I managed $2.48 million in Google Ads this year. If you were starting a campaign in 2026, this is what I'd want you to know.

I'm getting straight to the point here.

1. You need more than an expert setup. Ongoing management is crucial for identifying and eliminating waste.
2. If you are a local business, a pMax campaign and a local display campaign are a match made in heaven.
3. Consistency matters. If you create a new campaign every time you are inspired, you will more than likely start bidding against yourself.
4. Quality scores are still king. Regardless of your campaign type, the name of the game is relevance. Your keywords have to relate to your ad copy, and your ad copy has to mirror your landing page.
5. I can only get them to click. If your landing page is set up improperly, our efforts are futile.
6. If you are improperly tracking conversions or not supplying enough conversion data for your chosen bid strategy, it's the blind leading the blind.
7. A highly targeted display campaign focused on local news outlets can deliver free impressions for small businesses with limited budgets. It's cheaper than buying a billboard in your local city, and still provides adequate brand visibility.
8. Agencies spend thousands per month on tools that help manage campaigns more effectively and cut waste. Depending on the size of the monthly payment, the cost savings can pay for the management fee.
9. Google account representatives don't always have your best interests in mind. It's best to run their recommendations by someone other than a Google representative.
10. Sometimes you have to evolve your strategy to stay competitive. What worked for you just a couple of years ago can be severely outdated now.