Measure first, then spend
Google Ads is only as good as what it can see. If a form submission or a WhatsApp click is not recorded as a conversion, the account learns nothing and the report cannot say which keyword paid. Our own account was set up the same way, with the conversion action created and tested first, and we do the same in yours. Google documents its tools on its own Google Ads help, and we build to that.
A plan comes next: the searches we want, the ones we do not, the budget and the landing page. Negative keywords are as important as keywords, because a broad match can spend on searches that were never going to buy.
Search intent is the strength
Search ads reach someone who is already looking. That is a different job from Meta, where the ad interrupts. It works best when the offer matches the search and the page behind it answers the question quickly. A slow page, a long form or a vague headline wastes the click. So the landing page is part of the job, and a short website build is often the first thing we suggest.
We read the search-terms report every week and move what we learn into the next change. It is the working document of the account, the one place where what people typed and what you paid for sit side by side. Small steps, logged, keep the account readable and keep you able to take it back.
For brands that sell on marketplaces
Google traffic can go to your own site or to a marketplace listing. Sending it to a listing makes the page quality count for more, which is why listing optimisation comes up often. Shopping campaigns need a clean product feed, and a feed is built from the same master catalogue we keep for marketplaces.
Meta and Google work well together when each does its own job: Meta ads for reaching people, Google for catching intent. We do not promise a result from either. The figures a report shows come from your own account, in Google's own numbers, and our job is to make sure those numbers are measured correctly and acted on every week.
One more practical point is the account structure itself. We prefer a small number of campaigns that each have one clear purpose, with names that say what they are. A sprawling account is hard to read and easy to overspend in. A tidy one lets the weekly search-term reading stay quick, lets you open the account and understand it, and makes a handover, in either direction, straightforward.
