2.2 How Do Campaigns Work?

Search engine ad campaigns work by matching ads to the words people type into Google.

When someone searches for a relevant phrase, Google runs an ad auction. If our keyword, target location, budget, bid, and ad quality are strong enough, the ad can appear in the search results.

Basic flow

1. A person searches for help.
2. Google checks whether our campaign is eligible.
3. Our ad may appear in the search results.
4. The person clicks the ad.
5. The person lands on the website.
6. The person calls, submits a form, or requests an estimate.
7. Google Ads records that action as a conversion.

Example

A person in Lubbock searches:

hail damage repair near me

If the Lubbock campaign is active and our keyword targeting matches that search, Integrity Hail Solutions may show an ad.

The user can then:

1. See the ad
2. Click the ad
3. Visit the landing page
4. Call or submit a form
5. Become a lead
6. Schedule an estimate or repair

Campaign parts

Each campaign includes several important parts.

Part	What it does
Location targeting	Controls where ads can show
Keywords	Control which searches can trigger ads
Ads	Control the message users see
Landing page	Controls where users go after clicking
Budget	Controls how much can be spent
Bidding strategy	Controls how Google tries to spend the budget
Conversion tracking	Measures calls, forms, and other valuable actions
Negative keywords	Prevent ads from showing on bad searches

High-intent searches

We want to focus on people who are close to taking action.

High-intent searches include:

• hail repair near me
• auto hail repair near me
• car hail damage repair
• paintless dent repair near me
• hail damage estimate
• hail damage insurance repair

These searches are more valuable than general research searches because the person is likely looking for a provider.