An expert on Google Ads will not ignore or overlook the small details contributing to the campaign’s success. Whenever conducting PPC advertising, an expert on Google Ads will track crucial KPIs or metrics like ROI alongside Google Ads analytics.
Key performance indicators are known to return many PPC advertising benefits if notes and changes are made based on analytic conclusions on ROI and revenue stream. At this point, knowledge regarding Click-Through Rate, also known as CTR or Impressions, will significantly assist your goals during PPC advertising campaigns.
For this blog, we have focused on 11 crucial aspects that every PPC advertisement specialist must address without skipping steps.
#1 Click-through Rate (CTR)
Click-through rate is incorporated into many analytics formulas and can serve as a metric in any strategic campaign.
As a measure of success for Adwords campaigns, in helping users find the relevant information they want, a CTR or Click Through Rate is derived from a basic mathematical calculation of all the interactions divided by the displayed content (impressions) counter in the given time period. To get the percentages, multiply by 100.
Every professional Google Ads expert tracks and focuses on the CTR metric because it is an indicator of whether an advertisement is relevant, sponsored content is well-written and compelling enough, appealing to users on the internet, and actually boosts sales.
#2 Cost Per Click (CPC)
Your CPC is the value of each click to your ad. Driving traffic to your ad PPC will also work on reducing CPC while maintaining or improving the quality of traffic. A lower CPC means more clicks for the same budget, which can improve ROI.
However, a Google Ads consultant also understands that you should not go after low CPC blindly—there is value in guaranteeing traffic quality that converts.
#3 Conversion Rate (CVR)
CVR = (Conversions / Clicks) x 100
This figure reveals how many users who clicked on the ad performed the desired action, whether it was a purchase, filling out a form, or making a call. A PPC ads specialist will review your ad performance metrics, including CVR, to determine the efficiency of your landing page and overall offer.
A high CTR but extremely low CVR could indicate that the ad does not fit the landing page or that the offer is too attractive.
#4 Cost Per Conversion (CPA or Cost/Acquisition)
This number tells you the value of your conversions. It is one of PPC advertising’s finest defining metrics because it determines profitability at the highest levels.
A PPC strategist’s job is to continually adjust and refine strategies to ensure increasing volumes of conversions while lowering CPA. This process involves changing ads, audiences, and landing pages.
#5 Quality Score
On a scale of 1 to 10, Google provides a Quality Score for each keyword, based on:
- Ad relevance
- Expected click-through rate (CTR)
- Landing page experience
With a higher Quality Score, you stand to lower CPC while improving your ad position, making it a goal for Google Ads specialists who need to manage the balance between user experience and engagement.
#6 Impression Share
Impression Share reflects the total number of impressions available and is divided by the number of impressions actually received. It also considers budget, ad rank, and competition.
If your impression share is at 50%, this means that, for every opportunity available, your ads are only appearing for half of them.
A PPC professional studies impression share to calculate the most effective method of capturing market share, determining whether it’s best to boost the budget, improve bids, or raise Quality Score.
#7 Search Terms Report
Although not a typical metric, the Search Terms Report offers the actual queries users entered before clicking your ad. A competent PPC ads specialist is likely to do this on a regular basis to:
Add relevant high-converting keywords. Add negative keywords to filter out irrelevant queries.
Identify new trends and opportunities for expansion.
#8 Return on Ad Spend (ROAS)
ROAS = Revenue / Ad Spend
This is one of the most important metrics for both eCommerce and lead generation campaigns. It demonstrates the revenue brought in for every dollar spent on advertisements.
A Google Ads expert will use ROAS to judge profitability and scale winning campaigns. For example, getting a ROAS of 5x means you’re earning $5 for every $1 spent—an excellent indicator for scaling.
#9 Ad Position / Average Position (Now ‘Top Impression Rate’)
Although Google retired the “average position” metric, Top Impression Rate and Absolute Top Impression Rate now help you understand where your ads appear on the page.
A PPC expert uses these metrics to ensure your ads are competitive and getting visibility, especially for branded or high-intent keywords.
If your ads rarely appear in the top positions, you may need to increase bids or improve Quality Score.
#10 Bounce Rate on Landing Page
While bounce rate is technically a website metric, it’s critical for assessing the effectiveness of your PPC advertising.
If users click your ad but bounce off the landing page without taking action, your ad spend is wasted. A high bounce rate could be due to:
- Slow-loading pages
- Irrelevant content
- Poor design or user experience
A professional Google Ads specialist will collaborate with your web team to reduce bounce rate and improve engagement.
#11 Device and Demographic Performance
A modern PPC ads specialist doesn’t treat all clicks equally. Instead, they segment data by:
- Device type (mobile, desktop, tablet)
- Age group
- Gender
- Location
This allows them to adjust bids, ad copy, and creatives for better performance across different segments.
For example, if mobile conversions are 30% higher, a PPC expert might increase mobile bids and create mobile-specific ads.
Looking for a performance-driven PPC partner?
Our experienced Google Ads and PPC ads experts focus on results, not just clicks. Contact us today for a free campaign audit and learn how we can boost your ROI.