Focus Your Ads

Ever opened your Google Ads dashboard and felt completely overwhelmed by all the numbers staring back at you? You're definitely not alone. Here's the thing: the biggest problem most advertisers face isn't a lack of data. It's that they're looking at the wrong data, or they're completely misinterpreting what they're seeing. And that leads to bad decisions, wasted budget, and a whole lot of frustration. In this episode, I walk through the Google Ads metrics that actually matter for your business—which ones are genuinely useful, which ones only matter in specific contexts, and which ones can quietly lead you in the completely wrong direction if you don't understand what they're really telling you. IN THIS EPISODE: Click-Through Rate (CTR) - Why this metric is excellent for testing ad copy but dangerous when used as a primary success metric. I'll show you exactly when high CTR is actually a warning sign. Cost Per Lead/Cost Per Acquisition - This is where things start to feel real, but it's also where most people stop. I explain why cost per lead is meaningless without understanding your closing rate and customer value, and why two businesses with the same CPL can have completely different outcomes. Return on Ad Spend (ROAS) - The king of metrics. I break down why ROAS changes everything, how to track conversion value properly, and why offline conversions are a game-changer for service businesses. Impression Share - The most underappreciated metric in Google Ads. This tells you whether you actually have room to scale or if you've already maxed out available demand. I also explain the critical difference between losing impression share due to budget vs. losing it due to rank. Supporting Metrics - Cost per click, Quality Score, conversion rate, and position metrics. These all matter, but only in context. I'll show you how to think about them properly. The Big Picture - How to stop reacting emotionally to individual metrics and start making confident, deliberate decisions by understanding how metrics work together in groups. WHO THIS EPISODE IS FOR: Business owners running their own Google AdsMarketers managing PPC campaignsAnyone who feels confused or overwhelmed by Google Ads dataExperienced advertisers who want to sharpen their analytical approachKEY INSIGHT: No single metric tells the full story. Metrics work in groups. When you understand what each metric is actually FOR and when it should influence a decision, managing Google Ads becomes calmer, more predictable, and way less stressful. FREE RESOURCE MENTIONED IN THIS EPISODE: I created a completely free Google Ads Audit Checklist to help you put this into practice. You can download it at focusmoreleads.com - it's designed to help you find waste in your account in a quick and organized way. No fluff, no credit card required. CONNECT WITH ME: 🌐 Website: https://focusyourads.ca 📧 Questions or topics you want covered? Send them my way! If you found this episode valuable, please leave a rating and review—it helps other advertisers find the show. And if you know someone who's struggling with their Google Ads account, share this episode with them. Thanks for listening, and I'll catch you in the next one!