If you’re serious about running profitable Google Ads campaigns, forget overnight success. This isn’t a slot machine. It’s a strategy game – and if you play it right, it can become a reliable engine for growth.
We’ve refined a three-month Google Ads framework at HOC-Digital. It’s built for long-term profitability, not short-term vanity metrics. Whether you’re managing campaigns for clients or running your own, this roadmap will help you move from “just running ads” to running them profitably.
Let’s break it down, month by month.
Before You Launch: Set the Right Expectations
Before we talk tactics, here are three hard truths:
- Google Ads is a long game – Forget the idea that you’ll see results in days. Sustainable ROI comes from patience, precision, and data.
- Don’t tinker too much early on – In the first month, data is king. If you’re constantly making changes, you’re corrupting your own results.
- Ignore Google’s automated recommendations – Yes, really. Google’s AI is optimised to increase spend, not necessarily your profits. Most suggestions are too generic or premature for newer accounts.
Month 1: Get the Basics Right
This is your foundation phase. Skip this, and everything else falls apart.
Goals
- Achieve a minimum of 2% CTR
- Generate 10+ clicks per day
- Start seeing early conversions (even if small)
Bidding Strategy
- Maximise Clicks
This strategy helps you gather data quickly. At this stage, quantity matters more than precision.
KPIs to Monitor
- Clicks
- CTR (Click-Through Rate)
- Conversions
- Conversion Rate
Key Optimisations
- Add negative keywords – Block irrelevant traffic early
- Monitor the Search Terms Report – Understand what users are actually searching for
- Set up and verify conversion tracking – If you’re not tracking, you’re flying blind
We often start with Manual CPC, but switching to Maximise Clicks early helps accelerate data collection. In most accounts, it works like a charm.
Month 2: Shift Focus to Volume and Conversions
Now that you’ve laid the groundwork, it’s time to start making your traffic count.
Goal
- Drive 30+ conversions
- Start building some volume and conversion consistency
Bidding Strategy
- Maximise Conversions (only after you hit 30+ conversions – this gives Google enough data to optimise properly)
KPIs to Monitor
- Clicks
- CTR
- Conversions
- Conversion Rate
Key Optimisations
- Add more negative keywords – This should be ongoing
- Keep reviewing the Search Terms Report
- Add converting keywords – What’s working? Double down
- Pause low-performing keywords – Don’t waste budget
- Reassess budget allocation – Are your top-performing campaigns getting enough fuel?
- Adjust bidding strategy if needed
At this stage, you’re no longer just testing – you’re beginning to optimise. This is where accounts start to find their stride.
Month 3: Scale Like a Pro
You’ve got a working funnel. Now it’s time to push.
Goals
- Sustain 30+ conversions
- Optimise for scale or profitability
Bidding Strategy
- Move to Target CPA (tCPA) or Target ROAS (tROAS)
These are powerful tools – but only if you’ve given Google enough conversion data to work with. Use them too early, and performance tanks.
KPIs to Monitor
- Clicks
- CTR
- Conversions
- Conversion Rate
- ROAS (Return on Ad Spend) or CPA (Cost Per Acquisition)
- Impression Share metrics
Key Optimisations
- Keep adding negative keywords
- Monitor your Search Term Report
- Add new converting keywords
- Pause or refine underperformers
- Test new ad creatives – Even top ads get fatigued
- Experiment with tCPA or tROAS bidding strategies
You should be thinking like a performance marketer now. Budget isn’t the constraint – ROAS is. Can you maintain profit at scale? If yes, lean in.
