Start with the Offer, Not Keywords
Before you open Google Ads, be clear about what you want the user to do after clicking — schedule a call, request a service, download material. Each ad group should correspond to one intent and one landing page.
When the offer is vague, no bidding strategy will save conversions. Write the headline for the landing page first, and only then create ads that promise exactly that result.
Build Campaigns by Intent
Separate brand, competitive, and highly transactional keywords into distinct campaigns. Mixing them blurs messaging and complicates optimization.
For primary services, use exact and phrase match and check queries weekly for the first month. Negative keywords are not optional — they protect your budget from research traffic that never converts.
Landing Pages That Convert
Send traffic to targeted pages, not the homepage. Repeat the promise from the ad in the hero section, quickly show proof, and keep one main CTA above the fold.
Forms should only ask for the minimum needed to qualify the lead. Long forms may filter volume, but often reduce quality as well — people leave before you learn anything.
Measure What Matters to the Business
Track form submissions and calls as primary conversions. Import offline conversions or stages from CRM if possible — Google will then optimize towards leads that become customers.
Monitor the cost per qualified lead, not just the cost per click. A campaign with fewer clicks but better lead quality is often the one worth scaling.
