These days, when you set up your first Google Ad Campaign in a new Google Ads Account, Google will walk you through the process of setting up a campaign in what's called Smart Mode. Don't be fooled by the name however, it's anything but "smart".

Most people don't realize that it's possible to switch your account over to what's called "Expert Mode" which gives you way more types of campaigns to set up. The basic Smart Mode is a very dumbed down version of Google Ads and gives you very little control over the campaign which means there's very little you can do to optimize the campaign to improve performance.

If you're wanting to maximize the results you see with Google Ads and increase your return on ad spend, it's crucial to switch to Expert Mode and not rely on their Smart Campaigns. Sure, this means you'll have to learn more about how to setup and manage Google Ad Campaigns or hire someone that specializes in such but it'll be worth it. You can't afford to let Google take free reign with your ad budget, you need to be able to make adjustments that will allow you to reduce wasted ad spend and increase your return on ad spend. This is what Expert Mode allows you to do.

You can easily switch to Export Mode by clicking on monkey wrench settings icon in the navigation bar in your Google Ads Account.