Paid Search Ads / Google Search Ads
Part of our paid search services
Google Search Ads Management
Google Search Ads put your business in front of people actively searching for what you offer. We research the keywords, build the campaigns, set up tracking, and manage budget so every dollar is accounted for.
Ads for the Moment Someone Searches
Search ads appear above and alongside organic results when someone types a query that matches your keywords. You bid on those keywords, write the ad, choose where it sends people, and pay when someone clicks. Google decides which ads show and where, based on bid, ad quality, and expected impact.
Because the searcher has already named what they want, search ads can be one of the most direct ways to find new customers. The trade-off is that every click costs money, so the details matter: which keywords, which words in the ad, and which page the click lands on.
Matching the Words Customers Actually Use
We start with the searches your customers use, which are often different from the words you use internally. We separate buying-intent terms from research terms, check competitor overlap, and mark words that waste budget, such as job-seeking or free-only queries. A short, well-matched list beats a long, loose one.
Six Parts of a Search Account
Keyword research
Buying-intent keywords, plus the negative keywords that keep spend off poor matches.
Campaign and ad group structure
Tightly themed ad groups so each ad matches the searcher's intent, with campaigns organized around goals such as calls or bookings.
Ad copy
Headlines and descriptions that name the service, the area, and the next step, tested and refined over time.
Landing page alignment
The page a click lands on should match the search, since mismatches waste clicks and hurt ad quality.
Conversion tracking
Calls, form fills, bookings, and purchases tracked through Google Ads conversion goals and linked to reporting.
Bidding and budget
A bid strategy chosen for the stage of the account, with budget focused on the terms that convert.
From Research to Monthly Optimization
Research and map intent
We identify the searches worth paying for and sort them by how close they are to a sale.
Structure the account
Campaigns and ad groups are built around themes, so the account stays readable as it grows.
Write and test ads
We draft several ads per group and rotate them, keeping the ones that perform.
Connect tracking
Conversion goals are set before launch, so the first data you see is useful.
Launch and watch the first weeks
Budget is set for a fair learning period, and search terms are reviewed closely.
Optimize monthly
Bids, negatives, and budget are adjusted based on conversions, and every change is logged.
Where Search Campaigns Lose Money
Broad keywords without negatives
Broad terms without a negative list bring in irrelevant clicks. We set negatives from day one.
Sending clicks to the homepage
A general landing page lowers conversion. A page that matches the search does better.
Judging by clicks alone
Clicks are a cost, not a result. We measure the calls, forms, and bookings they produce.
Set it and forget it
Search markets change. We review terms and budgets every month.
Learning First, Then Results
Search ads can show traffic within days of launch, but the first few weeks are for learning. Expect changes early on as we find which keywords and messages convert. Stronger results usually show after that learning period.
We cannot promise a fixed cost per lead or ad position. Costs depend on competition in your market, the quality of ads and pages, and your budget. We report honestly, including when a campaign is not worth its cost.
Precise Geography for Local Businesses
Search ads for local businesses work best with precise geography. We set location targeting around the towns you serve, such as Middlebury, Goshen, and South Bend, and split campaigns by area when the offers differ.
The goal changes by industry. For health and wellness businesses, booking intent is the main target. For home services, call tracking and quote-based searches matter most.
Location Targeting by Market
Search ads reach people based on where they are or where they search from, so location settings decide a lot. For businesses near Valparaiso, we often run a separate campaign for the Porter County market, and for Portage and the lakeshore we adjust bids by distance. Businesses in Michigan City get their own ad groups, because the search terms and competitors differ from the Elkhart area.
We also check search terms by town. Searches tied to Auburn or Kendallville can behave differently than searches in the South Bend market, so each region gets its own bids and negatives.
Questions Customers Ask
Build the Full Plan
Google Search Ads work best alongside Local Service Ads, Apple Maps Ads, and Microsoft Advertising, plus the Local SEO work that supports your listings. Each channel reaches a different part of the search journey.
