Services / Google Ads
Google Ads - Paid Search That Works
Google Ads can put your business in front of people who are actively searching now.
We manage paid search alongside SEO 2.0 meaning campaign data, landing pages, search terms and conversion tracking work together rather than being split across separate strategies.
Google Ads is available as an addition to Woya packages where paid search makes commercial sense.
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// Google Ads
Paid Search Has Changed Alongside Search
Google Ads is no longer limited to a few text ads above ten organic links.
Search now includes traditional ads, Maps, shopping results, AI Overviews and other AI-assisted experiences.
Google has also expanded the role of automation and AI within its advertising products, including Performance Max and AI Max for Search.
That makes campaign structure, conversion tracking, landing pages and the quality of the data feeding Google more important than simply choosing a list of keywords.
Paid search gives you near immediate visibility.
// Google Ads
How We Run Google Ads
Google Ads allows businesses to pay for visibility across Google when potential customers are actively searching, browsing, watching or comparing.
Search campaigns can target relevant search intent directly, while Performance Max can extend campaigns across Google inventory including Search, YouTube, Display, Discover, Gmail and Maps.
At Woya, Google Ads is managed alongside the wider search strategy.
That means the team working on your PPC campaign can use the same commercial priorities, landing-page insight and search data informing your SEO.
The objective is not to make SEO and PPC compete.
It is to understand where paid search can add value, where organic visibility is already strong and how the two channels can support the same commercial outcome.
What It Is Good For
Google Ads can be particularly useful when you need visibility quickly.
That might mean supporting demand while organic visibility develops, promoting a new service, filling a seasonal gap, testing whether a particular search converts or maintaining visibility in a highly competitive market.
It can also help us learn.
Search-term data, conversion behaviour and landing-page performance can provide useful evidence about which parts of the market are worth prioritising elsewhere in the strategy.
// PPC Disciplines
Four Parts Of Better Paid Search
Successful Google Ads management is not simply about changing bids.
We focus on the campaign, the landing page, the conversion data and the commercial return together.
Campaign Structure And Search Intent
Campaigns are built around the services, locations and customer intent that actually matter to the business. Depending on the account, that may involve keyword-led Search campaigns, Performance Max, AI Max features or a combination of campaign types. We use Google's automation where it helps, but still apply commercial controls around budget, targeting, search terms and exclusions.
Landing Pages And Conversion Tracking
Clicks are only useful when they lead somewhere relevant. We align campaigns with the most appropriate landing pages and make sure meaningful actions are being measured. That could include enquiries, calls, bookings, purchases or other agreed outcomes. Google's own guidance makes accurate conversion tracking central to automated campaign optimisation, particularly for Performance Max and Smart Bidding.
Budget And Campaign Control
Automation does not remove the need for active management. We review search terms, locations, negatives, budgets, bidding, assets and campaign performance to understand where spend is producing value and where it is not. The objective is not to spend the full budget at any cost. It is to use the budget where the data supports it.
Paid And Organic Read Together
Paid and organic search provide different types of visibility. If organic visibility is weak for a commercially important search, paid can provide immediate coverage. If organic performance becomes strong, the paid strategy can be reviewed to decide whether continuing the same level of spend still makes sense. Looking at both channels together gives a better commercial picture than treating them as unrelated dashboards.
// Google Ads
Results You Can Watch
Every Woya Google Ads account is measured around agreed commercial outcomes.
Track spend, conversions, cost per conversion and campaign performance alongside your wider search data.
We also look at search terms, landing pages and conversion quality rather than relying on impressions or click-through rate alone. Where Google Ads sits alongside a Woya SEO package, paid and organic performance can be viewed together in the wider reporting environment.
That makes it easier to see where paid is filling a gap, where organic visibility is developing and where budgets may need to change.
// Google Ads
Why We Prefer Google Ads Alongside SEO
Paid search can work on its own. But for many businesses, we think it works better as part of a wider search strategy rather than becoming the only route to visibility.
Paid Visibility Stops When The Spend Stops
Google Ads gives you immediate reach, but it remains paid media.
If the campaign pauses, the paid visibility pauses with it.
SEO builds a different type of visibility over time, which is why we prefer the two channels to support each other where appropriate.
Paid Costs Need Active Management
Auction prices, competition, demand and campaign performance can all change.
There is no guarantee that cost per click or cost per enquiry will continually rise, but there is also no reason to assume an account will remain efficient without active management.
We monitor the economics rather than treating the budget as fixed forever.
Strong Landing Pages Help Both Channels
A relevant, useful landing page matters whether a visitor arrives through an advert or an organic result.
Clear services, good content, strong calls to action and accurate information support conversion across both.
That means improvements made through the wider Woya Way can also benefit paid traffic.
One Commercial View Is Better Than Two Isolated Reports
The benefit of managing both is not that one channel always replaces the other.
It is that we can look at the complete search picture and make decisions around the business outcome rather than protecting one media budget.
Are You An Agency?
We also deliver Google Ads and SEO 2.0 behind agencies through our white-label service.
Paid search strategy, campaign management, reporting and wider search delivery can sit behind your own agency brand while you retain the client relationship and commercial terms.
Woya remains behind the scenes unless a different arrangement has been agreed with you.
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// Questions
Google Ads: Common Questions
Google Ads is Google's paid advertising platform.
For search campaigns, businesses can pay to appear for relevant searches based on factors including targeting, bidding, ad quality and auction conditions.
Other Google Ads campaign types can also appear across YouTube, Display, Discover, Gmail, Maps and Shopping depending on the campaign.
Performance Max is a goal-based Google Ads campaign type that can run across Google's advertising inventory, including Search, YouTube, Display, Discover, Gmail and Maps.
It uses Google's automation for areas such as bidding, targeting and creative combinations.
We use Performance Max where it fits the commercial goal rather than assuming it is right for every account.
AI Max is Google's AI-powered set of features for Search campaigns.
It can expand how campaigns match relevant searches and adapt ad content and landing-page selection using Google's AI systems.
Google has continued expanding AI Max during 2026 as Search becomes increasingly conversational and AI-assisted.
Yes.
Google says ads can be eligible to appear above or below AI Overviews across markets where AI Overviews are available.
In selected markets and categories, eligible Search, Shopping and Performance Max ads can also appear within AI Overviews. Availability and restrictions vary, and some sensitive sectors are excluded from ads within AI Overviews.
There is no universal budget.
The appropriate spend depends on the market, cost per click, search volume, conversion rate, value of an enquiry and the number of conversions needed to generate useful data.
We would rather recommend a realistic budget for the objective than start with a figure that has little chance of producing enough data to manage effectively.
We focus on meaningful conversions and their cost.
That might mean qualified enquiries, phone calls, bookings or purchases depending on the business.
Clicks and impressions still provide useful diagnostic information, but they are not the final measure of commercial performance.
Possibly.
Strong organic visibility does not automatically mean paid search is unnecessary, and running an advert does not automatically mean you should keep paying for every term.
We look at the search intent, competition, conversion data and commercial value before deciding where paid adds something useful.
Google Ads is an additional paid-media service rather than part of the standard SEO deliverables.
Where we manage both, the campaigns sit alongside the Woya search strategy so paid and organic data can be considered together.
Media spend is separate from Woya's management fees.
The cancellation terms is one full month for a Google Ads service.
We set those terms clearly before work begins, along with the management fee and advertising budget.