Google Ads

Google Ads works on a pay-per-click (PPC) model, which means you only pay when someone actually clicks on your ad. The big advantage is speed — with Google Ads, your business can appear at the top of search results from day one.
In contrast, SEO is an organic, long-term strategy that improves your website’s content and technical setup to earn higher rankings naturally over time. While SEO builds lasting authority and sustainable traffic, Google Ads delivers instant, highly targeted visibility when you need it most.

The right amount depends on your industry, your target keywords' competition, and your business goals. We'll work with you to analyze your market and recommend a realistic starting budget that is sufficient to gather meaningful data and begin generating results. This initial budget is flexible, and we will provide data-driven recommendations for scaling it up or down as we see performance.

Keyword research is the foundation of a successful Google Ads campaign. We use advanced tools and our expertise to identify the most effective keywords for your business. We focus on a mix of:
Broad Keywords: To capture a wide range of searches and discover new opportunities.
Phrase Match Keywords: To target more specific phrases with a higher intent.
Exact Match Keywords: To target the most relevant, high-converting searches.
Negative Keywords: To exclude irrelevant search terms that waste your budget.

Quality Score is Google's rating of the relevance and quality of your keywords, ads, and landing pages. It's a score from 1 to 10. A high Quality Score (7 or above) is essential because it directly impacts your ad rank and cost. Google rewards advertisers with higher Quality Scores by giving them better ad positions and a lower Cost Per Click (CPC).

Auction Insights is a reporting tool in Google Ads that shows how your ads perform compared to other advertisers competing in the same auctions. It provides metrics like impression share, average position, overlap rate, and outranking share. This data helps us understand your competitive landscape — who else is bidding on the same keywords, how often they appear above you, and where opportunities exist to improve your campaigns.

This is a common practice in competitive industries. While trademark laws can prevent competitors from using your exact brand name in their ad copy, they are allowed to bid on your brand name as a keyword. To combat this and protect your brand, we always recommend running a highly relevant, low-cost brand campaign. Your ad will have a much higher Quality Score for your own brand terms, which means you'll consistently appear at the top of the search results for a very low cost, effectively blocking out competitors and protecting your brand reputation.

The key difference is control vs. automation. A Search campaign gives you precision — you decide which keywords to target. Performance Max, on the other hand, is an AI-driven, all-in-one campaign that automatically finds the best opportunities across Google’s entire network: Search, YouTube, Display, Discover, Gmail.

We’ll need access to your Google Ads account, Google Analytics 4, and Google Tag Manager. If you don’t have them, we’ll set everything up for you. With access in place, we handle the technical details — from setting up conversion tracking and structuring campaigns to conducting keyword research and writing compelling ad copy.