Google Ads is unlikely to be your first move in marketing. But when done right, and in the right sequence, it can become one of the most effective ways to attract high-quality new leads into your business.
At Infokus Marketing, we don’t sell ad clicks. We offer strategic clarity—and Google Ads is one way we help bring that strategy to life.
Whether you engage us as your Fractional Marketing Manager or request Google Ads Setup & Management as a standalone service, our process remains the same: structured, insight-led, and built around your broader marketing priorities. It’s never just about traffic. It’s about traction.
We work with a range of businesses – from eCommerce stores and boutique restaurants to accommodation providers, B2C service businesses, and B2B consultants. Many of them are based right here on the Mornington Peninsula. What they have in common isn’t their sector—it’s the desire for a clearer, more strategic approach to growth.
Here’s what working with us looks like.
1. Starting Point: Strategic Audit or Full Setup
The first step depends on where you’re starting.
If you already have a Google Ads account, we begin with a full technical and strategic audit. We check:
- Campaign structure and segmentation
- Conversion tracking integrity
- Budget distribution and wastage
- Historical performance trends
- Bidding and targeting settings
- Negative keyword coverage
If you don’t yet have an account, we’ll set it up from scratch. This includes:
- Platform setup (Google Ads + GA4)
- Conversion goal configuration
- Campaign architecture based on funnel stages
- Custom audience creation
- Tracking infrastructure
In both cases, we’re designing an advertising environment that’s clean, stable, and tailored to how your buyers behave.
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2. Understanding Your Landscape: Market SWOT & Positioning
Ads should never exist in isolation. Before writing a single headline, we complete a comprehensive review of your market landscape.
This includes:
- A SWOT analysis (strengths, weaknesses, opportunities, threats)
- Competitor research (including search behaviours)
- Product and service positioning review
- Identification of seasonal or location-specific considerations
Whether you’re selling a product, filling bookings, or generating client leads, our aim is to establish how you fit into the market—and how we can use Google Ads to position you more effectively within it.
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3. Profiling the Buyer: Empathy Mapping & Journey Design
Good advertising relies on more than keywords. It depends on understanding the internal dialogue your ideal customer is having.
That’s why we create a Customer Empathy Profile, mapping the psychological journey from awareness to decision.
This includes:
- What questions they ask at each stage
- What emotions or hesitations are at play
- How urgency, trust, and timing influence decision-making
We layer this into the customer acquisition funnel so that your ads speak to real motivations—not assumptions or trends.
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4. Search Intent Matters: Keyword Research That Reflects Real Behaviour
Our keyword planning isn’t just about search volume or CPCs. We map keyword themes across four key search intents:
- Informational: “What is the difference between X and Y?”
- Transactional: “Book now”, “Hire X”, “Best price”
- Navigational: “[Your business name] + location/service”
- Voice-activated queries: “Where can I find a family-friendly restaurant in Rye?”
Voice-led search behaviours are often overlooked, but they’re especially relevant for mobile-first users and service businesses operating locally.
We also prepare:
- A negative keyword set to protect budget
- A campaign-by-campaign keyword architecture
- Match-type strategy for control and flexibility
The outcome is a keyword map that reflects real-world language, buyer psychology, and funnel stage alignment.
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5. Strategy, Copy & Campaign Structure
Once we’ve gathered all the data and insights, we prepare a comprehensive Google Ads strategy document. This becomes the blueprint for everything that follows.
Your strategy includes:
- Campaign types and objectives
- Budget allocations and pacing recommendations
- Geo-targeting and device targeting
- Keyword plan by campaign
- Negative keyword strategy
- Audience targeting and exclusions
- Ad copy themes and message sequencing
- Funnel alignment: ad to landing page to action
- Tracking plan and performance benchmarks
It’s not just technical. It’s strategic, structured, and designed to be scalable.
We then draft ad copy tailored to your voice, your audience’s intent, and the psychological frame they’re likely to be in. From branded terms to competitor targeting, the messaging is matched to the moment.
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6. Ongoing Management & Reporting
After launch, we don’t step back—we step in.
Our ongoing monthly management includes:
- Daily monitoring of ad health and budget pacing
- Weekly adjustments to bids, copy, or targeting
- Continuous testing of headlines, descriptions, and extensions
- Monthly performance reporting with clear explanations and strategic notes
We meet the numbers with curiosity. Not every ad will work—but we’ll know why, and we’ll know how to fix it.
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FAQs: Google Ads with Infokus Marketing
Do you only offer Google Ads as part of a full marketing engagement?
No. While many of our clients include Google Ads within a broader Fractional Marketing Manager arrangement, we also offer this as a standalone service—particularly for local service businesses, eCommerce stores, and destination venues.
What if I’ve had bad experiences with Google Ads before?
That’s more common than you’d think. Our first step is always an audit, so we can identify whether past underperformance was due to strategy gaps, technical issues, or platform misuse. Most problems are fixable—with the right structure.
Do I need a landing page?
We recommend it. Ads perform better when they lead to tailored, conversion-optimised pages. If you don’t have one, we can create it or collaborate with your developer to ensure it supports your goals.
What does your reporting include?
You’ll receive a monthly report that outlines results, insights, and recommendations. We focus on metrics that matter—cost per conversion, ROI, engagement quality—not just impressions and clicks.
Are your services locked into long-term contracts?
No. We work on flexible arrangements. We believe strategy earns retention—contracts shouldn’t force it.
Ready to Take the Next Step?
If you’re ready to build a smarter, more sustainable approach to advertising, there are two ways to get started:
Review pricing, inclusions, and package details tailored for small businesses.
Let’s explore where your business is at – and where Google Ads could take it next.