They are already looking the ad only has to be there when they do.
We run ads on Google Search, and report what they cost and what they brought in. Managed by hand, checked every few days and written up once a month in numbers you can read without us.
How this differs from Meta one interrupts, the other answers.
- Meta ads
- Nobody opens Instagram to find a roofer. A Meta ad has to stop someone who was not looking, hold them, and make them want a thing they had not thought about that morning. It is the right tool when people do not yet search for what you sell.
- How we run Meta ads
- Google ads
- Someone typing "roof leak repair Ottawa" has already done the deciding. There is nothing to interrupt and nothing to spark. The job is to be there, say the thing they just asked for, and land them somewhere that does not send them back to the results.
- Intent is the whole advantage.
- Which one first
- Google, usually, if people already search for what you sell: it is the shorter road to an enquiry. Meta first if they do not, because demand has to be made before it can be caught. Often both in the end, once one of them is paying for itself. We say which on the call, before you spend anything.
What running them means the work behind the word.
- Keywords
- The searches worth paying for, grouped by what the person is actually asking for. Then the longer list of the ones to block, because "cheap", "jobs" and "how to do it yourself" all look like customers until you pay for them.
- The blocking list never stops growing.
- Tracking
- Conversion tracking before a penny is spent, so a form and a phone call are counted and a wrong number is not. Without it the account optimises towards clicks, which is the most expensive way to buy nothing.
- In your account, not ours.
- Writing
- Headlines and descriptions for each group of searches, and the page they point at. The ad has to repeat the words the person typed, and the page has to repeat the ad, or the click is paid for twice and used once.
- You approve everything first.
- Checks
- Every few days, starting with the list of what people really typed. It is never quite what you bid on. Bids move, wasted searches get blocked and the groups that never convert get switched off.
- Adjusted while it runs.
- Report
- One page a month: what was spent, how many enquiries came in, what each one cost, which searches earned their money and which were cut.
- Plain numbers, no gloss.
How we report the month on one page, and the search list under it.
| What was searched | Clicks | Spent | Enquiries | Cost each | What we did |
|---|---|---|---|---|---|
| The search that paid | yours | yours | yours | yours | Bid raised, and a page written for it. |
| The search that did not | yours | yours | yours | yours | Blocked, with the reason written down. |
What we need from you access, a page that answers, and a phone somebody picks up.
- Access
- Admin access to your Google Ads account, and to Google Analytics and your Business Profile if you have them. If none of it exists yet, we set it up in your name.
- A page that answers the search
-
A Google ad is a promise made in about ten words. The page has to keep it in the first screen, in the same words. Send a search for one thing to a page about everything and the click is spent for nothing. If yours is not ready, we can build it.
- A budget that lasts
- A click costs what the auction says it costs, and in some trades that is dear. Ad spend is separate from our fee, and it needs enough clicks to learn from before it can be judged. We tell you before you start whether the budget can do that.
- Someone to answer
- Search enquiries are the impatient kind. The person typing at eleven at night has three tabs open, and usually calls whoever answers first.
Who this is for an honest read before you spend a dollar.
Probably a fit
- People already type what you sell into a search box.
- You can name the jobs you want more of, and the ones you would rather not do.
- You can hold a budget for a few months while it is tested.
- Someone answers the phone during the hours the ads run.
Probably not
- Nobody searches for it yet, because nobody knows it exists.
- It has to pay for itself in the first week.
- The monthly budget is in the lowest bracket on the form.
- You want us to send paid clicks to a page we would not send our own money to.
Start with a call tell us what you sell, and what people type to find it.
Request a call
Based in Ottawa. Or write to team@jxmarketinggroup.com.