Search, online and digital media
Search ads that pay for themselves
Search ads reach people at the moment they type a need into Google. That intent makes Search the first channel most businesses should fund, and also the one where waste hides best: broad match terms, irrelevant queries and brand clicks you would have won organically.
FOCUSADS plans Search by intent cluster. Each cluster gets its own message, landing page and target cost per qualified outcome, so you can see which questions your buyers ask and what an answer costs.
Channel facts
- Funnel role
- Consideration, Conversion
- Test budget
- $1,500 to $6,000 per month
- Business goals it supports
- Qualified Leads, Appointments & Bookings, Sales & Revenue
- Market availability
- 11 markets with a verified seller
Who it is for
- Services people search for by name: lawyers, clinics, installers, rentals
- B2B companies in categories with search demand
- Ecommerce brands defending brand terms and capturing product queries
Who it is not for
- Products with no search demand yet
- Advertisers whose landing page cannot answer the query that triggered the ad
Business goals it supports
- Qualified LeadsPrimary fit
- Problem and solution queries turn into enquiries when the landing page answers the query.
- Appointments & BookingsPrimary fit
- Near-me and service queries convert into bookings.
- Sales & RevenuePrimary fit
- Product and brand-plus-product queries close sales.
- B2B PipelineSupporting role
- Category queries start B2B pipeline that needs CRM tracking to value.
Market availability
| Market | Verified sellers and how we handle them |
|---|---|
| China |
|
| United Kingdom |
|
| Canada |
|
| Australia |
|
| Brazil |
|
| Switzerland |
|
| Austria |
|
| Czechia |
|
| Türkiye |
|
| Belgium |
|
| United Arab Emirates |
|
Status in all 30 markets
- United StatesResearching
- ChinaRestricted
- United KingdomVerified
- JapanResearching
- CanadaVerified
- GermanyResearching
- AustraliaVerified
- FranceResearching
- South KoreaResearching
- BrazilVerified
- ItalyResearching
- SpainResearching
- MexicoResearching
- NetherlandsResearching
- SwedenResearching
- SwitzerlandVerified
- NorwayResearching
- PolandResearching
- Hong KongResearching
- DenmarkResearching
- AustriaVerified
- Saudi ArabiaResearching
- SingaporeResearching
- PhilippinesResearching
- New ZealandResearching
- CzechiaVerified
- TürkiyeVerified
- BelgiumVerified
- IrelandResearching
- United Arab EmiratesVerified
Strengths
- Highest stated intent of any paid channel
- Query-level data shows what buyers ask
- Granular control over geography, schedule and device
Limitations
- Volume is limited by how many people search
- Competitive terms in legal, finance and insurance can cost more per click than a lead is worth
- Broad match without negatives spends on irrelevant queries
Budget suitability
Test budgets are our planning guidance for a fair monthly test. Platform minimums are separate, and media is paid directly to platforms or media owners.
$1,500 to $6,000
Test budget, per month
Sized to buy enough clicks in two or three intent clusters to read conversion rates within a month. Scale follows impression share on proven clusters.
At US price levels the planner will not fund this channel below $1,500 of media a month per market, because the signal below that is too thin to act on. In other markets the threshold follows the local price level. That is our planning estimate, not a platform minimum.
- Funnel role
- Consideration, Conversion
- Audience strategy
- Intent clusters: problem, solution, comparison, brand, competitor
- Negative keyword lists from the first weeks of search term data
- Customer-list exclusions so existing customers do not cost acquisition budget
Measurement model
Brand and non-brand reported apart. Non-brand is judged on cost per qualified lead or sale against the permissible cost from your plan.
What we report
- Cost per qualified outcome by cluster
- Search impression share
- Lead-to-sale rate from CRM
- Query relevance rate
Landing page and tracking implications
- Form, call and booking conversions with deduplicated tags
- Enhanced conversions where consent is given
- One landing page per intent cluster when the site has no matching page
Creative requirements
- Headlines that repeat the query and state the offer
- Sitelinks to pricing, proof and booking pages
- Ad copy variants tested one variable at a time
How FOCUSADS manages it
- Search term review weekly in the first two months, then every two weeks
- Bid strategy moves to value-based bidding once CRM data flows
- Every negative keyword batch is logged as a visible action
How it works with other channels
- Performance Max
- Brand exclusions on Performance Max keep Search the owner of brand queries.
- Microsoft Advertising
- Winning Search campaigns are cloned to Bing for extra volume.
Industry use cases
- Medical tourism acquisition with privacy safeguards
- Treatment-specific searches with strict policy-compliant copy
- Construction and renovation lead quality
- Local renovation searches booking site surveys
- Logistics and freight forwarding pipeline
- Freight and route queries feeding quote requests
Its role in every industry
How many researched buyer segments in each industry use this channel as primary or supporting media.
- Real estate lead and sales planningPrimary in 3
- Car rental booking and fleet growthPrimary in 3
- Construction and renovation lead qualityPrimary in 3
- E-commercePrimary in 2
- Medical tourism acquisition with privacy safeguardsPrimary in 2
- Restaurant, food delivery and grocery growthPrimary in 2
- Logistics and freight forwarding pipelinePrimary in 2
- Travel and hospitality booking growthPrimary in 1
- Automotive and auto parts acquisitionPrimary in 1
- Beauty and personal care growth planningPrimary in 1
- Furniture and home decor acquisitionPrimary in 1
- Software and SaaS pipeline growthPrimary in 1
- Fashion and apparel growth planningCase by case
- Electronics retail and B2B acquisitionCase by case
- Gaming and esports acquisitionCase by case
- Import, export and international trade acquisitionCase by case
- Manufacturing, wholesale and distribution growthCase by case
Questions buyers ask
Should I bid on my own brand name? Usually yes, but measured on its own. Brand campaigns protect against competitors bidding on your name and cost little. They are never mixed into the non-brand results we report to you.
How many keywords do I need? Fewer than most accounts have. A handful of tightly themed clusters with good negatives usually beats thousands of keywords, because bidding data concentrates.
Why does my agency report leads that sales says are useless? Usually because the form fill is the conversion, whatever the quality. We import qualified status from your CRM and optimise toward it.
What does a click cost? It depends on market, category and competition. Your plan shows a range based on your markets and the cost per outcome your economics can carry.
Find the terms your margin affords
Keyword campaigns for buyers already describing their problem. Built around intent clusters, landing pages and CRM-verified results.