Inside the engagement
Intent, harvested.
Google is the only place your buyer tells you exactly what they want, the moment they want it. It's also the easiest place on earth to burn $5,000 a month on clicks that were never going to buy. The difference is discipline, and it looks like this.
- 1
Keywords get mapped to buyers, not trafficWe separate "about to spend money" searches from "just curious" searches — and the negative-keyword list works as hard as the keyword list. That list is where most wasted budget hides.
- 2
The ad and the landing page tell one storyThe promise in the ad is the headline on the page. Break that match and you pay Google twice — once for the click, once for the bounce.
- 3
Tracking gets audited before we touch a bidCalls, forms, and offline sales imported back in. Most accounts we open are optimizing on numbers that are simply wrong — and Google happily spends against wrong numbers.
- 4
Weekly optimization on cost per saleNot impressions, not clicks, not even cost per lead. The question every week is: what did a closed customer cost, and is that number moving the right direction?