Search Campaigns
Search campaigns built on keywords, responsive search ads and AI Max settings that answer the intent behind each query.
Explore
Search engine advertising
Google Ads Management Services: Campaign Setup, Conversion Tracking and 2026 Migrations
Google Ads is a set of campaign types that each run on different signals: Search, Performance Max, Shopping, Demand Gen, YouTube and App. In 2026 several of them are being merged into one another. When we take over an account, the first job is to remove campaigns that don't serve the business goal and check which conversion data feeds the ones that stay.
Purpose and appearance
What do we use this platform for?
We use Google Ads to reach customers at three moments: when they search for a product on Google, when they browse similar options on YouTube or Discover, and when they compare choices before buying. At account level, our job is to turn existing search demand into sales or leads, create demand that doesn't exist yet and split budget between campaign types based on measured profit.
Funnel stages it serves
- Awareness
- Consideration
- Conversion
- Loyalty
Google Ads
campaign types and ad formats within Google Ads
Performance Max
Conversion-focused PMax campaigns across all Google channels, built on accurate conversion data, need-based asset groups and brand exclusions.
ExploreShopping Campaigns
Google Shopping ads powered by a Merchant Center feed, run on the Shopping tab in Türkiye and in search results in markets abroad.
ExploreDemand Gen
Image and video ads on YouTube Shorts, Discover, Gmail and the Display Network that create demand among people who have not searched yet.
ExploreYouTube Video Campaigns
YouTube ads management: reach, views and ad sequence campaigns with skippable, non-skippable, bumper, in-feed, Shorts and Masthead ads.
ExploreGoogle Video Partners
Video ads on partner sites and apps beyond YouTube, managed as a separate channel with brand safety controls and network-level reporting.
ExploreDisplay Advertising
Remarketing and awareness on the Google Display Network. Display is moving to Demand Gen since June 2026, and we plan the migration without losing settings.
ExploreApp Campaigns
App install, app engagement and pre-registration campaigns on Google Play, Search, YouTube and Discover, measured with Firebase or an MMP.
ExploreStore Visits and Local Campaigns
More store visits, directions and calls with Performance Max for store goals, the successor to Google Ads Local campaigns.
ExploreWhich Google Ads campaign type fits your goal?
The campaign type comes before the budget. In the wrong type, the same budget either brings no conversions or buys branded traffic that would have come anyway. We look at the sales cycle, whether there's a product feed and how many images and videos the brand can produce each month. These questions usually decide it:
- Are people already searching for the product? Then start with a Search campaign.
- Is there a Merchant Center feed, and which countries do you sell to? Without a feed, Shopping and retail Performance Max are off the table.
- Hasn't demand formed yet? Demand Gen or Video to appear on YouTube, Discover and Gmail.
- Does the sale happen in an app? An App campaign with SDK-based measurement.
- Is the goal store visits? Performance Max with store goals and a verified Business Profile.
Google Ads changes in 2026: Display, DSA and Smart campaigns
Google has retired several campaign types over the past two years. Video action campaigns were upgraded to Demand Gen by April 2026. The migration tool for Display campaigns opened in June 2026, and creating new Display campaigns will later move to Demand Gen. Dynamic Search Ads are moving to AI Max for Search, with automatic upgrades planned from February 2027.
Smart campaigns are being narrowed too: since 3 August 2026, new Smart campaigns can no longer be created through the API. When we find Smart campaigns in small business accounts, we usually move them to a standard Search or Performance Max structure, which offers much better reporting and negative keyword control.
Conversion tracking and Google Ads account structure
Smart bidding is only as good as the conversions you tell it to value. During setup we split primary and secondary conversions and never give a phone click the same weight as a completed sale. We manage tags through Google Tag Manager, compare results with GA4 and document the reason for any gap.
Keeping branded and non-branded search apart is a core rule of our account structure. When branded success blends into general campaigns, real growth becomes invisible and budget flows to the wrong place. The weekly report lives in a Data Studio dashboard broken down by campaign type, showing each type's contribution to new customers.
Google Ads: when do we recommend it?
We recommend it
- Businesses whose products or services people already search for on Google
- E-commerce brands with a Merchant Center feed that sell from their own site in Türkiye or abroad
- Brands that want to create demand by appearing on YouTube and Discover
- Teams targeting mobile app installs and in-app purchases
We don't recommend it
- Accounts to be managed on click volume alone, without conversion tracking in place
- Running several campaign types on a budget too low to generate even a few conversions a week
How we manage Google Ads
- Account auditWe list the campaign types, conversion actions, where branded traffic is flowing and the types being retired.
- Migration planWe draw up a migration schedule for Display, DSA and Smart campaigns that doesn't disrupt the learning period.
- Type and budget allocationWe decide how much budget goes to each type based on search demand, feed status and creative capacity.
- Measurement validationWe check the conversion gap between Google Ads and GA4 and eliminate double counting.
- Monthly type reviewWe read each campaign type's contribution to new customers and profit separately and reallocate budget.
Google Ads: metrics and requirements
Metrics we track
- Conversion value / ROAS
- Cost per conversion
- Non-branded traffic share
- Impression share
- New customer rate
What you need to get started
- Admin access to the Google Ads account
- Conversion actions split into primary and secondary
- Merchant Center access for Shopping and retail Performance Max
- Target markets and profit margin information
Official sources
The Brand Move Google Ads Team
Contact us nowTo learn more about Google Ads ad formats, contact The Brand Move Google Ads team today.
Explore further
Search Engine Advertising overview
Other Search Engine Advertising platforms
Microsoft Advertising (Bing)
Ads on Bing, partner search engines and the Microsoft Audience Network. A channel that complements Google Ads for desktop and B2B audiences.
ExploreYandex Ads
Yandex Direct ads on Search, the Advertising Network, Maps and Navigator. A channel that complements Google for tourism, real estate, medical tourism and Russian-speaking audiences.
ExploreFrequently asked questions
Google Ads: frequently asked questions
What does a Google Ads management agency do?
In our case: audit the account, choose campaign types by goal, set up and verify conversion tracking, plan migrations for retiring campaign types and review each type's contribution to new customers and profit every month, moving budget accordingly.
Our account still has old Display and DSA campaigns. Should we pause them?
Rather than pausing them, we use Google's migration tools. For Display, the tool carries historical performance into the new Demand Gen campaign; for DSA, the upgrade tool moves settings into standard ad groups. We time it around your budget periods.
Do my Google Ads campaigns compete with each other?
Only one campaign from an account enters the auction for a given query, so you don't bid against yourself. The real risk is not controlling which one enters. We give each type its own demand area, such as leaving branded queries to Search, and watch overlaps in search terms reports.
Who owns the Google Ads account?
The account is always in the business's name, and we access it through our manager account. Billing, conversion history and audience lists stay with you. When our work ends, you remove our access; campaigns and learning data stay in the account.
Do you manage Google Ads for markets outside Türkiye?
Yes. We work with brands selling in Türkiye and abroad. We need your target markets and profit margins to plan campaign types and budgets for each country.
Let's run a first Google Ads review together.
In a free call we review your search terms report, conversion settings and budget split, then send you the first three fixes in writing.
Book a growth call
No sales pressure. Just findings.