High-intent search campaigns
Show up when customers are actively searching for what your business sells.
Google Ads /// Paid Acquisition
Pay for attention
only when it has
commercial intent.
Google Ads should capture customers already searching with intent — then turn that demand into bookings, calls, enquiries, orders and measurable growth.
Paid Search Performance
Campaign health view
$0.39
average CPC
Lower cost is useful only when traffic quality remains strong.
3.26K
clicks
Volume matters less than the intent behind those clicks.
458
reported conversions
Conversion setup must be audited before business conclusions are made.
$2.78
reported cost / conversion
Track the conversion actions that actually matter.
Example account-level reporting view. Conversion definitions and attribution should always be validated before optimisation.
The principle
More clicks are not the objective.
A campaign can look busy while still wasting money.
The goal is to understand which searches, ads and landing pages create useful customer actions — then push more budget toward those opportunities and reduce spend elsewhere.
Google Ads capability
Built around intent, efficiency and conversion.
Campaign structure
Organise campaigns around services, locations, customer intent and measurable business goals.
Ad relevance
Match keywords, ad copy and landing pages so the journey feels consistent and commercially focused.
Waste reduction
Reduce irrelevant clicks, weak search terms and spend that does not contribute to meaningful actions.
Conversion tracking
Track calls, enquiries, bookings, form submissions and other actions that matter to the business.
Budget efficiency
Allocate more budget toward campaigns, audiences and search terms producing stronger commercial outcomes.
Paid Search Funnel
From a search
to a customer action.
Strong paid search is not just bidding. Every step in the journey affects whether the click becomes commercially useful.
01
Search demand
A potential customer searches for a restaurant, service, location, product or specific need.
02
Relevant ad
The campaign matches the search with a clear and commercially relevant message.
03
Useful landing page
The visitor reaches a page that answers the question and makes the next action easy.
04
Customer action
The click turns into a booking, call, enquiry, order or other measurable conversion.
05
Optimisation
Performance data is used to reduce waste and scale what is working.
Optimisation
Separate productive spend from expensive noise.
Search campaigns improve when we understand not only where conversions happen, but where budget is being consumed without enough commercial value.
Reduce
Wasted spend
Irrelevant search terms
Weak keyword intent
Poor location targeting
Low-value conversion actions
Landing page mismatch
Budget spread too thin
Scale
Productive demand
High-intent search terms
Strong converting campaigns
Useful locations and audiences
Booking and enquiry actions
Relevant landing pages
Commercially useful keywords
Google Ads for Hospitality
Different restaurant goals need different campaigns.
A takeaway campaign, a birthday party campaign and a fine dining campaign should not compete for the same intent or communicate the same message.
01
Restaurant discovery
Capture customers searching for a place to eat nearby.
02
Bookings
Promote table reservations around high-intent searches.
03
Functions & events
Target birthday parties, corporate events, engagement parties and private functions.
04
Takeaway & delivery
Capture immediate ordering demand around cuisine and location.
05
Offers & occasions
Promote lunch deals, happy hours, seasonal events and specific offers.
06
Multiple locations
Separate local intent and performance by venue, suburb or service area.
Measurement
Know what you are paying for.
Paid media decisions are only as good as the tracking behind them. Reported conversions should be understood before they are used to judge campaign profitability.
Spend
How much budget is being invested?
Clicks
Are the right people engaging with the ads?
CPC
What does each visit cost and is that cost efficient?
Conversions
Are clicks becoming meaningful customer actions?
Cost per conversion
How much does each tracked outcome cost?
Search terms
What are people actually typing before clicking?
Booking / lead quality
Are campaigns producing commercially useful actions?
Campaign Process /// Paid Growth
Audit → structure → launch → optimise.
01
Audit
Review demand, historical performance, conversion setup and wasted spend.
02
Structure
Separate campaigns around intent, locations, services and business priorities.
03
Launch
Build relevant ads, keywords, exclusions and landing-page journeys.
04
Optimise
Use search terms, conversions and cost data to improve efficiency and scale winners.
Paid acquisition
Spending on Google Ads without knowing what actually works?
Let's identify where budget is being wasted, where profitable demand exists and what should be measured next.