Running a Google Ads campaign can be one of the fastest ways to generate leads and sales—but only if it’s set up for success. Over time, even the best campaigns can underperform, costing you valuable budget and missing growth opportunities.
If you’re unsure whether your campaign is still working as hard as it should, here are five clear signs it’s time for a strategic refresh.
1. Your Cost-Per-Click Is Climbing (Without Better Results)
If your CPC is steadily rising but your conversions are flat—or worse, declining—it’s a sign your campaign is becoming inefficient. Competitive bidding and poor Quality Scores could be driving up your costs.
Fix it:
- Audit your keyword strategy
- Improve ad relevance
- Refine your targeting
- Boost your landing page experience
Tip: Google rewards relevance. The better your ad copy and landing page match the user’s intent, the lower your CPC can become.
2. You’re Seeing Irrelevant or Low-Intent Clicks
If your ads are generating traffic from users who never convert, you may be targeting too broadly—or neglecting negative keywords.
Fix it:
- Review your Search Terms Report weekly
- Build a robust list of negative keywords
- Switch from broad match to phrase or exact match where appropriate
Want help refining your targeting? Twofold’s PPC experts can clean up your audience filters and keyword matches to reduce wasted spend.
3. Your Google Ads Aren’t Aligned with Your Landing Pages
A strong Google Ads campaign is only as good as the page it drives users to. If you’re seeing high bounce rates or low engagement, there’s likely a disconnect between your ad copy and landing page content.
Fix it:
- Match your ad’s promise with your landing page headline
- Simplify your CTA (call-to-action)
- Make sure the page loads fast and looks great on mobile
Learn more: How to Create High-Converting Landing Pages for PPC Campaigns
4. You Haven’t Made Changes to Your Google Ads Campaign in Weeks (or Months)
Google Ads is not a “set it and forget it” platform. If you haven’t made any optimizations lately, your campaign is likely underperforming or falling behind shifting trends.
Fix it:
- Schedule weekly reviews of ad performance
- Run A/B tests on ad headlines and descriptions
- Monitor Quality Score and adjust accordingly
- Update extensions like sitelinks and callouts
PPC requires ongoing optimization. If you’re too busy to manage it properly, Twofold can handle the heavy lifting.
5. You’re Not Sure What’s Working Anymore
When campaigns get bloated or poorly segmented, it becomes difficult to track what’s driving results. If you’re unsure which keywords, ads, or audiences are performing best, it’s time for a restructure.
Fix it:
- Consolidate your campaigns and ad groups for clarity
- Set up accurate conversion tracking
- Use naming conventions that make it easy to identify top performers
- Leverage Google Ads’ asset and audience insights
How Twofold Can Help You Revamp Your Google Ads Campaign
At Twofold, we specialize in rescuing underperforming Google Ads campaigns. Whether your ads need a light refresh or a total overhaul, our team will:
✅ Conduct a full campaign audit
✅ Identify areas of waste and opportunity
✅ Redesign ads and landing pages for better conversion
✅ Set up accurate tracking and reporting
✅ Optimize performance weekly—not monthly
We don’t just manage your ads—we turn them into a predictable growth engine.
Final Thoughts
Your Google Ads campaign shouldn’t be draining your budget—it should be delivering measurable, consistent results. If you’re noticing rising costs, irrelevant clicks, or unclear data, those are red flags you shouldn’t ignore.
Sometimes all it takes is a strategic revamp to get things back on track. And you don’t have to do it alone.