Paid
Google Ads structure for NZ: brand, non-brand, and intent buckets
Mixing brand and non-brand in one campaign hides the truth. Separate intent so budgets and learning stay honest.
When brand and non-brand share a campaign, Smart Bidding looks healthier than non-brand really is. Separate them. Then bucket non-brand by commercial intent — not by every keyword theme someone once liked.
Match landers to intent
High-intent queries deserve product or service landers with proof and a single CTA. Informational queries belong in content or remarketing — not forcing a hard sell on a cold click.
We build this under Google Ads with CRO-aligned landers from Paid.