Intent tiering
High-intent, research and competitor terms separated with different budgets and expectations.
Search is the highest-intent paid channel available, which is exactly why it is easy to waste money on. Broad match without a negative list will happily buy you clicks from students, competitors, job seekers and people researching a completely different product, all counted as traffic, none of it revenue.
We build campaigns around intent tiers, keep a working negative list, split branded from non-branded so the numbers stay honest, and test ad copy against the specific objection each query implies.
The auction rewards relevance, not just budget
Ad rank combines your bid with expected click-through rate, ad relevance and landing page experience. A competitor with a lower bid and a tighter ad-to-query-to-page match will regularly outrank you and pay less per click while doing it.
That is why structure and copy matter more than bid strategy in most accounts. Tighten the match between what was searched, what the ad says and what the page delivers, and the cost per click falls without touching a bid.
Intent tiers, funded differently
'Buy X in Delhi' and 'what is X' should never sit in the same campaign with the same target. One is ready to transact; the other is three weeks away and will look like a failure if judged on the same cost per acquisition.
We separate them, fund them differently, and measure them differently, with the research tier judged on assisted conversions and remarketing pool growth rather than on last-click sales.
The negative list is the account's memory
Every week of search term data teaches you something about who is finding you by mistake: job seekers, students, DIY researchers, people in a country you do not serve, competitors checking prices. Captured as negatives, that knowledge compounds. Not captured, you pay for the same lesson every month.
We review search terms weekly and keep shared negative lists at account level so the knowledge survives campaign rebuilds.
Landing pages are part of the campaign
Sending every ad group to the same page is the most common way a good campaign underperforms. The query implies a specific need; the page should answer that need in its first screen.
We map each ad group to a page that matches it, and where the right page does not exist we build one. It is usually cheaper than the media wasted by not doing it.