Google Ads
BE THE ANSWER WHEN THEY SEARCH.
How we approach Google Ads
High-intent searches: "near me", a city name, a product plus "price", are some of the most valuable clicks in any market. We structure Google Ads around those searches, target by country, region or radius, add call, location and price assets where they help, and keep a living negative-keyword list so you don't pay for jobs, free or DIY searches.
The problem
Broad match everything, no negative keywords, and a homepage as the landing page. Intent is the most valuable thing in Google Ads, and the easiest to waste.
What we do
- Search campaigns built around intent clusters
- Keyword and negative-keyword structure maintained weekly
- Display and YouTube only when the objective calls for them
- Ad copy matched to query and landing page
- Conversion tracking and call tracking review
- Budget pacing and bid strategy decisions explained in plain language
Our process
Discover → Diagnose → Strategize → Build → Launch → Optimize. Every step has an approval and a measure, so you always know what is being done, why, and how it will be judged. See the Growth System.
What we track
- Cost per conversion
- Search impression share on priority terms
- Quality signals (relevance, landing experience)
- Wasted-spend share from irrelevant queries
Channels / platforms
Google Search · Performance Max (cautiously) · YouTube · Display
Deliverables
- Keyword & intent map
- Negative keyword library
- Campaign build
- Search-term review log
Google Ads, explained simply
Google Ads puts you in front of people who are already searching for what you offer (plus YouTube, Display and Shopping).
Example: A dentist bids on 'dentist near me', 'root canal cost Dwarka' and sends clicks to a fast landing page with a call button and booking form.
Best at capturing existing demand (intent). Results depend on keyword choice, match types, negative keywords, ad relevance, landing page and conversion tracking.
- Structure: campaign per goal/location → tight ad groups by theme → responsive search ads with strong headlines.
- Search terms report weekly → add negatives. Start with phrase/exact match on a small budget.
- Track calls, form fills and WhatsApp clicks as conversions; import offline sales if you can.
- Performance Max can scale e-commerce but needs good feeds, creatives and conversion data, guard brand terms.
Common mistake: Broad keywords with no negatives (paying for 'free', 'jobs', 'course'), sending traffic to the homepage, and no conversion tracking.
CPC (Cost per Click), explained simply
CPC is what you pay on average for each click.
Formula: CPC = ad spend ÷ clicks
Example: ₹10,000 → 500 clicks → CPC = ₹20.
Driven by auction competition, relevance and audience. On its own it says little, a ₹80 click that converts at 10% beats a ₹10 click that converts at 0.5%.
- High-intent keywords ("dentist near me") cost more per click but usually convert far better.
- Improve relevance (ad ↔ keyword ↔ landing page) to lower CPC on Google; better creative engagement helps on Meta.
Common mistake: Switching channels or keywords just to get cheaper clicks without checking cost per customer.
Who it is for
Businesses with existing demand: people already search for what they sell.
Expected business outcomes
Spend concentrated on high-intent queries and pages that answer them. Outcomes are not guaranteed and depend on your offer, market, budget and execution.
Where we work
FODO is remote-first and headquartered in New Delhi, India. We work with brands in India and around the world, the UK, US, UAE and the Gulf, Europe, Australia and beyond. Work runs on video calls, WhatsApp, email and shared dashboards, so your location never limits the service.
FAQs
Related services
Paid Advertising · Landing Pages · SEO · Analytics & Measurement · Meta Ads · LinkedIn Ads · TikTok Ads