What Are the Best PPC Strategies? 20 Tactics to Maximize ROAS

Is your PPC ads eating up your money?

Do you sometimes wonder if you’re missing a simple trick that could make your campaigns actually pay off?

Or maybe you’ve asked yourself the big question: What are the best PPC strategies that really work today?

If so, you’re not alone. Many business owners and marketers jump into PPC with high hopes, only to find out it’s not as easy as setting up ads and waiting for sales.

Without the right plan, clicks turn into wasted spend, and campaigns feel like a gamble instead of a growth tool.

The truth is, PPC works… when you use the right strategies. 

From choosing the right keywords to writing ad copy that grabs attention, small changes can make a huge difference in your results. And the best part?

You don’t need to be a PPC expert to start seeing improvements.

In this blog post, we’ll walk you through 20 clear and practical tactics to help you get more from your ad spend.

By the end, you’ll know exactly how to maximize ROAS and turn your ads into a steady stream of customers.

20 best PPC strategies to maximize your ROAS

1. Thorough keyword research

Keywords are the words people type into Google when they search for something. If you’re selling shoes, people might type “buy running shoes” or just “shoes.”

We have 2 types of keywords:

• Short-tail keywords: They’re simple and broad, like “shoes.” Many people search for them, but it’s hard to convert everyone because the intent is unclear.
• Long-tail keywords: They’re longer and more specific, like “best women’s running shoes under $50.” Fewer people search for them, but those who do are ready to buy.

Using both types of keywords helps you reach people at different stages… some who are just browsing, and some who are ready to buy.

Good keyword research saves money and increases sales.

2. Competitor analysis

Imagine your competitor is running ads and getting lots of clicks. Why not learn from them?

• Look at their ads: What words do they use?
• Check their landing pages: How do they convince people to buy?
• Review their keywords: Which ones are they targeting that you haven’t considered?

Seeing what works for others will help you spot gaps in the market and improve your own ads. It’s like seeing the answers before taking the test.

3. Ad copy testing (A/B testing)

Not every ad will work perfectly on the first try. A/B testing means running two or more versions of the same ad to see which performs better.

• Change headlines, descriptions, or call-to-action buttons.
• Compare which ad gets more clicks or sales.

Testing helps you find the winning ad without guessing. Small changes can lead to big improvements in sales.

4. Use negative keywords

Sometimes, your ad will show to people who aren’t actually interested.

For example: You sell luxury watches, but your ad shows for “cheap watches.”  That’s wasted money.

Negative keywords tell Google to avoid showing your ad for those irrelevant searches.

It saves money and ensures your ad reaches the right people.

5. Target high-intent keywords

High-intent keywords are words people use when they are ready to take action.

Words like “buy,” “near me,” or “best” usually mean the person wants to make a purchase.

Targeting these keywords can increase your sales because you’re reaching people ready to buy.

6. Smart bidding strategies

Instead of manually choosing how much to pay for each click, you can let Google or other platforms do it for you.

• Target CPA (Cost per acquisition): The system tries to get you conversions at your target price.
• Target ROAS (Return on ad spend): The system tries to maximize revenue based on your goal.

Smart bidding saves time and can improve results, especially if you have clear goals.

7. Audience targeting

Not everyone who sees your ad will buy. Audience targeting lets you reach the people most likely to convert.

• Segment by age, gender, location, interests, or behavior.
• Retarget people who already visited your website.

This helps you spend your money reaching people who care about your product, not random strangers.

8. Remarketing campaigns

Remarketing is showing ads to people who visited your website but didn’t buy.

For example: someone looks at a pair of shoes but leaves. Later, they see an ad reminding them to come back.

People often need to see your product multiple times before buying. Remarketing helps you stay top of mind.

9. Ad extensions

Ad extensions make your ads bigger and more useful. Here’s how to do it:

• Sitelinks: Show extra links to other pages.
• Callouts: Highlight special offers like “Free Shipping.”
• Location: Show your address for local businesses.
• Call extensions: Add a phone number so people can call directly.

Ads with extensions get more clicks and provide more information to potential customers.

10. Mobile optimization

Most people browse and shop on their phones.

• Make sure your ads look good on mobile.
• Ensure your landing pages load fast and are easy to navigate.

Slow or confusing mobile experiences will lose customers. Fast, simple mobile ads win.

11. Geo-targeting & local ads

Sometimes, you only want to reach people in a certain city or area.

For example: A pizza shop may only want customers within 5 miles.

This helps you focus your ad budget where it matters most, increasing chances of conversions.

12. Dayparting (Ad scheduling)

People shop at certain times of the day or week.

• Run ads when your audience is most active.
• Pause ads during hours when they are unlikely to convert.

Ads shown at the right time get more clicks and sales, saving money on wasted impressions.

13. Landing page optimization

Your ad gets clicks, but what happens next?

• Make sure your landing page matches the ad.
• Keep it fast, clear, and easy to use.
• Add clear call-to-actions like “Buy Now” or “Sign Up.”

A good landing page turns clicks into actual sales.

14. Use responsive search ads

Responsive search ads let Google test multiple headlines and descriptions automatically.

• You provide 5–15 headlines and descriptions.
• Google shows different combinations to see which performs best.

This will help you get better performance without manually testing every combination.

15. Conversion tracking

You need to know what works. Conversion tracking lets you measure actions like:

• Form submissions
• Sign ups
• Phone calls
• Purchases

Without tracking, you’re guessing. Tracking shows which ads make money and which waste it.

16. Leverage lookalike audiences

Lookalike audiences help you reach new people similar to your existing customers.

Platforms like Facebook analyze your current buyers and find similar users.

It’s an easy way to expand your reach to people more likely to buy.

17. Experiment with multiple platforms

Google isn’t the only place to run PPC ads. Try Bing, Facebook, Instagram, LinkedIn, TikTok, etc.

Different platforms reach different audiences.

Diversifying helps you find new customers and reduces dependency on one platform.

18. Budget allocation by performance

Some ads perform better than others.

• Shift more money to high-performing campaigns.
• Reduce spending on ads that don’t convert.

This helps you maximize results while minimizing wasted budget.

19. Dynamic search ads

Dynamic search ads automatically match your ads to relevant searches you might not have thought of.

Google scans your website and creates ads for searches it thinks are relevant.

This helps you catch extra opportunities without manually adding every keyword.

20. Regular account audits

PPC isn’t a “set and forget” stuff.

• Check campaigns weekly or monthly.
• Look at keywords, bids, ads, and performance.
• Pause underperforming ads, add new keywords, and improve landing pages.

Regular audits keep your campaigns optimized and profitable over time.

Wrapping up

PPC can feel tricky at first, but with the right strategies, it doesn’t have to be.

From smart keyword choices and ad testing to remarketing and audience targeting, each strategies helps you reach the right people, at the right time, with the right message.

When done well, PPC isn’t just clicks… it’s real results that grow your business and boost your revenue.

Speaking of boosting revenue, If you’re a PPC agency reading this, your goal is to boost your client’s revenue, right?

Hope you know that without a strong, functional and stunning website or landing page you can’t achieve that goal?

Let’s help you.

At Block Agency, we create high-converting websites designed to support your campaigns, boost conversions, and make your clients happy.

Partner with us, and let’s help your ads work harder, your clients grow faster, and your agency flourish.

Talk to us here: hey@blockagency.co

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