Start with search intent
Queries are grouped by product, district, language and decision stage. We separate commercial from informational traffic, maintain negative keywords and review the terms people actually used. Calls, forms, WhatsApp, directions and bookings are classified as primary or supporting actions.
Use automation when data is ready
Performance Max, Demand Gen and YouTube can expand reach, but they do not replace clean goals and feedback on lead quality. Tags, offline outcome imports and action values are checked before scaling so duplicated or empty signals do not steer bidding.
Control the account beyond averages
Reporting separates campaigns, geography, devices, query types and outcome quality. It also covers payment, policy, delivery stops, budget constraints and anomalies. Budget increases follow a data and unit-economics check.