Step-by-Step Guide to Optimizing Your Google Ads Campaigns After the Algorithm Update

Matheus Figueiredo · 2026-10-07

Identifying the new relevant performance metrics

With the recent updates, some metrics have become more important. Focus on the following:

• Click-through rate (CTR): Check whether your CTRs are in line with the industry average. A CTR below 2% may indicate that your ads need adjustments.

• Cost per lead (CPL): Check whether your CPL is within an acceptable range for your niche. Ideally, it should be between R$ 10 and R$ 50, depending on the competition.

• Ad quality: Quality Score matters more than ever. Ads with a score above 7 generally perform better.

Recommended adjustments to keyword usage

Review your keywords and make the following adjustments:

• Long-tail keywords: They attract more qualified traffic. Focus on terms with 3 or more words that have some search volume and high purchase intent.

• Negative keywords: Regularly update your negative keyword list to avoid irrelevant clicks that drive up your costs.

• Competitor analysis: Use FreeSpy to identify which keywords are driving results for your competitors. This can help you refine your list.

Implementing automated bidding strategies

Use automated bidding strategies that align with your goal:

• Maximize conversions: Ideal for campaigns looking to increase sales.

• Target CPA: Useful if you have a clear goal for how much you’re willing to pay for each conversion.

• Target ROAS: If profitability is your focus, this strategy helps optimize for a specific return.

Using reports to monitor how effective your changes are

Track the changes you’ve made through regular reports:

• Performance reports: Create weekly reports to track key metrics and identify trends.

• A/B testing: Run ongoing A/B tests to evaluate ad performance. Monitor CTR, CPC, and conversion results.

• Funnel analysis: Evaluate where users drop off in the process. This can help identify opportunities for improvement.

Tips for restructuring outdated campaigns

If your campaigns are outdated, consider the following steps:

• Review your structure: Segment your campaigns into more specific ad groups to increase relevance.

• Update creatives: Replace old ads with new ones, using images and copy that reflect current trends and your brand identity.

• Focus on mobile devices: Make sure your campaigns are optimized for mobile, since most users browse on mobile devices.

These steps can help align your campaigns with the new Google Ads guidelines for 2023.

What was the last metric you optimized, and what results did you get?