Search ads for buyers who already know what they want
A search is a statement of intent. When a buyer types the name of a service, a software product plus consultant, or a problem phrased the way your customers phrase it, they are telling you what they want at that moment. Search ads put a short message and a link in front of that query.
For B2B companies the useful searches are often narrow, and the near misses are many: job seekers, students, people looking for a do-it-yourself guide, buyers of a product you do not sell. The work is finding the phrases worth paying for, keeping the near misses out, and sending each click to a page that matches the ad. Search ads management handles that setup and the weekly upkeep in Google Ads and, where it fits, Microsoft Advertising.
Setup first, then upkeep
Search work falls into two phases, and quotes often price them differently.
Setup happens once. It covers account structure, campaigns grouped by service, keyword lists with match types chosen deliberately, a starting negative list, ads and assets, location and network settings, and conversion actions wired to your form and tested end to end. If an account already exists, setup starts with an audit and often a partial rebuild.
Upkeep is the recurring part. Someone reads search terms, adds negatives, adjusts bids or targets, refreshes ads, watches budgets against the calendar and checks that tracking still works after any site change. It also includes a regular summary for you.
Ask which phase a quote covers. Some providers include setup in the first month; others bill it separately.
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 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.
Should Google's automatic recommendations be switched on?
Many managers turn off auto-apply and look at each recommendation by hand. Some are useful, such as fixing a missing asset. Others widen targeting or raise budgets. Ask your provider how they handle them, and check the change history now and then to see what was applied.
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.
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
Meta and LinkedIn ads
Audience setup, creative briefs, lead gen forms and Conversions API checks for feed ads on the platforms your buyers use.
Landing pages and forms
Single-purpose pages for your ads, with a clear offer, a short form, consent text and conversion tracking set up together.
Follow-up setup
Alerts, tasks and simple follow-up sequences in your CRM, so new inquiries are answered by the right person.