Beacon at its heart is about measuring, comparing and improving, but if you are only promoting in one channel the data can look flat and not that helpful.

In these cases it is time to take it down a notch and focus a little closer.

For a Google Ads campaign you should create a channel for each ad group or even ad, depending on the set up of your GA campaigns.

Then you should create a short link for each ad, this way you will be able to compare ads against each other and see which specific ads are performing best.

This is a simple example but illustrates how much better the Expanded Text Ad is performing and is delivering more engaged visitors and leads from a smaller spend. You can then use this information to improve or remove the underperforming ads.