Black Lion Digital · Google Ads · Part 02 of the system
Search campaigns only, built in your own ad account, for the people already typing what you do into Google. Every click lands on a page built for it and is followed up until it books. Counted in leads, appointments and purchases, not in clicks.
02 · Two kinds of traffic
A search ad is the text ad at the top of a Google results page. It appears because someone has just typed what you do, and where, into the search bar, and it answers them in their own words. There is no audience to guess at. The person has already said what they want.
That is the only kind of Google campaign we run, and we run it for one purpose: leads. Someone searching for a service at ten at night is not browsing. They are deciding, and the business whose ad answers them at that moment is the one they call first.
Google Ads does not suit every business. If your audience is not searching for what you sell, we will tell you, and point you at the traffic source that fits.
The ad arrives between posts, before the person has thought about the problem. The right kind for an offer people do not yet know to search for, and the kind the Meta Ads page is about.
The person types what they want. The ad answers at the top of the page, at the moment they decide. The kind we run on Google, and the only kind we sell there.
03 · The moment of decision
A search ad interrupts nobody. Someone types what they want, and the ad is there at the top of the page, saying it back to them in their own words, at the moment they decide. Here is that moment on a search for what we sell: every word they typed, threaded to the word in the ad that answers it.
They were already looking. The ad's whole job is to be the right answer in the right place when they decide, and to send the click to a page built to make it an enquiry. The CRM takes it from there.
04 · Where it sits
Search ads make the lead from someone who was already looking. The rest of the system takes it from there: the page the click lands on, the CRM that catches it, the follow-up that books it, and the invoice that counts it. One agency runs the whole line, so no part can hide behind another.
05 · The ledger, Google ads
Have worked with Daniel and the team at BlackLion for the past 18 months. They have been a pleasure to work with and the results have been first class. AdWords can be a challenge to manage on your own with BlackLion our CTR, impression share and CPC have improved and [are] tracking well with no extra spend.
Search campaigns are counted in the same ledger as everything else we run: leads, appointments booked and tracked revenue, by client name.
See the full ledger06 · How we run it
Six things that are true of every search campaign we run, whatever the business sells.
Everything is created in your Google Ads account, which you give us access to. Never ours, so the asset stays yours.
The text ads on the results page, and nothing else. We bid on the searches that mean someone wants the job done, not on the ones that mean they are curious.
The results do not depend on your website. Each campaign gets its own page, built to turn the click into an enquiry.
Every click is tracked through the page, the enquiry and the booked job, so the account is tuned on leads and revenue rather than on clicks.
Results can show within hours of launch. The tuning never stops: ongoing monitoring and adaptation, and a budget set to your goals, industry and competition rather than a round number.
Regular reports and insights in one dashboard: what each search cost, what it returned, where to scale and where to cut.
Search ads on Google, for lead generation. That is the only Google campaign we sell. If your buyers are not searching for what you do, we will tell you and point you at the traffic source that fits, which is often Meta ads.
07 · In their words
Honestly, we couldn’t be happier with Black Lion Digital. From the very beginning, they were great to deal with and made the whole process really easy.
Dean Sands
Black Lion Digital recently designed and built my new website. Choosing them was one of the best decisions I have made. I found them to be very professional and easy to deal with and they made the whole process very simple.
Dom
Danny and the team did an excellent job on redesigning and re structuring my website and online store. This has resulted in more sales and more business for my company.
Jack Semken
If you're a business owner in Newcastle looking for a results-driven digital marketing agency, Black Lion Digital is the one to trust.
Daniel
Danny & Black Lion Digital have helped me cut through the noise and confusion surrounding marketing that has been nearly impossible to penetrate as a small business owner.
Michael Fernandez
Danny and his team are absolutely incredible! Such communicative and honest people with an eye for detail. Service is unparalleled here, I would never use anybody else!
Jacob Allen
The team at Black Lion Digital are amazing at what they do! They take the hassle out of marketing and make it super simple and easy. If you're on the hunt for an expert marketing team, look no further!
Madison Eskbank
The team at Black Lion did a fantastic job of our website rebuild - from strategy to design, subject matter expertise through customer service! I highly recommend their services.
info - All Design Construction
Danny & the team did an excellent job on my website design. Came to me recommended and would recommend myself. Class act.
James Berry
Daniel and his team provided a very informative and interactive marketing workshop. They assisted us every step of the way and made us feel confident in moving forward with our business marketing
Naomi Rodwell
BLD created our website from scratch and has provided an huge amount of technical assistance to get us up and running. Highly Recommended!.
Dane Mason
The team at Black Lion go above and beyond. Their level of detail and ability to easily explain and guide me through explaining everything has been very helpful. I am very grateful.
Justin Smith
BLD has been incredibly supportive in helping us hit our targets. Their team possesses a diverse skill set, seamlessly moving from brainstorming to execution in no time.
Peter Critch
Black Lion Digital has been an absolute game-changer for The Movement Collective! Their expertise in digital marketing, branding, and strategy has helped us reach more people, grow our community, and streamline our online presence.
Rod Cooper
In a industry that feels like a bunch of "used car salesmen" black lion were the few that actually declined my business because they couldn't help to their maximum potential. Unheard of! They referred me to another specialist.
Leigh
Danny has been incredibly helpful and professional. His website and digital marketing knowledge is second to none. He is very prompt to respond to any questions and feedback along the way.
Angela Cooper
Danny and his team at Black Lion Digital has been instrumental in helping me clearly convey my mission, brand values and create a clear marketing strategy for Desert Lily Vintage.
Sara Carney
The team at black lion are always on top of our content, we get our matrix each month which is great to see. Highly recommend
Nathan Wilson
Black Lion Digital have been fantastic to deal with and always willing to help with anything that comes up. I absolutely recommend their digital marketing services!
Matt Mingin
I’ve been with Black Lion Digital for several years now. Daniel and his team are very professional and take a lot of pride in their work.
Danny Curtis
The black lion team have been fantastic in relation to growing my business. Highly recommend.
Stacy Munzenberger
Incredible knowledgeable with the ability to simply everything you need for powerful and effective social media marketing. Could not recommend Danny and his team enough.
Luke Donnelly
The whole team at Black Lion Digital have been world class and extremely knowledgeable and forward thinking. I highly recommend
Ryan Houston
Excellent service nothing was a problem especially from Georgina and Daniel I would highly recommend them
Susan Matthews
08 · Questions owners ask about Google ads
No. Everything is built in your Google Ads account, which you give us access to. We recommend never letting an agency own any of your marketing assets.
Search only: the text ads at the top of a results page, shown to someone who has just typed what you do into Google. We run them for lead generation, and that is the only Google campaign we sell.
No. It suits most, and it is not always the best platform. If your audience is not searching for what you sell, we will tell you, and point you at the traffic source that fits, which is often Meta ads.
Read about Meta AdsResults can show quickly, sometimes within hours of launch, because the people searching are already deciding. Tuning the campaign for its best performance takes time and continuous effort, and that work does not stop.
There is no one-size-fits-all answer. The budget is set to your goals, your industry and your competition, and we work it out with you rather than quoting a round number before we have looked.
By the metrics that lead to your goal: leads, appointments booked and purchases, and what each one cost. Click-through rate and cost per click tell us the account is healthy; on their own they do not grow your business. You get regular reports either way.
09 · The Acquisition Audit
We take on a limited number of Acquisition Audits each month. We review how you get customers today and show you what we would do differently.
0432 243 495
