Google Search Ads management
Search intent
Research, comparison, product and service searches represent different needs. We review how those needs relate to your offer and separate useful demand from irrelevant activity. A keyword list is only a starting point: available search-term evidence, conversions and commercial feedback guide the decisions that follow.
Ads and landing pages
Your ad should make the offer clear and the landing page should help the visitor act on it. We review relevance, the value proposition and the next step, including whether ecommerce searches lead to a useful product or category experience. Recommendations stay grounded in your actual service and evidence, without invented results or claims.
Control and learning
Keyword match types, negative keywords and campaign structure shape the account’s reach. We review them together with budget and conversion quality. Broader exploration needs a useful objective and a review process; tighter targeting can also miss opportunity. The decision is based on what the account can support and what the business can learn.
Bids and budgets
Lost impression share can point to a budget constraint or auction competitiveness, but it does not establish that buying more coverage would be profitable. We review those signals with acquisition cost, revenue or qualified-lead outcomes and the limits of the available data. A change should have a commercial reason beyond improving a platform metric.
Ongoing management
For ecommerce, the review considers product economics and customer value. For lead generation, it considers enquiry quality and sales feedback. Curtis discusses what is working, where the evidence is weak and what should be tested next. The scope can include campaign restructuring, ad development and measurement priorities, agreed around the account.
The agreed scope can cover keyword and query strategy, campaign structure, ad copy, exclusions, bids, budgets and measurement review. Recommendations for the website are distinguished from any separately agreed development work.
That depends on the objective, signal quality, budget and ability to evaluate the resulting demand. We assess it as a controlled decision rather than a default setting for every campaign.
It describes the share of eligible impressions received. It helps diagnose coverage, but does not prove the value of the impressions you missed.
Yes. Feedback on qualification, opportunities and sales helps distinguish useful enquiries from low-value volume. Any CRM integration or offline measurement work is scoped before implementation.