The buyer who is_looking for you

01

The searcher's need

Search advertising belongs to execution and answers demand that already exists. 74 %* of 18 to 74-year-olds, around 2 934 000 people, use a search engine daily. The figure describes how often people search. It does not say how many search for your product, so search volumes are established through keyword research before the budget is agreed.

If few people are searching, search ads alone will not deliver a large sales target. We then plan demand-building advertising alongside, and search picks up the interest the other channels create.

02

The ad and the landing page

The same word can carry a different intent in a different search, so we write the ads by search group around the searcher's need. The landing page has to answer the same need as the ad, because the page decides whether the searcher goes on to enquire or buy. We suggest changes to landing pages and make them where needed.

We refresh the ad copy and extensions regularly and compare the results before changing the budget.

03

Enquiries and sales

Clicks alone do not show whether search pays off. We set up conversion tracking before the campaign starts and track which searches, ads and pages lead to enquiries, bookings or sales. When the sale happens in store or by phone, we agree with you how that data is brought in. The Performance Marketing page explains how tracking is built.

04

Search terms and budget upkeep

We build the account around the searches that actually happen. A specialist screens search terms, maintains negative keywords and decides which demand is worth paying for. The budget moves between search groups according to which ones deliver enquiries or sales.

Search can run continuously or alongside a campaign. The choice depends on demand, product availability and the goal. Visibility in AI answers is measured differently, and we cover it on the AI Optimisation page.

* NØRR3 Media Insights, Norstat panel, wave 9, August 2026, n = 2 022, aged 18 to 74. Question: how often people use search engines, daily use. Margin of error ±1.1 percentage points.