Google Ads Management

Account structure is built so that each campaign has a single clear job and enough conversion volume to optimise against. Keywords are grouped by intent rather than by superficial similarity, and match types are used deliberately with a maintained negative list at both campaign and account level, since broad match without negatives spends the budget on questions rather than customers. Search term reports are reviewed on a schedule and mined for both negatives and genuine new terms. Quality score is addressed through its actual components: expected click-through rate, ad relevance and landing page experience, which means the landing page is part of the work rather than a fixed constraint. Responsive search ads are supplied with distinct headlines rather than restatements, with pinning used only where a legal or brand phrase must hold position. Bidding strategy is chosen against available conversion volume, and smart bidding is not enabled before conversion tracking has been independently verified, because an automated strategy optimising toward a miscounted conversion will spend efficiently on the wrong thing.

Industry Insight