Be useful at the moment someone is looking.
Search advertising starts with the words a customer uses and the need behind them. We plan and manage Google Ads with attention to that intent, the offer and the quality of the response.
A booked job, a qualified enquiry and a software demo all ask for a different campaign plan. We start by defining the action that matters to your business.
Apply to Work With UsA fictional accounting software brief shows how we think through search intent. Select a search to see the decision it raises.
Illustrative planning exercise. This is not an account report.
The query points to a product category. We would still check the product’s fit, the searcher’s likely expectations and the page they reach.
A search for a free spreadsheet may be a poor fit for paid software. The actual offer and conversion evidence determine the next action.
Recruitment intent is likely outside this product campaign. An appropriate negative keyword can help prevent that mismatch.
We group the offer around meaningful search intent, write relevant ad copy and review the search terms made available in the account. Negative keywords help control unsuitable traffic. We also check how exclusions could block useful demand instead of adding them indiscriminately.
The bidding approach needs to fit the goal and the quality of the conversion signals. We review spend against the business’s priorities and avoid treating every tracked action as equally valuable. Budget decisions account for the time between a click and the eventual outcome.
The ad should make an accurate promise and the destination should continue it. We review the message, offer, page experience and route to enquiry. Any changes needed outside campaign management are identified for your team rather than quietly assumed to be included.
A campaign can produce form submissions that the sales team cannot use. We want to understand which enquiries match the offer, turn into useful conversations and become customers.
For a SaaS business, a signup may need further qualification. For a service business, the job type, location served and ability to book may matter more than raw lead volume. We agree how that information can be shared and keep any limits in the reporting clear.
Google’s search terms report does not expose every query. We use the available information without claiming a complete view of every search.
Platform reference Google Ads search terms documentation ↗
The working scope covers the campaign goal, search activity, account responsibilities, ad copy, budget controls and the review process. We also check conversion tracking requirements and the access needed to run the account.
Shopping, feeds and other campaign types need their own discussion. We do not assume that every Google Ads brief requires every format. A focused Search engagement can be a complete service.