Content revised 21 October 2026.
Review relevance, structure, destination, budget and measurement before judging an advertising campaign. The name AdWords in older material refers to Google Ads.
1–2: Intent and message
Inspect actual search or audience context and align the ad with the offer. Use accurate claims and supported assets. A keyword repeated in every line does not establish relevance.
3: Landing page
Send the visitor to a useful destination with clear conditions and a mobile next step. A separate page for every ad group is not automatically necessary if the same page genuinely fulfils the promise.
4–5: Controls and evidence
Keep budget approvals and account ownership clear, then verify successful-action measurement. Compare suitable outcomes and costs. A quality or CTR improvement is not a guaranteed profit result.
Official guidance: Google Ads CPC guidance.