Google Ads Set-up & Management

What this actually involves

Google Search is demand capture, not demand creation. Someone typing a query has already decided they need something, so the job is to be there for the right queries and waste as little money as possible on the wrong ones. That starts with campaign structure. We group keywords tightly by intent so each ad group can run ad copy that mirrors the search itself, which raises relevance and, with it, quality score, the score that determines how much you pay for a given position. Match types are the main control on waste. Exact match keeps you close to the query, phrase match opens up variations that still contain your intent, and broad match casts wide and only behaves when it has strong conversion signal and a disciplined negative keyword list. Negatives matter as much as keywords: filtering out job seekers, do-it-yourself searches, competitor names, and free-intent terms is often where the biggest savings are. None of it is measurable without conversion tracking. We define the real conversion, a form submission, a booked appointment, or a phone call over a minimum duration, and make sure it imports cleanly, so bidding optimises toward booked business instead of clicks. Ongoing management is then search term review, bid and budget adjustment, ad copy testing, and keeping the landing page aligned with what the ad promised.

Common questions