When someone types a query into Google, they are doing the rarest thing on the internet: telling you exactly what they want, in their own words, at the moment they want it. No display ad, no social campaign, no influencer placement matches that signal. This is why, almost twenty-five years after AdWords launched, well-built Search campaigns remain the steadiest source of qualified traffic for most businesses we work with.
Most Search accounts we audit have the same problem: too many keywords, too little structure, and tracking that quietly under- or over-counts conversions. The campaign itself is almost an afterthought. Our work focuses on the foundations.
We start by mapping the queries your buyers actually use — not the ones marketing teams imagine. That means combing search-term reports, talking to your sales team if you have one, and looking at what is already converting before deciding what to expand. We avoid the temptation to bid on everything that mentions your category; broad coverage usually means broad waste.
Match types have changed substantially in recent years. Broad match with smart bidding can work, but only with disciplined negative-keyword management and clear conversion signals. We treat negative lists as a living document — reviewed weekly, not set up once and forgotten.
Manual CPC, Maximize Conversions, Target CPA, Target ROAS — each has a place, and each fails badly if used at the wrong stage. New accounts almost always need a conversion-volume runway before any "smart" strategy can do its job. We will tell you when to switch, and when to leave it alone.
Responsive Search Ads are the only format Google offers now. We write multiple headline and description variants for each ad group, organise them with pinned assets where regulation or clarity requires, and rotate creative on a regular schedule. We do not write ads designed to "trick" people into clicking — that costs money and damages quality scores.
For Search, the honest measures are: a stable cost-per-acquisition over a meaningful window (eight weeks, not eight days), an impression-share-lost-to-rank figure that is shrinking, and a search-term report that mostly contains terms you would have wanted anyway. ROAS is useful, but only when conversion tracking is genuinely trustworthy.
We do not promise a position-one ranking, a fixed CPA figure, or any other guarantee. Search auctions are competitive and dynamic — anyone promising you specific numbers is either inexperienced or being dishonest.