Trends in Google Ads for 2024 and Strategies for Building Successful Campaigns to Generate Leads

Google Ads In 2024

Google Ads in 2024 – As we venture into 2024, the landscape of digital advertising continues to evolve, with Google Ads remaining a cornerstone for marketers aiming to generate leads and drive business growth. This blog post explores the emerging trends in Google Ads for 2024, how these changes impact campaigns, and provides a comprehensive guide on building successful campaigns to generate leads using various techniques and types of Google Ad campaigns.

Straw Hat Digital has a wealth of experience when it comes to Google Ads, and Google Advertising. We are experts in this field, and target Search, Display, Video and Shopping. If you would like us to help you with your campaign, or if you would like to explore Google Ads in 2024, please contact us today, and we will happily assist with any queries and requirements you may have.

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Emerging Trends in Google Ads for 2024

AI-Powered Optimisation:

Artificial Intelligence (AI) has been progressively integrated into Google Ads, and 2024 sees an even deeper reliance on AI-driven insights and automation. AI now powers bid adjustments, ad placements, audience targeting, and creative optimisations, enabling marketers to achieve higher precision and efficiency.

Privacy and Data Regulation:

With increasing regulations like GDPR and CCPA, and growing concerns about user privacy, Google Ads has adapted by enhancing its privacy features. Enhanced data protection measures and more transparent data usage policies have been implemented, impacting how marketers can collect and use data for targeted advertising.

First-Party Data Utilisation:

As third-party cookies phase out, the emphasis on first-party data has intensified. Businesses are now leveraging their own data from CRM systems, website analytics, and other proprietary sources to create highly personalised and effective ad campaigns.

Visual and Interactive Ad Formats:

2024 has seen a surge in visual and interactive ad formats, such as video ads, shoppable ads, and augmented reality (AR) ads. These formats engage users more effectively and provide immersive experiences that can drive higher conversion rates.

Voice Search and Smart Assistants:

The rise of voice search and smart assistants has led to changes in how ads are optimised for search queries. Marketers are focusing on natural language processing (NLP) and conversational keyword strategies to capture voice search traffic.

Local and Hyper-Local Targeting:

Local SEO and hyper-local ad targeting have become increasingly important as consumers seek nearby products and services. Google My Business and localised ad campaigns are crucial for businesses looking to attract local customers.

Sustainability and Social Responsibility:

Consumers are increasingly favouring brands that demonstrate sustainability and social responsibility. Google Ads now offers options to highlight eco-friendly practices and social initiatives, allowing brands to connect with socially conscious audiences.

How Changes Affect Campaigns

The trends shaping Google Ads in 2024 bring both opportunities and challenges for marketers. Here’s how these changes impact ad campaigns:

Increased Automation:

AI-driven automation simplifies campaign management but requires marketers to focus more on strategic decision-making and less on manual tasks. Success depends on understanding AI’s capabilities and setting the right parameters to guide its actions.

Data Privacy Compliance:

Stricter data regulations necessitate careful handling of user data and transparent privacy practices. Marketers need to ensure compliance to avoid penalties and maintain user trust, which may involve investing in secure data management systems.

First-Party Data Integration:

Reliance on first-party data calls for robust data collection and analysis strategies. Marketers must prioritise data hygiene and integration across various platforms to build comprehensive audience profiles.

Ad Format Diversification:

The popularity of visual and interactive ads means that campaigns need to be more creative and engaging. Marketers should invest in high-quality visuals, interactive elements, and compelling storytelling to capture user attention.

Optimisation for Voice Search:

Optimising for voice search requires a shift in keyword strategy to include long-tail and conversational phrases. Marketers must anticipate the questions users might ask and tailor their content and ads accordingly.

Localised Advertising:

Local and hyper-local targeting demands a deep understanding of local markets and consumer behaviours. Customising ad content to reflect local preferences and leveraging location-based keywords are essential.

Highlighting Social Responsibility:

Incorporating messages about sustainability and social responsibility can enhance brand image and appeal to a broader audience. Marketers should authentically showcase their brand’s initiatives and values in their ad campaigns.

Building a Successful Campaign to Generate Leads

Creating a successful Google Ads campaign in 2024 involves a blend of strategic planning, data driven insights, and creative execution. Here’s a step by step guide to building campaigns that effectively generate leads.

  1. Define Clear Objectives – Before launching a campaign, it’s crucial to establish clear objectives. Determine what you aim to achieve, whether it’s lead generation, increased website traffic, or brand awareness. Having specific goals helps in crafting targeted and measurable campaigns.
  2. Understand Your Audience – Audience understanding is fundamental to any successful campaign. Utilize first-party data to create detailed customer profiles. Analyse demographics, interests, behaviours, and purchasing patterns to identify the most promising audience segments.
  3. Choose the Right Campaign Type – Google Ads offers various campaign types, each suited to different objectives and audience targeting strategies.

Here are the primary campaign types and their benefits:

Search Campaigns: Best for capturing high-intent leads actively searching for specific products or services. Use keyword research to identify relevant search terms and create compelling ad copy that addresses user needs.

Display Campaigns: Ideal for raising brand awareness and retargeting users who have previously interacted with your website. Utilise visually appealing banners and contextual targeting to reach your audience across the web.

Video Campaigns: Perfect for engaging users with rich media content. YouTube ads and other video formats can effectively showcase your brand story, product features, and customer testimonials.

Shopping Campaigns: Designed for e-commerce businesses, shopping campaigns display product listings directly in search results. Ensure your product feed is optimised with accurate information and high-quality images.

App Campaigns: If you have a mobile app, app campaigns help drive installs and engagement. Google uses machine learning to show your ads across Search, Play, YouTube, and other apps.

Local Campaigns: Useful for businesses with physical locations, local campaigns promote your business to nearby customers. They optimise your ads to drive visits to your storefront.

Smart Campaigns: Smart campaigns automate much of the campaign setup and management, making them suitable for small businesses or those new to Google Ads. Google uses AI to optimise your ads based on your business goals.

Conduct Thorough Keyword Research

For search and shopping campaigns, keyword research is pivotal. Use tools like Google Keyword Planner to identify high-traffic keywords with low competition. Focus on long-tail keywords that capture specific user intents and are less competitive.

Craft Compelling Ad Copy and Creatives

Your ad copy and creatives should resonate with your target audience. Here are some tips:

  • Headline: Capture attention with a compelling headline that highlights the value proposition.
  • Description: Clearly communicate the benefits and features of your product or service.
  • Call-to-Action (CTA): Include a strong CTA that encourages users to take the desired action, such as “Get a Free Quote” or “Download Now.”
  • Visuals: Use high-quality images and videos that are relevant to your audience and convey your brand message effectively.

Leverage Ad Extensions

Ad extensions enhance your ads with additional information and increase their visibility. Use extensions like:

  • Sitelink Extensions: Direct users to specific pages on your website.
  • Callout Extensions: Highlight unique selling points or offers.
  • Structured Snippet Extensions: Provide additional details about your products or services.
  • Call Extensions: Enable users to call your business directly from the ad.
  • Location Extensions: Show your business address and map location.

Implement Advanced Targeting

Effective targeting ensures your ads reach the right audience. Utilize the following targeting options:

  • Demographic Targeting: Target users based on age, gender, parental status, and household income.
  • Geographic Targeting: Focus on specific locations, such as countries, regions, cities, or radius around a location.
  • Behavioural Targeting: Target users based on their online behaviours and interests.
  • Remarketing: Re-engage users who have previously visited your website or interacted with your brand.
  • In-Market Audiences: Reach users actively searching for products or services similar to yours.

Set Up Conversion Tracking

Tracking conversions is crucial for measuring the success of your campaigns. Implement conversion tracking to monitor actions such as form submissions, phone calls, purchases, and app downloads. Use Google Tag Manager and Google Analytics to set up and manage your tracking codes.

Optimise Bidding Strategies

Google Ads offers various bidding strategies tailored to different campaign goals. Some of the popular strategies include:

  • Manual CPC: Control your maximum cost-per-click for each ad.
  • Enhanced CPC: Automatically adjusts your manual bids to maximise conversions.
  • Target CPA: Set a target cost-per-acquisition, and Google optimises bids to achieve it.
  • Target ROAS: Set a target return on ad spend, and Google adjusts bids to maximise revenue.
  • Maximise Conversions: Automatically sets bids to help get the most conversions within your budget.
  • Maximise Clicks: Automatically sets bids to get the most clicks within your budget.

Monitor and Optimise Campaigns

Continuous monitoring and optimisation are key to sustaining campaign performance. Regularly review your campaign metrics, such as click-through rate (CTR), conversion rate, cost-per-click (CPC), and return on ad spend (ROAS). Make data-driven adjustments to improve performance, such as:

  • Adjusting Bids: Increase bids for high-performing keywords and decrease bids for underperforming ones.
  • A/B Testing: Experiment with different ad copies, headlines, visuals, and CTAs to identify the most effective combinations.
  • Refining Keywords: Add negative keywords to exclude irrelevant searches and focus your budget on high-converting terms.
  • Expand your keyword list with variations that drive conversions.
  • Optimising Landing Pages: Ensure your landing pages are relevant to the ad content, load quickly, and provide a seamless user experience. A/B test different landing page designs and content to improve conversion rates.
  • Utilising Audience Insights: Leverage Google Ads Audience Insights to better understand the behaviour and characteristics of your audience. Use this data to refine your targeting and ad content.

Techniques for Successful Google Ad Campaigns

To maximise lead generation and achieve your campaign goals, employ the following techniques:

Audience Segmentation

Segment your audience based on demographics, interests, behaviours, and purchase intent. Create tailored ad messages for each segment to enhance relevance and engagement. For example, if you’re running a campaign for a fitness product, you can segment your audience into groups like gym-goers, home workout enthusiasts, and health-conscious individuals, each with personalised ad content.

Dynamic Search Ads (DSA)

Dynamic Search Ads automatically generate ads based on your website content. This approach is effective for covering keyword gaps and reaching a broader audience. Ensure your website is well organised and your product/service descriptions are accurate to maximise the effectiveness of DSAs.

Responsive Search Ads (RSA)

Responsive Search Ads allow you to input multiple headlines and descriptions, and Google automatically tests different combinations to find the best-performing variations. This flexibility helps improve ad relevance and performance. Regularly review performance data and refine your inputs to enhance results.

Retargeting Campaigns

Retargeting campaigns help re-engage users who have previously visited your website but didn’t convert. Use display ads, dynamic remarketing, and RLSA (Remarketing Lists for Search Ads) to remind these users of your offerings and encourage them to complete their purchase or inquiry.

Lookalike Audiences

Google Ads’ Similar Audiences feature allows you to target users similar to your existing customers. This technique helps expand your reach to potential leads with a high likelihood of converting. Regularly update your seed lists to ensure they reflect your best-performing customers.

Ad Scheduling

Optimise your ad schedule based on when your target audience is most active. Analyse performance data to identify peak hours and days for conversions. Adjust your ad delivery to maximise visibility during these times and conserve budget during off-peak periods.


Use geotargeting to focus your ads on specific geographic locations where your target audience resides. This technique is particularly effective for local businesses or campaigns targeting region-specific interests. Customise your ad content to reflect local culture, language, and preferences.

In-Market Audiences

In-market audiences are users actively searching for products or services similar to yours. Targeting these users can increase your chances of generating high-quality leads. Use Google’s in-market audience segments to reach these high-intent prospects.

Ad Customisers

Ad customisers allow you to dynamically insert relevant information into your ads, such as pricing, product names, and countdowns for promotions. This technique makes your ads more relevant and timely, improving click-through and conversion rates.

Conversion Rate Optimisation (CRO)

Continuously optimise your landing pages for higher conversion rates. Focus on improving page load speed, ensuring mobile-friendliness, and creating a clear, compelling call-to-action. Use heatmaps and user behaviour analysis to identify and address potential obstacles in the conversion path.

Types of Google Ad Campaigns

Understanding the different types of Google Ad campaigns and their unique advantages can help you choose the best strategy for your lead generation goals. Here’s an overview of the primary campaign types:

Search Campaigns


  1. High intent, as users are actively searching for specific information.
  2. Precise targeting through keywords.
  3. Variety of ad extensions to enhance visibility.

Best Practices:

  • Use a mix of broad match, phrase match, and exact match keywords.
  • Regularly review and update your negative keyword list.
  • Optimise your ad copy and landing pages for relevance and conversion.

Display Campaigns


  1. Wide reach across millions of websites and apps.
  2. Visual engagement with banner ads.
  3. Effective for brand awareness and retargeting.

Best Practices:

  • Utilise high-quality images and clear, concise messages.
  • Leverage contextual and demographic targeting.
  • Implement retargeting to re-engage past visitors.

Video Campaigns


  1. Highly engaging and visually appealing.
  2. Great for storytelling and demonstrating products.
  3. Can appear on YouTube and across the Google Display Network.

Best Practices:

  • Create attention-grabbing intros and keep videos concise.
  • Include strong CTAs and end screens with actionable links.
  • Use audience targeting to reach specific demographics and interests.

Shopping Campaigns


  1. Directly showcase products with images, prices, and descriptions.
  2. Ideal for e-commerce businesses.
  3. Appear prominently in search results and Google Shopping.

Best Practices:

  • Optimise your product feed with accurate and detailed information.
  • Use custom labels to segment products and bid strategically.
  • Regularly update your inventory and pricing to ensure accuracy.

App Campaigns


  1. Drive app installs and engagement.
  2. Automatically optimise ads across Search, Display, YouTube, and Play Store.
  3. Use machine learning to maximise performance.

Best Practices:

  • Provide high-quality assets (text, images, and videos) for ad creation.
  • Set clear goals for installs, in-app actions, or engagement.
  • Monitor and adjust bids based on performance metrics.

Local Campaigns


  1. Promote physical store visits.
  2. Leverage Google My Business information.
  3. Target users within a specific geographic area.

Best Practices:

  • Keep your Google My Business profile up-to-date.
  • Use location extensions to highlight your business address.
  • Create localised ad content that resonates with the community.

Smart Campaigns


  1. Simplified campaign setup and management.
  2. Automated optimisation for best results.
  3. Suitable for small businesses and beginners.

Best Practices:

  • Clearly define your business goals for automation.
  • Provide high-quality creative assets.
  • Regularly review performance and make necessary adjustments.
Google Ads In 2024

Google Ads in 2024 is characterised by advanced AI-driven optimisation, increased emphasis on privacy and first-party data, diverse ad formats, and strategic targeting techniques. Building a successful lead generation campaign requires a clear understanding of your audience, strategic use of various Google Ad campaign types, and continuous optimisation based on data insights.

By staying updated with the latest trends and leveraging the tools and techniques discussed, marketers can create effective campaigns that not only generate leads but also drive meaningful business growth. Whether you’re a seasoned advertiser or new to Google Ads, these strategies will help you navigate the evolving digital advertising landscape and achieve your marketing objectives.

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