Paid search, explained plainly
Paid search is the set of text ads above and below the regular listings on Google and Bing. You pay when someone clicks. Looking after it means keeping several parts in order:
- Keywords and match types, which decide the searches you can appear for.
- Negative keywords, which keep you out of searches that do not fit.
- Ads and assets: the headlines, descriptions, sitelinks and callouts people see.
- Bidding and budgets, which govern what you spend and how the platform bids.
- Conversion actions, the form fills or other events you count as a lead.
The auction belongs to Google or Microsoft. These settings shape what you enter it with and how you count what comes back.
Setup first, then upkeep
Search work falls into two phases, and quotes often price them differently.
Setup happens once. It covers account structure, campaigns grouped by service, keyword lists with match types chosen deliberately, a starting negative list, ads and assets, location and network settings, and conversion actions wired to your form and tested end to end. If an account already exists, setup starts with an audit and often a partial rebuild.
Upkeep is the recurring part. Someone reads search terms, adds negatives, adjusts bids or targets, refreshes ads, watches budgets against the calendar and checks that tracking still works after any site change. It also includes a regular summary for you.
Ask which phase a quote covers. Some providers include setup in the first month; others bill it separately.
Before you request a search ads quote
A provider can give a clearer quote if you have a few answers ready. You do not need all of them, and the notes box on the quote form is fine for rough answers.
- Do you already have a Google Ads or Microsoft Advertising account, and is it active?
- Roughly how many services or product lines would you advertise?
- Do you serve the whole US or specific states?
- What monthly ad spend range are you considering?
- Is your quote form already sending form fills somewhere you can see them?
- Is anything about your offer regulated, so ad wording needs care?
The partner who picks up the request will ask follow-up questions before scoping anything.
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.
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.
How do I know what changed in my account?
Google Ads and Microsoft Advertising both keep a change history you can open yourself. A provider should also send a plain summary of what they changed, why, and what they are watching next. If you only receive charts with no notes, ask for the reasoning behind the changes.
Not sure where to start? Describe your offer and current tools, and a service partner will ask the right questions.
Start a requestOther services
Social ads management
Ongoing campaign upkeep: new creative, audience tests, budget pacing and lead form syncing to your CRM.
Page builds
Copy, layout, form setup and tracking for new landing pages, or fixes to pages you already send paid traffic to.
Offline conversions
Closed deals in your CRM sent back to the ad platforms, so campaign data reflects what happened after the form.