Demand · Google Ads
Capture high-intent demand and direct it to the right conversion path.
Search, PMax and YouTube structured around intent rather than around the platform.
Why this matters
The cost of leaving this unsolved.
Search captures demand that already exists, which makes it unforgiving: bid on the wrong intent and you pay premium prices for people who were never going to buy.
How we approach it
What Google Ads looks like when it is built properly.
Each part below exists because leaving it out is what breaks the others. This is the order we work in, not a menu.
01
Search intent
Separate problem-aware, solution-aware and brand searches — they are not the same buyer.
02
Account structure
Built so budget follows intent quality, with negatives maintained as a discipline.
03
PMax and YouTube
Given a defined role rather than left to absorb budget unchecked.
04
Landing pages
One page per intent cluster, matched to the query that earned the click.
05
Measurement
Conversions defined at the qualified stage, fed back from the CRM.
What you get
Deliverables
- Account restructure
- Negative keyword program
- Intent-matched landing pages
- Conversion and CRM integration
- Query-quality reporting
How it is measured
Measurement
- Cost per qualified conversation
- Query quality
- Conversion rate by intent tier
- Pipeline contribution
Every metric is defined in writing before work begins, including what is excluded from it. A number without a definition cannot be argued with — or trusted.
Questions
Before you commit to this.
Scope, measurement, timelines and ownership — answered plainly.
Account restructure, Negative keyword program, Intent-matched landing pages, Conversion and CRM integration, Query-quality reporting. Scope is confirmed after the diagnostic, because what a business needs here depends on what is already working.
We agree the measures before the work starts. For Google Ads they are: Cost per qualified conversation, Query quality, Conversion rate by intent tier, Pipeline contribution. Every metric gets a written definition, so the number means the same thing in month six as it did in week one.
Paid channels produce readable signal in the first two to four weeks, because spend generates data quickly. Organic visibility is a two-to-three quarter program — the compounding is the point, and it cannot be rushed. We tell you which of the two your plan depends on before you commit to it.
Yes. We build on the stack you already have wherever it is fit for purpose, and we say plainly when it is not. Everything we build is documented and handed over — you own the accounts, the data and the workflows.
Also in Demand
Next step
Review Google Ads Opportunity.
Start with the diagnostic. We map the customer journey, name the blockage and show you what the fix involves — before either of us commits to a scope.