Some best practices for creating effective Google Ads include: Conducting thorough keyword research to identify the most relevant and high-performing keywords for your ads Writing compelling ad copy that includes relevant keywords and speaks directly to your target audience Creating specific landing pages for each ad group that provide a seamless user experience and encourage conversions Using ad extensions, such as callouts or sitelinks, to provide additional information and encourage users to take action Continuously testing and refining your ads to improve performance over time.