What is the best we use Google ad more efficiently

Google Ads are comprised of two different advertising networks – the Search Network and the Display Network. The Search Network consists of text ads that appear in the SERP. These types of ads are what we will be covering the most. The Display network consists of display ads that appear on a number of different websites across the internet – usually these are much more graphic based then the text-driven styles of ads that appear in search engines.

It completely depends on your/your company's business goals as offering of Google Ads are diverse and unique in their nature. If your goal is to drive traffic, awareness then you may want to go ahead with Search campaigns, Display campaigns or Video campaigns. If your goals is to drive offline calls and store traffic then you can creat Call only campaigns. If the goal is to drive App installs then ACi install campaigns are the best way to do so. So its a deep universe and much much more to be explored depending the goals.

This is a tough question to answer because there are so many things you can do to improve your advertising account. It really depends on what you are trying to accomplish as well... (i.e. get more phone calls, get people to sign up for something, come in to a store or salon, go to a website, etc.) One piece of advice that applies to almost everyone is negative keywords. I would take a lot of time to go through your search terms report and add negative keywords that don't apply to you. You are likely showing for things that don't apply to you or for things that apply only to your competitors and you want to save your money on things that get you your goals accomplished.