When you allocate your budget to Google Ads, it's essential that you don’t just divide the budget equally between different Google Ads channels. Instead, you should stack your budget into the area that will perform best. This will improve your return on ad spend and revenue made in your business, thus reducing wastage on search terms or channels that are less effective at turning into sales. A simple Google Ads strategy includes working out what the return on ad spend is in different channels (for example, comparing shopping channels to text search, to display, to Youtube) and seeing what the return and ads band is in each. You would then increase or decrease the channel’s budget based on the return on ad spend. A more complex strategy may include multiple campaigns within each channel. This means that, for example, your shopping campaigns may be split into different groups of inventory that have different strategic benefits to your business. The amount of budget that should go into each grouping depends not only on the return on ad spend that you get from that grouping, but also on the strategic importance of that group.