❓ Why Should I care?

Your campaigns are only as good as the goal they’re aligned to.

Google Ads is not a silo, it’s a lever to move business outcomes.

If you’re scaling ad spend without knowing what the business actually wants to achieve (growth, profit, brand), you risk optimizing for the wrong thing.

For example:

• A 5x ROAS might look great — but if it’s 90% returning customers and the goal is to acquire new ones, you’re failing.
• If the company is in a cash flow crunch, even a 3x ROAS might not be enough if it’s not covering OPEX.

Not every business has a CFO, CMO, and media buyer in clear sync, so it’s often messy.

Even partial alignment between stakeholders can dramatically improve paid media performance (especially when spending €10K+ monthly).

🔗 Why Alignment Matters

To translate business objectives into measurable Google Ads KPIs, and ensure that:

• The CEO’s growth or profitability goals
• The CFO’s financial constraints
• The CMO’s marketing roadmap

… are all reflected in how you structure, optimize, and scale campaigns.

🎯 What’s the Goal here?

To translate business objectives into practical, measurable KPIs for Google Ads — and ensure that:

• The CEO’s growth/profit goals
• The CFO’s financial constraints
• And the CMO’s strategic plans

… are all reflected in how we structure, spend, and optimize ad campaigns.

🛠️ How can I practically do that?

Here’s a step-by-step breakdown from a PPC/agency/CMO perspective:

🔍 Step 1: Identify the company's primary business objective

Ask (or clarify) what this quarter's or year's main goal is:

• ✅ Growth (revenue or new customers)
• ✅ Profitability (cutting costs, improving margin)
• ✅ Brand awareness (scaling top-funnel)

👉 Tip: Ask the CEO, or get this from the strategic plan / investor deck / all-hands slides.