Every business targets an audience defined by behavioural, psychological or demographical traits. However, 20% of such an audience represents 80% of the business (Pareto principle). Therefore, to increase the ROI of any business, marketing campaigns should focus more on delivering results from that 20%. To achieve such results in Google Ads, marketers can take advantage of the Rules feature. They can create an automated rule that increases the bidding by a percentage of choice (I recommend between 20 and 50%) when a pre-defined audience triggers the query (to create the audience, use the Audience Manager feature).

1. Google Ads: Bid more for business-
related audiences
Click on (+) button > Select + Audience Rules
Name = Choose a name for your new rule
Action = Change bid adjustments AND Increase = 20-50%
Apply to = Choose among Account, Campaign, or Ad groups
Frequency = All time
Click on Tools & Settings > Bulk Actions > Rules