Google Ads for buyers who already search

When do Google Ads beat social in Pakistan?

When the buyer knows what they want and types it. A clinic in Clifton, a car rental in Lahore, a generator supplier, a school, a visa consultant: these are searched, often on a phone with a map open, and the business that answers the search plainly wins the enquiry. Search also beats social for anything with a named product and a comparison, because the buyer is past being shown things. For a foreign brand selling into Pakistan, or a Pakistani brand selling abroad, search is the first thing to check, because it tells you in a fortnight whether demand exists before you spend on making any.

When does search lose to social?

When nobody is typing your category yet. A personalised newborn set, a fashion label, a poster brand: the buyer did not know they wanted it until they saw it, so there is no search to catch and the budget belongs on Instagram. The Gallery is the clearest case: its product is bought on sight and sold in a DM, so the money went to Meta, not Google. Search also loses when the order is small and a click costs more than the margin can carry, and when the top of the page belongs to marketplaces you cannot outbid. We check all three before you spend.

How we build a Google Ads account

1. 01

   Type what your buyer types

   We search your category the way a buyer in Karachi, Lahore or Pennsylvania would, in English and Roman Urdu, and read who is already on the page. If it is all marketplaces and national brands, we tell you what sitting beneath them will cost.

2. 02

   Split the campaigns by intent

   A search that names your product, one that names the problem and one that names a competitor are three different buyers. Each gets its own campaign and its own budget, so you can see which one pays.

3. 03

   Build the landing page to the search

   The ad is half the job. The page it lands on has to answer the exact query, show the price or the next step, and load fast on a cheap phone. We fix that page before the campaign goes live.

4. 04

   Cut the waste for two weeks

   For the first fortnight we read the search-terms report every day and strip out every query you are paying for and cannot sell to. This is where most accounts lose their money and where we spend the most time.

5. 05

   Report per enquiry, reconciled

   What was spent, what came back, reconciled against your own enquiries or orders rather than the platform’s count of itself. One page a week, bad news first.

Search ads and social ads, side by side

Signs search is your channel

• People already type your category and a city, and your competitors are on the page.
• You sell a service with a price a buyer can compare in a call.
• Your enquiries arrive by phone or form, and you answer them the same day.
• Your margin can carry the cost of a click in your category; we check this before anything runs.

What Google Ads cost with us

Google Ads management sits under Tailored and is priced to the number you want to reach, because one campaign for a clinic and an account with shopping, search and foreign markets are different amounts of work. You are told the figure on the first call, and it does not move when the budget does.

The spend goes to Google from your own card, with no mark-up and no percentage taken. The account, the history and the search-terms data stay in your name, and if we part, they stay where they are.

Can a Karachi agency run Google Ads for a brand abroad?

Yes, and most of our search work is for clients outside Pakistan. The account does not care where the manager sits; it cares whether the search-terms report is read, whether the landing page answers the query and whether someone is awake when your buyers are searching. We keep New York hours, so an American or Dutch client’s working day is ours too. What we will not do is write ads for a market whose idiom we do not know and hope: where the words carry local nuance, we run the account and the numbers, and a writer from your market handles the copy.