MEDIA360 PERSPECTIVES
What should a search campaign measure?
Start with the business action: a qualified enquiry, a completed purchase or a meaningful booking request. Rankings and clicks explain discovery, but they do not establish that the campaign reached the right people. Agree which actions count before choosing reports.
How should the destination be prepared?
Match the page to the query and ad promise. Give visitors a clear answer, a useful next step and a form that asks only for necessary information. Test key journeys on a phone and check that confirmation states reflect a real completed action.
Where does tracking fit?
Document conversion events, campaign naming and consent requirements. Check Google Ads and analytics definitions together so teams understand why counts differ. Do not include personal information in campaign URLs or analytics event labels.
How should results be interpreted?
Review search terms, destination engagement and lead quality together. Compare like-for-like periods and note changes in offers or budgets. Search and AI discovery evolve; neither structured content nor tracking guarantees visibility or sales.