Google Ads Management

Searching is not scrolling

It is ten at night and someone in Nasr City types “dentist Nasr City” into their phone. Nobody has to convince them they need a dentist. They need to know where to go tomorrow.

That moment is what you buy with Google Ads. On Facebook or TikTok you interrupt someone who is scrolling and try to create a want. On Google the want already exists and you are answering a question they asked themselves. A buyer in Riyadh searching “water tank cleaning north Riyadh” is in exactly the same place.

So we treat the account as a list of intentions, not a list of audiences.

Google Ads management starts with the words you do not want

Keyword research does not end with a long list. Half the work is deciding what to exclude. Take a dental clinic in New Cairo. The term “braces” brings potential patients, and it also brings “free braces”, “dental assistant jobs” and “orthodontics course for dentists”. You pay for every one of those clicks and none of them becomes an appointment.

A starting negative list for a clinic like that usually includes:

• free, cheap, مجانا
• jobs, vacancy, وظائف
• course, diploma, training
• pdf, definition, research

It then grows every week from the search terms report, because people type things nobody predicts. A software company selling accounting tools hits the same wall with people looking for a free version or a tutorial.

Two dialects, two languages

An Egyptian searcher might write صيانة تكييفات, تصليح تكييف, or search in English. In Saudi Arabia the same service is usually صيانة مكيفات. We build a list for each market, never copy one into the other, and split campaigns by country, city and language so each set of numbers can be read on its own.

Search first, then the rest

Google Ads is now a family of campaign types. Switching them all on in month one is a quick way to spend the budget and learn nothing.

Search is where we start on most accounts. We control the keywords, cities and hours, and we can see what everyone who clicked actually typed.

Performance Max serves your ads across Search, YouTube, Display, Gmail and Maps and decides for itself where the money goes. We usually advise against starting with it on an account that has no conversion data yet. It learns from what the account records, and if that is thin or wrong it learns the wrong lesson quickly, with your budget.

YouTube and Demand Gen are a second step. They help when a product needs explaining, when you want to create demand before people search, or to reach visitors who came to the site and did not call.

Shopping is for stores only, and only with a clean product feed in Merchant Center. A Salla, Zid or Shopify store can connect its catalog, but the titles and images in that feed decide a large part of the result.

Tracking decides what Google learns

Smart Bidding learns from recorded conversions. If every thank-you page view is counted twice, or calls are not counted at all, the system chases the wrong thing.

Before any campaign goes live we make sure four things are recorded: calls from the ad and from the site, form submissions, WhatsApp button clicks, and purchases for stores. We use the Google tag and enhanced conversions, and import goals from GA4 where that fits better. We ask you for one thing in return: tell us which inquiries became customers. Google cannot know that on its own.

The page is half the ad

A good ad that lands on a crowded home page wastes most of what you paid for the click. Someone who searched “dental implants” wants a page about implants, with a way to book and a number they can tap.

Page quality also feeds into how Google rates the ad, so it affects the price of the click itself. If you do not have the right pages, we build them as part of our websites and landing pages work.

Who sets the cost per click

Ad spend is paid to Google directly and is separate from Kazaplan’s fee. Google sells clicks by auction, and the price moves with:

• how many advertisers bid on the same term in your area
• how Google rates your ad and landing page
• targeting radius, since a circle around your branch wastes far less than a whole city
• seasons such as Ramadan and White Friday in Saudi Arabia
• ad schedule, especially if nobody answers the phone at night

Our fee depends on the number of campaigns and markets, and whether tracking or pages need building from scratch. We do not publish prices. We send a proposal after reviewing the account. See plans or ask for a quote.

Ads or SEO?

Ads buy visibility today and stop when the budget stops. SEO builds visibility you do not pay per click for, and first signs usually appear in three to six months. We like running both. Ads reveal quickly which searches bring customers, and SEO gives those terms priority so you lean on paid clicks less over time. For a business with a physical location, read about local SEO.

Signs of an account that works

Click counts tell you almost nothing. Ask what one call or order costs, then how many of those turned into customers. If a customer costs less than they are worth to you, the account is making money even when the click-through rate looks ordinary.

Open the search terms report yourself once a month. It shows the words people typed before they reached you, and it is the most honest description of your customers you will find.

We work in the order set out in our method: account and tracking review, a keyword and campaign plan, then launch and a weekly read of the numbers. To compare Google with the other platforms, see paid advertising.