When Google Ads makes sense
Paid search puts you in front of people at the moment they are looking for what you sell, and it works from the first week, which organic search can't. It is the right tool when you need enquiries soon, when you are launching something new, or when a few high-value keywords are worth paying for while SEO builds up underneath.
It is the wrong tool when the website can't convert visitors or when nobody is tracking results. I check both before spending a rupee of your budget.
Account structure that keeps costs honest
Most wasted ad spend comes from loose structure. I set up accounts with:
- Tight keyword groups built around one intent each, so ads match what was searched.
- Match types and a growing negative-keyword list to stop irrelevant clicks.
- Location targeting around the areas you actually serve in Noida, Greater Noida and nearby, not the whole country.
- Separate campaigns for Search, Display, YouTube and Performance Max, each with its own goal and budget.
Ads and landing pages that match
A good ad promises something specific, and the page it lands on must deliver it straight away. I write ads around the search and send clicks to a focused page with one clear action, built on the same approach as my website design and lead generation work.
Tracking, so you know what each customer costs
Before launch I set up conversion tracking in Google Analytics 4 and Tag Manager for form fills, calls and key clicks. That lets us measure cost per lead and cost per customer, not just clicks. Anything we can't measure, we don't scale.
Weekly optimisation
Each week I review search terms, add negatives, adjust bids, and test new ad copy. Advertising spend is paid directly to Google by you and is not part of my fee, as set out in the terms of service, so you stay in control of the budget. For image-led campaigns I pair this with Meta ads.
Mistakes that waste Google Ads budget
- Sending every click to the home page instead of a page built for that search.
- Running broad keywords with no negative-keyword list.
- Launching without conversion tracking, then guessing what worked.
- Ignoring call extensions, even though many searches come from phones.
- Setting up the account once and never looking at it again.
Avoiding these is most of the difference between an account that bleeds money and one that quietly pays for itself.
