Search intent is the starting point
Google Ads can put a business in front of people searching for a service now. That does not make every keyword worth buying.
We separate commercial searches from research, employment, training and other traffic that is unlikely to become a customer.
What the work can include
Campaign planning is tied to the landing page and the enquiry route, not separated from them.
- Keyword and negative-keyword planning
- Search campaign structure
- Location and schedule settings
- Ad copy tied to the search
- Landing-page review or build
- Call, form and WhatsApp conversion tracking
- Budget and search-term review
Clicks are not the goal
A cheaper click can still be poor value if the visitor never becomes a qualified lead. Cost per enquiry, lead quality and follow-up matter more than traffic alone.
Budget needs enough room to learn
A campaign needs a budget that can collect useful data without putting the business under pressure. We agree the media budget separately from management work so the two costs are clear.
