How we structure campaigns
- Split cheap and expensive queries. Long-tail keywords go into separate campaigns with strict bid caps; broad queries get their own budget.
- Ads written for each group, with pricing context, benefits and extensions.
- A landing page per intent, not the home page.
- Weekly search-term cleanup and growing negative lists.
We count money, not clicks
We connect form and messenger conversions and, for lead-based businesses, offline conversions: we tell Google which leads became paid orders. Smart bidding then learns from sales, not from random form fills.
Account audit
If ads are already running, we start with an audit: duplicate keywords, overlapping campaigns, wasted placements, broken conversions. The audit alone usually saves budget.