Google Ads rewards structure and punishes drift. This blueprint is the account we build, and the weekly rhythm that keeps it healthy.
Intent tiers
Every keyword gets classified: buy-now (“emergency plumber near me”), compare (“best CRM for contractors”), learn (“how does a heat pump work”). Budget follows intent — buy-now terms get funded first; learning terms feed content, not clicks.
Structure
- Tight ad groups: one theme, 5–15 keywords, ads that mirror the query.
- Match types used deliberately — broad only where negatives guard it.
- Campaign budgets split by role: brand defense, demand capture, remarketing.
Negatives before spend
Seed negative lists at launch (jobs, free, DIY, competitor terms you choose not to bid) and grow them from weekly search-terms reviews. The search-terms report is the most honest document in digital marketing — read it every week.
Tracking
GA4 + Google Ads conversion linking, enhanced conversions, call tracking, and offline conversion import where sales close offline. Smart Bidding only after conversion volume justifies it — automation fed thin data automates guesses.
The weekly rhythm
Monday: search-terms review, negatives added, budget nudges. Wednesday: ad strength and quality score pass. Friday: landing-page conversion check and auction-insights glance. Monthly: reallocation review — what earned more budget, what got retired, and why, in writing.
