Search campaigns reach the people already looking for you
Text ads above the search results, triggered by what someone is typing right now. The most direct route to demand that already exists.
Request your free analysisWhat a search campaign is made of
Keywords
The terms that trigger your ad. Broad match reaches considerably more searches, but without a maintained negative list it spends budget on enquiries that were never yours.
How we set up your search campaign
Four steps, in this order. The first is the one most inherited accounts skipped.
Before a single ad runs, we check whether calls, forms and purchases arrive in the account completely and plausibly. Smart Bidding learns from exactly those numbers, so they decide everything that follows.
We look at what people in your market actually search for, and separate ready-to-buy enquiries from people who are only comparing. That produces the keywords and the first negative list.
The ad copy and the landing page headline say the same thing. That lowers the price per click and raises the chance a click becomes an enquiry.
New search terms arrive every week. We add what delivers and exclude what spends budget without returning anything. That is the real work on a search campaign.
When search campaigns are worth it
Search campaigns collect demand that already exists. Where there is none, they do not create any.
Good fit
- Services people actively search for: trades, practices, consulting, emergency call-outs.
- An offer whose margin carries a click price in a competitive auction.
- A landing page that answers the same question as the search.
Poor fit
- Something nobody knows yet. Without search volume there is nothing to collect.
- A website with no form, phone number or basket.
Is this worth it for your offer?
Send us your website. We will look at what your market searches for and whether your account can even measure it. You get the assessment in writing, including when it says no.
Which campaign type is for what
Each type picks up a different kind of demand. Which one is right for you depends on whether that demand already exists or still has to be created.
SearchShopVideoMailPerformance MaxOne campaign for Search, Shopping, YouTube, Display, Gmail and Maps. You set the goal, the assets and the signals; the automation handles the split.Read more 
€1,290furniture-example.comShopping adsImage, price and shop name directly in the search results. What gets served is decided by your product feed, not by ad copy.Read more 
Display & retargetingImage ads across millions of websites and apps. Rarely profitable as cold outreach, often the cheapest channel in the account as a reminder to past visitors.Read more
Frequently asked questions
Here you will find the most important questions and answers about our services, how we work and what a collaboration looks like. If your question is not here, just get in touch – we are happy to help personally.
What is a search campaign?
A search campaign shows text ads above the Google search results, triggered by what someone has just typed. You only pay on the click, and what it costs depends not only on your bid but also on how well the ad and the landing page match the search.
What does a click cost me?
The auction in your market decides that, not us. In fiercely contested sectors a click quickly runs into double figures, in quieter ones it is a few cents. Before launch we look at what is actually being bid in your market and work out whether your margin carries it. If the sum comes out negative, we say so.
How long before a search campaign works?
The first clicks arrive the same day. It only becomes reliable once enough conversions have accumulated for the bidding automation to learn from, and depending on search volume that takes two to six weeks. During that period the work is mostly excluding what does not fit.
Do I need conversion tracking for this?
Yes, and first of all. Smart Bidding optimises towards the conversions your account reports: if only clicks are measured, the automation delivers clicks. So before the first euro is spent we check that calls, forms and purchases arrive completely and plausibly.
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