Google Search Ads
Pay for the query you can actually close.
Search campaigns organised around commercial intent, negative discipline, ad copy and a landing page that continues the same promise. Bidding only starts when the conversion is one the business recognises.
Intent first
Search is useful when someone is already looking.
A Search account earns its keep when keywords, match types and negatives describe the offer you can fulfil. Ad copy restates the query. The landing page finishes the sentence. Bidding then has a conversion it can chase without inventing demand the sales team cannot handle.
When Search is the first move
Use Search when demand is already typed.
- A services firm that already gets branded and category searches and needs them captured cleanly.
- A product company whose best queries are specific enough to map to a page, not a homepage.
- An account drowning in broad-match spend with no negative discipline.
- A team that wants paid search beside organic work, not fighting it for the same URL.
- A rebuild after an audit showed query waste as the main leak.
Where Search leaks
High intent is easy to waste.
- Broad match collects curiosity and competitor names the business cannot serve.
- Keywords are themed for convenience instead of commercial closeness.
- Ad copy promises a price, location or offer the landing page never mentions.
- There is no living negative list, so research queries keep winning auctions.
- Bidding optimises to a form fill that sales later ignores.
- Every campaign points at the homepage, so the query dies on arrival.
What Search work produces
A query system, not a keyword dump.
The account is rebuilt around intent groups, copy that matches them, and a page that can convert the click.
01
Intent and query map
Searches grouped by how close they sit to a sale, a booked call or a catalogue action, not by planner volume.
02
Keyword and negative architecture
Match types, brand protection and negatives that stop paying for research you cannot fulfil.
03
Ad copy aligned to the query
Headlines and descriptions that repeat the promise the landing page can keep, including extensions that add proof rather than noise.
04
Landing-page brief
A clear note on which URL each intent group should hit, and what must change if the current page cannot finish the click.
05
Bidding against a named conversion
Bid strategies attached to an action finance already tracks, with guardrails so volume does not replace quality.
06
Search-term operating rhythm
A review cadence for terms, wasted spend and copy tests the team can actually keep.
How Search is built
Queries, pages, then bids.
Structure comes before automation. If the page and the conversion are wrong, smarter bidding only spends faster.
01
Score commercial closeness
Queries are sorted by whether you can fulfil them, at what margin, and on which URL.
02
Write the negatives first
Exclusions for jobs, DIY, careers and competitor curiosity are set before budget is exposed.
03
Match copy to the landing promise
Ads and pages are read as one sentence. If they disagree, media waits.
04
Attach a conversion the business owns
Primary actions are named with whoever closes the lead or the order, not only with the ad account.
05
Review terms, not dashboards
Search terms, wasted queries and conversion quality decide the next change.
What we judge
Search should buy conversations you can recognise.
Queries that match the offer
Paid terms sit next to work you can actually deliver.
Ads and pages that agree
The click continues the same promise through to a decision.
Bids with a real target
Automation chases an action the business already counts.
Less spend on curiosity
Negatives and structure stop paying for searches you cannot fulfil.
Related work
Search accounts are shown when the query story is clear.
Case notes appear when search-term evidence and permissions are cleared. Until then, the Work index is the public record.
Published case studies will appear here when they are cleared.
Related services
Work that usually sits beside this.
Questions
Buying questions, answered directly.
Search first, when people already type the offer. Performance Max is added when assets, feeds and conversion data can support it. Turning every campaign type on at once usually hides the query story.
Next move
If the query is commercial, the account should look like it.
Share the searches you already win, the ones you waste, and the conversion sales will accept. We will say whether a Search rebuild or an audit is the useful first move.