Paid search, explained plainly
Paid search is the set of text ads above and below the regular listings on Google and Bing. You pay when someone clicks. Looking after it means keeping several parts in order:
- Keywords and match types, which decide the searches you can appear for.
- Negative keywords, which keep you out of searches that do not fit.
- Ads and assets: the headlines, descriptions, sitelinks and callouts people see.
- Bidding and budgets, which govern what you spend and how the platform bids.
- Conversion actions, the form fills or other events you count as a lead.
The auction belongs to Google or Microsoft. These settings shape what you enter it with and how you count what comes back.
What search ads work usually includes
The exact scope is agreed with the service partner, but most search engagements cover these pieces:
- An audit of the existing account, or a clean build if there is none.
- Keyword research and a plan for match types by campaign.
- A starting list of negative keywords, added to every week after launch.
- Responsive search ads with several headlines and descriptions, plus sitelinks, callouts and structured snippets.
- Location, language, network and schedule settings checked one by one.
- Conversion actions set up and tested, usually through Google Tag Manager.
- Bidding and budget settings matched to how much conversion data the account has.
- A regular pass through the search terms report.
- A short written summary of changes and what to watch next.
Decisions only you can make
A provider can run the account, but some choices belong to the business. Expect to be asked about these early.
Budget. How much you are willing to spend on clicks each month, and whether that changes by season.
Services. Which work you want new requests for, and which you are already turning away. Advertising a service you cannot staff wastes spend.
What a lead is. A form fill with a work email might count; a newsletter signup probably should not. This choice drives conversion tracking and therefore how automated bidding behaves.
Claims and wording. What you are comfortable saying in an ad, and what your industry or counsel says you cannot.
Questions about search ads management
Who owns the ad account?
You should. The account should be created under your business email and billed to your payment method, with you holding admin access. The provider works through a manager account link or a user invite that you can remove. That way the keyword history and conversion data stay with you if the arrangement ends.
Which match types should a new account use?
Small and new accounts often start with phrase and exact match, which keep ads close to the searches you chose. Broad match lets Google find related searches and relies heavily on conversion data, so it is usually tested once tracking is reliable and negative lists are built up.
How do I know what changed in my account?
Google Ads and Microsoft Advertising both keep a change history you can open yourself. A provider should also send a plain summary of what they changed, why, and what they are watching next. If you only receive charts with no notes, ask for the reasoning behind the changes.
Not sure where to start? Describe your offer and current tools, and a service partner will ask the right questions.
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Paid social campaigns
Meta and LinkedIn ads with defined audiences, rotating creative, lead forms and tracking, all in ad accounts you own.
Landing page tests
Two versions of a page run against each other once there is enough traffic, with changes logged so you can see what moved.
Lead tracking and follow-up
Conversion tags, CRM routing and follow-up reminders set up so each inquiry is recorded with its source and assigned to someone.