Google Search Ads

Search ads are the most direct channel for a service business: the person has already told Google what they want. Your job is to show up for the right searches, say the right thing, and send them to a page that converts.

Account structure

Account
 └── Campaign        (budget, location, language, bidding)  e.g. "Websites - US"
      └── Ad group   (one theme of keywords + its ads)      e.g. "Clinic websites"
           ├── Keywords
           └── Ads (responsive search ads)

Keep each ad group tightly themed so the ad and landing page match the search. A searcher typing "dental clinic website" should see an ad and a page about clinic websites, not a generic homepage.

Keywords and match types

Negative keywords stop ads showing for searches you do not want, and save a lot of money: free, template, jobs, course, diy, wix, salary. Review the search terms report every week and add negatives for anything irrelevant.

Writing responsive search ads

Google mixes up to 15 headlines (30 characters each) and 4 descriptions (90 characters each). Write them so any combination makes sense:

• Include the keyword theme in some headlines ("Websites for Dental Clinics").
• State the outcome ("Online Booking, 24/7").
• Give proof and specifics ("Fixed Price from $799", "Live in 2 Weeks").
• Remove risk ("Clear Contract, Staged Payments").
• End with a clear action ("Get a Price in 2 Minutes").

Add assets (formerly extensions): sitelinks (Pricing, Our Work, Contact), callouts ("No Hidden Fees"), structured snippets (Services: Websites, Apps, Dashboards), a call button and your location. They make the ad bigger and usually raise CTR.

Landing pages decide the cost

Send each ad group to the most specific page possible. A good landing page has a headline that matches the ad, a clear offer and price guide, proof (projects, reviews), one main action (a form, a booking or the questionnaire), a fast load time and a good phone layout. Improving the conversion rate from 3% to 6% halves the cost per lead with no change to the ads.

Bidding strategies

Change bidding gradually; each big change restarts the algorithm's learning.

Location, schedule and devices

Target only where you can serve customers. Use "presence" (people in the area) rather than "interest" if you only work locally. Check results by hour, day and device, and lower bids where leads never come from.

Exercise

Build one ad group on paper: theme, 10 phrase or exact keywords, 15 negative keywords, 10 headlines, 4 descriptions, 4 sitelinks and the landing page it should use.

Check yourself

• Why should each ad group have a narrow theme?
• Give five negative keywords for a web design studio and say why.
• What should change on the landing page if the CTR is good but leads are few?