Paid search, set up in your name and run on a schedule

Why a search account needs regular attention

Search campaigns drift if nobody watches them. New search terms appear every week. A competitor rewrites its ads. Google adds a setting and switches it on by default, or a landing page form breaks and conversions quietly stop recording.

Management is the habit of checking these things on a schedule instead of finding out from a billing statement. In practice someone works in your Google Ads or Microsoft Advertising account, reads the search terms report, adds negative keywords, adjusts bids or bid strategy targets, replaces weak ads and confirms conversions are still coming through. They keep a short log of what changed and why, so you can follow along and pick it up yourself if you ever take the account back in house.

Ads, assets and the pages behind them

Google Ads uses responsive search ads: you supply up to fifteen headlines and four descriptions, and Google tests combinations. The work is writing lines that each stand on their own, say something specific about the service, and match the search they appear for.

Assets, once called extensions, add more to the ad:

• Sitelinks to specific pages such as a service page or the quote form.
• Callouts for short facts about how you work.
• Structured snippets listing services or industries served.
• Image assets where the account is eligible.

The page the ad points to gets checked too. If the ad mentions a service, the click should land on that service and a form, not on a general home page. Where ads change, the page often needs a small edit to match.

What you hand over at the start

• Access to your Google Ads account, and Microsoft Advertising if you use it, through a manager account link or a user invite.
• Access to Google Tag Manager and GA4, or to whoever manages your website.
• A list of the services you want to advertise, with any you want left out.
• The areas you serve, if you do not cover the whole country.
• A monthly ad budget you are comfortable with.
• What counts as a lead for you: a form fill, a booked meeting, something else.
• Words and claims you want avoided, and any competitor names not to bid on.
• A contact who can answer questions and approve ad copy.

If you have no account yet, create it yourself under your company email so it belongs to you from day one.

Questions about search ads management

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