Buying Google ads?

For search:

• set your cpc based on your target cost per conversion
• use manual bidding. at least initially
• generally don't bid on "search partners" when setting up the campaign.
• double check your campaign settings.
• multiple creatives per keyword
• use all relevant extensions
• try for 1 landing page per ad group.
• ideally < 30 keywords per ad group
• prioritize quality score. listen to the google suggestions when it comes to qs.
• focus on keywords that target the "bottom of the funnel." Try to identify searches that indicate someone is looking to make a purchase, rather than early phase research.
• avoid broad match! broad match modified can be useful

Off the top of my head. Haven't run Google ads in a hot minute.

Quality score matters.

Page and ad need to match well

Might need multi pages for multi ads

Run different ad versions

Run ugly ads or just ones that break the current pattern

Search ads are easier than the banner network which can get higher mass

Also clicks over impressions is easier

If you budget is small be ultra focused.

You can find how many queries a day a term gets and you can localise to an area as well...

Budget it for the day not for speed unless you have something time wise in mind like matching to a public timed event.

Focus on buying keywords in place of searching terms to get people further down the interest chain / sales process

#1 #2 #3 set the max budgets daily and monthly!
Don't be the next silly horror story!

(These tips might be old cause I didn't touch it for a few years)