Google Ads Management

Search ads appear at the top of Google results when someone types a keyword you are bidding on. Because the person is actively looking for what you offer, these clicks carry the highest purchase intent of any advertising channel. Search campaigns are the foundation of almost every Google Ads strategy.

• Tightly themed ad groups with three to five closely related keywords each
• Responsive search ads with up to 15 headlines and 4 descriptions tested in rotation
• Exact, phrase, and broad match type strategy to balance reach and precision
• Negative keyword lists maintained weekly to block irrelevant traffic
• Ad extensions: sitelinks, callouts, structured snippets, call, and location
• Quality Score monitoring and improvement to reduce cost per click
• Bid strategy aligned to your conversion goal: target CPA, target ROAS, or maximise conversions

Display ads appear as banners and images on over three million websites and apps that are part of the Google Display Network. They build brand awareness among audiences who match your customer profile, keep your brand visible throughout the consideration phase, and support remarketing at a low cost per impression.

• Responsive display ads built from your logo, images, and brand copy
• In-market audience targeting for users actively researching your product category
• Custom intent audiences built from your highest-converting search keywords
• Placement exclusions to prevent ads from appearing on low-quality sites
• Frequency capping to avoid overexposing the same audience
• Viewability and engagement metrics monitored alongside click data
• Combined with remarketing for a full upper-to-lower funnel presence

Shopping ads show your products with images, prices, and your store name directly in Google Search results, reaching buyers at the moment they are comparing products. We manage the complete setup from Google Merchant Center product feed to campaign structure and bidding strategy.

• Google Merchant Center account setup and product feed creation and optimisation
• Shopping campaign structure organised by product category and margin
• Product title and description optimisation for Shopping relevance
• Negative keyword application to Shopping campaigns to filter irrelevant queries
• Performance Max campaigns set up with asset groups aligned to product collections
• Merchant Center promotions and sale pricing for seasonal campaigns
• ROAS bidding with product-level performance monitoring and budget allocation

YouTube is the second-largest search engine in the world and one of the most cost-effective channels for brand awareness in Kenya. We set up skippable and non-skippable video ad campaigns that reach your target audience while they watch, with targeting options that go far beyond what traditional broadcast advertising can offer.

• Skippable in-stream ads: you only pay when viewers watch 30 seconds or interact
• Non-skippable in-stream and bumper ads for guaranteed message delivery
• Audience targeting by interest, in-market segment, demographics, and custom intent
• Topic and channel placement targeting for contextual relevance
• Video ad sequencing to tell a brand story across multiple touchpoints
• View rate, watch time, and earned action metrics reported monthly
• Remarketing to YouTube viewers on Search and Display for cross-channel reinforcement

Most visitors to your website do not convert on their first visit. Remarketing campaigns keep your brand in front of these warm prospects as they continue browsing the web, giving them a second and third opportunity to take action. Remarketing consistently delivers the lowest cost per conversion of any Google Ads campaign type.

• Google Ads remarketing tag installed and audience lists built by page visited and behaviour
• Standard remarketing to all site visitors with tailored messaging by audience segment
• Dynamic remarketing for e-commerce showing the exact products a visitor viewed
• Customer match campaigns targeting your existing email subscriber list on Google
• Similar audiences built from your highest-value customer lists
• Frequency and recency rules to avoid overexposing audiences and causing ad fatigue
• RLSA (Remarketing Lists for Search Ads) to bid higher for returning visitors on Search

Clicks are a starting point, not a result. We set up comprehensive conversion tracking before the first campaign goes live so you always know exactly which keywords, ads, and campaigns are generating real business outcomes — and which are consuming budget without return.

• Google Tag Manager container setup and all tracking tags deployed through it
• Form submission conversion tracking with goal value assignment
• Click-to-call and phone call conversion tracking with call duration threshold
• E-commerce purchase tracking with transaction value for accurate ROAS calculation
• Google Analytics 4 linked to Google Ads with imported GA4 conversion events
• Conversion window configuration aligned to your typical sales cycle length
• Monthly attribution report showing assisted and last-click conversions by channel