What’s In This Issue
Google Ads is changing fast—and most small businesses are still running setups from 2–3 years ago. This issue breaks down what’s working right now in search: how Google is evolving, where people are wasting money today, and a few simple shifts that can give you an edge immediately.
Moving The Needle: Use your search terms report to write your ads. (Try to do this 1x a month)
Most people treat search terms as a cleanup tool. It’s actually your best copywriting tool.
When you see what real customers are typing, you can mirror that language directly in your headlines and descriptions. That’s how you increase click-through rates and conversion rates at the same time.
How to do it:
Go to Search Terms → sort by conversions (or clicks if new)
Pull out exact phrases people use
Add those phrases into:
Headlines
Descriptions
Trending Topics
Search Is Getting More Expensive—But Also More Intent-Driven
Ad Strength Is Quietly Becoming a Bigger Lever
Search + Maps Overlap Is Increasing
Trending Topic #1: Costs are rising because fewer low-intent searches are converting.
Google is pushing more exploratory searches into AI results, maps, and other placements. What’s left in core search? Higher-intent users.
What to do:
Stop chasing cheap CPCs
Focus on:
Call conversion rate
Lead quality
Be okay paying more per click if leads are stronger
Most SMBs panic and cut budgets when CPCs rise. The smarter move is asking:
“Are these better customers?”
Trending Topic #2: Ad Strength Is Quietly Becoming a Bigger Lever
Google keeps pushing “Ad Strength”… and most people ignore it.
But here’s what’s happening behind the scenes:
Better ad strength → more combinations tested → better performance over time.
This isn’t about following Google blindly. It’s about giving the system enough inputs to find winners. Be warned this will cost you more money and there are no guarantee of results, but you do give your self a higher probability of success assuming your landing page/website is setup properly.
What’s working now:
10–15 headlines of Various Lengths (not 3–5)
Multiple angles like Price, Speed, Trust, Problem/Solution
Simple upgrade:
Take your current ad and ask:
“What are 10 different ways someone might choose me?”
Write those as headlines.
Trending Topic #3: Search + Maps Overlap Is Increasing
Search and maps are blending.
People search → see ads → check maps → decide.
Even if you’re running search ads, your Google Business Profile is part of the conversion path. Customers are cross checking your company, not just clicking your ads.
What to check today:
Reviews (recent + volume)
Photos (real, not stock)
Business info accuracy
Simple Task: Make sure your Google Business Profile is line and up to date. Reply to any bad reviews and start getting your Google Business Profile more active by requesting more reviews, adding photos, and replying to review. We just covered this recently, you can read more at plumbergrowth.dailyreply.com
Prompt of the Week
Copy any of this prompt into Chatgpt.com or the AI of your choice
Prompt Purpose: Find high intent search phrases for my business
Prompt: Act like a Google Ads expert. I run a [type of business] in [location]. Based on high-intent customer behavior, what are 10 search phrases my best customers would actually type when they are ready to buy—not just researching?
"Mobile Long-press the prompt above to copy. On desktop select and right click and copy”
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