Keywords
Keywords help define the searches a campaign may be eligible to match.
The useful question is not only whether a keyword exists, but what kind of user intent it represents.
Google Ads Management Services
Google Ads Management Services Built Around Measurement and Continuous Optimisation
Launching ads is easy. Building an account you can measure, understand and improve is the harder part.
Lenkaate approaches Google Ads as a connected acquisition system rather than a collection of campaigns.
We start with the business outcome and how it will be measured, then decide how Search, Performance Max, Shopping, Demand Gen, keywords, audiences, ads, landing pages, bidding and budget should work together.
The goal is not to generate more clicks for the sake of traffic. It is to direct spend towards activity that can be measured, evaluated and improved against meaningful business outcomes.
Is Google Ads right for this goal? 02
Is Google Ads the Right Channel for Your Business Right Now?
Not every marketing problem should be solved by buying more clicks.
Google Ads can be a strong acquisition channel when there is identifiable demand, a clear offer, an appropriate destination and an outcome that can be measured.
- BUSINESS GOAL Start from the outcome
-
1SEARCH DEMAND?Do people actually search for this?
NOUNCLEAR DEMAND
-
2MEASURABLE OUTCOME?Can the result be measured reliably?
NOWEAK MEASUREMENT
-
3LANDING EXPERIENCE READY?Can the page receive and convert the visit?
NOWEAK LANDING EXPERIENCE
-
4CUSTOMER VALUE SUPPORTS ACQUISITION?Does customer value justify the cost?
NOWEAK OFFER
- GOOGLE ADS MAY BE A STRONG FITAll four gates pass
FIX THE FOUNDATION FIRSTOffer, page, measurement or demand
It is usually easier to make sound advertising decisions when the business has:
- demand or commercial intent that Google can help capture;
- a product or service people can understand;
- a useful landing page or website;
- a meaningful conversion that can be measured;
- customer economics that can support acquisition cost;
- enough budget and time to collect useful information.
It may not be the right first step when:
- the offer itself is unclear;
- the website struggles to convert visitors;
- conversion measurement is unreliable;
- the market needs demand creation before there is meaningful search demand.
The right question is not simply “Should we run Google Ads?”
It is: “Is Google Ads the right channel for this business objective at this stage?”
What do we manage inside the account? 03
What Does Google Ads Management Actually Include?
Managing Google Ads is not the same as launching a campaign and leaving the platform to run.
The work involves a set of connected decisions that vary according to the business model, account history, market, available data and commercial objective.
-
01
Account & Campaign Structure
We organise campaigns around the way the business actually sells: services, products, locations, markets, audiences or objectives.
The aim is to create an account structure that can be understood and managed rather than placing unrelated activity into one campaign and making performance difficult to interpret.
-
02
Conversion Goals
We define what should count as a meaningful outcome.
Depending on the business, that could be a qualified lead, sale, booking, call, subscription or revenue-producing action.
The account should not optimise spend around interactions simply because they are easy to track.
-
03
Search Intent & Keywords
We examine what people are trying to accomplish when they search, how close different queries are to a commercial decision and where keyword targeting may be too broad or too restrictive.
Search volume alone is not enough.
-
04
Ads & Assets
We build the messaging and assets required by the campaign so that what the user sees reflects the real offer and connects logically with the page they reach after clicking.
-
05
Budget & Bidding
Budget allocation and bidding strategy should follow the objective and the quality of the conversion data available.
We do not use one bidding setup for every account.
-
06
Search Terms & Negative Keywords
We review the actual queries that caused ads to appear.
Search-term analysis helps uncover irrelevant traffic, new opportunities and changes in how people describe what they need.
Negative keywords can help control unwanted queries, but overusing them can also remove useful demand.
-
07
Landing Page Alignment
We review the relationship between:
SEARCH INTENTAD MESSAGELANDING PAGECONVERSION
A campaign should not be treated as complete at the click.
- SEARCH INTENT
- AD MESSAGE
- LANDING PAGE
- CONVERSION
Which campaign serves this goal? 04
Which Google Ads Campaign Types Could We Use?
We do not choose a campaign type because it is popular, new or heavily promoted inside the platform.
The decision should follow the objective, available demand, measurement quality, product type and customer journey.
BUSINESS GOALThe goal decides the type
Search Campaigns
Search campaigns are designed to reach people when they are actively searching for something related to the product, service or problem the business addresses.
They are particularly useful when there is identifiable commercial intent and a meaningful conversion path.
Management may involve:
- Keywords
- Match Types
- Search Terms
- Negative Keywords
- Responsive Search Ads
- Assets
- Bidding
- Landing Page Alignment
Performance Max
Performance Max is a goal-based campaign type that can use Google inventory across Search, YouTube, Display, Discover, Gmail and Maps from one campaign.
It can complement keyword-based Search, but it is not automatically a replacement for Search and it is not automatically right for every advertiser.
Clear goals, useful conversion data and strong inputs matter when automation is expected to make wider optimisation decisions.
Shopping
Shopping activity can help ecommerce businesses place product information in front of users with relevant commercial intent.
But Shopping performance depends on more than advertising.
Product data, Merchant Center, pricing, availability, landing pages and conversion-value measurement all contribute to the wider system.
Demand Gen & Visual Campaigns
Demand Gen can support discovery, visual engagement, demand creation and audience re-engagement across Google surfaces including YouTube, Discover, Gmail, Maps and the Google Display Network.
Visual campaign planning should reflect the current platform rather than an older Search / Display / Video model.
The campaign type is a strategic choice, not the starting point.
Where does the strategy start? 05
How We Build a Google Ads Strategy
We do not begin with: Search or Performance Max?
We begin with: What business result are we trying to create, and how will we know whether it happened?
-
01DEFINE
Business Goal
We define the outcome first.
Examples may include: leads, sales, bookings, calls, revenue or qualified opportunities.
Traffic itself is not the business objective.
-
02MEASURE
Measurement Readiness
Before relying on conversion-based optimisation, we need to understand whether the important outcomes are actually being measured correctly.
An advertising system cannot make good decisions from a definition of success that the business itself does not trust.
-
03BUILD
Demand & Intent
We examine what potential customers search for, where commercial intent becomes stronger and where broad queries may attract people who are unlikely to become customers.
-
04BUILD
Campaign Architecture
We decide how campaigns, products, services, markets and objectives should be structured.
The aim is not to create the largest number of campaigns. It is to create a structure that supports useful decisions.
-
05BUILD
Ads & Landing Experience
We connect the journey: query → ad → page → action.
The message should remain coherent after the click.
-
06BUILD
Bidding & Budget
We select an appropriate bidding approach and decide how available budget should be allocated across the account.
-
07LAUNCH
Launch
We launch an account that can be observed and diagnosed.
The objective is not to press “Enable” and hope the platform works.
-
08OPTIMISE
Learn & Optimise
Once useful data begins to accumulate, it becomes the input for the next decision.
We ask what should be improved, tested, expanded, reduced or paused.
We usually start from the goal and how it is measured, then build the campaigns around both.
Discuss Your Google Ads StrategyWhat did the user actually type? 06
How We Approach Keywords, Search Terms and Search Intent
Keywords are not simply a list of phrases added to a campaign.
Good Search management requires understanding the relationship between keyword, search term, match type and intent — because the keyword inside the account and the query typed by the user are not the same thing.
-
Search termgoogle ads management companyMatched keyword
"google ads management"Match typePhraseIntentCommercialLooking for a providerKEEP -
Search termgoogle ads help for a clothing storeMatched keyword
google ads managementMatch typeBroadIntentCommercial, specificRoom for a tighter ad groupTEST -
Search termgoogle ads jobs remoteMatched keyword
google adsMatch typeBroadIntentJob seekerNot looking for the serviceNEGATIVE− jobs -
Search termfree google ads courseMatched keyword
google adsMatch typeBroadIntentSelf-learningWants to run it aloneNEGATIVE− course, − free -
Search termmanage google ads accountMatched keyword
[google ads management]Match typeExactIntentSame meaning, new wordingCheck lead qualityTEST
Search Terms
Search terms are the actual queries users typed before an ad appeared.
Reviewing them can reveal new demand, irrelevant traffic, changes in customer language and gaps in the account structure.
Negative Keywords
Negative keywords can prevent ads from appearing for searches that do not fit the offer.
They need to be used carefully: excessive or poorly planned exclusions can also block useful demand.
Match Types
Broad, Phrase and Exact can each have a role.
We do not assume that Exact is always better or that Broad automatically wastes budget.
Suitability depends on the account, search intent, conversion data, Smart Bidding setup and ongoing search-term review.
The objective is not maximum keyword control.
It is useful access to the right demand with enough visibility to understand what is happening.
What does the user see in the ad? 07
How We Build Search Ads and Assets
A Search ad is not one headline written once and left unchanged.
Responsive Search Ads can use multiple headlines and descriptions, allowing Google to assemble different combinations.
The important question is not simply how many assets exist, but whether those assets communicate real distinctions in the offer and connect to the intent behind the search.
HEADLINESAlternatives
- Google Ads Management Services
- Measure Before You Optimise
- Regular Search Terms Reviews
- Strategy Built on Your Goal
- Request an Account Review
DESCRIPTIONSAlternatives
- We connect keywords, ads, pages and conversions in one measurable journey.
- Budget and bidding managed against your goal and data, not a fixed template.
- We review your existing account before suggesting any rebuild.
SITELINKS
- Account Review
- Conversion Tracking
- Ecommerce Ads
- Contact Us
CALLOUTS
- Measurement First
- Search Terms Reviews
- Clear Reporting
- No Unrealistic Promises
AD PREVIEWConceptual preview
Google Ads Management Services | Measure Before You Optimise | Strategy Built on Your Goal
We connect keywords, ads, pages and conversions in one measurable journey.
Measurement FirstSearch Terms ReviewsClear Reporting
Account ReviewConversion TrackingEcommerce AdsContact Us
AD STRENGTH= Feedback
is not aBUSINESS KPI
Responsive Search Ads
We build headlines and descriptions around useful messaging themes rather than rewriting the same sentence several times.
Possible themes may include:
- Service
- Problem
- Value Proposition
- Specific Capability
- Trust
- Action
Ad Assets
Depending on the account and campaign, relevant assets may include:
- Sitelinks
- Callouts
- Structured information
- Calls
- Images
- Business information
The purpose is to provide additional useful context and paths for the user.
Ad Strength
Ad Strength can provide feedback about asset variety and ad composition.
We do not treat it as a business KPI or proof that a campaign is profitable.
The objective is not to impress the Google Ads interface. It is to present a relevant message to the right user and connect that message to the next step.
Where does the user land after the click? 08
Why the Landing Page Matters to Google Ads Performance
An ad can win the click and still lose the customer immediately afterwards.
Google Ads does not operate separately from the website.
The user moves through one journey: search, ad, landing page, action.
BAD ALIGNMENTA disconnected journey
- Searchonline advertising help
- AdDigital Marketing for Every BusinessA generic ad with no clear offer
- Page A generic homepage
- ActionConfused userWhere is what I searched for?
BETTER ALIGNMENTOne coherent journey
- Searchgoogle shopping ads for my store
- AdGoogle Shopping Management for Your StoreSame need, same words
- Page A page that keeps the ad’s promise
- ActionClear actionAn obvious next step
We therefore review questions such as:
- Does the page match the search intent?
- Does it deliver what the ad promised?
- Is the main action obvious?
- Does the experience work properly on mobile?
- Does the form create unnecessary friction?
- Are there distracting competing actions?
- Is the conversion actually being measured?
The campaign and page should be evaluated as parts of the same acquisition journey.
Metrics such as Landing Page Experience and Quality Score can help diagnose areas of the Search experience.
We do not treat Quality Score as the business objective itself.
If the page itself is what holds conversions back, the project may need web work alongside the advertising. Explore our Web Development services
What do we measure, and why? 09
Why Google Ads Optimisation Starts With Conversion Tracking
There is no reliable optimisation without reliable conversion measurement.
If Google Ads cannot distinguish the outcome that matters from an interaction that merely happened, automated bidding can be given the wrong definition of success.
So we first decide what should be measured and what role each action plays.
Meaningful conversion examples
- Form Submitted
- Qualified Lead
- Phone Call
- Purchase
- Booking
- Subscription
- Revenue
We do not automatically treat these as leads
- Page Viewis not aLead
- Button Clickis not aLead
- Scrollis not aLead
Primary and Secondary Conversions
PRIMARYPrimary conversions
Primary conversion actions can be included in the main Conversions reporting and used for bidding when the relevant goal is used by the campaign.
Examples might include:
PurchaseQualified LeadCompleted Booking
Main reporting and bidding, when the goal is in use
SECONDARYSecondary conversions
Secondary actions are typically used for observation rather than direct bidding optimisation.
They can help the business understand behaviour without telling Google Ads that every useful interaction deserves more budget.
WhatsApp clickMicro interactionSupporting engagement
Possible examples only — observation, not direct bidding
The correct classification depends on the business. For example, a WhatsApp click may be useful supporting behaviour for one company and part of a more important conversion pathway for another.
Enhanced Conversions
Enhanced Conversions can be considered where appropriate to strengthen conversion measurement using first-party customer data in a privacy-conscious hashed form.
They are not something we assume every implementation must use.
The decision depends on the type of conversion, the technical setup and the data available.
How do we bid and allocate budget? 10
How We Choose a Bidding Strategy and Manage Budget
Bidding is not a random setting selected from a dropdown.
The right approach depends on what the business wants the system to optimise, how reliable the conversion data is and whether different conversions have materially different values.
Current Smart Bidding strategy concepts may include Maximize conversions, Target CPA, Maximize conversion value and Target ROAS.
WHAT MATTERS MOST?What should bidding optimise towards?
CONVERSION DATA RELIABLE? If not, the work starts with measurement.
CONVERSION VOLUMEConversions of broadly similar value
- Maximize conversions
- Target CPAWhen there is enough data to set a cost target
Conversion-oriented bidding logic
CONVERSION VALUEConversion values differ materially
- Maximize conversion value
- Target ROASWhen reliable values are passed back and data is sufficient
Value-oriented bidding logic
There is no single bidding strategy that is automatically best for every account.
Conversion Volume or Conversion Value?
Not every conversion is economically equal.
For some accounts, the objective may be to generate more conversions at an acceptable acquisition cost.
For others, conversion value matters more because products, customers or transactions have very different commercial values.
A simple example: 10 leads is not automatically better than 6 qualified leads.
Similarly, a higher number of orders may not be preferable if the resulting value or profitability is substantially lower.
10 Leads
is not automatically better than
6 Qualified Leads
More orders
is not necessarily better than
Fewer orders, higher value and profitability
Square size represents value conceptually — no monetary figures.
Budget Allocation
Managing budget is not the same as dividing a daily amount equally between campaigns.
We review factors such as:
- Business Priority
- Demand
- Campaign Opportunity
- Conversion Quality
- Performance Stability
- Data Volume
Then the account may need a decision such as:
- MAINTAIN
- INCREASE
- REDUCE
- TEST
- PAUSE
What do the numbers actually mean? 11
What Do We Monitor and Optimise?
Not every metric inside Google Ads represents the same level of business value.
We separate metrics by the question they answer.
-
BUSINESS QUALITYA campaign generating many enquiries may still be weak if very few are relevant to the business.
-
VALUEThese become especially important when reliable values can be passed back into the advertising system.
-
CONVERSIONThese move the analysis closer to what happens after the click.
-
ENGAGEMENTThese can help explain the relationship between searches, messaging and user behaviour. Higher engagement is not automatically the same as stronger commercial performance.
-
DELIVERYThese tell us whether ads are being delivered and whether the account is spending. They do not tell us whether the business is acquiring good customers.
Where does automation help? 12
Where Do Google AI and Performance Max Fit?
Automation can be powerful. It is not a substitute for strategy.
Google Ads increasingly uses AI across bidding, matching, creative selection, audience discovery and cross-channel optimisation.
Our role is not to fight automation or hand the entire account over to it.
It is to improve the information and constraints that automation uses. Important inputs can include:
- Conversion Goals
- Conversion Quality
- Budget
- Assets
- Audience Signals
- Landing Pages
- Product Data
- Search Intent
- Measurement
AI Max for Search
AI Max is not a separate campaign type.
It is a suite of enhancements available within Search campaigns, including broader search-term matching, text customisation and final URL expansion capabilities.
We evaluate whether those capabilities fit the account rather than selling “AI Max campaigns” as a separate service.
Performance Max
Performance Max is different: it is an actual goal-based campaign type that can use inventory across Google’s channels and is designed to complement keyword-based Search.
GOOD INPUTS+AUTOMATION+HUMAN STRATEGY=BETTER DECISION ENVIRONMENT A working principle, not a guaranteed performance formula
What does a store need beyond ads? 13
Google Ads Management for Ecommerce
An ecommerce campaign depends on more than ads.
For retailers, the advertising system may involve the website, product feed, Merchant Center, Google Ads, conversion tracking and conversion value working together.
WEBSITE+PRODUCT FEED+MERCHANT CENTER+GOOGLE ADS+CONVERSION TRACKING+CONVERSION VALUE
Important areas can include
- Product Titles
- Prices
- Availability
- Product Categories
- Images
- Landing Pages
- Conversion Value
- Product Performance
- Profitability Data Where Available
The objective is not simply to maximise the number of recorded purchases.
Where useful business data exists, we want to understand which products, orders and customers are creating value.
Running an online store? We start with product data and measurement before the campaign.
Discuss Your Ecommerce AdvertisingDo we start from zero? 14
Already Running Google Ads?
An existing account does not automatically need to be rebuilt.
Previous campaigns may contain useful history, structure, learning and data that should be understood before major changes are made.
The point of an audit is not to justify rebuilding everything. It is to decide what actually needs changing.
ACCOUNTAn existing Google Ads account — conceptual example
- GoalsPrimary goal mixes supporting actions with the real conversionIMPROVE
- TrackingMain conversion fires and is measured reliablyKEEP
- SearchService campaign structure is clear and worth building onKEEP
- PMaxDuplicate campaign competing with Search for the same demandPAUSE
- ShoppingFeed data incomplete for a number of productsIMPROVE
- BudgetAllocation needs a priority test before any increaseTEST
- Search TermsJob and self-learning queries with no negative keywordsIMPROVE
- AdsRepetitive messages that miss the offer and the intentREBUILD
- Landing PagesGeneric page — test a page matched to search intentTEST
We review the account first, then decide what to keep, improve or test.
Request a Google Ads Account ReviewWhat happens after launch? 15
What Happens After the Campaigns Launch?
Professional management starts after launch, not before it.
Once the account begins collecting useful information, we do not respond to every short-term movement by making random changes.
Instead, we follow a clearer cycle: measure, diagnose, prioritise, test, evaluate, improve — and repeat.
Search Terms
Are irrelevant queries appearing?
Are new commercial themes emerging?
Budget Allocation
Is one campaign consuming a disproportionate share of spend without producing similar value?
Conversion Quality
Are the leads or sales being recorded actually useful to the business?
Bidding
Does the strategy still make sense for the objective and available data?
Ads
Which messages deserve further testing?
Landing Pages
Is the problem occurring before the click or after it?
Optimisation should be a response to evidence, not a calendar of arbitrary changes.
What can realistically be promised? 16
What We Do Not Promise With Google Ads
Professional campaign management should not depend on guarantees that no agency can fully control.
WE DO NOT SELL
#1 GUARANTEES
A Permanent #1 Position
Ad position changes according to the auction, competition, context and multiple other factors.
No responsible provider can promise a permanent first position.
FIXED CPA
A Fixed CPA
Cost per acquisition can change with demand, competition, conversion rate, offer quality, seasonality, budget and other conditions.
GUARANTEED ROAS
Guaranteed ROAS
ROAS is an outcome influenced by more than the ad account.
Pricing, margins, website experience, stock, sales quality and market conditions can all affect the result.
MAGIC FIRST-DAY RESULTS
Perfect Results From Day One
Campaigns need data, testing and learning.
Some automated strategies also need time to adjust after meaningful changes.
CLICKS = SUCCESS
More Clicks Automatically Mean Better Performance
A click is not a conversion.
More traffic is not automatically more business.
ONE CHANNEL FOR ALL
Google Ads Is Right for Every Company
Sometimes the better decision is to improve the offer, website, measurement or another acquisition channel before increasing paid search spend.
WE DO BUILD
- MEASUREMENTMeasurement we can trust
- TESTINGTest before judging
- DECISION LOGICA clear reason for every change
- OPTIMISATIONContinuous improvement
- TRANSPARENCYClarity on what happens and why
Professional Google Ads management is not about guaranteeing a predetermined result. It is about building a system that can be measured, understood and improved.
Who is this service for? 17
Who Can Benefit From Google Ads Management?
The business category matters less than whether there is a meaningful acquisition problem Google Ads can help solve.
-
Service Businesses
For businesses where the target outcome is a lead, enquiry, call or booking tied to genuine customer demand.
FOCUSLeadsCallsBookings
-
Ecommerce Brands
For retailers using Search, Shopping, Performance Max and conversion-value measurement as part of a wider ecommerce system.
FOCUSPurchaseConversion Value
-
B2B Companies
For businesses where qualified commercial intent matters more than generating the largest possible volume of enquiries.
FOCUSQualified Leads
-
Local Businesses
For companies where search demand is strongly connected to a specific location or service area.
FOCUSLocationCalls
-
Booking-Led Businesses
For businesses where the important result may be an appointment, booking or reservation — and that result can be measured reliably.
FOCUSAppointmentBookingReservation
-
Existing Google Ads Advertisers
For businesses that already have an account and need clearer measurement, auditing, restructuring or optimisation rather than a completely new setup.
FOCUSAuditImprove
Clear commercial intent and reliable measurement matter more than company size.
How do we think? 18
How Lenkaate Approaches Google Ads Management
We would rather explain how we think about the account than describe ourselves as “the best Google Ads agency”.
- 01
Measurement Before Optimisation
We do not want a campaign optimising towards an outcome we do not trust.
- 02
Business Goal Before Campaign Type
We do not begin with Search versus Performance Max. We begin with the result the business needs.
- 03
Traffic Is Not the Same as Business Performance
A click can be useful, irrelevant or somewhere in between. A recorded conversion can also differ substantially in quality.
- 04
Ads and Landing Pages Belong to the Same Journey
Search intent, ad messaging, page experience and conversion should not be managed as unrelated components.
- 05
We Review Search Terms, Not Only Keywords
The actual query typed by the customer often reveals more about traffic quality than the keyword list alone.
- 06
Automation Is a Tool
Smart Bidding, Performance Max and Google AI can be powerful when they receive useful goals, measurement and inputs. They are not substitutes for the commercial strategy.
- 07
We Make Changes for a Reason
We avoid changing campaigns simply because a short-term metric moved. The account should have enough information to support the decision.
Frequently asked 20
Google Ads Management FAQs
There is no single management fee that makes sense for every account.
The work required depends on factors such as the number of campaigns, markets, products, integrations, account history and measurement requirements.
We define the management scope after understanding the account or proposed advertising plan.
There is no universal Google Ads budget.
Budget depends on the market, level of competition, available demand, customer value, campaign type, location and commercial objective.
The important question is whether the budget can generate enough useful information to support decisions instead of being spread too thinly across too many campaigns.
No.
Campaigns can be structured, measured and optimised carefully, but no agency can legitimately guarantee a fixed CPA, ROAS, number of leads or level of sales in advance.
Performance is influenced by the market, competitors, offer, website, pricing, budget, measurement quality and other factors beyond the ad account itself.
Campaigns can begin receiving impressions and clicks relatively quickly after they become eligible to serve.
That does not mean there is immediately enough information to judge lead quality, profitability or long-term performance.
Automated bidding strategies may also need time to learn and readjust after meaningful changes.
Neither is universally better.
Search can be powerful when there is clear demand and the business wants to capture users actively searching.
Performance Max can extend optimisation across multiple Google channels when the account has suitable goals, measurement and inputs.
The correct mix depends on the objective, data, products, budget and account structure.
A keyword is part of the targeting framework used in a Search campaign.
A search term is the actual query a person typed that caused the ad to appear.
Search-term analysis helps reveal irrelevant traffic, new opportunities and differences between the account setup and real customer language.
Negative keywords help prevent ads from appearing for certain searches that are not relevant to the offer.
They should be used carefully because broad or poorly planned exclusions can also remove useful commercial intent.
Not automatically.
Broad Match can be useful in the right account, particularly when strong conversion measurement and appropriate Smart Bidding are available.
It still requires search-term review and should not be assumed to fit every situation.
Ideally, the outcomes that matter should be measurable before the business relies on conversion-based optimisation.
If Google Ads is being trained on incomplete or low-value actions, the account may optimise towards behaviour that does not represent the real business objective.
Primary conversion actions are generally used in core conversion reporting and can be used for bidding when the related goal is active.
Secondary conversions are generally used for observation.
The right classification depends on which actions genuinely represent value for the business.
Not every campaign requires a separately created landing page.
But every ad needs a destination that makes sense for the user's intent and the promise made in the ad.
Sometimes the existing service or product page is suitable. In other cases, a more focused landing experience is a better choice.
Yes.
An existing account can be audited before deciding whether it needs targeted improvements, partial restructuring, new testing or a broader rebuild.
We do not assume that an older account should automatically be replaced.
Yes.
An ecommerce strategy may involve Search, Shopping, Performance Max and other campaign types depending on the account.
Product feeds, Merchant Center, conversion tracking and conversion value can also play important roles.
No.
Google Ads provides paid visibility while campaigns and budgets are active.
SEO aims to develop organic search visibility over a longer period.
Many businesses use both because they solve different acquisition problems.
Next step21
Want to Understand Where Your Google Ads Budget Is Going and What It Is Producing?
Tell us about your business objective, market, website and current Google Ads account if you already have one.
We can start by understanding what should be measured, where the account may have opportunities or weaknesses, and which campaign or optimisation decisions are worth testing before simply increasing spend.
Where is your budget going?
Discuss Your Campaigns