Intent & keyword planning
Organize themes around what people are seeking and how those searches relate to your offer.
SERVICES / DISTRIBUTION
Meet a search with a relevant answer.
Plan search advertising around the intent behind a query and the page that answers it. Connect keywords, messages, and conversion paths in one considered scope.
POSSIBLE SCOPE
What the work can cover.
Ad message development
Prepare copy that communicates the proposition and matches the destination experience.
Account review & refinement
Discuss search themes, exclusions, budget use, and the next changes worth testing.
These are scope options to discuss. Your proposal defines the deliverables and responsibilities included.
01 / PROJECT NOTES
Understand what the search is asking
Different searches can signal research, comparison, or readiness to act. Describe your products, customer questions, and markets so those intentions can be considered. The plan should distinguish useful interest from searches that do not match the business. Keyword planning is not a promise of a particular volume or result.
02 / PROJECT NOTES
Make the destination do its part
A relevant ad needs a relevant page. Check whether the destination explains the offer, works on mobile, and gives the visitor a clear next step. If there are issues outside the advertising account, include them in the project conversation. Copy and landing-page changes may need separate production scope.
03 / PROJECT NOTES
Agree how changes are judged
Review the tracking setup, business definition of a useful lead or sale, and the reporting period before drawing conclusions. Ask who approves budgets and which changes can be made within the agreed scope. Account work should remain understandable to the business owner, with access and ownership documented.
04 / BEFORE THE WORK BEGINS
Put the practical terms in the proposal.
Ask for the deliverables, review stages, revision allowance, estimated timing, and responsibilities of each party. Identify the assets, information, and account access needed from your business. If another provider or system is involved, confirm the dependency before committing to a schedule.
Discuss agency fees separately from advertising budgets, platform subscriptions, third-party production, and other expenses where applicable. Confirm ownership and handover of the work. A defined scope makes it easier to decide whether the project is the right fit; it does not guarantee a particular marketing result.
COMMON PROJECT QUESTIONS
Before you brief it.
Can I discuss the service before I have everything ready?
Yes. Explain the goal and the information you have. The first conversation can identify missing decisions and the next useful step.
Can this be combined with another service?
It can be discussed as part of a connected brief. Each discipline and its responsibilities should still be specified in the proposal.
What does a project cost?
Pricing depends on the agreed work, production needs, complexity, and ongoing responsibilities. No fixed package price is published here.
Are performance outcomes guaranteed?
No traffic, ranking, revenue, or conversion result is guaranteed. Goals, measurements, and practical dependencies should be discussed before work begins.
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