Where does Google Ads management start?
A good Google Ads account starts with a question before any ad is written: which searches bring people who are valuable to this company? For an industrial equipment manufacturer, "tank manufacturing price quote" is valuable, while a search like "what is a tank" is usually wasted budget. The campaign structure is built on that distinction.
Typically, each main product or service group becomes its own campaign or ad group. That way you can see which service brings in inquiries, and the budget can be shifted toward what's working.
Keywords and negative keywords
When choosing keywords we look at three things: whether the search carries purchase intent, how it relates to your service area, and how competitive it is. Match types, which determine the searches a keyword can trigger on, are chosen deliberately. Keywords left too broad show ads on unexpected searches.
Negative keywords are searches you don't want your ad to appear for. Phrases like "free," "used," "job openings" or "how to" are added to the list depending on the industry. In the first weeks the search terms report is reviewed regularly and the list keeps growing. This is the most effective way to cut wasted clicks.
Ad copy and assets
Ad copy should be close to the search phrase, concrete and honest. Instead of generic claims like "industry leader," it highlights information that helps people decide, such as your service area, delivery time or how easy it is to get a quote. Call, location, sitelink and callout assets (formerly called extensions) let your ad take up more space and give more information.
Campaign types at a glance
| Type | What it does | Who it suits |
|---|---|---|
| Search | Text ads on the searched keyword | Almost every company |
| Shopping | Listings with product image and price | E-commerce sites |
| Performance Max | Automated delivery across all of Google's channels | Accounts with solid measurement and enough data |
| Remarketing | Showing up again for people who visited your site | Services with a long decision cycle |
Automated campaign types only work well with accurate conversion data. That's why we make sure conversion tracking is solid first.
Checklist
- Are campaigns split by product or service group?
- Do the target region and ad schedule fit your business?
- Is there a negative keyword list, and is it updated regularly?
- Does each ad group point to a relevant landing page?
- Are form, phone and WhatsApp conversions being counted?
- Was the account opened in your name?
Frequently asked questions
Why does Quality Score matter?
Google assesses how relevant your ad and landing page are to the search. Relevant, useful ads are generally shown in better positions at a more reasonable cost.
Can we use a competitor's name as a keyword?
Although it's technically possible, using a brand name in ad copy is restricted by Google's policies and trademark rights. We assess this together case by case.
Can you take over our existing account?
Yes. We first review the account and share in writing what will be kept and what will be fixed; we move forward without deleting any historical data.
For the bigger picture you can go back to our digital advertising service, or get in touch so we can review your account together.