Deep Bhardwaj SEO Notes

Paid search can bring enquiries within days, which is exactly why so many Indian businesses waste money on it. Campaigns are launched in a hurry, budgets are spread across too many keywords, and nobody checks whether the clicks turn into customers. Before you hire a Google ads agency in India, Deep Bhardwaj recommends spending an hour on three things: a clear brief, a realistic budget and an agreed way of judging results. This post explains each one.

Write a Brief That an Agency Can Actually Use

Most briefs say something like “we want more leads at a lower cost”. That is a goal, not a brief. A useful brief tells the agency what you sell, to whom, where, at what price and with what margin, and what a good enquiry looks like.

Start with your offer. List the two or three services or product groups that matter most this quarter, the cities or regions you serve, and the customers you do not want. A clinic in Delhi may want implant and aligner patients but not routine cleaning; a B2B manufacturer may want distributors but not retail buyers. These exclusions save more money than any bidding strategy.

Then give the agency your numbers. What is an enquiry worth to you? Roughly what share of enquiries become customers? What is the average order or contract value? With these three figures, a good agency can work out what you can afford to pay per lead and still make a profit. Without them, every decision is a guess.

Finally, share what has been tried before. Old campaign data, even from a poorly run account, shows which searches converted, which wasted money and which landing pages worked. A sensible agency will ask for access to the existing account before proposing anything new.

Set a Budget That Lets the Account Learn

Google's bidding systems need data. An account that spends a few hundred rupees a day across twenty campaigns never collects enough conversions to optimise, and the results look random. It is usually better to concentrate the budget on one or two campaigns for the services that matter most, prove they work, and then expand.

As a rough rule, plan for at least thirty to fifty conversions a month in each campaign you want automated bidding to manage. If your expected cost per lead is ₹500, that implies a monthly spend of ₹15,000 to ₹25,000 per campaign before the system has enough signal. If that is too much, start with manual or enhanced bidding on a tight list of high-intent keywords and accept slower learning.

Separate media spend from the agency fee in every proposal. Some agencies charge a percentage of spend, some a flat monthly fee and some a mix. A flat fee removes the incentive to push budgets up, but either model can work if reporting is honest. Ask what is included: search, Performance Max, display, YouTube, remarketing, landing page changes and conversion tracking setup should all be listed clearly.

If you also want organic growth, it helps to see paid search as one part of a wider plan. A digital marketing company in India that runs SEO and ads together can use paid data to choose which pages to build for organic search, and vice versa. This short read on how a Google Ads agency in India should set up tracking explains the measurement side in more detail.

Judge Results by Leads and Revenue, Not Clicks

Clicks, impressions and click-through rates are useful diagnostics, but they are not results. The questions that matter are: how many real enquiries did the campaigns produce, what did each cost, how many became customers and what were they worth?

That requires proper conversion tracking. At minimum, track form submissions, calls from ads, calls from the website and WhatsApp clicks as separate conversions. Import offline outcomes where you can, for example by marking which leads became paying customers in your CRM and sending that back to Google Ads. When the system learns which clicks become revenue, bidding improves noticeably.

Review search term reports every week in the early months. They show the actual phrases people typed before clicking. You will almost always find irrelevant searches, such as job seekers, students, competitors' brand names or free alternatives, that should be added as negative keywords. A good agency does this without being asked and shows you what was excluded.

Be wary of reports that only show averages. A campaign with a decent average cost per lead can hide one keyword that brings excellent customers and another that brings nothing but spam. Ask to see results broken down by campaign, keyword theme, device and location. It is also worth comparing paid performance with organic, because many businesses find that some paid clicks are simply buying traffic they would have received anyway; this note on separating informational and commercial pages explains why that distinction matters for both channels.

Questions to Ask Before You Sign

A short list of questions will tell you a lot about any agency. Who will manage the account day to day, and how many other accounts do they handle? Will we own the Google Ads account and all data if we leave? How will conversions be tracked and verified? How often will we meet, and what will each report contain? What will you change in the first thirty days, and what will you leave alone until there is enough data?

Listen for specific, practical answers. Promises of a fixed cost per lead before the agency has seen your account are a warning sign, as are vague references to “secret strategies” or “AI optimisation” with no detail. The best answers usually sound cautious: test, measure, adjust, and expand only what works. If you want a broader view of how to evaluate service providers on method rather than presentation, this guide to choosing a company by its working method applies equally well to paid search.

Paid search rewards preparation. Give the agency a clear brief, a budget that lets campaigns learn and a measurement system tied to real revenue, and you will know within a few months whether the channel works for your business. If you would like an independent review of an existing account or proposal, you can contact Deep Bhardwaj for an honest assessment.