Paying for the wrong searches
Without regular search term reviews, ads show for job seekers, free-information hunters or unrelated products that share a word with your keywords.
Digital Marketing · Search Ads
Google Search ads management for people already looking for you
Search campaigns reach buyers at the moment they type a need into Google. We build them around intent, keep irrelevant queries out, and write ads that match what the searcher actually asked.
What is Search Ads?
Google Search ads management is the planning and ongoing optimization of text ads that appear on Google search results when someone searches for keywords related to your business. It includes keyword research, choosing match types, building negative keyword lists, writing responsive search ads, managing bids and reviewing the search terms that triggered your ads. Done well, it puts your offer in front of high-intent buyers while filtering out searches that will never convert.
Search is often the highest-intent channel a business can buy, yet it is easy to waste. Broad keywords without negatives match unrelated searches, ad groups mix too many themes for ads to be relevant, and generic ad copy loses to competitors who answer the searcher's question more directly. Small decisions on keywords and copy add up to a large difference in cost per enquiry.
Where Search budgets leak
Match types misunderstood
Broad match can find valuable new queries, but only with good conversion data and negatives; used carelessly it spreads budget thin.
Ads that ignore the query
One generic ad for every keyword lowers relevance, hurts Quality Score and raises what you pay per click.
Branded and non-branded mixed together
Brand searches convert cheaply and hide how expensive or weak generic campaigns really are when reported together.
Our Search Ads service
Keyword and intent research
Mapping the queries buyers use at each stage, estimating cost and competition, and separating commercial searches from research or job-related ones.
Campaign and ad group structure
Tightly themed ad groups split by service, product or location, with brand and non-brand campaigns kept apart for clear reporting.
Match type and negative strategy
A deliberate mix of exact, phrase and broad match, backed by shared negative keyword lists that are updated from real search terms.
Responsive search ads
Headlines and descriptions written to the searcher's intent, with pinning used sparingly and asset combinations reviewed over time.
Assets and extensions
Sitelinks, callouts, structured snippets, call and location assets that give searchers more reasons and routes to contact you.
Search term and Quality Score reviews
Regular reviews of what people actually searched, plus work on ad relevance, expected CTR and landing page experience.
Included capabilities
- Exact, phrase and broad match planning
- Shared negative keyword lists
- Brand and non-brand campaign separation
- Responsive search ad testing
- Sitelink, callout and call assets
- Location and ad schedule targeting
- Competitor term strategy
- Search term report reviews
- Quality Score diagnostics
What Search Ads changes for your business
High-intent traffic
Ads appear only when someone is actively searching for something related to what you sell.
Fine-grained control
Keywords, negatives, locations and schedules let you decide precisely when and where ads run.
Clear cause and effect
Search terms show exactly what people typed before they enquired, which also informs your SEO and content.
Fast feedback
Search data reveals quickly which services and messages attract demand, useful well beyond advertising.
Where it makes the biggest difference
Local service providers
Plumbers, clinics, law firms and repair services targeting searches in a defined radius with call assets and location targeting.
B2B lead generation
Specific, lower-volume searches for software, equipment or professional services, where one qualified lead justifies a higher click cost.
Brand protection
Brand campaigns that help keep competitors and resellers from taking the top position when people search your company name.
New service launches
Testing demand for a new offer quickly by measuring search volume, click cost and enquiry rate before larger investment.
How we build a Search campaign
Start narrow, measure enquiries, then expand where the data justifies it.
Research
Keyword discovery, intent grouping and cost estimates for the services or products you want to promote.
Structure
Campaigns and ad groups mapped to your offer, locations and landing pages.
Write
Responsive search ads and assets drafted for each ad group and approved by you.
Track
Form, call and WhatsApp conversions verified so each keyword can be judged on enquiries, not clicks.
Launch
Conservative match types and bids at first, with close monitoring of search terms.
Refine
Weekly negatives, bid and budget changes; expansion into new keywords once data supports it.
What it connects to
Search Ads
- Google Analytics 4
- Google Tag Manager
- Google Keyword Planner
- Google Search Console
- Call tracking providers
- CRM / Odoo CRM
Search campaigns or Performance Max?
| Criterion | Search campaigns | Performance Max |
|---|---|---|
| Where ads show | Google search results and search partners (optional) | Search, Shopping, YouTube, Display, Gmail, Discover and Maps |
| Keyword control | Full keyword and match type control | No keywords; audience signals and search themes guide targeting |
| Search term visibility | Detailed search terms report | Search terms reporting, with fewer controls |
| Ad formats | Text ads and assets | Text, image and video assets combined automatically |
| Best fit | Clear search demand, need for precise control | Strong conversion data, broad reach, good creative assets |
Security, quality and scale
Trademark and policy checks
Ad copy and competitor keyword use reviewed against Google Ads trademark and editorial policies.
Claim accuracy
Prices, offers and claims in ads are confirmed with you so ads don't promise what the business cannot deliver.
Budget safeguards
Daily budgets, bid limits where appropriate and spend alerts help prevent unexpected overspend.
Approval before launch
New campaigns and major copy changes are shared for your approval before they go live.
What working with us looks like
Intent before volume
We would rather run fewer, relevant keywords than chase impressions on searches that rarely convert.
Copy written for the query
Our team writes ads and landing page copy together, so the promise in the ad is kept on the page.
Search data shared with SEO
Search term insights feed into your organic keyword and content plans when you also work with us on SEO.
Landing pages we can change
When Quality Score suffers from page experience, we can improve speed and relevance ourselves.
What it costs
Fixed fees with the scope written down, invoiced in advance, and any minimum term stated up front.
Related services, technologies and industries
Sources and further reading
Official documentation and guidance if you want to read more about this topic.
Search Ads: questions we hear most
How much do Google Search ads cost?
You pay per click, and the cost depends on how competitive your keywords are, your Quality Score and your bidding strategy. Some industries have far higher click costs than others. We estimate costs for your keywords during research so you can set a realistic budget.
Should we bid on our own brand name?
Usually yes, especially if competitors bid on it. Brand clicks are typically inexpensive, and a brand campaign controls the message and sitelinks people see. We keep brand campaigns separate so they don't inflate the results of generic campaigns.
What is Quality Score and does it matter?
Quality Score is Google's 1–10 diagnostic of how relevant your keyword, ad and landing page are to a search. It is not a direct ranking factor itself, but the components it reflects affect ad rank and cost, so we use it to find where relevance can improve.
How soon will Search ads produce enquiries?
Ads can start showing shortly after approval, but how quickly they turn into steady enquiries depends on demand, competition, budget and your website. We monitor closely from launch and share early data rather than promising a timeline.
Do you use broad match keywords?
Sometimes. Broad match can surface useful searches when combined with smart bidding and reliable conversion tracking, but it needs strong negatives. We typically start with tighter match types and expand once the account has good data.
Next step
Find out what your customers are searching
Tell us the services you want to promote and where. We'll come back with keyword themes, likely costs and a starting structure.