What it actually involves
The parts that decide whether it works.
Intent, sorted by how close it is to buying
Someone searching your service and someone researching the category are worth very different amounts. Accounts that treat them the same overpay for both.
Performance Max, on a leash
PMax will happily spend your budget on the cheapest traffic it can find. It works well when it's constrained properly and poorly when it isn't.
Local Services where it applies
For a lot of service businesses the LSA slot sits above everything else on the page. It's underused because it's fiddly to set up.
Negative keywords as a discipline
Most of the savings in a search account come from what you stop paying for. That list is never finished.
How we run it
It never runs on its own.
CAPTURE
Search harvests, it doesn't createIf nobody is looking for you, search has nothing to catch. It performs in direct proportion to the demand your other channels build.
STRUCTURE
Built so the data stays readableAn account you can't diagnose is an account you can't improve. Structure is a reporting decision as much as a bidding one.
CONNECTED
Sharing an audience map with MetaSo you aren't paying twice to reach the same person on two platforms with two different messages.
Next step
Want to know if this is your bottleneck?
Thirty minutes. We'll look at what you're running now and tell you where the biggest gain is — whether or not it's this.
Book a strategy callNo pitch deck. No pressure. If we're not the right fit, we'll say so.
Everything else