations' and filter by conversions to find your best performing locations.

Whenever you're ready, there are 3 ways I can help you:

1. Vote For Your Top PPC 2025:  I made it to the top 100 shortlist, and I'm eyeing up the top 50 this year! It takes less than 5 minutes to vote for your top 2-5 PPC's and is 100% free, and voting is the best way you can support PPC's to keep creating content that helps you. Bonus: it's the single best list to discover new PPC's to follow and learn from (I've made some cool new friends from this list).

2. ​PPC Profit Mastermind:​  Join my mastermind to scale your results and earnings as a google ads specialist, get instant access to advanced ppc courses and frameworks that helped me audit over $1B in Google Ads. Get 1-1 video feedback & get unstuck anytime. Hybrid community that teaches Doors are currently closed. Join the waitlist to be first in line when doors open. 

3. Apply to work together: Want me to run your ads? Audits, ongoing account management, consultations. Complete the short application form, to see if we're a good fit to work together or if I can recommend someone from my network to help. I've just opened up my 2025 availability - I only work with a handful of brands per year.​