Campaign and keyword strategy
Organize campaigns around services and customer intent. Review keyword themes, match types and negative keywords to limit irrelevant traffic.
SEM / TRAFFIC
Google Ads (SEM).
Reach people searching for your services.
We plan Google Ads around what your business needs: booked jobs, online orders or qualified sales enquiries. Search Ads, Performance Max and AI Max for Search each have a role, but we choose the setup to fit your offer, budget and customer—not the other way around.
Discuss your projectTHE BASICS
What is SEM?
Search engine marketing (SEM) often refers to paid search. Our Google Ads service also considers Performance Max where wider channel reach suits the business. The first question is what you want an ad to achieve: an emergency call, a product purchase or a suitable quote request. That choice guides the campaign and how we measure it.
WHAT WE DO
What’s included?
These are the areas we can help with. We agree on what your business needs before starting the work.
Ad messaging and assets
Write ad copy that reflects your actual offer and the destination page. Test messages with a specific hypothesis rather than changing everything at once.
Landing page alignment
Review whether the page answers the query, explains the offer and makes the next step easy. Identify friction between the ad promise and the enquiry experience.
Budget and conversion measurement
Define conversion actions, review tracking quality and agree spending boundaries. Separate advertising spend from management fees and evaluate lead quality alongside volume.
BUILT AROUND YOUR BUSINESS
The right Google Ads plan for your business.
An urgent repair, a product purchase and an industrial supply contract are different buying decisions. We choose campaigns around that decision, your budget and the information available—not a standard package of settings.
- 01Choose the business goal
- 02Match the campaign
- 03Improve the enquiry page
- 04Check sales quality
| Approach | When we consider it | What we check first |
|---|---|---|
| Search Ads | People are actively searching for a specific product or service. | Search intent, service areas, a useful landing page and lead tracking. |
| Performance Max | The business is ready to test reach across Google’s channels. | Conversion quality, creative, budget and product data where relevant. |
| AI Max for Search | We want to test additional search demand within Search campaigns. | Suitable website content, destination controls and a dependable comparison. |
Google Search Ads
THE PROBLEM
People are looking for your service, but your budget is being spent on searches that do not lead to useful enquiries.
WHAT WE DO
Build campaigns around specific services and buying intent. Separate priority locations, review search terms and exclude irrelevant searches. Match each ad to a page that answers the customer’s question.
The result we work towards
More of the budget can reach people with a relevant need. A repair enquiry goes to the repair service, while a commercial installation enquiry reaches the right team.
How we check: Cost per qualified enquiry, booked jobs or sales opportunities—not clicks alone.
Performance Max
THE PROBLEM
A business wants to reach customers beyond keyword-led Search campaigns, but wider reach is only useful if it brings the right sales or leads.
WHAT WE DO
Assess whether the business has reliable conversion goals, suitable creative and useful landing pages. For retail, review product data and purchase values; for leads, define what makes an enquiry valuable. Performance Max can reach Google channels including Search, YouTube, Display, Discover, Gmail and Maps.
The result we work towards
The aim is additional valuable customers across those channels. We review the overall account so an increase in reported conversions is not mistaken for extra business without checking it.
How we check: Sales value or qualified lead outcomes, alongside spend and contribution to the wider account. Poor tracking is a reason to fix measurement before expanding.
AI Max for Search
THE PROBLEM
Customers may describe the same need in different ways. A narrowly built Search campaign can miss relevant searches, but expanding blindly can introduce unsuitable traffic.
WHAT WE DO
AI Max is a set of features within Search campaigns, not a separate campaign type. We assess search term matching, text customization and final URL expansion individually. Review website content, brand settings and destination controls before testing broader matching.
The result we work towards
The aim is to find additional relevant search demand while maintaining useful enquiries. We inspect the actual search terms, ad messages and pages used rather than assuming automation is an improvement.
How we check: Compare qualified lead cost or sales value with the previous setup or an appropriate experiment. Retain the changes that help; revise or stop those that do not.
HOW WE IMPROVE THE WORK
A cheaper click is not the same as a better customer.
Define a useful enquiry.
Agree on location, service, order size or other requirements. Where feasible, connect qualified or converted lead outcomes from your customer records back to measurement.
Fix the page after the click.
Make the offer, pricing context and next step clear. An ad for a specific product or service should not leave someone searching through a generic homepage.
Spend where the business can deliver.
Account for margins, availability, service capacity and sales follow-up. More enquiries can be wasteful if the business cannot fulfil them.
Test, then decide.
Use an agreed budget and success measure. Check lead quality and sales outcomes before increasing spend, keeping changes that earn their place.
PRACTICAL INDUSTRY EXAMPLES
Different businesses.
Different priorities.
These examples show how we would tailor the work. The final recommendation depends on your business, starting point and budget.
Home Services & HVAC
Urgent repairs and planned installations need different messages, service areas and enquiry pages. Focused Search campaigns may be a sensible starting point.
Business goal: Track booked jobs and suitable quote requests, including whether the team can serve the location.
D2C & eCommerce
Review product margins, stock, purchase tracking and the catalogue. Consider Search for specific demand and Performance Max when product data and creative are ready.
Business goal: Measure attributable purchases and revenue against advertising cost, with returns and margins in mind.
Industrial & Manufacturing
Use precise product, specification and application language. Search can target buyer intent; test AI Max only with useful pages and feedback on enquiry quality.
Business goal: Track qualified requests for quotation and sales opportunities rather than every form submission.
Suppliers & Import/Export
Separate product groups, destinations and wholesale requirements. Include order quantities and capabilities on the landing page to help buyers self-qualify.
Business goal: Look for enquiries that match the products, markets and order sizes the business can fulfil.
Hospitality
Match campaigns to stays, events or other offers. Check booking availability and value before expanding reach; distinguish room enquiries from event enquiries.
Business goal: Review completed bookings, suitable event enquiries and acquisition cost, accounting for seasonality.
Campaign features and eligibility can change. We review the options available in your account before recommending a setup. Read Google’s guides to Performance Max and AI Max for Search.
HOW WE WORK
How the work gets done.
- 01
Define the economics
Understand your offer, sales process, lead quality criteria and acceptable acquisition cost before choosing campaign priorities.
- 02
Launch a focused test
Set up the agreed campaign structure, messaging, destination pages and conversion measurement. Start with a scope that supports useful learning.
- 03
Refine spend and relevance
Review search terms, ad response, conversion quality and costs. Adjust keywords, ads and allocation using the evidence available.
MEASUREMENT
How we track results.
Review qualified leads, cost per qualified lead and conversion rate. Use revenue or return on ad spend only when sales values and attribution are reliable. Click-through rate and cost per click help diagnose performance; they are not the final business outcome.
BEFORE WE START
What to share with us.
Share your offer, priority markets, website, indicative media budget and how your team qualifies enquiries. Existing account and conversion data help establish a starting point.
Start the conversation03 / COMMON QUESTIONS
More about
SEM.
Do we need Search Ads, Performance Max and AI Max together?
No. We choose based on your business goal, budget, website and measurement readiness. A focused Search campaign may be enough to start. We add or test other options when there is a clear reason.
Is AI Max the same as Performance Max?
No. AI Max is a set of features used within Search campaigns. Performance Max is a separate campaign type that can serve across several Google channels. They solve different planning needs.
How do you improve lead quality?
We define a suitable enquiry, align ads and landing pages with that definition and review sales feedback. Where practical, qualified or converted lead information helps measurement reflect real business value.
Is the advertising budget included in management fees?
Media spend and management scope are separate planning items. Both should be agreed before launch so you know what is paid to the advertising platform and what covers the work.
Should we choose SEO or Google Ads?
Paid search can test existing demand while SEO develops organic discovery. The right sequence depends on urgency, budget, search demand and the readiness of your website.
Can you work with an existing Google Ads account?
An existing account can be reviewed before deciding what needs to change. Historical search terms, conversion settings and lead feedback can help avoid repeating unproductive tests.
Can you guarantee a number of leads?
No. Demand, competition, budget, the offer and the conversion journey all affect results. We agree on measurable goals and review performance without guaranteeing a fixed lead volume.
CONTACT SEEGROW
What does your
business need?
Need a website, more enquiries or less manual work? Tell us what you want to improve. You don’t need a detailed plan.
SEO. Ads. Websites. Automation.
Start with the service you need.
Thank you for your enquiry.
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