What search ads management covers
Search ads appear when someone types a query into Google or Bing and one of your keywords matches it. Management is the ongoing work around those ads: choosing the searches you want to appear for, writing the ads, setting bids and budgets, and reading what people actually typed before they clicked.
Most small and mid-sized businesses start with Google Ads and add Microsoft Advertising later, often by importing the Google campaigns and adjusting them. The accounts stay in your name. A provider works inside them with access you grant, and you can remove that access whenever you like.
Google and Microsoft run the auctions and decide how often an ad shows. Management controls the inputs: keywords, match types, negative keywords, ad text, assets, conversion tracking and spend limits.
Bidding, budgets and conversion actions
These three settings are linked, and most problems in small accounts come from one of them being out of step with the others.
Conversion actions come first. Each one counts an event, such as a quote form submission. Only the events you would call a lead should be marked primary, because automated bidding learns from whatever is marked primary.
Bidding can be manual or automated. Automated strategies such as Target CPA need a steady flow of conversions to work; a new account with little data often starts on manual or enhanced CPC and moves later.
Budgets are set per campaign as a daily average. Google can spend above that on a busy day and below it on a quiet one, so the manager checks spend against the month rather than the day.
Before you request a search ads quote
A provider can give a clearer quote if you have a few answers ready. You do not need all of them, and the notes box on the quote form is fine for rough answers.
- Do you already have a Google Ads or Microsoft Advertising account, and is it active?
- Roughly how many services or product lines would you advertise?
- Do you serve the whole US or specific states?
- What monthly ad spend range are you considering?
- Is your quote form already sending form fills somewhere you can see them?
- Is anything about your offer regulated, so ad wording needs care?
The partner who picks up the request will ask follow-up questions before scoping anything.
Questions about search ads management
What are negative keywords?
Negative keywords stop your ads showing for searches you do not want, such as job searches, training courses or services you do not offer. They are added from the search terms report, which lists the real queries behind your clicks. Most managed accounts add to the negative list every week.
What counts as a conversion?
Whatever you decide is a lead, set up as a conversion action in Google Ads. For most B2B sites that is a completed quote form. Smaller actions such as page views can be recorded but should not be marked primary, because automated bidding learns from primary conversions.
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.
Tell us what you sell and which channels you want to run. A service partner will reply with a scope and a quote.
Request a quoteOther services
Facebook and Instagram
Meta Ads Manager campaigns with clear audiences and a creative plan, set up under your Business Manager.
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.