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Marketing

Match the Google Ads landing page to the query.

Search marketing starts when the Google Ads landing page matches the keyword: the same mid-tail list as organic, negatives cut early, and the URL that already owns the intent.

A search-term review with three decisions: keep terms that match a service page, cut jobs and DIY queries, and keep the brand on a small bid.
The terms people typed, sorted into keep, cut, and brand.

Search ads, social, and a report with a point.

Pay-per-click is useful when the organic page is still climbing, or when a query is worth buying even after it ranks. We start from the research list. Terms that match a service go to the page that explains it. Terms that are curious, off-offer, or about a job you do not do are cut.

Social follows the same rule on another shelf: YouTube, Facebook, Instagram, LinkedIn, Reddit, X, and only the networks your customers open. A post names the offer or the search. The click lands on the page built for that intent, the one described in implementation.

Reporting covers both sides. Before a build, we look at how much demand is really there. After launch: analytics, position, spend, wasted terms, and whether calls are coming from the pages we meant. Return on the spend is the question. A large impression count is a clue, and the calls are the result.

When the numbers have to agree with ad platforms and forms, we use our own tracking stack: Cloudflare Zaraz at the edge, custom Google Tag Manager containers, and first-party paths that keep conversions visible where Safari and Apple privacy defaults strip ordinary tag installs. Tags run at the edge, so the page stays fast while the report stays honest.

What marketing work includes.

  • Search ads built from the queries the site is trying to own
  • Negatives for terms that will never become a customer
  • Social on the networks where your audience already is
  • Landing pages that match the ad, or a fix when they do not
  • A report: position, traffic, spend, wasted terms, and the leads that came back
  • First-party tracking wired into that report, not a separate dashboard nobody opens
  • An AI Assistant on Telegram or your stack when you want summaries and alerts between reviews

Maintenance and marketing share the list, so a paid term and an organic term are discussed in the same month.

A short tutorial: read one week of search ads.

This is the review we run on an active account. It takes the search terms, the real phrases people typed, and sorts them.

  1. Open the search terms, not only the keywords you bought.

    The keyword is the bucket. The search term is what a person typed. Sort by cost, then by clicks. The expensive surprises are usually near the top.

  2. Mark every term that is off the offer.

    Jobs, DIY, free, a neighboring service you do not sell, a different city. Those are wasted clicks. Add them as negatives so the next week stops buying them.

  3. Check the page behind each term you keep.

    The headline on the ad and the H1 on the page should agree. If they describe different offers, fix the page or the ad before you raise the bid. Sending paid traffic to the homepage is how a budget disappears.

  4. Count leads.

    Calls, forms, and booked jobs. A cheap click that never calls is an expensive click. Write the number next to the spend for the week.

  5. Compare the week to the organic list.

    If you are buying a term the site already owns on the first page, decide whether the extra calls are worth the overlap. If you are buying a term the site should own and does not, that query goes back to research and then to a page.

Questions on marketing

Can you run ads without a site rebuild?

Yes. The landing page still has to answer the query. When the current page cannot, the first task is that page, then the spend.

Which networks do you use?

The ones your customers use. We will name them, and we will leave the rest alone. A quiet network with the right audience beats a busy one they never open.

What is in the report?

Position on the organic queries, traffic to the pages that matter, ad spend, wasted terms, and the calls or forms that came back. Demand, when we are still deciding whether a page is worth building.

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