Chapter Nine: Optimising Google Ads
Third-person rewrite of The Fundamentals of BrandSERPs for Business by Jason Barnard
Why Google Ads matter for your Brand SERP strategy
Google Ads occupy top positions on the SERP and give your brand complete control over the message. Jason Barnard explains that while ads can feel like a grey area, when used strategically—especially on your Brand SERP—they offer a high-ROI, controllable channel to reinforce brand messaging and block out competition.
When users search for your brand name, they trust Google. Ads that appear on your Brand SERP are front-and-centre—and when you run those ads, you control the narrative.
Understanding how Google Ads work
Google earns revenue by placing paid ads at the top of certain search results. These ads resemble organic results and only incur a cost when clicked. This model is called Pay Per Click (PPC).
On highly competitive search terms, Google’s algorithm determines which ads appear and how much each advertiser pays based on relevance, click-through rate (CTR), and landing page experience. Google balances user satisfaction, advertiser value, and platform integrity.
What is Google Ads Quality Score?
Google evaluates every ad using a 1–10 Quality Score based on:
- Ad Relevance
- Expected Click-Through Rate
- Landing Page Experience
A higher score results in a lower cost per click. Jason Barnard points out that a score of 10 can mean paying 10x less than a score of 1. This is why Quality Score is critical to success with Google Ads.
Breaking down the three components of Quality Score
Ad Relevance
Your ad must align with the user’s search. Bidding on “buy red shoes” with an ad for “blue hats” earns a low score. Relevance is crucial.
Expected Click-Through Rate (CTR)
The better your copywriting and offer presentation, the higher your CTR. Well-written ads that resonate with your audience boost CTR and reduce costs.
Landing Page Experience
Google analyses what happens after the click. If the landing page delivers on the ad’s promise, is fast, clear, and helpful, the score improves. Jason Barnard recommends using dedicated landing pages instead of homepages.
Should you bid on your brand name?
In some cases, competitors will bid on your brand name and appear on your Brand SERP. In this case, Jason Barnard advises creating a branded Google Ads campaign to protect your space.
Even if competitors are not bidding, a small ad spend can help dominate the top of your Brand SERP and reinforce your messaging. High Quality Scores on brand terms are typical, meaning very low cost per click.
How to optimise Google Ads for your Brand SERP
Ad Relevance
Use a dedicated campaign targeting only your brand name. This helps Google understand context and improves relevance scores.
Click-Through Rate
Avoid assuming your audience will click just because they searched your brand. Strong copywriting still matters—make it appealing.
Landing Page Experience
Use dedicated landing pages that:
- Load quickly
- Feature compelling messaging
- Offer value tailored to the ad
This improves engagement and Quality Score.
Tactics for advanced campaigns
International campaigns
Create separate campaigns by territory. Adapt language, culture, and offers for local audiences to boost CTR and landing page experience.
Protect your trademark
If competitors use your brand name in ads, file a trademark claim with Google. This restricts them from using your brand name in their copy, helping to clean up your Brand SERP.
Google Ads and competition
Google Ads Quality Score is relative. A better score not only saves you money but increases your competitor’s cost per click. Jason Barnard describes it as a seesaw: you rise, they fall.
Competitors can appear on your Brand SERP if their offers are contextually relevant. But if your ads are well-optimised, Google will prioritise your ad and price theirs out.
Avoid shortcuts—build long-term brand value
Automated ad platforms can work for non-branded terms but often fail on Brand SERPs. Jason Barnard warns that trying to game Google—through ads or otherwise—can damage both brand and reputation.
A strategic, long-term investment in ads, SEO, content, and audience trust is the only sustainable path to a high-performing Brand SERP.
Google Ads are a vital part of that strategy.
