Where search ads sit in your lead flow
Search ads are the first step. Someone searches, sees your ad, clicks, and lands on a page with a form. What happens after the click matters as much as the ad itself, so search work usually touches two other pieces.
- The page and form people land on. A mismatch between ad and page is one of the most common problems in small accounts. See landing pages and forms.
- The tracking and follow-up behind the form, so a click can be tied to a real request in your CRM. See lead tracking and follow-up.
Search ads management covers the account itself: keywords, negatives, ads, bids, budgets and conversion actions in Google Ads or Microsoft Advertising.
What search ads work usually includes
The exact scope is agreed with the service partner, but most search engagements cover these pieces:
- An audit of the existing account, or a clean build if there is none.
- Keyword research and a plan for match types by campaign.
- A starting list of negative keywords, added to every week after launch.
- Responsive search ads with several headlines and descriptions, plus sitelinks, callouts and structured snippets.
- Location, language, network and schedule settings checked one by one.
- Conversion actions set up and tested, usually through Google Tag Manager.
- Bidding and budget settings matched to how much conversion data the account has.
- A regular pass through the search terms report.
- A short written summary of changes and what to watch next.
What drives the cost of search work
Quotes for search ads management vary because the work varies. When comparing them, look at what each one assumes.
The number of campaigns and services matters most. One service advertised nationally is a different job from a dozen services with separate pages. Running Microsoft Advertising alongside Google Ads adds a second account to maintain.
Setup state matters too. An account with broken conversion tracking, years of unused keywords and auto-applied recommendations takes longer to sort out than a clean build.
Then there is cadence and reporting: weekly changes with a written summary take more hours than a monthly check. Ask each provider to describe the routine they are pricing, so you can compare like with like.
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.
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.
Want a price for ads, landing pages or tracking? One short form covers all of it.
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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.
Tracking and CRM
Measurement and lead handling set up around the tools you already use, with access kept in your name.