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.
Keyword and match-type planning
Keyword planning starts with how your buyers describe the service, not how your company describes it internally. A provider will usually pull ideas from Keyword Planner, your existing search terms if the account has history, your sales notes and competitor ads.
Match type then sets how loosely Google can interpret each keyword:
- Exact match covers the same meaning and close variants. The tightest control over what you show for.
- Phrase match allows extra words around the meaning of your phrase.
- Broad match lets Google match related searches, and it leans heavily on your conversion tracking to decide what is related.
Small budgets usually start with phrase and exact. Broad match gets tested once conversion tracking is reliable and negative lists are in place.
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
Who owns the ad account?
You should. The account should be created under your business email and billed to your payment method, with you holding admin access. The provider works through a manager account link or a user invite that you can remove. That way the keyword history and conversion data stay with you if the arrangement ends.
What counts as a conversion?
Whatever you decide is a lead, set up as a conversion action in Google Ads. For most B2B sites that is a completed quote form. Smaller actions such as page views can be recorded but should not be marked primary, because automated bidding learns from primary conversions.
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.
Tell us what you sell and which channels you want to run. A service partner will reply with a scope and a quote.
Request a quoteOther services
Meta and LinkedIn ads
Audience setup, creative briefs, lead gen forms and Conversions API checks for feed ads on the platforms your buyers use.
Forms that connect
Form submissions routed to the right inbox or CRM pipeline, tagged by source, with a clear thank-you page.
Offline conversions
Closed deals in your CRM sent back to the ad platforms, so campaign data reflects what happened after the form.