Google Search Ads for people already looking to buy
Search ads reach people at the exact moment they are looking for what you sell. That is why they are the most expensive and usually the most profitable channel.
Connect the audience, the message and the page they land on.
- Right audience
- Relevant advert
- Focused landing page
Spend, response and enquiries, considered together.
Which searches are worth paying for?
The ones where someone is close to buying. Terms containing words like "near me", "cost", "best", "hire" or a specific product name convert far better than broad research phrases, and are worth paying more for.
Research terms have their place, but they belong in a separate campaign with a different budget and a different measure of success. Mixing them with buying terms hides which is which.
What actually improves Quality Score
Relevance across the whole chain: the search term, the ad copy, and the landing page all saying the same thing. Higher Quality Score means lower cost per click for the same position, so this is a direct discount on your media spend.
Usually yes, and it feels wasteful until a competitor starts doing it. Brand clicks are cheap, they convert extremely well, and if you leave that space empty someone else will occupy it above your organic listing.