Google Adwords Advertising explained in 2 minutes:


Our digital growth guide to scaling your business fast.

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We start by researching the market (your competitors, high value keywords, landing pages and messaging approaches). This lets us know what’s already working. Your campaigns are then built strategically aligned to the REACH, LEADS and SALES funnel stages, with cold traffic campaigns and remarketing campaigns to drive leads and sales.


With Adwords, relevance wins. We do the hard work needed to highly segment your campaigns. On average our accounts have a handful of campaigns, thousands of Ad Groups, thousands of keywords, thousands of negative keywords, thousands of Ads and hundreds of Ad Extensions. This helps us create relevant ads, which improves performance and lowers costs.


We conduct weekly and monthly Optimizations designed continually improve your results. Many of our clients campaigns are still improving monthly, after 4-5 years of management. Your account managers will perform Search Query Reviews, Targeting, Bidding and Ad Copy Optimization regularly to optimise performance.




Other Digital Agencies

Other Digital Agencies


We understand your business growth drivers using our Growth Model and set and measure the KPIs that really matter. We are shooting for high ROI Adwords campaigns.

We have a cross discipline team of digital strategists, Google advertising experts, copywriters and designers who will all be working on your account.

We value transparency. Our campaign managers and strategists regularly report to you on the actions being taken on your account. You will never be left guessing what’s being done on your account.

We are a best practice agency. We are a Google Partner agency, a Digital Marketer Partner agency and we are Google Analytics certified. We draw on industry and enterprise best practices and implement them into your business.

We implement a tracking and analytics system to understand the performance of the ads at each stage of your funnel (from cold audience REACH campaigns, to warm audience LEAD campaigns, to hot audience SALES campaigns). We track phone calls to get a complete picture of your ROI.

We map out the remarketing campaigns required for each stage of your Customer Journey. These are designed to nurture and drive your audience down your sales funnel.

Highly segmented campaigns. We know that highly relevant Ads and Landing Pages perform best, so we do the hard work to roll out Single Keyword Ad Groups (SKAGs). This lets us create highly relevant Ad Copy, and direct users to the most relevant Landing Page (proven to increase conversions).

Experience running successful campaigns in over 30 industries with hundreds of thousands of dollars in Ad Spend. Over 20 years professional digital marketing experience at a director level. We know what works.

We offer a free Adwords Account audit check against industry best practices to new clients - this will identify areas for improvement and quick wins. Ask us for an audit today!

Proof our Google Adwords Advertising Campaign Management gets results:

case study

Adwords Driving Explosive Growth For Childcare Client

“I would just like to say a massive THANK YOU for all your hard work to date! The last 6 months have been very hectic and your team have pulled off launching two websites, two CRMs and maintained our digital media strategy!”

Client from the Car Rental Industry

We took over Adwords management in 2016 and immediately began optimizing performance.

Improvements year-on-year have been dramatic:

  • 808% increase in Leads

  • 72.8% reduction in Cost per Lead

Account stats:

  • 56 campaigns

  • 5,245 Ad Groups

  • 519,852 Keywords

  • 9,607 Negative Keywords

  • 19,623 Ads

  • 749 Ad Extensions

case study

Adwords Campaign Brings in 4,574 Leads at $10.86 Cost per Lead for Industrial Products Priced $2,000+

“Sometimes have to remind myself that these guys are not our own internal marketing team, it's that seamless.”

CEO in the Industrial Transport Industry

This continually improving Adwords campaign drives serious ROI:

  • Less than $50k investment in Ad Spend yielded over 4,500 leads of products priced over $2000 (Est. ROI over $1,000,000 in revenue)

  • Cost per Lead just $10.86

  • Conservative estimate of 1,967% Return on Ad Spend

Account stats:

  • 14 campaigns

  • 13,231 Ad Groups

  • 5,437 Keywords

  • 11,950 Negative Keywords

  • 11,748 Ads

  • 29 Ad Extensions

case study

Double Figure Year-on-Year Improvement for Tourism Client in Hyper Competitive Market

Despite seeing significant competition ramping up over the last few years (think Booking.com), we’ve managed to improve the results account wide every year:

  • 24.35% average increase in leads year-on-year

  • 20.55% average reduction in Cost per Lead year-on-year

Account stats:

  • 23 campaigns

  • 1,056 Ad Groups

  • 6,482 Keywords

  • 3,879 Negative Keywords

  • 10,402 Ads

  • 225 Ad Extensions


Cost Per Lead

case study

527% growth in Funded Loans via Adwords in the first 3 Months for Finance Client

To give the client team increased visibility, we mapped their Loan Application process to the Google Analytics eCommerce module and worked with their development team to use Google’s Measurement Protocol to send Funded Loan data from their .NET backend (not web based) back to Google Analytics.

This work gave us the valuable link from paid traffic campaigns to Funded Loans, which opened the door to reviewing the true ROI of Ad Campaigns by measuring Cost per Application, and Cost per Funded Loan. Using this data driven approach has allowed us to test and scale Ad Campaigns on Google with dramatic results:

  • 527% growth in Funded Loans via Adwords in the first 3 months

  • 62% decrease in Cost per Funded Loan via Adwords in the first 3 months

Account stats:

  • 50 campaigns

  • 365 Ad Groups

  • 1,102 Keywords

  • 19,026 Negative Keywords

  • 1,344 Ads

  • 554 Ad Extensions

Visibility from Ad Click on Adwords right through to Funded Loan with a Custom Built Google Dast Studio real-time performance dashboard:

our 11-STEP process To





Zero-in on high value keywords

We prioritise the keywords that have the highest commercial value for your business. We identify HOT buyer keyword, and go after these first. Then to scale we test into research and comparison based keywords. We use competitive analysis tools to find the keywords which are already being targeted by your competitors.



Steal strategies already working

We then build your Market Map to give us an idea of what’s already working in your market. It’s far less risky to start by improving what’s already in play in the market, than throwing stuff against the wall and seeing what works. Like everything we do, we’re looking for the fastest, easiest way to build your business.



Use high converting landing pages

Where you send traffic to has a huge impact on your conversion rates. We will assess your current landing pages, make recommendations for improvement, to build you high performing landing pages ourselves. In some cases you need customer landing pages for each of your high value keywords or we can use dynamic keyword replacement for a single landing page.



Best practice highly segmented campaigns

Drawing on industry best practices, we will create a highly granular campaign structure, targeting and creatives. A copywriter will be assigned to work on the messaging, our design team will deliver the images for remarketing ads, and your Adwords Ads manager will setup the campaign.



Campaign aligned to your funnel

You Adwords campaign will be aligned to your sales funnel needs. We’ll do the math using our Growth Planning model to identify which area is most profitable to spend resources on: REACH, LEADS, SALES. We will develop awareness campaigns to generate reach, and remarketing campaigns to maximize Leads and Sales.



Google Analytics Goals Setup

We make sure all conversions are accurately being tracked and reported on (website leads, calls from ads, calls from website, etc.), so you have complete visibility on true performance. We also ensure tracking is in place using the Adwords and Analytics Pixels to track conversions on-site or landing pages, and build customer audiences for remarketing.



Test to find winning approaches

Once you’ve given the green light on the first round of creatives, we will begin split testing Ads and keyword targeting approaches. We will generally split test with 3 Ad copy creative variations within each Ad Group. The test period is looking to get rapid feedback from the market as to which creative and targeting approach is most effective.



Track the results of tests to learn

Our goal is to learn fast. Each test tells us of a better way to reach our objectives and improve results over time. Your Adwords Manager will test and track results over time so that we are all learning together.



Weekly and monthly reporting

You get 100% transparency over delivery and results with a weekly check-in on performance, and monthly in-depth reports. The team is on hand to answer any questions you have about strategy, execution and results.



Continual improvement on campaigns

We are committed to continually improving our clients’ campaigns. We conduct daily checks on all campaigns. Weekly targeting Optimizations, budget Optimizations and creative Optimizations. Monthly we review Search Query reports to identify negative keywords, which over time play an important role in improving performance.



Grow your results safely

Some clients want to grow quickly. Once we prove positive ROI on a campaign, we can then scale up the results (budget permitting). This phase comes with its own set of challenges, which we employ best practices to overcome.

We believe in helping businesses grow by delivering profitable digital marketing with four unique pillars of service:

Proven Data-Driven Strategy

With Transparent Service & Reporting

Tied to Client
Growth KPIs

All By a Responsive Team That Really Care

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Google still rules the roost when it comes to search intent - someone focused on finding a answer to a specific query. The potential to drive a buyer to your website after they type in a search term with commercial intent is very likely. Compare that to Facebook where you are operating in demand generation mode hoping to make people aware of your product or service.

There are many layers to the 'search funnel'. We provide strategic advice about which stage of the funnel you should test first:

Reach More People
your goal

Attract the Right Audience

Role of Adwords Ads:

These are customers that are unaware of the product or unaware there is a need for the product. These customers require education & awareness.

Targeting examples:

Display regular static & Gif’s on the GDN with loose keyword and topical targeting

Remarket to visitors that have only reached the homepage

Generic search terms such as ‘price holiday Bali’ - can be expensive and NOT recommend as first step

Drive More Leads
your goal

Turn Prospects Into Leads

Role of Adwords Ads:

These customers are aware of the problem / need. They also may be somewhat aware of the solution / product, but want to learn more about it. They’re shopping around for information.

Targeting examples:

Remarket similar products to visitors that have previously viewed products

Remarket similar products to buyer lists

Keyword targeting to searchers interested in learning more about the product, e.g. ‘reviews’, ‘comparison’, ‘best laptop bag’, top rated’ or ‘dell laptop bags’, etc.

Make More Sales
your goal

Convert to a Customer

Role of Adwords Ads:

This audience knows what they want and are at the purchase stage. They may be stuck in the cart or may require a demo or trial for evaluation.

Targeting examples:

Bid only on keywords with purchase intent, e.g… ‘Buy ray ban sunglasses’, ‘laptop on sale’

Google Shopping Search vertical targeting people shopping for specific products

Target customers that have already placed products in their cart but abandoned the cart


Q. Can you audit my Adwords account to see if it needs fixing?

A. Yes, we can provide you with a high-level audit of your Adwords account which will identify issues that need to be fixed, and opportunities to improve your performance.

Q. Are there monthly KPIs aligned with performance metrics?

A. Yes, we set performance KPIs for each stage of your funnel (REACH, LEADS and SALES) quarterly. These are tracked and reported on to ensure we are delivering to our goals.

Q. How do I measure ROI?

A. We measure ROI as Profit / (Ad Spend Cost + Marketing Services Cost).

Q. Can you set everything up from scratch?

A. Sure can, in fact if it’s a new account we should be able to throw in $100 worth of Ad credit.

Q. How do you track phone calls?

A. I’m pleased you asked. We can editer use the free Google Call tracking or a more comprehensive call tracking solution that can be used across your digital strategy such as Facebook Ads, your website, email, offline campaigns etc.

Q. What kind of reporting will you provide?

A. You will have access to our exclusive reporting dashboard detailed exactly how your campaigns are performing against predetermined KPI’s. Scheduled PDF reports are also available depending on your preferences.

Q. How long does it take to setup and implement an Adwords advertising campaign?

A. Believe it or not, the success of your Adwords advertising campaign can most easily be won or lost in the planning and build phase. It’s what separates the PROS from the amateurs. We spend the time necessary to do the keyword research, competitive research, landing page research, then granularly build your campaign and ad copy. We allocate 2-4 weeks for the setup, depending on the complexity of the strategy.

Q.Do I own the AdWords account you setup and optimise for me?

A. We wouldn’t have it any other way. We connect our Management account to your AdWords account.

Q. Will you ensure Google My Business is linked to my Ad?

A. Indeed, you’d be crazy not to leverage every feature that increases the Click Through Rate (CTR).

Q. How often will Inbound Craft work on the campaign?

A. We have Optimization activities for every week of the month. We also know that tinkering too frequently can be as harmful as not doing anything. All are Optimization actions are backed by data and analysis.

Q. Do you put a markup on the Ad spend?

A. Some agencies do but that’s not how we roll. You pay for your Ad spend directly from the source - Google Or Bing so no markup is applied.

Get a Proposal to

Propel Your Business Growth

We’ll analyze your digital capabilities
Spy on your competitors
And present you with a KPI driven growth plan
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We can only take on limited clients, so apply for a free proposal today.

Google Adwords Management with a twist

That twist is us wringing out every bit of waste in your existing campaign.

Google AdWords can immediately start driving targeted traffic to your sales pages, making Pay Per Click (PPC) an exceptionally effective lead generation strategy in the right hands. In the wrong hands it can become an expensive experiment which may cause you to miss out on the return a properly run campaign can deliver.

With Inbound Craft you will enjoy fast results with a professionally managed Google Adwords campaign by our certified professionals that use advanced optimization techniques many business simply don’t know. Combined with advanced optimization we look at your entire sales funnel for opportunities to improve conversions. After all what’s the point of having a brilliantly optimized AdWords campaign if all the traffic ends up on a landing page that doesn’t convert?

Do you need the following from your
Google AdWords strategy?

  • An AdWords strategy that goes beyond clicks and focuses on conversions.
  • Be the first to know if AdWords isn’t a good fit for your business (perhaps you need demand generation rather than demand fulfilment) either way you want straight answers fast.
  • A Google Adwords campaign that gives you a return on investment with reporting to prove it.
  • Escape the frustration you feeling with your existing AdWord results and need a second opinion.
  • Access to a digital strategist that can help you integrate your AdWords campaigns with the rest of your marketing strategy.
  • An Adwords campaign that is actively managed and reports are reviewed in a strategy call.
  • Conversion tracking to actually be setup and integrated into your reporting. (You’d be surprised how many businesses don’t have this in place).
  • More value for money from your Adwords budget.
  • Able to trust the people managing this essential lead generation channel.

If you answered yes to any of these questions, then there’s a good chance we can help with your Pay Per Click (PPC) advertising. If you have doubts as to the effectiveness of your AdWords campaign or are frustrated that your existing campaign isn’t delivering the return you expected, then reach out and book in a free no-obligation strategy call. It could be the most important call you make this month.

Can’t I just manage AdWords myself?

The first thing you should understand before trying to manage this yourself is that the Goolge Ads system is designed to spend as much of YOUR money as it can. It will make automated"reccomendations" to you using the online portal. Small text blurbs suggesting you add more keywords or change your search match type. And most times people will innocently accept them. This is a huge mistake and costs businesses literally millions of dollars annually.

While it is possible to do Adwords yourself, it’s a time consuming, tedious process that requires constant maintenance, tweaking and inside knowledge of how PPC advertising works. If you are in an industry dominated by large competitors it can become increasingly hard to compete against enormous advertising budgets.

Most small businesses in the USA simply don’t have the time, manpower or ability to do this properly and end up spending far too much, and achieving far too little. If you have found yourself spending large amounts of cash on Adwords with minimal return you need experts in PPC advertising and that’s where we can help. We will tailor, tune and optimize your Adwords campaign, ensuring more website traffic and more conversions for a lower cost than you are currently spending.

What will Inbound Craft
achieve for you?

  • Increase your Click Through Rates (CTR) by effectively targeting genuine, quality leads and writing effective sales copy that entices visitors to click through and read more. We won’t stop there either, we will regularly clean up, tune and optimize your ads, ensuring the best ads with the highest click through rate.
  • Decrease your Cost Per Click (CPC) by targeting the correct keywords for your target audience through keyword optimization such as negative keywords. We’ll then create landing pages that keep your customers engaged, meaning a lower bounce rate and a higher quality score. This means that for every dollar you spend you’ll get more clicks, saving you money on your advertising budget and increasing your ROI.
  • Decrease Cost Per Lead (CPL), Cost Per Sale (CPS) & reduce overall Adwords spend. Quality landing pages that engage and convert, along with a well thought out lead funnel will result in a lower cost per lead and cost per sale. This means more bankable profit for every sale.
  • Increase the Return on Investment (ROI) from your marketing spend though increased genuine leads and sales, with less money spent on advertising. Better still, it allows you to reinvest back into your marketing for even more sales.
  • Dramatically increase your website traffic with targeted prospects, creating a lead funnel of thousands of potential customers who are interested in your product and service towards well written sales pages that will generate hot leads for your sales team.
  • Integrate Adwords into a Complete Online Marketing Strategy for your business. We will help you roll out Facebook advertising, create a website that converts customers and build a complete lead creation and conversion strategy that attracts more of your best customers.

Here’s a taste of the results we have delivered for
our clients

Before and after
AdWords Case Study #1

From 24 to 177 leads per month
at 53% less per conversion.

Month 6 – Previous digital agency

AdWords Case Study 1 Before

The previous digital agency delivered 24 conversions in the 6th month of the campaign at a cost of $38.06 per conversion. Let’s compare that to our result…

Month 6 – Inbound Craft campaign rebuild

AdWords Case Study 1 After

We drove conversions up by 412% to 123 by the 6th month and drove down the cost per conversion by 53% to $17.76. The remarketing campaign (lower line) did even better delivering conversions for $8.17. Total Conversions rose by 637.5% and are still going strong.

Before and after
AdWords Case Study #2

From 207 to 238 leads per month
at 38% less per conversion.

Month 5 – Previous digital agency

AdWords Case Study 2 Before

In a similar style to the previous case study, this agency wasn’t giving the client confidence they had their eye on the ball.

Month 5 – Inbound Craft campaign rebuild

AdWords Case Study 2 After

After we rebuilt the campaign we increased conversions by 31 (14%) at a cost of 38% less per conversion leaving more money to drive more conversion, an extra $621 in this month.

4 Great Reasons Why You Should
Choose Inbound Craft

1 We are client focused and know exactly what it is like to manage a small business. We are only a phone call or email away and are always happy to discuss your campaign or strategy.

2 All of our Adwords campaigns are managed by certified Adwords professionals, not an automated system.

3 We will integrate your campaign across multiple pay per click platforms, we can manage your campaigns across Google, Bing, Youtube Video Ads, Facebook, LinkedIn and more.

4 We realize that the core to any good marketing campaign is content that people want to read. That’s why our ads and content are written by skilled direct response copywriters with years of experience – not the office intern.

Start Driving More Leads With Google Paid Marketing Today

If you have doubts as to the effectiveness of your AdWords campaign or are frustrated that your existing campaigns aren’t delivering the return you expected, then reach out and schedule a free no-obligation strategy call. We’ll let you know how you can improve on your existing Adwords campaigns, or work with you to create a brand new campaign from scratch.

Take control of your Adwords marketing today.

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