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Paid Search

When someone in Gaborone or Durban types with intent, the auction is already on. We build Google Ads programmes around the queries people actually use, landing pages that hold Quality Score on mobile, and conversions that include WhatsApp and local checkout, not only a US-style form.

Audit paid searchHow we work
Portrait of a professional, representing paid search account work
Intent
Industry search practice: paid search captures demand that already exists. It is the wrong tool if nobody is querying the category yet.
QS
Google's own documentation: expected click-through, ad relevance and landing-page experience feed Quality Score. Mobile LCP is part of that experience.
Brand
Industry pattern: branded terms are cheaper and more defensive. We still separate them in reporting so they do not flatter non-brand CPA.
Local
Location and language modifiers matter. Industry observation: 'near me' and city names behave differently in Johannesburg versus smaller towns.

Industry benchmarks, not Accerstus client results. Verify before citing.

We buy the query only when the page can keep the promise.

FRAMEWORK APPROACH

Paid search is structured data plus copy plus a landing URL. We build account architecture that a human can debug, and we refuse to send expensive clicks to a page that fails on 4G.

Mine the queries this market types.

Spellings, city names, brand competitors, EcoCash vs cash on delivery. Match types and negatives are the product, not a weekly 'optimize' click.

Write ads that match the SERP.

RSA assets that name the offer, the place and the proof. No exclaiming. Sitelnks to delivery, payments and a real FAQ.

Bid to the conversion you can see.

Import the actions that matter: purchase, qualified lead, WhatsApp click with a unique landing. Smart bidding on a polluted pixel will spend the budget.

OUR PHILOSOPHY

Architecture over automation theatre

Performance Max can be in the mix. It is not a substitute for search query hygiene and a landing page that loads.

Landing page is media

We will pause keywords that hit a slow or mismatched URL. Buying traffic into a broken checkout is not 'testing'.

Currency and billing clarity

Account currency, invoices and VAT treatment are agreed up front. Surprise FX is not a media result.

Search and SEO share the brief

Query reports should feed content. Paid should not be the permanent patch for a missing service page.

Google Ads
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FRAMEWORK EXECUTION

Search accounts that stay inspectable.

  • Account and campaign architecture
  • Keyword, negative and query mining
  • RSA and asset-group copy
  • Conversion and value tracking
  • Search, Shopping and PMax where justified

PLATFORMS THAT WE WORK WITH

Google AdsGoogle Tag ManagerGA4Google Merchant CenterAnthropic

Frequently Asked Questions

Google Search, Shopping and Performance Max are the core. Microsoft Advertising is added when query volume in the market justifies a second auction.
Billing entity, serving location and landing domain have to match how Google classifies the account. We set that up explicitly rather than hoping geo targeting papers over it.
No. Auctions, competitors and conversion rates move. We agree a test budget, a conversion definition and a review cadence.
We can, or we work with your front-end and CRO teams. We will not scale spend into a URL we have flagged as unfit.

Ready to buy intent on purpose?

Talk to us about paid search