How do Google search campaigns work?
You choose keywords, write advertisements and send visitors to a suitable landing page. Google determines through the ad auction when your ad appears and how much you pay per click. Relevance between keyword, ad and page reduces waste.
What makes a strong search campaign?
A strong campaign is built around search intent, not around individual words.
| Part | Roll |
|---|---|
| Keywords | Determine which intentions you want to show up for |
| Match types | Control how broadly Google can interpret searches |
| Exclusions | Prevent clicks from irrelevant searches |
| Advertisements | Translate search intent into a clear promise |
| Landing page | Delivers on the promise and converts visitors into leads |
| Conversion tracking | Measure which keywords really generate requests |
Which keywords do you use?
Be sure to use keywords with clear commercial intent. A search query such as "seo agency limburg" is closer to a request than a broad informative search. Broad terms can be useful, but only with good exclusions and clear goals.
From practice
Negative keywords are often the biggest savings. Without exclusions, you pay for searches that never become customers. We build that list from day one and expand it based on real search terms.
When does a search campaign not work well?
A search campaign does not work well when keywords are too broad, tracking is missing, ads are too general or the landing page does not match the search query. Then you buy traffic, but not reliable requests.
How does this fit into your Google Ads strategy?
Search campaigns form the basis. If you want a broader reach later, Performance Max campaignscan be supplemented. For budget and click prices, look at what does Google Ads cost. The conversion depends on having your landing page created.