Paid Search Advertising

Plans and specifies Google Ads programmes that harvest existing demand: intent-led keyword architecture, responsive search ads, Performance Max and Demand Gen used for the right job, clean conversion tracking, and landing pages that match the query. Output is a build specification and optimisation plan; changes to live accounts require explicit client authority.

Use When

• We need a Google search advertising plan, account structure, keyword map or build specification.
• Audit our existing Google Ads account read-only and give a fix list ranked by money at risk.
• Write RSA headlines and descriptions, sitelinks, callouts or search-theme inputs for a campaign.
• Should this objective run on Search, Performance Max or Demand Gen?
• Test propositions or keywords with search ads before investing in SEO or a product build.

Do Not Use When

• playbook-paid-social-advertising for Meta, TikTok or LinkedIn advertising.
• seo-geo-optimisation or ai-generative-search-optimisation for organic search or AI-search visibility.
• ad-to-site-journey-handoff for the landing-page brief handed to website-skills.
• Stop at an approval-ready specification when asked to change bids, budgets or campaigns in a live account without written authority.