Google Ads runs on a pay-per-click (PPC) model, so you only pay when someone clicks your ad. But unlike a simple bid-only auction, Google also factors in ad relevance and quality through Quality Score when deciding which ads show and in what order. A strong Quality Score can earn a higher ad position at a lower cost per click.
Your ads are tied to keywords you choose. When someone searches one of those terms, your ad becomes eligible to show, and the closer the match between your keyword, ad, and landing page, the better your position and cost. That makes keyword selection, ad copy, and landing-page relevance the levers that decide whether a campaign is profitable. A PPC management partner handles the bidding, keywords, negative keywords, and testing so your budget goes to clicks that convert.
How does 720 structure a new account? We separate brand, high-intent service, and broad prospecting keywords into different campaigns so budgets and bids never compete with each other. Each ad group is tightly themed, usually three to five closely related keywords, so a single, specific ad and landing page can match the search. We build a negative-keyword list before launch to block irrelevant terms like "free," "jobs," or "DIY," then mine the search-terms report weekly to keep adding negatives. Conversions, not clicks, drive bidding: we set up call tracking and form-fill conversions in Google Ads and search engine marketing reporting before spending a dollar, then move to a Smart Bidding strategy like Maximize Conversions or Target CPA once there is enough conversion data to learn from.
Google Ads puts your business in front of people at the exact moment they are searching for what you offer, which makes it one of the highest-intent channels available. You control the budget, the keywords, and the locations you target, so spend can be focused on the cities and zip codes that matter to you.
Google Ads works well when you want:
For local businesses, geographic control is the whole game. From our home base in Franklin, TN and across the Nashville metro, we set location targeting to "presence," not "presence or interest," so you pay for searchers physically in your service area rather than people merely researching it. We layer in location bid adjustments to push budget toward your highest-value zip codes, schedule ads to your business hours when calls actually get answered, and add call extensions so a mobile searcher can tap to call straight from the ad. National advertisers get the opposite lever: broad reach with the same conversion discipline, splitting campaigns by region so performance in Dallas never gets averaged out by performance in Boston.
How much should you budget for Google Ads? Enough to gather conversion data quickly. A useful starting point is your target cost per lead multiplied by the number of leads you want each month, with room to learn for the first two to four weeks. We pair every account with SEO so paid traffic proves which keywords convert and organic rankings capture them long term, and many clients run Google Local Services Ads alongside search for the Google Guaranteed badge on local-intent queries.
