Search ads
PPC and Google Ads management
Google’s bidding is very good at finding more of whatever you tell it counts. Most accounts tell it a form fill counts. We show it what a booked appointment and a paying customer look like.
Why most Google Ads accounts buy the wrong clicks
Google Ads now runs on automation. Broad match decides which searches trigger your ads. Smart Bidding decides what each click is worth. Both learn from one thing: the conversions you report.
If the account reports every form submission as a conversion, Google gets good at finding people who submit forms. Students, job seekers, people who misread the offer, the odd competitor. The cost per lead looks healthy while the sales team complains about the leads.
The fix sits upstream of the ads. Tell Google which leads qualified, which booked and which paid, and the same automation starts working for you.
The conversions we set up, and what each one teaches Google
Enhanced conversions for leads match CRM events to the original click through the hashed email or phone captured on the form, so the import still works when a click ID goes missing.
| Event | Where it comes from | How Google uses it |
|---|---|---|
| Form sent, or call above a set length | Website tag, call tracking | Reported for context. Not bid on once qualified data flows |
| Qualified lead | CRM stage, sent as an offline conversion | Main goal for lead campaigns |
| Appointment booked | Booking form and CRM | Main goal, with a higher value |
| Sale or treatment paid | Deal value in the CRM | Conversion value for value-based bidding |
What our Google Ads management covers
Search campaigns by intent
Campaigns split by what the searcher wants (a price, an emergency, a comparison), so budget follows intent and each ad answers the search.
Search terms and negatives
We read the search terms report every week and exclude what does not sell. With broad match, this is where money leaks first.
Ads and assets
Headlines, descriptions, sitelinks, call and location assets in your buyers’ language, with prices and specifics where the policies allow them.
Offline conversion feed
Qualified, booked and paid stages from Napexy CRM sent back to Google on a schedule, each with its value.
Landing pages
Each campaign lands on a page that answers the search and books through our booking form, which saves name and phone at the first step.
Calls
In many markets the phone still beats the form. Calls from ads are tied to their campaign through call tracking.
How we take over an account
Audit the tracking
Before touching bids, we check what the account counts as a conversion. Often it is the wrong event, sometimes counted twice.
Rebuild around intent
Keywords and campaigns regrouped by search intent and location, with shared negative lists and clean naming.
Connect the CRM
Click IDs and hashed contact details are captured on every form and stored on the lead, so outcomes can travel back to Google.
Move the bidding goal
Once enough qualified conversions come through, bidding moves from leads to qualified leads, then to value.
Review weekly, report monthly
Search terms, budgets and ads every week. Every month, cost per qualified lead, per booked appointment and revenue by campaign.
What the monthly report shows
Cost per qualified lead
By campaign and keyword theme, taken from CRM stages. Google’s own count sits beside it for reference.
Cost per booked appointment
The figure a clinic or a sales team can plan around. The booked call calculator shows how it is built.
Revenue by campaign
Where deal values are recorded in the CRM, what each campaign brought in and what it cost.
Search terms bought
What people actually typed, what we excluded that month, and why.
Lost impression share
Whether you are missing searches because of budget or because of ad rank, which call for different fixes.
Frequently asked questions
How much does Google Ads management cost?
It depends on the number of campaigns, locations and languages, and on how much tracking work the account needs first. Our PPC pricing guide explains each factor, and we send a fixed quote after a first call.
Is cost per lead a good way to judge PPC?
Only as a first reading. A cheap lead who never picks up costs more than an expensive one who books. We explain why in cost per lead is the wrong number.
Should we use broad match and Smart Bidding?
Usually yes, once the account sends Google qualified conversions. Before that, broad match drifts into loosely related searches. We open it up as the conversion data improves and keep a close eye on search terms.
How long before Google Ads brings results?
Clicks start the day ads go live. Bidding needs a few weeks of conversions to settle, and longer when the goal is a qualified lead, because those take time to be marked in the CRM.
Do you run Performance Max for lead generation?
When it fits. We usually keep Search as the core and test Performance Max with a qualified-lead goal, because it also buys Display and YouTube placements, where low-quality form fills are a known risk.
Can you work in our existing account?
Yes. We start with an audit of what is there, keep what works along with its history, and restructure the rest step by step so performance does not drop overnight.
Last updated · By the Napexy team
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