Google Ads is a paid advertising system on Google. Ads can be shown to people who search for specific services, products or information. With Search campaigns, you pay for clicks on the ad, and the goal is to bring the user to the website, make a call, send an inquiry or complete a purchase.

A Search campaign is a basic campaign that shows text ads in Google Search. It includes settings for budget, location, language, bidding strategy, goals, display networks and basic advertising rules. It is the base where ad groups, keywords and ads are added.

An ad group is a part of a campaign related to one topic, service, product or group of similar keywords. For example, one campaign can have separate ad groups for website development, website maintenance and Google ads. Each ad group has its own keywords and ads.

Keywords are phrases for which you want your ad to appear. For example, if you offer air conditioner service, keywords can be “AC service”, “AC repair” or “AC installation”. A good keyword selection helps your ad appear to people who are actually searching for your service.

Negative keywords prevent your ad from showing for searches that are not useful. For example, if you sell a professional service, you may not want clicks from searches that include “free”, “job”, “pdf” or similar terms. This helps reduce unnecessary budget spending.

Ad copywriting includes preparing headlines, descriptions and basic text that appears to users in Google Search. The ad should clearly explain what you offer, why the offer is relevant and what the user should do, such as call, send an inquiry or visit the page.

Conversion tracking means measuring what happened after a click on the ad. A conversion can be a submitted contact form, phone click, email click, WhatsApp message, purchase or booking. Without conversion tracking, you can only see the number of clicks, but not how useful those clicks were.

The advertising budget is the money paid directly to Google for ad impressions and clicks. This budget is not included in the campaign setup or maintenance price. The service price covers the work on the campaign, while the Google Ads budget is a separate cost.

Monthly maintenance includes reviewing results, analyzing search terms, adding negative keywords, adjusting ads, checking the budget and basic campaign optimization. The scope of maintenance depends on the budget, number of campaigns and amount of data in the account.

A Search campaign is the main structure of the entire advertising setup. It includes budget, location, language, bidding strategy, goals and the main rules for showing ads. An ad group is only one part inside the campaign and relates to one specific topic or group of keywords. That is why the ad group price is lower.

A higher budget usually means more clicks, more search terms, more data to analyze, more keywords, more ad testing and greater responsibility for spending. Because of that, maintaining a campaign with a higher budget requires more work than maintaining a small campaign.

Advanced features are additional settings that are not part of a basic Search campaign. These can include remarketing, Performance Max, Google Shopping, Merchant Center, e-commerce tracking, CRM integrations, offline conversions or detailed reports. These items are estimated separately because they depend on the website and business system.