Google Ads 2024: Recommendations for better performance

Google Ads 2024: Recommendations for better performance


ICP Analysis & Deep Product Knowledge

So, what is an ICP in business? Let's start with a metaphor.

An ICP is a detailed description of the companies you want to target, giving you a better understanding of the accounts and people you should focus on.

What is an Ideal Customer Profile (ICP) in Business?  

For B2B businesses, your ideal customer profile is a business (not a person) with the problem you solve and who is most likely to buy your product.

This is a fancy word for a buyer persona.

Not quite.

While the two sound similar, there is a key difference.

Your buyer persona refers to the person making the final purchasing decision at the company (your ICP).

However, before you can create an ICP, we need to dive deeper into the differences between the target audience, potential customers, and your ideal customer profile.

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Defining an ICP Can Grow Your Business And Improve Your Customer Journey Map.


We should classify which type of business will be suitable for targeting, like startups, SMBs (Small, mid-size companies), Mid-market Businesses, and Large Enterprises.

Goals, E.g., What problem do we want to solve for them?

We have to write in-depth about what sort of goals we focus on and the different types of businesses we are concentrated on.

Hint: Startups & SMBs need to be made aware of the solution. Historically, SMBs would not think that hiring outside of their home country is an option for two main reasons. 

Pains Points

We have to list down pain points that we should be able to highlight on our copies and landing pages to improve customer acquisition strategy. 


  • Affordable Pricing
  • No expert help/expertise in global expansion
  • Specialised skill set at a cheaper cost
  • Lesser time spent on actual company goals


We should be able to focus on job titles & senioritis based on different classifications. 


For Startups

  • Business Owners, CEO ( High priority)
  • Head of IT and HR
  • VP & Directors HR
  • Senior Level Managers - HR & IT

What does our ideal customer NOT look like? 

Brief: What characteristics make them not a good fit for you? Be as detailed as you can.


For Startups

  • HR managers who do not have a decision-making authority
  • Managers and leaders looking for global hiring platforms
  • Managers and leaders who intend to tap local markets and recruit local talent

Company Size


Starts ups: 11-50 employees

Mid-market: 51-5000 employees,

Enterprise: 5000+ employees

Years of experience


Starts ups: 5- 8+ years

Mid-market: 8 years - 12+ years

Enterprise: 10 years - 12+ years

Primary Company Industries


Computer Software, Internet, Information Technology & Services, Finance

Secondary Category


Computer & Network Security


We should work highly on messaging suitable for each business that needs to convert into different angles to all our copies, landing page content, and sales enablement materials.


For Startups

  • Enables building talented remote teams at affordable costs
  • Building global teams made faster and easier

Also, While we work on ICPs, we must create this Glossary of Verbiage, Jargon, and Niche-Specific Terms or Language to focus our target audience groups tightly. 

You can also use this ICP template & start preparing immediately.

Search Strategy

Search strategy is an effective way to drive qualified traffic, or good-fit customers, to your business by searching for products and services like the ones you offer. Also, Google ads allow you to create and share well-timed ads (via mobile and desktop) among your target audience. As a result, your business will appear on the Absolute top of the page when your ICPs are looking for products and services.

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Here are The Best Practices:

Keep going if you've tried unsuccessfully to advertise on Google. There are many reasons why your Google Ads could be underperforming. But first, let's cover some standard Google Ads best practices.

  • Define Goals and Budget
  • Analyse competitive landscape
  • Research keywords
  • Define your account structure
  • Write Effective Ad Text
  • Optimise your ad landing page
  • Identify Negative Keywords
  • Measure & Report

Keyword Planning

Your advertising revenue doesn’t come from your products or services. But, of course, that doesn’t mean your product is not essential.

However, an essential factor that makes a paid advertising campaign successful is the keywords you choose to bid on. Keywords make or break a PPC campaign, as this element determines who sees your ad and who can’t.

Here are keyword structure we followed for Client:Multiplier:

  • Generic keywords: Relate to the product or service your business offers (i.e., International Payroll, PEO/EOR, Global Employment)
  • Related keywords: Don’t directly point to your business that your audience may search for (i.e., Overseas Employment / Contractors, Hiring in Singapore, Australia, Philippines, Thailand, India)
  • Brand keywords: Contain your brand or business name (i.e., Multiplier)
  • Competitor keywords: include your competitors’ names. (i.e.,, Deel) 

Also did extensive keyword research using Google,

  • Search each of your 15 to 20 keywords in Google
  • The drop-down list: Google suggests popular searches for the phrase you are typing on its search bar 
  • The People Also Ask Provider searchers with related questions.
  • The “Searches related to X” section: Scroll down to the bottom of the result page to see short phrases related to your keywords

Campaign Structure Globally

While preparing the campaign at the beginning, you have to know your SaaS metrics based on expectations on spending & conversion data. It will help us to create data-driven forecast planning.

Then plan which regions you're planning to target like: 

  • NAM: United States, Canada
  • APAC: India, Singapore, Australia, etc
  • EMEA: UK, Ireland, Netherlands, etc

And based on keyword research on the below categories

  • Generic keywords
  • Related keywords
  • Brand keywords
  • Competitor keywords

Combining the keyword category research & GEO split up to get volume using a keyword planner to do bottom-up planning to see whether we are close to our planned numbers.

You have a lot to consider when structuring a search campaign, and Google Ads is a diverse, expansive platform that can take many years to master.

You can simplify your data analysis processes by creating a Google Ads campaign structure, multiple ad groups, and structuring your account to leverage segmentation. Whether it’s branded vs. non-branded terms, device, or location targeting, it’s clear that PPC campaign managers can break their campaign down into a vast array of sections. Whichever way you decide to go for a search campaign structure with multiple ad groups, you’ll find it easier to get the insights you need to succeed.

Bonus Tips

4 things to make sure you’re performing well on Google ads campaign in 2024

  • Connect the CRM with your Google ads account & optimise your campaign based on MQL, SQL, and Pipeline data. 
  • Frequently check the search term & do optimization. We would say we have to monitor twice weekly to have hygiene.
  • Optimise the landing page to improve CVR and continue the experiment on messaging and CTAs.
  • Leverage the multichannel audience segment in search campaigns. 

Book a slot with TripleDart now and scale your Google ads campaign successfully.

Head of Paid Marketing at TripleDart

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