Why a search account needs regular attention
Search campaigns drift if nobody watches them. New search terms appear every week. A competitor rewrites its ads. Google adds a setting and switches it on by default, or a landing page form breaks and conversions quietly stop recording.
Management is the habit of checking these things on a schedule instead of finding out from a billing statement. In practice someone works in your Google Ads or Microsoft Advertising account, reads the search terms report, adds negative keywords, adjusts bids or bid strategy targets, replaces weak ads and confirms conversions are still coming through. They keep a short log of what changed and why, so you can follow along and pick it up yourself if you ever take the account back in house.
A typical week in a managed search account
Early in the week, the manager opens the search terms report and reads what people actually typed. Irrelevant matches become negative keywords. Good terms that are not yet keywords get added, usually as phrase or exact match.
Midweek is for checking. Is each campaign spending roughly what was planned? Did conversions record yesterday, and does the count line up with the form submissions you received? Has Google pushed any new recommendations that would change settings if accepted?
Later in the week, ad copy gets attention. Assets marked as low performing are swapped out, and a new headline or description may go into a test. Bid strategy targets move only when there is enough data to justify it.
Each change goes into a log you can read.
Decisions only you can make
A provider can run the account, but some choices belong to the business. Expect to be asked about these early.
Budget. How much you are willing to spend on clicks each month, and whether that changes by season.
Services. Which work you want new requests for, and which you are already turning away. Advertising a service you cannot staff wastes spend.
What a lead is. A form fill with a work email might count; a newsletter signup probably should not. This choice drives conversion tracking and therefore how automated bidding behaves.
Claims and wording. What you are comfortable saying in an ad, and what your industry or counsel says you cannot.
Questions about search ads management
Which match types should a new account use?
Small and new accounts often start with phrase and exact match, which keep ads close to the searches you chose. Broad match lets Google find related searches and relies heavily on conversion data, so it is usually tested once tracking is reliable and negative lists are built up.
What counts as a conversion?
Whatever you decide is a lead, set up as a conversion action in Google Ads. For most B2B sites that is a completed quote form. Smaller actions such as page views can be recorded but should not be marked primary, because automated bidding learns from primary conversions.
Does sending the form commit me to anything?
No. Your request is passed to a service partner who does the work. They will ask about your accounts, services and budget, then agree scope and quote you directly. Nothing is agreed until you accept their terms. See how it works for the steps.
A few details about your business is enough to begin. A service partner replies to you directly.
Get startedOther services
Paid social
Facebook, Instagram and LinkedIn campaigns planned around your offer, with creative refreshed on a schedule and spend watched weekly.
Lead capture forms
Forms with the right fields, consent wording you supply, thank-you pages and connections to your inbox or CRM.
Lead tracking and follow-up
Conversion tags, CRM routing and follow-up reminders set up so each inquiry is recorded with its source and assigned to someone.