Ad copy & creatives don’t matter as much as you think on Google

Not all optimizations in Google Ads are the same.

There’s high-level strategy and there’s low-level strategy.

High-level strategy is the overarching structure of your campaigns.

How you segment campaigns

How you allocate budget

How you group and organize keywords

This is where you fine-tune your targeting and tailor your approach for each audience segment.

Low-level strategy is what you do within those structures.

Ad copy & creatives

Bidding adjustments

Landing pages

This is where you align your messages with each audience segment and convert them.

I’d like to think of the Google ads as a journey from point A to point B.

High-level strategy is the route you take.

Low-level strategy is the vehicle you drive.

There’s a fast route, a slow route, and sometimes… a dead-end.

If you pick the right route with a great car, you’ll reach your destination quickly.

If you pick the right route with a bad car, you’ll make some progress.

But eventually, that vehicle will break down and stall.

Then you'll need repairs to keep moving.

If you choose the wrong route, you’ll never arrive no matter how fancy your car is.

High-level strategy sets the ceiling for your performance.

Low-level strategy sets the actual results.

When issues arise or when our team audits a new account, we always start with the high-level view.

If there's a structural problem, no amount of tactical optimization can fix it.

We only move to low-level stuff after we've validated the foundation.

Here’s where it gets interesting…

When the high-level strategy is optimized, low-level improvements have a multiplier effect.

Suddenly, small changes to your bidding or ad copy start delivering outsized results because the structure supports them.

That’s why we always start the build-out offer (our 1-time service for smaller brands) by fixing the account structure.

That’s how we helped this brand unlock Google as a completely new sales channel.

Without a good foundation, you’ll constantly patch holes rather than build sustainable growth.

Jackson

Founder and CEO of Echelonn.

How we can help:

• Get a free Google ads audit: For brands spending more than $20k/mo. or making over 1 million annually, we’ll identify the key bottlenecks in your account, and turn it into a free 90-day scaling plan. Click here.

• Get a 1-time Google ads buildout: For brands that are new to Google or looking to add another revenue model WITHOUT a retainer. We’ll do a one-time buildout over 30 days for you to profit from day 1. Click here for more info.

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