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.
A typical week in a managed search account
Early in the week, the manager opens the search terms report and reads what people actually typed. Irrelevant matches become negative keywords. Good terms that are not yet keywords get added, usually as phrase or exact match.
Midweek is for checking. Is each campaign spending roughly what was planned? Did conversions record yesterday, and does the count line up with the form submissions you received? Has Google pushed any new recommendations that would change settings if accepted?
Later in the week, ad copy gets attention. Assets marked as low performing are swapped out, and a new headline or description may go into a test. Bid strategy targets move only when there is enough data to justify it.
Each change goes into a log you can read.
What to ask about tracking and reports
Tracking decides what the account learns from, so it deserves a few direct questions.
Ask which events will be counted as conversions and which will be recorded but left out of bidding. Ask how they will test that a form submission shows up in Google Ads, and how they will notice if it stops. If you use a CRM such as HubSpot or Salesforce, ask whether they plan to import offline conversions or use enhanced conversions for leads, and what they need from you to do it.
For reports, ask to see a sample. A useful one says what changed, why, and what is being watched next. Columns of figures with no notes are harder to act on. Also ask whether you can open the account's change history yourself.
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.
Which match types should a new account use?
Small and new accounts often start with phrase and exact match, which keep ads close to the searches you chose. Broad match lets Google find related searches and relies heavily on conversion data, so it is usually tested once tracking is reliable and negative lists are built up.
Does sending the form commit me to anything?
No. Your request is passed to a service partner who does the work. They will ask about your accounts, services and budget, then agree scope and quote you directly. Nothing is agreed until you accept their terms. See how it works for the steps.
If your ads, pages or follow-up need attention, describe the problem and get a scoped quote.
Describe the workOther services
Paid social setup
Pixel, Conversions API, audiences, first creative set and lead forms built and tested before any budget goes live.
Lead capture forms
Forms with the right fields, consent wording you supply, thank-you pages and connections to your inbox or CRM.
Conversion tracking
Google Tag Manager, GA4, the Meta pixel and the LinkedIn Insight Tag set up, tested and documented in your accounts.