Google Ads in plain language
Google Ads shows your ad exactly when someone searches for what you offer. It's the most powerful channel for intent — but it needs good structure so it doesn't burn budget.
In short
- ✓You appear when someone actively searches for your product/service
- ✓Search = fine control; Performance Max = automation
- ✓Negative keywords save you from irrelevant searches
- ✓Tracking is essential, otherwise you can't optimise
Search vs Performance Max
Search Ads: you appear on specific searches, with control over keywords. Ideal when you know exactly what customers search for.
Performance Max: Google decides automatically where to show the ad, across all its channels. Useful when you have good data and want to scale, risky without solid tracking.
Keywords and negative keywords
Keywords = the words you want to appear for. Negative keywords = the words you do NOT want (e.g. "free", "jobs").
Without negative keywords, you pay for irrelevant clicks.
📌 Concrete example
A car garage uses the keyword "oil change Leeds" and the negative keyword "jobs" — so it doesn't pay for people looking for work rather than the service.
Common mistakes
- ⚠️Starting Performance Max without conversion tracking.
- ⚠️Ignoring negative keywords and burning budget on the wrong searches.
What to keep an eye on
- →Conversions and cost per conversion
- →The real search terms (search terms report)
How eFlo helps you
eFlo structures campaigns by intent, manages keywords and negative keywords and optimises for real conversions, not clicks.
Want to see how your business is doing?
eFlo turns concepts into tasks, reports and recommendations for your account.
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