The relationship between campaign quality and performance in Google Ads: a systematic review

Despite the proliferation of digital advertising channels, Google Ads remains critical in digital marketing. A synthesised understanding of the specific impact of campaign quality in the Google Ads advertising ecosystem has received limited attention. This study addresses this research gap through a PRISMA-based systematic review of 49 peer-reviewed articles published between 2007 and 2024. The review identifies and categorises the main factors that define campaign quality, such as ad relevance, click-through rate (CTR), landing page experience, and conversion rate. We propose a comprehensive conceptual framework linking these dimensions to digital marketing results based on these findings. This paper also presents data-driven optimisation strategies to improve campaign performance. Finally, key metrics for evaluating the results of advertising campaigns were identified based on the existing literature. The proposed model is a practical guide for digital marketers to successfully implement advertising campaigns in Google Ads and evaluate their performance.