Google Search ads
Show up when buyers search, and only then
Search ads catch people at the moment they're looking for what you sell. We build campaigns around buying intent and cut the searches that waste your money.
Search ads leak money in quiet ways
Search is the most direct ad channel there is. Someone types what they want, and you get to answer. But the way most accounts are set up, a lot of budget goes to searches that were never going to buy. Job seekers. DIY researchers. People looking for a competitor by name. Students writing a paper.
Broad match and automated bidding have made this easier to miss. Google matches your ads to a much wider range of searches than the keywords you picked. That can work well when it's watched. When nobody reads the search terms report, it turns into slow, steady waste that never shows up as a single obvious problem.
Then there's the other half: the ad and the page. A great keyword sent to a generic homepage with a vague headline will burn money just as fast as a bad keyword.
Intent first, then everything else
We sort keywords by how close the searcher is to buying, and we spend accordingly. High-intent terms get the budget and the attention. Research terms get tested carefully, if at all. Then we read the actual search terms every week, because that's where the truth is.
Keyword research by intent
We group keywords by what the searcher wants to do right now, so budget flows to people ready to call, book or buy.
Negative keyword discipline
Weekly search term reviews feed a growing negative list. This is the single most reliable way we know to cut waste.
Ads that say something
Responsive search ads with specific offers, proof points you can back up, and clear next steps. We test headlines against each other on purpose.
Landing page fit
We match each ad group to a page that answers the search. If the page is the problem, we tell you what to change.
What's included
- Keyword research grouped by buying intent
- Campaign and ad group structure built for control
- Responsive search ads with ongoing headline tests
- Weekly search term review and negative keyword updates
- Bid strategy selection and target setting
- Assets setup: sitelinks, callouts, calls and locations
- Call and form conversion tracking checks
- Landing page recommendations for each ad group
How it works
From first call to results
- 01
Map the searches
We find the queries your buyers use and rank them by intent and likely value.
- 02
Build tight campaigns
We structure campaigns so budgets, bids and ads match each intent group instead of one big bucket.
- 03
Launch with guardrails
We start with a solid negative list, sensible budgets and tracking we've already tested.
- 04
Mine the search terms
Every week we read what people actually searched, add negatives, find new keywords and adjust bids.
Who this is for
- Local service businesses that live on phone calls and booked jobs
- B2B companies where one good lead is worth a lot
- Ecommerce brands that need branded and non-branded search handled well
- Smaller businesses competing with bigger, better-funded players
Services
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Learn moreFAQ
Questions we get a lot
Should I bid on my own brand name?
Usually yes, especially if competitors bid on it. Brand clicks tend to be cheap and protect traffic you'd otherwise lose. We keep brand in its own campaign so it doesn't inflate the results of everything else.
Do you use broad match?
Sometimes. Broad match paired with smart bidding and good conversion data can find searches we'd never think of. Without good data and weekly search term reviews, it wastes money. We decide per account, and we watch it closely either way.
Can you target just my service area?
Yes. We set location targeting to the areas you actually serve and check that ads aren't showing to people outside them. We can also adjust bids by area if some locations are worth more to you.
What if my website doesn't convert well?
Then ads will cost more than they should. We'll point out the specific issues on your landing pages, like a weak headline, a buried phone number or a long form. Fixing those often helps as much as any change inside the ad account.
Stop paying for the wrong searches
Book a call and we'll walk through your search terms with you to see where the money is going.