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with Faisal Tusher

Paid Media · Search

Google Ads

Google Ads reaches people at the moment they search, watch or browse. The craft is matching intent to message and bid to value — then letting data refine both.
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The building blocks

What goes into Google Ads

Google Ads Budget & Outcome Calculator

Enter a budget and cost assumptions to estimate impressions, clicks and conversions.

How I do it

The process

  1. 1

    Research

    Keyword Planner demand, CPC ranges, competitor auction insights.

  2. 2

    Structure

    Campaigns by objective/geo; ad groups by theme.

  3. 3

    Ads & assets

    RSAs, extensions, landing page alignment.

  4. 4

    Tracking

    Conversions, enhanced conversions, GA4 link.

  5. 5

    Optimise

    Search terms, bids, schedule, device, audiences.

Principles I follow
  • Separate brand and non-brand search so efficiency isn't flattered by brand.
  • Review search terms weekly; add negatives and new exact keywords.
  • Use Quality Score components (expected CTR, ad relevance, landing page) as diagnostics.
  • Watch impression share lost to budget vs rank to decide between more money or better ads.
  • Import GA4 key events only after verifying they reflect real value.

Measurement

The numbers I watch

Tools I use

  • GAGoogle Ads
  • KPGoogle Keyword Planner
  • G4Google Analytics (GA4)
  • TMGoogle Tag Manager
  • LSGoogle Looker Studio

What you get

  • Account structure
  • Keyword & negative lists
  • Ad copy matrix
  • Conversion setup
  • Weekly optimisation log
Budget-limited search

Campaign loses 40% impression share to budget with a good CPA.

Shift budget from weaker campaigns or raise budget — the demand is proven and profitable.

Illustrative example
Low Quality Score

Key terms at QS 3–4 with high CPCs.

Split ad groups tighter, rewrite ads to include the query theme, and align landing page headlines.

Illustrative example
Should I use broad match?

With smart bidding and solid conversion data, broad match can scale well. Without them, it wastes budget.

Performance Max or Search?

Keep Search for query control and use PMax for incremental reach — monitor overlap and brand cannibalisation.

Need help with Google Ads?

Let's talk about what you're trying to achieve.

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