Our 7-phase paid search process

Phase 1: Onboarding and discovery

Starting strong with clarity and alignment

Every successful campaign begins with understanding—of your goals, your audience, and your market. During onboarding, we’ll focus on gathering insights and setting the stage for a strategy tailored to your needs.

Initial agreement and account setup

Here’s to the start of a winning partnership! Once we’ve agreed to move forward, we’ll dive right in by setting up the essential tools for your campaign. This includes gaining access to existing platforms like:

• Google Ads
• Google Tag
• Manager
• Microsoft Ads
• GA4

Don’t have these accounts yet? No problem—our team can handle the setup for you, so everything is ready to go.

Learning your goals and audience

Next, we’ll send you a detailed questionnaire designed to uncover key details about your business, such as:

• What are your main goals? Are you focused on generating brand awareness, attracting new leads, or converting ready-to-buy customers?
• Who is your ideal audience? Whether it’s young professionals, parents, or retirees, we’ll align your campaign with the right demographic.
• What’s worked in the past—and what hasn’t? Reviewing your previous campaigns helps us avoid pitfalls and build on successes.

We’ll also work together to determine your budget, ensuring it aligns with your goals and scales as your campaign grows.

Competitor research and market insights

To give your campaign an edge, we conduct a thorough analysis of your market and competitors. This includes exploring:

• Keywords your competitors are targeting
• The structure and messaging of their campaigns
• Their average ad spend and traffic

This step helps us identify opportunities to make your ads stand out while avoiding what doesn’t work.

Kickoff meeting

Our final onboarding step is a kickoff meeting where we review everything we’ve learned, confirm goals, and outline the roadmap for your campaign. During this meeting, we’ll:

• Clarify your key performance indicators (KPIs)
• Agree on deliverables
• Finalize a timeline to keep everything on track

Expect to leave this meeting feeling informed, aligned, and confident in your campaign’s direction.

Phase 2: Strategy and planning

Turning insights into action

Now that we’ve laid the groundwork, it’s time to craft a strategy tailored to your goals. This phase is all about creating a blueprint for success—from setting measurable targets to designing ad campaigns that resonate with your audience.

Goal definition and KPI alignment

Before we dive into ad creation, we’ll pinpoint exactly what success looks like for you. During this step, we’ll define your key performance indicators (KPIs), such as:

• Click-through rates (CTR)
• Cost per acquisition (CPA)
• Landing page conversion rates
• Monthly traffic or lead targets

By agreeing on clear benchmarks upfront, we’ll ensure everyone is aligned on what success looks like—and how we’ll measure it.

Building your campaign structure

Once we’ve defined your goals, we’ll begin shaping your campaign strategy. This includes:

• Ad groups: Organizing ads by themes, such as specific products, services, or audience segments.
• Targeting: Identifying your ideal audience based on demographics, location, and behaviors. Whether you’re looking to reach “dog owners in Austin” or “mid-career professionals nationwide,” we’ll create precise targeting strategies to maximize your reach.
• Keyword selection: Using data-backed insights, we’ll choose high-performing keywords to bid on, prioritizing those with strong search volume and achievable competition.

Our approach ensures your ads are set up for success right from the start.

Ad copy proposal and review

Great ads begin with great messaging. Using the insights we’ve gathered, our team will draft compelling ad copy designed to grab attention and drive clicks. Whether your tone is playful, professional, or something in between, we’ll craft copy that aligns with your brand voice.

You’ll have the opportunity to review and provide feedback on all ad content before it goes live.

Asset collection

Strong visuals elevate every ad campaign. During this step, we’ll request any existing assets you’d like to include, such as:

• Logos
• High-quality images
• Promotional videos
• Brand guidelines

Don’t have the assets you need? No problem. Our team can create custom visuals, videos, or banners tailored to your campaign for an additional cost.

Phase 3: Campaign setup

Bringing your campaign to life

With strategy in place, it’s time to roll up our sleeves and build the foundation of your ad campaign. From setting up accounts to crafting tailored ads, this phase ensures your campaign is primed for success before launch.

Account setup and tracking implementation

Whether you have an existing account or need one created, we’ll ensure everything is set up to maximize efficiency. This step includes:

• Organizing campaigns and ad groups to align with your goals.
• Implementing tracking codes (like conversion tracking and Google Analytics) to measure campaign performance.

Tracking is the key to understanding how your campaign performs—and improving it over time.

Keyword research and refinement

Effective keywords are the backbone of any great paid search campaign. Our team identifies:

• Target keywords: Based on search volume, competition, and relevance to your goals.
• Negative keywords: Terms to exclude so your ads don’t attract irrelevant traffic.

For example, a tree removal service might exclude terms like “tree planting services” to focus on leads that align with their offerings.

Ad creation and testing

Next, we’ll craft ads designed to engage your audience and drive action. Our team will develop multiple variations, testing elements such as:

• Headlines
• Call-to-action phrases
• Visuals and imagery

By testing different approaches, we’ll uncover the messaging that resonates best with your target audience.

Tailoring ads to the buyer’s journey

Great campaigns meet users where they are in their decision-making process. That’s why we create ads for every stage of the buyer’s journey:

1. Awareness: Informational ads that introduce users to your brand or solutions.
2. Consideration: Highlighting features and benefits to address pain points.
3. Decision: Direct ads with clear calls-to-action, like “Buy now” or “Contact us.”

Geo-targeting and scheduling

Precision matters. We refine your targeting to ensure your ads reach the right audience in the right location—at the right time. For example, if you’re a local business in Austin, your ads won’t be wasted on users in Dallas.

Scheduling ensures ads appear when your audience is most active, whether it’s during morning coffee breaks or late-night browsing.

With everything in place, your campaign is ready to go live. Should we move on to Phase 4: Ongoing management and optimization, or make additional adjustments to this section?

Phase 4: Ongoing management and optimization

Fine-tuning your campaign for maximum impact

Launching your ad campaign is just the beginning. To keep it performing at its best, we continuously monitor, analyze, and optimize every element. This is where the magic happens—transforming good results into great ones.

Daily tasks: Staying on top of the details

Consistency is key to keeping your campaign running smoothly. Each day, we:

• Monitor bid strategies: Ensuring your campaign stays within budget while maximizing ROI.
• Check for delivery issues: Addressing errors or paused ads to maintain campaign momentum.
• Track performance metrics: Keeping an eye on click-through rates (CTR), impressions, and other KPIs.

This proactive approach ensures nothing slips through the cracks.

Weekly tasks: Identifying trends and making adjustments

Weekly audits help us spot patterns and refine strategies. These include:

• Reviewing search terms: Adjusting keywords to target the most relevant traffic.
• Geo-targeting validation: Verifying ads are displaying in the correct regions for your audience.
• Bid adjustments: Fine-tuning bids based on performance data to maximize cost-efficiency.

For example, if data shows users in certain zip codes convert at higher rates, we’ll allocate more budget there.

Monthly tasks: Aligning results with goals

Each month, we take a broader look at your campaign’s performance and make strategic adjustments:

• Landing page reviews: Analyzing conversions and making updates to boost engagement.
• Ad copy refinement: Testing new headlines, calls-to-action, or offers based on performance.
• Audience segmentation updates: Exploring new demographic or behavioral targeting opportunities.
• Scheduling tweaks: Adjusting ad delivery times to align with when your audience is most active.

These optimizations ensure your campaign evolves alongside your goals and audience behavior.

Transparent reporting and insights

You’ll always know where your campaign stands. We provide detailed reports that cover:

• Key performance indicators (KPIs), such as CTR and cost per conversion (CPC).
• Recommendations for improvements or scaling successful strategies.
• Insights into what’s working—and what’s not—so you can make informed decisions.

Our hands-on approach means your campaign doesn’t just run; it thrives. Ready to move to Phase 5: Reporting and collaboration, or let me know if there’s anything you’d like adjusted here.

Phase 5: Reporting and collaboration

Clear insights, open communication

Transparency is the foundation of a successful partnership. At Connective, we keep you informed every step of the way with detailed reporting and collaborative strategy sessions. We’re not just running your campaign—we’re actively improving it and making sure you’re always in the loop.

Internal reporting: Staying ahead of the curve

Behind the scenes, we continuously analyze campaign data to identify trends, opportunities, and areas for improvement. This includes:

• Performance reviews: Assessing key metrics like cost-per-click (CPC), click-through rate (CTR), and conversions.
• Messaging analysis: Evaluating which ad copy resonates most with your audience and fine-tuning as needed.
• Landing page effectiveness: Checking how well your landing pages convert traffic into leads or sales.

These internal assessments guide our optimization strategies, ensuring we’re always driving results.

Client reporting: Real-time clarity

You deserve full visibility into your campaign’s performance, which is why we provide:

• Monthly progress updates: Comprehensive reports detailing KPI performance, ROI, and completed tasks.
• Custom dashboards: Access to real-time data so you can monitor your campaign anytime.
• Strategic recommendations: Insights into what’s working and tailored suggestions for even greater success.

We never overwhelm you with unnecessary data. Instead, we focus on what matters most to your goals.

Monthly collaboration: Keeping us aligned

Your input is invaluable. During our monthly check-ins, we:

• Review results together: Discuss wins, challenges, and what’s next for your campaign.
• Adapt strategies: Pivot based on performance, market changes, or evolving business needs.
• Answer questions: Address any concerns and make sure you’re confident in the direction we’re heading.

Whether you’re hands-on or prefer to leave the details to us, we adjust our approach to fit your communication style.

At Connective, reporting isn’t just about delivering numbers—it’s about creating a true partnership. We provide clarity, insights, and actionable plans to keep your campaign thriving. Let me know when you’re ready to move on to Phase 6: Creative development (optional)!

Phase 6: Creative development (optional)

Amplify your campaign with stunning visuals and engaging content

Creative assets have the power to elevate your ad campaign from good to unforgettable. Whether it’s eye-catching videos, custom landing pages, or attention-grabbing banners, Connective offers optional creative development services tailored to your needs.

Creative assets: Built to stand out

We know how to make your ads impossible to ignore. Depending on your campaign goals, we might recommend:

• Video ads: Perfect for telling your story visually, video ads engage users and can increase click-through rates. For instance, a home renovation company could showcase dramatic before-and-after footage to inspire trust and interest.
• Custom landing pages: Say goodbye to cookie-cutter templates. We create landing pages designed to convert, with branding and content crafted specifically for your audience.
• Banners and display ads: Vibrant images or GIFs that reinforce your messaging while grabbing attention across platforms.

If your existing assets need improvement, we can refresh them or design something entirely new.

A/B testing: Finding what works best

Your first idea is often just the starting point. Through A/B testing, we explore multiple variations of your ads and assets to find the version that delivers the best results.

• Color and imagery tests: What resonates more with your audience—a bold red background or calming blue? We’ll find out.
• Messaging tweaks: Small changes in phrasing can make a big difference. We test and refine until the right words hit home.
• Asset formats: From video to static images, we test different ad formats to see what drives clicks and conversions.

This iterative process allows us to refine your creative assets, delivering consistent performance improvements over time.

Transparent pricing for creative work

Creative development is offered as an optional add-on to our paid search services, with pricing tailored to your project’s scope. Whether you need a single video or a full suite of assets, we’ll create a proposal that aligns with your goals and budget.

Creative assets are the secret sauce of a memorable campaign. Ready to take your ads to the next level? Let’s make it happen. Up next: Phase 7: Scaling and ongoing optimization.

Phase 7: Scaling and ongoing optimization

From good to great: Keeping your campaigns fresh and impactful

Even the best ad campaigns need consistent attention and fine-tuning to stay effective. In this final phase, we focus on scaling your successes, adapting to new trends, and keeping your strategy optimized for long-term growth.

Testing and optimization: Staying ahead of the curve

The digital landscape changes rapidly, and we’re always one step ahead. Our team monitors your campaign to identify areas for improvement and implements regular optimizations to maximize results.

Here’s how we ensure continuous growth:

• Ad performance reviews: Weekly and monthly checks help us pinpoint what’s working and what’s not. From keywords to targeting criteria, we refine every detail.
• Audience segmentation: We dive deeper into your audience data to identify new segments and customize messaging to resonate even more.
• Market trend analysis: Whether it’s a seasonal trend or a shift in user behavior, we adapt your campaigns to stay relevant and effective.

Scaling successful campaigns

Once we’ve identified high-performing strategies, we shift our focus to scaling your results.

• Budget adjustments: We may recommend allocating more resources to top-performing ad groups to maximize ROI.
• Expanded targeting: Have we nailed your audience? Great—now we look for adjacent demographics or untapped markets where your ads can thrive.
• Keyword expansion: Based on performance data, we identify additional high-value keywords that align with your goals.

Scaling doesn’t just mean “more”—it means smarter, more efficient growth.

Ongoing refinement: Never settle for “good enough”

We treat your campaign like a living, breathing entity—always evolving, always improving.

This includes:

• Ad rotation: Keeping content fresh with new copy, visuals, and offers to maintain engagement.
• Competitor analysis: Tracking industry shifts and ensuring your ads outpace the competition.
• A/B testing refinements: Even after launch, we continue testing new variations to uncover hidden opportunities.

With Connective, your campaign will always stay ahead of the curve.

Scaling is about more than just growth—it’s about intentional, strategic expansion that amplifies your success.

Ready to see your campaign thrive?

Partnering with Connective means your campaigns never plateau. We’re committed to ongoing excellence, delivering performance that evolves as your business does.

Ready to wrap things up? Let’s dive into FAQs and final thoughts about the Connective paid search process.

FAQs about the paid search process

Got questions about how we make paid search campaigns thrive? We’ve got answers.

How do you handle new accounts with no historical data?

No history? No problem! We start with a blank slate by setting up tracking, diving into industry research, and using proven best practices. Think of it as building a campaign foundation that’s tailored to your business from day one. By aligning with your goals and audience, we ensure you’re set up for success right from the start.

What’s the approval process for ad copy?

We believe in collaboration every step of the way. Before launching any ads, we’ll share the ad copy with you for review. You’ll have the final say to ensure it aligns perfectly with your brand voice. Don’t love a draft? No worries—send us your feedback, and we’ll refine it until it’s just right.

How often do you optimize campaigns?

Optimization is a daily practice for us. We monitor your campaign’s performance daily to adjust bids, fine-tune targeting, and keep things running smoothly. On top of that, we conduct deeper weekly and monthly reviews to refine strategy, test new ideas, and ensure your ROI keeps growing.

Can we adjust the budget during a campaign?

Absolutely! Your budget isn’t set in stone. Whether you want to increase your spend to capitalize on a busy season or scale back temporarily, we’ll adapt your campaign strategy to fit. Flexibility is built into everything we do.

How do you report on campaign success?

Transparency is key. You’ll receive detailed monthly reports covering metrics like click-through rates (CTR), cost per acquisition (CPA), and overall ROI. Plus, you’ll have access to a real-time dashboard so you can track progress anytime. During monthly check-ins, we’ll also review results together and discuss the best next steps to keep your campaign thriving.

Still have questions?

We’re here to help. If there’s anything else you’re curious about, don’t hesitate to reach out. With Connective, no question is too small, and no detail is overlooked.

Our philosophy is simple: Paid search, done right

At Connective, we’re more than just a paid search agency—we’re your partner in growth. Our approach goes beyond the basics to deliver campaigns that drive real, measurable results.

We roll with the punches, adapt quickly, and are never afraid to pivot strategies if it means better outcomes for you. Good enough is never good enough for us, and it shouldn’t be for you either.

A partner who gets it

When you work with us, you’re getting more than just ad management. You’re getting a team that’s invested in your success—one that listens, collaborates, and works tirelessly to help you hit your goals.

Let’s take your campaign to the next level

If you’re ready for paid search done the right way—with strategies built around your business and a team you can trust—we’d love to hear from you.

Reach out today and let’s launch your campaign to new heights.