How to Optimize Search Ads in 2025

With the competition for attention and conversions getting fiercer in 2025, simply running Google Ads isn’t enough. According to Google’s recent internal data, advertisers who regularly optimize their ads see up to 12% higher conversions compared to those who don’t.

Mikita, our digital marketing manager, has shared how to optimize Google search ads campaigns for better results in 2025. All of these tips are grounded in current best practices and real-world performance insights.

Let’s dive in!

Table of Contents:

1. 7 Tips on How to Optimize Search Ads
2. Ready to Take Your Search Ads to the Next Level?

7 Tips on How to Optimize Search Ads

Looking for how to optimize a Google Search Ads campaign? These seven tips will help you boost performance, cut wasted spend, and get more from every click.

1. Write Compelling Ad Copy to Boost CTR

Your ad copy is the first impression you make, so it has to be good. Focus on your unique selling points (USPs) and include action-oriented CTAs that drive intent.

Additionally, use all 15 headlines and 4 descriptions to give Google’s machine learning enough variation to test and optimize asset combinations and remember that each headline should serve a purpose – hook, value, or action.

Moreover, test multiple responsive search ads (RSAs) per ad group with different angles, tones, or offers. That way, you’ll learn what resonates.

2. Use Dynamic Keyword Insertion (DKI)

DKI can significantly increase relevance by inserting the user’s search term directly into your ad’s headline or description. This subtle tweak often results in higher CTR because it mirrors the user’s intent.

That said, use this hack strategically (don’t force it in every ad) and be sure to write fallback copy that still makes sense when DKI isn’t triggered.

3. Make the Most of Ad Extensions

Ad extensions give your ads more visibility and increase their functionality. By adding sitelinks, callouts, structured snippets, and other extensions, you provide users with more ways to interact with your business. Plus, ad extensions make your ads physically larger on the search results page, which helps you stand out against competitors and improve your CTR.

4. Keep an Eye on Search Terms

Regularly reviewing the Search Terms Report helps you avoid wasting budget on irrelevant or low-intent clicks that offer little value.

At the same time, it can uncover hidden gem keywords you hadn’t targeted initially (those that drive high-value conversions). When you find them, add these keywords to your campaigns and organize them into exact or phrase match ad groups as needed.

5. Work on Improving Your Quality Score

Your Quality Score impacts both your ad rank and how much you pay per click. A higher score means lower CPCs and better positioning, giving you more value for every dollar spent.

To improve it, fine-tune your ad copy, build tightly themed ad groups, and align each one with specific keyword intent.

6. Optimize Your Landing Pages

Your landing pages need to load quickly, work smoothly on mobile, and clearly match your ad’s message.

Cut out distractions, showcase your value right away, and make your call-to-action unmistakably clear.

7. Take Advantage of New Search Campaign Features

Google often releases new features, and early adopters usually reap the best results.

Recently, Google launched AI Max and Smart Bidding Exploration, two tools that help deliver smarter automation and sharper targeting – so, consider testing them in your workflows. Start small, track the impact, and expand what proves effective.

Ready to Take Your Search Ads to the Next Level?

Search ad optimization is an ongoing process of testing, refining, and evolving alongside Google’s platform and user behavior.

If you’re unsure how to optimize search ads effectively, whether it’s improving CTR, refining targeting, or implementing advanced tools like Smart Bidding or AI Max, get in touch with VIDEN. We’ll help you turn clicks into meaningful results.