How to Build a Google Search Campaign That Actually Converts
🧠 Why Focus on Google Search Campaigns?
Search campaigns are the most intent-driven format in Google Ads. Users are actively looking for solutions — your offer just needs to show up, clearly and convincingly.
Unlike display or social ads, Google Search traffic is hot — people already have a problem and are ready to act.
Unlike display or social ads, Google Search traffic is hot — people already have a problem and are ready to act.
🔍 Step 1: Choose the Right Keywords
- Use Google Keyword Planner to find search terms with high intent
- Focus on long-tail keywords (e.g. “plumber in Lyon” vs. “plumber”)
- Avoid broad terms that are expensive and vague
- Group similar keywords by theme
💡 Bonus tip: Spy on competitors using tools like SEMrush or Ubersuggest.
📦 Step 2: Create Tight Ad Groups (SKAGs)
SKAG = Single Keyword Ad Group
Why it works:
Group each keyword with 2–3 ad variations that match the exact intent.
Why it works:
- More relevant ads = higher Quality Score
- Better CTR = lower CPC
- Easier to A/B test
Group each keyword with 2–3 ad variations that match the exact intent.
✍️ Step 3: Write Irresistible Ad Copy
Your ads must match what users are searching for — and push them to click:
✅ Include keyword in headline
✅ Address the pain point directly
✅ Highlight a strong benefit or guarantee
✅ Add a clear call-to-action (CTA)
Example:
✅ Include keyword in headline
✅ Address the pain point directly
✅ Highlight a strong benefit or guarantee
✅ Add a clear call-to-action (CTA)
Example:
Need an Emergency Plumber in Lyon?
Fast 24/7 Service. No Hidden Fees. Call Now!
📱 Step 4: Build a Landing Page That Converts
Never send traffic to your homepage. Use a dedicated, relevant landing page.
A good page includes:
Tools to use: Webflow, Tilda, Wix or custom design.
A good page includes:
- Headline that repeats the ad promise
- One clear CTA (button, form)
- Trust signals (testimonials, reviews)
- Fast mobile loading speed
- Simple, distraction-free layout
Tools to use: Webflow, Tilda, Wix or custom design.
📈 Step 5: Set Up Conversion Tracking
To know what's working, you must measure actions. Track:
Use:
🔗 Always use UTM tags to track in GA4.
- Form submissions
- Phone calls
- Purchases
- Button clicks
Use:
- Google Tag Manager
- Google Ads Conversion Tracking
- Google Analytics 4
🔗 Always use UTM tags to track in GA4.
🧪 Step 6: Optimize Weekly
The best campaigns are never “done”. Look at:
Cut what doesn’t work. Double down on what does.
- CTR and conversion rate by ad group
- Search Terms report (add negative keywords)
- Device & location performance
- A/B tests on ads and landing pages
Cut what doesn’t work. Double down on what does.
❌ What NOT to Do (Common Mistakes)
- Using only broad match keywords
- Ignoring mobile users
- Not writing enough ad variations
- Sending traffic to general pages
- Skipping conversion tracking
Each of these kills ROI.
🧾 Real Case: Construction Company SEO + Google Ads
Client: Total Construction Project
Problem: Website lacked visibility in local search results, and lead generation was inconsistent.
✅ What we did:
📈 Result:
Problem: Website lacked visibility in local search results, and lead generation was inconsistent.
✅ What we did:
- Launched local-focused Search campaign with strong CTA offers
- Optimized landing pages for conversion (speed, CTA clarity, trust elements)
- Integrated keyword-rich content and geo-targeted ads
- Setup advanced tracking with phone click + form fill goals
📈 Result:
- 370% increase in qualified website traffic in 45 days
- 5+ solid leads per week (vs. 0–1 previously)
- Reduced cost per lead by 58%
🔗 Suggested Next Read:
🧠 Want Help Setting Up a Search Campaign That Works?
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