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Don’t Follow Every Google Suggestion on Google Ads

  • Writer: Jose Monserrate
    Jose Monserrate
  • Jul 1, 2025
  • 2 min read

Google Ads is a powerful tool to gain visibility and drive sales for your business. But it’s not as simple as hitting “launch.” While Google’s AI is designed to help, blindly following its recommendations could actually hurt your campaigns.


At Ascendia, we understand that launching an effective Google Ads campaign means thinking beyond automation. It starts with strategy, insight, and a deep understanding of your customer journey.


Understanding the Marketing Funnel


The marketing funnel was first introduced by advertising theorist Elias St. Elmo Lewis in the late 19th century. His AIDA model (Attention, Interest, Desire, Action) later evolved into the modern framework of TOFU, MOFU, and BOFU.


Visual representation of the marketing funnel with three stages labeled: TOFU (Top of Funnel), MOFU (Middle of Funnel), and BOFU (Bottom of Funnel). The funnel is layered with white, beige, and orange sections, accompanied by Ascendia’s logo and website URL on a dark green background with abstract warm-colored shapes.

  • TOFU (Top of Funnel): The audience isn’t yet aware of what they want. They’re just discovering they have a need.

  • MOFU (Middle of Funnel): The audience understands their need and is exploring different options.

  • BOFU (Bottom of Funnel): The audience knows what they want and is ready to buy.


BOFU is our favorite stage because that’s where results happen. Sales. Leads. Growth.


Each Google Ads campaign type can support different stages of this funnel. Problems arise when Google's suggestions don’t align with your strategy.


Why Not Every Recommendation Works


Let’s look at Search Ads. One of the most common suggestions from Google is to use Broad Match keywords to increase conversions. Sounds great, right?


Not always. Especially not in a BOFU campaign:


  • Broad Match: Shows your ad for loosely related searches. You gain reach, but lose relevance.

  • Phrase Match: Your ad appears when users search phrases containing your keywords. More targeted.

  • Exact Match: Your ad shows only for the precise keyword. Laser-focused targeting.


When you're trying to convert buyers, specificity beats volume. The wrong keyword match type can lead to wasted budget on users who won’t convert.


This is just one of many examples where default “optimizations” can cost more than they deliver if not used strategically.


Why You Need Strategy Over Automation


Google’s AI doesn’t know your industry, your customer personas, or your sales funnel. That means:


  • You could be paying for irrelevant clicks.

  • Your CPC might increase.

  • Your ROI might drop.


Smart marketers know when to lean into automation and when to take the wheel. A strategy built on your unique business model will always outperform one-size-fits-all automation.

At Ascendia, we analyze your business, map your funnel, and build custom strategies designed to convert.


Ready to Take Control of Your Google Ads?

Let Ascendia help you make smarter marketing decisions backed by data.

Book your free consultation and turn your campaigns into measurable results.


Further Reading: 

Learn More About Our Performance Marketing Approach: https://business.adobe.com/blog/basics/performance-marketing

Learn More About Google Ads Keyword Match Type:

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