Search Advertising Expertise


Our search advertising expertise has been officially recognised by Google. This specialisation has now been added to our Google Partner badge and profile.

The new specialisation awarded to selected ‘Google Badged’ agencies recognises that Forward And Thinking has “demonstrated experience and sustained client performance in search advertising.”

The Google Partner badge is awarded to companies with proven Google Ad skills and expertise. Anyone can view our public profile badge to see the company and individual certifications.

What is a search ad and how do they work?

Google Search ads are text adverts that appear at the top and bottom of the Google search results page. They will only show if a user has triggered the advert with a keyword for example “plumbers near me”. The best part about using search is that you will only pay when the ad gets results – so when an advert is clicked and the user visits the website or calls the business.

We always recommend running your search campaign for long periods of time, as search is one of those advertising platforms that truly does get better with time – the more it has the opportunity to learn.

Search advertising metrics

As with all digital advertising, it’s important to keep an eye on the ads’ performance. As well as the usual metrics of click performance, click-through rate and conversions, search ads can also be measured by search terms, i.e. what searches have triggered the advert to show. From here we can add these search terms as keywords if relevant or add to the negative keyword list if the term is not necessarily relevant to the campaign.

Ranges of audience targeting methods

One of the many benefits of using search advertising is the broad range of audience targeting features available – allowing us to deliver your adverts to users based on a number of different criteria:

  • Keywords: As with other advert formats, we are able to target specific keywords that would mean the adverts will only show on content related to that keyword;
  • Demographics: Decide the age, gender, parental status or household income of your desired audience;
  • Interests: Choose from a plethora of categories that allow us to identify your perfect audience, delivering your adverts to users based on an affinity they have shown to a particular topic, life events such as marriage or university graduation, particular keywords and even based on the products and services they have recently been researching.

Add search advertising to your next campaign

If you need any help getting your business out there when potential customers are searching, we can help. Speak to our experts by emailing

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