Google Ads account settings are a topic rarely mentioned. Everyone rushes to create advertising campaigns, but hidden within the account are crucial options that can significantly impact the effectiveness of your ads. In fact, Google can even work against you if you’re not paying attention to these hidden Google Ads account settings. Here are 5 Hidden Google Ads settings that can either save or drain your budget.
1. Account-level Negative Keywords
Negative keywords are words that, if present in a user’s search query, prevent your ad from being shown. This tool is especially useful for campaign types where you can’t exclude words at the campaign level, such as Performance Max. By adding negative keywords at the account level, you apply them to all campaigns at once.
To add negative keywords:
- Go to Admin > Account Settings.
- Select Negative keywords.
- Click + and add the required words, each on a new line.
⚠️ Important note: You should only add words here that are absolutely unrelated to your business. For example, if you only provide services in New York, you can add the names of other cities. However, if you later open a branch in another city, you might forget about this setting, and your ads won’t be shown in the new region.
2. IP Exclusions
This option helps you protect yourself from unnecessary spending. It is useful in two cases:
- Click fraud protection. Your competitors may intentionally click on your ads to drain your budget.
- Excluding your own traffic. Employees often search for the company’s website through Google and click on the ad, which leads to unnecessary costs.
How to find an IP address:
- Go to What is my IP.
- Copy your public IPv4 address.
How to exclude an IP address in Google Ads:
- Go to Admin > Account Settings.
- Select IP Exclusions.
- Paste the copied address and click Save.
3. Auto-apply Recommendations
In the Recommendations section, Google offers the Auto-apply option, which can make changes to your account without your consent. This can lead to undesirable consequences, such as:
- Changing ad headlines and descriptions.
- Adding new keywords.
- Changing the bidding strategy.
These actions can lead to significant costs and reduced ad effectiveness. To avoid this, disable all options in the Auto-apply section. You don’t want Google to make any changes to your account on its own.
4. The Hidden Threat of Call Reporting
Google Ads offers a Call Reporting feature that replaces your phone number with a virtual Google number to track calls. On one hand, this provides detailed analytics, but on the other, it poses a hidden threat.
The problem is this: If a customer saves the Google-substituted number and calls it later, they might be connected to a different advertiser, as Google has re-assigned that number. This way, you lose a repeat customer.
To avoid this:
- Disable the option Get detailed information about calls you’ve received in the Admin > Account Settings section.
- If you need call tracking, it’s better to use specialized services that provide stable numbers tied only to your company.
5. Managing Notifications
To avoid missing important messages and prevent your inbox from being flooded, you should customize your notifications. By default, Google sends many emails that can be distracting.
How to configure notifications:
- Go to Admin > Notifications.
- Disable all unnecessary notifications (newsletters, offers, feedback requests).
Keep only the critically important ones:
- Payments.
- Ad disapprovals.
- Account security.
- Identity verification.
This will ensure you only receive emails from Google when something truly important happens that requires your attention.
For any business, nothing is more important than focus. These seemingly minor tips help you direct your attention to what truly matters.
May your focus always be aimed at increasing efficiency and profit in your project. And may Google Ads always bring you the maximum return on your investments!