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How to Use Google Ads Data for Better Marketing Decisions

using-google-ads-data-strategically

Google Ads data isn’t just for optimising your campaigns — it’s a treasure trove for making better decisions across your entire marketing strategy.

From audience insights to search behaviour and geo performance, Google Ads can help shape content, inform creative, guide budgeting, and improve customer understanding — for brands operating locally in NZ & AU or scaling globally.

In this blog, we show you how to use Google Ads data as a strategic marketing asset, not just a performance dashboard.

  • Audience insights (demographics, in-market behaviour, device split)
  • Search term trends (intent and language used)
  • Geographic performance
  • Creative engagement (best-performing headlines, video views)
  • Conversion path and attribution data
  • Cross-channel interaction with GA4 connected

1. Refine Your Buyer Personas
Analyse top-performing audiences and search terms to understand real user intent.

2. Build Better Landing Pages
Use ad copy winners and top search queries to optimise content structure and CTAs.

3. Prioritise SEO Content Strategy
Take high-performing paid keywords and build organic content around them.

4. Localise Offers by Region
Geo data can inform what products or services resonate in specific locations.

5. Influence Product Development
If users keep searching for a product feature or category, it may be worth building.

A B2B software firm used Google Ads audience and query data to refine its product roadmap. They identified rising demand for a specific feature via high-converting search terms. That insight drove an internal prioritisation change — later confirmed by user testing — helping cut churn by 19%.

  • Impression Share Lost (budget vs rank)
  • Asset performance in Performance Max
  • Search term ROAS by theme
  • Device and geo-based conversion rates
  • Assisted conversions across GA4 channels

Your Google Ads account holds more value than just click data.

Used correctly, it becomes a strategic insight engine that improves decision-making across media, content, creative, and product — at a local and global scale.

Metrics Media helps global teams — with boots on the ground in NZ and AU — extract insights from Google Ads that inform smarter marketing.