Existing demand · captured at intent
Google Search Ads
Search is the only channel where the customer announces what they want before you spend anything. Everything else interrupts; this responds.
The method
What decides a search campaign
Four things, and only one of them is the bid.
- 01Match typeBroad match reaches further and converts worse. The question is never which is better but which you can afford to monitor weekly.
- 02NegativesEvery campaign attracts searches with no commercial intent. Removing them is where most of the improvement lives.
- 03Quality ScoreRelevance lowers what you pay for the same position. Raising bids buys the same result at a higher price.
- 04What the ad promisesAn ad that overpromises earns the click and loses the sale. Relevance between query, ad and page is the whole mechanism.
What we do
How we build search campaigns
Intent mapping
Buying, comparing and researching terms separated — they need different pages.
Tight ad groups
Few keywords per group, so the ad can actually match the query.
Negatives from day one
Written from the search-terms report weekly, not once at setup.
Ad copy per group
Written here, matched to the query it answers.
Location and schedule
Set to where and when your team can respond.
Landing page match
The page answers the promise the ad made, or the click is wasted.
Extensions
Calls, locations and sitelinks — free space that raises click-through.
Weekly review
Bids, negatives and structure, every week.
The difference
Broad reach, or tight intent?
The default settings favour reach. The default settings are also how most budgets disappear.
Reach first
- Broad match across a wide keyword list, because it fills the account quickly.
- One ad group holding fifty keywords, so no ad can be relevant to any of them.
- Negatives written once at setup and never revisited.
- Traffic reported as the result, because conversions are not measured.
Intent first
- Match types chosen by how closely we can monitor them, then widened.
- Tight groups so the ad answers the query, which raises Quality Score and cuts cost.
- Negatives written weekly from what people actually typed.
- Conversions measured to the enquiry, so the number reported is the number that matters.
Reach is easy to buy and slow to unlearn. We start narrow and widen on evidence — it is slower in week one and considerably cheaper by month three.
Terms
Search terms we work with
In numbers
What this service looks like in practice
Questions
What gets asked about search campaigns
How many keywords do I need?
Fewer than most accounts have. Twenty keywords that convert outperform four hundred that mostly do not, and they are possible to actually manage.
Should I bid on my own brand name?
If competitors are bidding on it, yes — it is your cheapest keyword and highest converting. If nobody is, it is often unnecessary.
How quickly do enquiries start?
Usually within days of launch. Cost per lead settles over the following weeks as negatives accumulate.
Broad match or exact?
Whichever you can afford to monitor weekly. Broad reaches further and converts worse; on an account nobody reviews it is the fastest way to spend a budget on unrelated searches.
How many ads per group?
Two or three, tested against each other. More than that and none of them collects enough data to be judged in reasonable time.
What is a good click-through rate?
It depends entirely on your position and sector, which is why we report it against cost per enquiry rather than on its own. A high CTR on unqualified traffic is a more expensive problem than a low one.
How we work — in writing
Four clauses that govern every engagement
Signed into a formal contract, and applied across all seven markets.
Full terms- Account
- Our accounts, not yours — and we never look inside yours.
- Payment
- Your card is linked to the account, and Google the click costs.
- Oversight
- Temporary read access to verify spend and performance.
- Fees
- From 7,500 SAR a month, or the equivalent in your own currency.
Start
Start a search campaign
Thirty minutes reviewing your market and your competitors, then a written proposal with scope and fees. No access to your account, and no commitment.
We reply within one working day
New Cairo, Egypt
Saudi Arabia · Egypt · UAE · Kuwait · Qatar · Bahrain · Oman