Paid advertising is becoming increasingly expensive and competitive, and people are panicking.
While it is understandable, panic doesn’t do anything but cause impulsive decisions, which can actually lead to the detriment of your own business.
The problem people instantly jump to, or get told by YouTubers looking to invoke panic, is this:
YOUR BUDGET IS TOO LOW
YOUR BIDDING STRATEGY IS WRONG
YOUR KEYWORDS ARE SLIGHTLY TOO TIGHT
All of these surface-level insights get thrown around, and people focus on that.
They don’t look at the big picture.
We aren’t blaming you; we understand it.
It’s easy to look at an account and think this is down, so let’s do this.
But certain tweaks don’t actually help.
For example, you are running a high-intent, tight brand campaign.
What does Google think?
Your match is too tight.
Add broad keywords to broaden reach.
But doing that will just ruin your campaign, despite it sounding like the correct analysis in theory.
Google Ads is no longer about small technical tweaks.
It’s about the bigger picture and your brand.
What campaigns does a strong structure usually include?
Performance Max (PMAX)
PMAX is vital for e-commerce.
Once you get a winner, it can scale efficiently.
It can also be used for seasonality, with separate asset groups for different ranges and product categories.
Search Campaigns (Brand, Location, Specific Service)
Search is perfect for high-intent searches.
Whether that’s:
High-return brand campaigns
A specific local service
A buyer actively looking right now
Search is one of the best ways to capture intent-driven demand.
Demand Gen (Awareness and Consideration)
Demand Gen campaigns can be effective for brand awareness, especially when supported by strong display and video assets.
People often pause these due to:
Budget pressure
No direct conversions
Without realising that conversions are not always the point.
Awareness brings people back later through organic search, direct traffic, and familiarity over time.
Why is creative so important in 2026?
Creative is becoming more and more important.
AI has disrupted the technical side of marketing.
But guess what human experts are great at?
Evoking emotion
Messaging with context
Understanding psychology and behaviour
AI can create basic copy, but it often sounds robotic.
A human expert mixed with creativity and behavioural understanding is invaluable in 2026.
Why do I need a measurable goal?
This is arguably the most important part.
With a measurable goal, using frameworks such as SMART, you have direction.
Editing Google Ads is impossible without a target goal.
Every business has different needs:
Scaling revenue fast
Maintaining a stable return
Increasing repeat customers
Expanding awareness
Making changes for return when you actually need rapid scale can be counterproductive.
To aim for something, you need to know what you are aiming for.
It sounds obvious, but so many people don’t take that into account.
They get stuck in execution mode.
In 2026, it’s the strategic phase that wins.
At teclan, we can help you lay out a strategy not only to achieve ad success but also to drive success across your business as a whole.
With our omni-channel approach, we give you the clarity you need to grow, especially in a world where competition feels higher than ever.
Frequently Asked Questions
Why are paid ads getting more expensive?
Because competition is increasing and platforms are more saturated. Costs rise as more businesses bid for the same attention.
Is my budget always the problem?
Not necessarily. Often the issue is strategy, structure, or creative, not spend.
What matters more than small Google Ads tweaks?
The bigger picture. Campaign structure, brand positioning, and aligned goals matter more now than micro-adjustments.
Do Demand Gen campaigns work without conversions?
Yes, because awareness often drives future organic and direct purchases that platforms cannot always track instantly.
Why is creative more important in 2026?
Because automation handles technical optimisation, but humans still win through emotion, messaging, and psychology.
What should I focus on first?
A measurable goal, then the right campaign structure and creative to support it.
