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Google Ads – Your specific optimization of-the-year
Posted by on December 10, 2025 at 6:08 amHi all,
The year is almost over, and since there’s so much knowledge and experience in this sub, I was wondering:
What’s one specific optimization you did for a client this year that you’re most happy with?
I don’t necessarily mean big projects or full account restructures. It could also be a small tweak, a smart thematic consolidation, a new approach to targeting, a script, a switch in campaign type, etc. Something that really hit the sweet spot and led to a clear improvement in ROAS, CPA, or conversion volume.
Might be great inspiration for fellow specialists here to consider in their own accounts as well.
I'm curious to hear your insights, if you're willing to share.
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1 Reply
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Switching a client’s top-of-funnel search campaigns to broad match with a super tight, negative keyword-focused theme. We used the same exact conversion-focused ad copy and landing pages, but let the algorithm find new, cheaper queries we’d never have guessed. It cut their CPA by about 35% and actually increased volume. The key was being ruthless with negatives from day one to keep it relevant.
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Getting more clients to better optimize their mobile site.
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Running a system to add all non-converting or irrelevant search terms to negative keywords and pausing non-profitable keywords on a weekly basis. That improved their CPA by about 30%, which meant we could get more leads with the same budget.
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Completely halting search click fraud for two clients with one small tweak to targeting. I’m not ready to release this in the public domain just yet as we need to test it with a few more clients first. But in theory the adjustment is sound and should make it extremely difficult to generate fake clicks and leads.
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your post hits that end of year itch where everyone is comparing notes. one small thing that paid off for a client was cutting low intent search terms then bumping exact match bids by ten percent which lifted cvrs in a week. do this by pulling a 90 day search term report then tag anything with zero conversions and over one point five percent spend share then pause or negate in batches of five so you don’t shock the system. a friend tried it last month and saw cpA drop from mid fours to low threes by day ten which kept their board off their back.
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Big Win is Broad match with smart bidding this year.. Although i am not fan of broad keyword strategy but it work
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