Digital Advertising

Before creating a campaign, I want to understand what you're trying to accomplish.

Are you looking for inquiries? Phone calls? Appointments? Increased awareness in a particular market? More traffic to a specific service?

Those answers determine how a campaign should be structured and where the advertising budget should be spent.

Rather than trying to reach everyone, the objective is to reach the people most likely to need what you offer.

Google Ads remains one of the most powerful ways to reach people who are actively searching for a product or service.

I can help with both new and existing campaigns, including:

• Campaign strategy and setup

• Keyword research and selection

• Geographic targeting

• Audience targeting where appropriate

• Ad copy and creative

• Negative keywords

• Budget and bid management

• Landing page recommendations

• Conversion and inquiry tracking

• Campaign monitoring and optimization

• Performance reporting

Existing campaigns can also benefit from a fresh look. Over time, accounts accumulate outdated keywords, ineffective ads, unnecessary spending and settings that no longer reflect the business.

Sometimes improving performance isn't about spending more. It's about spending more intelligently.

Just as search is changing, so is digital advertising.

Consumers are discovering businesses through an expanding range of search engines, AI platforms, social environments and digital experiences. New advertising opportunities are emerging alongside the established platforms.

Makers Freelance keeps an eye on these developments and evaluates new channels based on whether they make sense for a particular business — not simply because they're new.

The right advertising mix will be different for every company.

Getting the click is only half the job.

If someone responds to an advertisement and arrives on a confusing, outdated or irrelevant webpage, you've paid to bring a potential customer somewhere that isn't helping them take the next step.

That's why I look beyond the advertising account itself.

A dedicated landing page can often provide a much stronger connection between the advertisement and what the visitor sees after clicking. The message, imagery, offer and call to action should all feel like part of the same conversation.

Because I also work with website design, content and SEO, I can identify problems that may be happening outside the advertising platform — and help fix them.

For many small businesses, geography matters enormously.

If you serve customers within a defined area, there is little value in paying for traffic from people hundreds of miles away.

Campaigns can be structured around appropriate geographic markets, service areas and customer intent so your advertising budget is concentrated where it has the greatest potential to produce meaningful results.

That can be particularly important for businesses operating in competitive local markets where every click has a cost.

Impressions and clicks are useful, but they're not the ultimate objective.

What happens next?

I use analytics and conversion tracking to help determine whether advertising is generating meaningful activity — such as inquiries, calls, form submissions or other actions that matter to your business.

Campaign data can then help answer important questions:

Which ads are working? Which searches are producing useful traffic? Which locations perform best? Where are we wasting money?

Advertising shouldn't be something you turn on and forget about. It needs to be reviewed, refined and adjusted as the data develops.

There is no universal advertising budget that's right for every small business.

A sensible budget depends on your market, competition, geographic area, services, objectives and the cost of reaching potential customers.

I don't believe in spending money simply because an advertising platform recommends increasing the budget.

Instead, we'll look at what you're trying to achieve and determine an investment that makes sense for your business.

As campaigns develop, the results can help us decide where to increase, reduce or redirect spending.

One of the advantages of working with Makers Freelance is that I don't see your advertising in isolation.

If an ad is attracting clicks but the landing page isn't converting, we can improve the page.

If people are searching for something your website barely discusses, we can create better content.

If organic search is performing particularly well in one area, that information may influence advertising strategy.

And if a new advertising opportunity emerges, we can evaluate whether it deserves a place in your marketing mix.

Website. Search. Content. Advertising.

They work better when someone is looking at the whole picture.