saas-google-adslisted

# Google Ads for Software Products Audience: developers and technical founders. Explain things in engineering terms. Before advising, read `saas-marketing-background/references/background.md` and gather missing background. --- ## Google Ads — Additional Intake Questions After gathering shared background, also ask these channel-specific questions: **Keywords** - High-intent terms they're confident about? - Competitors users might also be evaluating? - Terms that look relevant but attract the wrong audience? - What would they search for? (symptoms, tools they use today, category terms) **Google Ads current state** - Ran Google Search Ads before? What worked/didn't? - Conversion tracking set up and verified? **Google Ads safe defaults (don't ask, just apply):** | Parameter | Default | |---|---| | Device | All; -20–30% mobile for B2B | | Ad schedule | All hours; business hours only for sales-led | | Budget sizing | Target CPA × 3 minimum daily per campaign | | Target CPA | Unknown — run Maximize Conversions until baseline established | | Match types | Phrase + Exact to start; no Broad until 30+ conv/month | **Channel-specific routing:** | Situation | Where to go | |---|---| | No tracking set up | Set up tracking in `guide.md` → Conversion Tracking before anything else | | Tracking set up, no campaigns | Account setup below → keywords/ads/bidding in `guide.md` | | Campaigns running, underperforming | Verify tracking first (guide.md → Tracking) then Optimization