Google Ads Search: campaign structure that does not burn the budget
We do not sell clicks. We build campaigns that turn advertising spend into real enquiries, bookings and sales — with proper tracking and transparent reporting.
- Campaign / ad group structure by intent, not “random lists”.
- Negative keywords + match types: how to reduce CPA.
- Landing pages and tracking: without them, Ads is a lottery.
What you set up before you launch
Before Ads: objective (leads), conversions, clear offer and a converting landing page.
Otherwise you optimize for clicks, not for enquiries.
- Conversions: form submitted, phone click, WhatsApp.
- Landing: clear message + proof + CTA.
Campaign structure
Simple structure for lead gen:
- 1 campaign per major service.
- Ad groups by intent (audit / pricing / services).
- Phrase/exact at the start + daily negatives.
- 2–3 ad variants (different USPs).
- 1 dedicated landing page per service.
Mistakes that burn the budget
The short list of disaster:
- Broad match without negatives.
- Sending everything to the homepage.
- No proper tracking.
- Too many low-volume ad groups.
Weekly optimization
15-minute routine:
- Check search terms → negatives.
- Verify real leads.
- Scale only what produces.
- Test 1 element / week (headline / offer / form).
Quick questions
How fast do I see results?
Leads in a few days, but optimization takes 2–4 weeks of data.
What minimum budget makes sense?
Depends on the service, but generally 500–1,500€/month to have usable data.
Do I need a dedicated landing page?
Yes. Homepage converts worse than a dedicated landing for a single service.
We audit, plan and execute on KPIs (SEO / site / Ads). You get structure, internal linking, tracking and conversion-focused copy.