Advertising for businesses on Google is not about being there, but about appearing with intent.
Thousands of businesses launch campaigns on Google without understanding how the system works. The result? Lost budget, low conversion rates, and frustration.
In this blog, we share a straightforward guide to ensuring that your Google Search campaigns generate a return, attracting people who are already looking for what you offer.
Because with Google Search, you’re not interrupting people; you’re responding to a purchase intent.
Every search is an intent. If someone types in “automation services in Mexico” or “import consulting in Panama,” they are showing active interest in solving a problem.
And if you’re there at the right moment, you’re much more likely to close the sale.
63% of clicks on commercial searches go to the first sponsored result. Source: WordStream.
But being on Google isn’t enough. Many businesses appear… and still lose money. Why? Let’s take a look.
Mistake #1: Keywords that are too broad. Words like “consulting” or “digital services” are generic and bring in low-quality clicks.
✅ Use commercially focused words such as “process consulting for SMEs” or “accounting services in Medellín.” And don’t forget to exclude irrelevant terms.
Mistake #2: Disorganized campaigns. A single ad group for all your services provides confusing data and mediocre results.
✅ Create specific campaigns by service, city, or customer type. That way, you’ll know what works and what doesn’t.
Mistake #3: Ads without a clear landing page. If your ad promises something and the user lands on a generic or slow website, they’ll bounce.
✅ Direct them to an optimized landing page focused on conversion, with a single objective.
Mistake #4: Not analyzing results. Not measuring is leaving your budget to Google.
✅ Check your CTR, conversion rate, CPC, and CPA weekly. Adjust what isn’t working.
Avoiding these mistakes can save you millions of pesos and, more importantly, accelerate your growth.
Now that you know what not to do, let’s see how to do it right from day one.
The key is to have a methodical approach, not an improvised one.
✔ Conduct keyword research focused on commercial intent. Use tools such as Keyword Planner or SEMrush.
✔ Write ads that address the customer’s pain points. What problem are you solving? Why you and not someone else?
✔ Use extensions to improve visibility. Phone number, location, benefits… it all adds up.
✔ Start with controlled investment. Test, measure, and scale only what converts.
✔ Your landing page is your digital salesperson. Create a specific, fast page with a clear CTA.
This is how you turn Google Search into a channel that not only brings traffic, but real customers. And what happens when you apply all this with a strategic approach? Let’s take a look.
Google Search is one of the most powerful channels you can use today to scale your business. But it doesn’t forgive mistakes.
A poorly chosen keyword or an unfocused landing page can cost you dearly.
✅ With the right strategy, you can attract qualified leads, increase your return, and scale your operation without improvising.
Want to know if your current campaign is reaching its full potential?
We offer a free review of your Google or Meta Ads campaigns.
