Search ads management in brief
You decide which searches are worth paying for. Someone writes ads for those searches, sets a budget, and connects the account to your quote form so each form fill is counted. Then, every week, that person reads what people actually searched, blocks the poor matches and adjusts.
That is most of it. The work runs in Google Ads, Microsoft Advertising or both, inside accounts that belong to you, and the ad spend is billed to your own payment method.
A typical week in a managed search account
Early in the week, the manager opens the search terms report and reads what people actually typed. Irrelevant matches become negative keywords. Good terms that are not yet keywords get added, usually as phrase or exact match.
Midweek is for checking. Is each campaign spending roughly what was planned? Did conversions record yesterday, and does the count line up with the form submissions you received? Has Google pushed any new recommendations that would change settings if accepted?
Later in the week, ad copy gets attention. Assets marked as low performing are swapped out, and a new headline or description may go into a test. Bid strategy targets move only when there is enough data to justify it.
Each change goes into a log you can read.
Questions to put to a search ads provider
These questions tell you a lot about how an engagement will run:
- Will the Google Ads account be in my name, billed to my card, with me as an admin?
- What access do you need, and what happens to it if we stop working together?
- Which conversion actions will you set up, and how will you test them?
- How often will you read the search terms report and add negatives?
- Which bid strategy do you plan to start with, and what would make you change it?
- Do you accept Google's automatic recommendations, or apply them by hand?
- What goes in the regular summary, and can I see the change history?
- How is the fee worked out, and is setup billed separately?
Questions about search ads management
Who decides the ad budget?
You do. A provider can explain how daily campaign budgets work, how search volume and click prices affect spend, and how to split money between services. Ad spend is billed by Google or Microsoft to you, and you can lower or pause it in the account.
Can you take over an account someone else built?
Yes. The work usually starts with an audit of the existing structure, keywords, negatives, conversion actions, bid strategy and settings such as search partners and location targeting. From there the partner suggests what to keep and what to rebuild. Existing history is worth keeping where it is sound.
Does sending the form commit me to anything?
No. Your request is passed to a service partner who does the work. They will ask about your accounts, services and budget, then agree scope and quote you directly. Nothing is agreed until you accept their terms. See how it works for the steps.
Not sure where to start? Describe your offer and current tools, and a service partner will ask the right questions.
Start a requestOther services
Paid social setup
Pixel, Conversions API, audiences, first creative set and lead forms built and tested before any budget goes live.
Lead capture forms
Forms with the right fields, consent wording you supply, thank-you pages and connections to your inbox or CRM.
Lead source reporting
A simple report showing inquiries by channel and campaign, built from your own CRM and analytics data.