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Our process

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Timeline

What to expect, and when

Honest timelines. Every business and market is different, and we’ll tell you upfront what’s realistic for yours.

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Pairs well with

One team for search, site and growth

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FAQ

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Still have a question? A strategist will answer it on a free, no-pressure call.

Ask a strategist
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How it works

How we run Google Ads accounts

Google Ads rewards accounts that are tightly organized, measured properly and adjusted often. Most accounts we audit have the same problems: broad keywords matching irrelevant searches, campaigns optimized for clicks instead of leads, and conversion tracking that counts page views as sales. Google Ads management fixes those problems first, then improves results week by week.

Account structure

We group campaigns by service and location, so budgets go to what earns the most and reports make sense. A plumber's emergency repairs and water heater installations need separate campaigns, because the searches, costs and value of each lead are different.

Keywords and match types

We build keyword lists around buying intent, use match types deliberately, and review the search terms report every week to add negative keywords. That review alone often cuts wasted spend by a large share in the first month.

Performance Max, used carefully

Performance Max can reach people across Search, Maps, YouTube and Display, but it needs clean conversion data and clear limits. We use it where it helps, with brand exclusions and asset groups built around your real services.

Landing pages

An ad is only as good as the page it sends people to. We recommend landing page changes, and can build new pages, so that every ad leads to a page that answers the searcher's question and makes it easy to call or book.

Conversion tracking and offline conversions

We track calls, forms and bookings accurately, and where possible import sales from your CRM back into Google Ads. That lets bidding optimize for customers who actually pay, which is how cost per lead keeps falling over time.

Pricing

What Google Ads costs in Canada

Your total cost has two parts: the ad spend you pay Google, and the management fee. Cost per click varies widely by industry and city. Legal, medical and home services searches in Toronto are among the most expensive, while many retail and hospitality searches cost far less. We recommend a starting budget after reviewing your market, and send a fixed management fee after a free audit of your account.

Google Ads and SEO together

Ads bring leads quickly and show which searches convert. SEO services then build rankings for those same searches, so over time you pay for fewer clicks. Businesses in Toronto can also see our PPC agency in Toronto page for local campaign details.

Google Ads

Common reasons accounts waste money

  • Broad match keywords without regular negative keyword reviews.
  • Conversion tracking that counts the wrong actions.
  • One campaign for every service, so budget flows to the cheapest clicks.
  • Ads running at hours when nobody answers the phone.
  • Landing pages that load slowly on phones or hide the phone number.

Our free audit checks each of these and shows how much budget each problem is costing you.

Google Ads

Agency, freelancer or doing it yourself?

Running Google Ads yourself can work for a very small budget, if you have the time to review search terms and adjust bids every week. Most business owners don't, and accounts drift: keywords widen, costs climb and nobody notices until the monthly bill arrives.

A freelancer can be a good fit for a single simple campaign. An agency makes more sense once you run several campaigns, need landing pages and tracking built properly, or want Google Ads connected to SEO and the rest of your marketing. With 2Marketing, certified specialists manage the account day to day, and a strategist makes sure the campaigns support your wider goals.

What you keep, always

  • Full ownership of your Google Ads account, its history and its data.
  • Admin access at all times, with no hidden accounts in our name.
  • Month-to-month terms, so you stay because the results justify it.
Services

Google Ads for local service businesses

For plumbers, HVAC companies, clinics, law firms and other local businesses, Google Ads works best when campaigns are built around calls. We target the areas you actually serve, schedule ads for the hours your team can answer the phone, and use call extensions and call-only ads where they make sense. Every call is tracked, and calls that last long enough to be real enquiries are counted as conversions, so bidding learns what a good lead looks like.

Where Google offers Local Services Ads for your industry, we can set those up alongside your search campaigns. They appear above regular ads, you pay per lead rather than per click, and your reviews appear right in the listing.

Microsoft Ads as a second channel

Microsoft Ads shows your ads on Bing, Copilot and partner sites. Its audience tends to be older and higher-income, and competition is usually lighter, so cost per click is often lower. Once your Google Ads campaigns are performing, we can import them into Microsoft Ads, adjust bids and targeting, and add a second source of leads without rebuilding everything from scratch.

How we report

Each month you get one clear report covering spend, calls, forms, cost per lead and the changes we made, plus a short call to agree on next month's priorities.