Google Search campaigns — reach customers when they search for you
Quick answer: Search campaigns capture existing demand — minimum $500/month budget, first results within a week, stable results after 4-6 weeks with 20-50 carefully chosen keywords.
Google Search campaigns are the most direct way to reach customers when they actively search for your products or services. Unlike display or social advertising, Search ads target people with clear intent. With 10+ years of experience creating and optimizing Search campaigns for 50+ brands across 6+ countries, I help companies maximize ROI through high-intent keyword strategy, conversion-focused ad copy, and bid optimization.
Search from a $500/month budget makes sense as a standalone test — for full growth it combines with Shopping/PMax within management (from $2,500/mo).
Why Search campaigns don't reach full potential
Poor campaign structure
All keywords in one ad group lead to low Quality Score and high CPC.
Uncontrolled broad match
Without negative keywords, you're wasting budget on irrelevant searches.
Generic ad copy
Same ad for all keywords means low CTR and poor relevance.
Set and forget mentality
Campaign was set up months ago and nobody is optimizing it.
Complete Search campaign service
Setup & structure
- Keyword research
- Campaign and ad group structure
- Negative keywords
- Ad copy writing
- Extensions setup
Ongoing optimization
- Search terms review
- Bid adjustments
- Ad copy A/B testing
- Quality Score optimization
Reporting
- Key metrics
- Search terms insights
- Recommendations for next period
Types of Search campaigns
Brand Search
Brand protection, low CPC, high ROAS.
Generic / Non-Brand Search
Acquire new customers who don't know you yet.
Competitor Search
Intercept customers considering competitors.
High-Intent / Bottom Funnel
Keywords with clear purchase intent.
How I run Search campaigns
A consistent 5-step process from keyword research to weekly optimization.
Keyword research + match type strategy
I map every keyword to search intent and choose the right match type from the start. This keeps early spend focused on the searches most likely to convert.
Structure
Keywords are grouped into tightly themed ad groups of 20-50 words each. Tighter themes mean more relevant ads and a healthier Quality Score.
RSA copy + extensions
Responsive Search Ads are written around each ad group's theme, and extensions (sitelinks, callouts, structured snippets) are added to increase ad real estate. This combination drives higher CTR without changing bids.
Tracking verification before launch
Before a single euro is spent, conversion tracking is tested end-to-end. Campaigns don't go live until I can confirm the data feeding the bidding algorithm is accurate.
Weekly optimization
Search terms reports, negative keyword additions, and bid adjustments happen weekly, not monthly. This is what keeps CPC and Quality Score moving in the right direction over time.
Match type comparison
Choosing the right match type determines how much control you have over spend and relevance.
| Match type | How it works | When I use it |
|---|---|---|
| Exact | Ad shows only for the exact term or very close variants (same meaning, different word order or minor variation). | For proven, high-intent keywords where you want maximum control over spend and relevance. |
| Phrase | Ad shows for searches that include the meaning of your keyword phrase, with words potentially added before or after. | For expanding reach around a validated core term while still keeping the main intent intact. |
| Broad | Ad shows for searches related to your keyword's meaning, decided by Google's algorithm - the widest and least controlled option. | Only with a clean conversion signal in place and a full layer of negative lists - otherwise it burns budget on irrelevant traffic. |
Search campaigns pricing
- ✓As a standalone channel — from $500/month ad budget
- ✓As part of full management — from $2,500/mo
See full pricing on the Google Ads management page.
Who Search campaigns are for
- People actively search for what you offer
- You have a clearly defined offer (product/service)
- You can track conversions (online or offline)
- Budget is minimum $500/month for Search
Related glossary terms
Frequently asked questions
How many keywords do I need to start?
Quality over quantity. We start with 20-50 carefully selected keywords and expand based on data.
How long until I see results?
First optimization within a week, stable results after 4-6 weeks.
Do you write the ad copy?
Yes, ad copywriting is part of the service. Focus on best practices and messages that convert.
What is Quality Score and why does it matter?
Quality Score (1-10) determines ad position and CPC. Higher QS means better placement and lower cost.
Can I combine Search with other campaigns?
Yes, and I recommend it. Search + Shopping for eCommerce, Search + Remarketing for B2B.
Ready to reach customers who are searching for you?
Book a free consultation and let's discuss how Search campaigns can drive quality leads and sales.