Google ads for people already searching
Google ads put you in front of someone who has already typed what you sell. That is the whole case for them, and the whole limit: if nobody searches for your category, Google has nobody to show you to. We tell you which you are before you spend, then run search and shopping campaigns and report what every click returned against the number we agreed.
In detail
Search intent against social discovery
| Meta | ||
|---|---|---|
| Who sees the ad | Someone who typed the problem or the product | Someone who did not know they wanted it yet |
| What the ad has to do | Be the best answer on the page | Stop a thumb, then explain |
| Best for | Named products, services people search for, local trades, emergencies | New categories, visual products, gifts, anything bought on impulse |
| What it costs to learn | Expensive clicks, fast signal | Cheap reach, slower signal |
| Where it fails | A category nobody searches for yet | A buyer who needs to compare before buying |
When do Google ads pay, and when do they not?
They pay when demand already exists and your job is to catch it: a plumber in a named town, a product people search by name, a service with a clear comparison. They do not pay when you are the first to sell something and the search volume is a rounding error. The Gallery sells personalised newborn wear in Pakistan; nobody types that at scale, so the money went to Meta, where the product could be discovered, and the campaigns returned $5.20–$6 per $1, every one of them to July 2026. Had the category been searched, the answer would have been different. We check before you spend.
How we set up a Google account
- 01
Search the way your buyer does
Before a campaign exists, we type what you think your buyer types and read who is already on the page. If the top results are marketplaces and national brands, we say so, because you will be paying to sit beneath them.
- 02
One campaign per intent
Searches that name your product, searches that name the problem and searches that name a competitor behave differently and get different budgets. Lumping them together hides which one pays.
- 03
Negatives before scale
The first fortnight is spent reading the search-terms report and removing what you are paying for that you do not sell. This is the least glamorous work in advertising and the most profitable.
- 04
Shopping, where there is a feed
For a store, shopping ads with a clean product feed usually beat text ads, because the price and the picture are in the result. We fix the feed before we fund it.
- 05
Report what the click returned
Not clicks, not impressions. What each campaign returned against what it cost, reconciled against your store's own figures, every week.
How do you report Google ads results?
One page a week. What was spent, what came back, and what changed. We reconcile Google's conversion count against your own orders or enquiries, because Google credits itself generously and you need the number your accountant would accept. Where a campaign is not paying, the report says so in the first line and says what we are doing about it. A report that needs a meeting to explain it is a bad report.
What Google costs with us
Google ads management sits under Tailored, priced to the number you want to hit, because the right scope depends on how many campaigns and how much spend you are running. Starter's ads option is Meta on one account; if your buyer is a searcher rather than a scroller, we say so on the first call and scope the work to match.
Ad spend is always separate, paid to Google from your own billing, never marked up and never a percentage. You keep the account, the history and the search-terms data. If we part, you lose nothing but us.
Signs Google is the wrong channel for you
- Your category has no name yet. People cannot search for a thing they do not know exists.
- Your average order is small and the clicks in your category are dear. The arithmetic fails before the creative gets a chance.
- Your product is bought on sight, not on comparison. Put it where it can be seen.
- You need a result this week. Search campaigns need a fortnight of negatives before the numbers mean anything.
The questions that follow.
Do you run both Google and Meta?
Yes, under Tailored. Many brands need both: Meta to create demand and Google to catch it. We run one before the other, and the order depends on whether your category is searched yet.
What is the minimum budget for Google ads?
Enough to buy real clicks every day for a fortnight. Below that the search-terms report is too thin to learn from, and you are paying a fee to manage guesswork. We give you the figure for your category on the call.
Do you run ads for a local service business?
Yes, for businesses that serve a named area. Local campaigns are the clearest case for Google: the intent is explicit and the comparison is short.
Will you guarantee a cost per lead?
No. A guaranteed cost per lead is a sales line, not a forecast. We tell you what the category's clicks cost today and what that implies, and then the account tells us the rest.
Who owns the Google account?
You. We are added as a manager on an account in your name, and when the contract ends the account, its history and its data are exactly where they were.
The price is published.
Where this leads.
No deck. No discovery theatre. One metric, one date, in the contract.