Search ads management in brief
You decide which searches are worth paying for. Someone writes ads for those searches, sets a budget, and connects the account to your quote form so each form fill is counted. Then, every week, that person reads what people actually searched, blocks the poor matches and adjusts.
That is most of it. The work runs in Google Ads, Microsoft Advertising or both, inside accounts that belong to you, and the ad spend is billed to your own payment method.
Ads, assets and the pages behind them
Google Ads uses responsive search ads: you supply up to fifteen headlines and four descriptions, and Google tests combinations. The work is writing lines that each stand on their own, say something specific about the service, and match the search they appear for.
Assets, once called extensions, add more to the ad:
- Sitelinks to specific pages such as a service page or the quote form.
- Callouts for short facts about how you work.
- Structured snippets listing services or industries served.
- Image assets where the account is eligible.
The page the ad points to gets checked too. If the ad mentions a service, the click should land on that service and a form, not on a general home page. Where ads change, the page often needs a small edit to match.
Account ownership comes first
Before anyone builds a campaign, settle who owns the account. The safe arrangement is simple: the Google Ads account is created under your business, billed to your payment method, and you hold admin access. The provider links its manager account to yours or is added as a user.
This matters later. The account holds years of keyword history, conversion data and ad tests. If it sits in a provider's name and the relationship ends, you may lose that history and have to start again.
The same applies to Microsoft Advertising, Google Tag Manager and GA4. Ask for access levels to be written into the agreement, and check now and then that you can still log in yourself.
Questions about search ads management
Which match types should a new account use?
Small and new accounts often start with phrase and exact match, which keep ads close to the searches you chose. Broad match lets Google find related searches and relies heavily on conversion data, so it is usually tested once tracking is reliable and negative lists are built up.
Should Google's automatic recommendations be switched on?
Many managers turn off auto-apply and look at each recommendation by hand. Some are useful, such as fixing a missing asset. Others widen targeting or raise budgets. Ask your provider how they handle them, and check the change history now and then to see what was applied.
Can you take over an account someone else built?
Yes. The work usually starts with an audit of the existing structure, keywords, negatives, conversion actions, bid strategy and settings such as search partners and location targeting. From there the partner suggests what to keep and what to rebuild. Existing history is worth keeping where it is sound.
Send your request with a work email and a few notes about the campaigns you have in mind.
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LinkedIn for B2B
Targeting by job title, industry and company size, with lead gen forms that flow into your CRM instead of a spreadsheet.
Forms that connect
Form submissions routed to the right inbox or CRM pipeline, tagged by source, with a clear thank-you page.
Follow-up setup
Alerts, tasks and simple follow-up sequences in your CRM, so new inquiries are answered by the right person.