If you’re managing Google Ads and your manager/client keeps pushing you for “more leads” and “top position every time,” you’re not alone. These are some of the most common (and most misunderstood) expectations in PPC.
In this quick Q&A-style guide, I’m going to break down what actually works—especially if you’re running campaigns for:
- an app/software development company, and
- local/offline-heavy businesses like septic tanks, container homes, and portable toilets.
Let’s fix the fundamentals first—because 80% of lead problems come from structure, intent mismatch, and wrong campaign choices.
Should You Turn On Display Network & Search Partners?
Most of the time: No—especially at the start.
Here’s why:
- Display Network can burn budget fast if your goal is lead quality (unless you have a solid remarketing plan).
- Search Partners can work in some accounts, but it also introduces traffic you didn’t explicitly plan for.
Best practice:
- Start with pure Search (Google Search only) to control intent and traffic quality.
- Once you have conversion data, test expansions (Search Partners or Display/Remarketing) separately so you can measure true impact.
Rule: If you can’t track it properly, don’t scale it.
How Many Keywords Should You Use Per Ad Group?
This is where most people go wrong.
A common beginner move is:
✅ add a lot of keywords
❌ then “remove the bad ones later”
That approach usually creates a messy ad group where one ad is trying to match 20 different intents, and CTR + Quality Score suffer.
Instead, use a theme-based structure:
- 3–5 keywords per ad group (same theme, same intent)
- Minimum 2 ads per ad group to test messaging
Why it works:
- Your ad copy stays tightly aligned with the searcher’s intent.
- You get higher CTR, better Quality Score, and (usually) lower CPC over time.
“We Have 4 Buyer Personas, But Keywords Are the Same” — Is That a Problem?
Yes. And this is a silent lead killer.
If your personas are different but the keywords are identical, then your ads can end up:
- competing with each other, or
- sending mixed signals to the algorithm about what “good” looks like.
Google doesn’t “read your persona doc.”
Google reads keyword intent + ad relevance + landing page relevance + conversion signals.
So what should you do?
Fix: Align Ads With Intent (Not Just Personas)
If the keyword is “web app development company,” you need ad copy that matches what the user wants at that moment:
- speed/launch?
- enterprise/security?
- cost/value?
- SaaS build?
- MVP?
If the intent differs, split it into separate ad groups/campaigns:
- Separate keywords
- Separate ads
- Ideally separate landing pages (even if it’s just different sections)
Simple rule: Different intent = different ad group.
Is “Meta Traffic + Google Leads” the Right Strategy?
Not as a blanket rule.
Meta and Google behave differently:
- Meta is interruption-based (people aren’t searching right now)
- Google Search is intent-based (people are literally asking for a solution)
So what’s “right” depends on:
- your offer,
- your sales cycle,
- your location targeting,
- your budget,
- and how strong your funnel is (landing page + follow-up).
A smarter approach:
- Use Google Search to capture high-intent demand
- Use Meta for awareness, remarketing, and offer testing
- Then connect everything with strong tracking + CRM follow-up
If your Google Ads aren’t producing leads, it’s rarely because “Meta is better.”
It’s usually because Search is structured wrong.
“My Client Wants the Ad on Top Every Time” — Is It Even Possible?
Real talk: not guaranteed.
You can increase the probability by using:
- Target Impression Share bidding
- choosing “Absolute top of results page”
- setting a high enough bid cap
- improving Quality Score (CTR + relevance)
But even then, there are limits:
- auctions change
- competitors change bids
- Quality Score varies by query
- location/time/device shifts auction dynamics
Also: cost will go up.
Absolute top dominance is a premium strategy.
The Practical Advice
If a client demands “top every time,” set expectations clearly:
- It’s not a fixed placement system.
- It’s an auction.
- You can aim for high top impression share, but it costs more.
Not Getting Leads From Search Campaigns? What to Run Instead
This depends heavily on the business type.
For local/offline products/services (septic tanks, portable toilets, container homes), plain search can struggle if:
- you’re too broad,
- you’re targeting the wrong locations,
- your landing page is weak,
- or you’re missing trust signals.
Better options to test
- Local-focused campaigns (tight geo + schedule + call intent)
- Google Shopping + Merchant Center (if products/listings make sense)
And don’t ignore:
- ad schedule (show when calls can be answered)
- location settings (presence vs interest)
- search terms report (block junk queries early)
- conversion tracking (without this, you’re blind)
Quick Checklist (Do This This Week)
- ✅ Turn off Display Network (unless remarketing is planned)
- ✅ Keep 3–5 keywords per ad group (same intent)
- ✅ Match ad copy to keyword intent (not just persona labels)
- ✅ Use 2+ ads per ad group and test messaging
- ✅ If “top always” is required: test Target Impression Share carefully
- ✅ If search isn’t converting: go more local + refine offer + fix landing page
Conclusion
Google Ads is not hard because of “settings.” It’s hard because most people skip the fundamentals: structure, intent, and relevance.
If you want consistent leads, build campaigns that are tightly mapped:
keyword → ad → landing page → conversion action.
Need professional help with Google Ads strategy, setup, or fixing lead flow? Reach out via my website.