What we do on Google

What does Google advertising and visibility management cover?

Visibility on Google is the sum of every chance a user has of coming across your brand on any of Google's surfaces. The same person might see an ad in the search results in the morning, your business listing on Maps at lunchtime and one of your videos on YouTube in the evening. Some of these surfaces are bought with advertising; others are earned organically.

We do not treat Google as a single channel but as layers that feed one another: paid campaigns, organic search, local visibility, AI summaries and the analytics set-up that measures all of them. We cover the deeper advertising topics, such as account structure, bidding strategy and negative keywords, in detail on our Google Ads service page; this page focuses on the platform as a whole.

Which Google campaign type do we choose, and when?

The campaign type depends on where the user is in their decision journey. Catching someone who is actively searching is one job; creating demand among people who have not yet realised they need something is quite another. The table below summarises the main Google Ads campaign types and when we recommend each one.

Most accounts do not need all of these types at once. We start with Search or Shopping campaigns, where demand is clearest, and add types that hand more control to automation, such as Performance Max and Demand Gen, as measurement becomes reliable. For the video side, see our YouTube page.

For brands with a mobile app, App campaigns open up a separate area: ads run across Search, Google Play, YouTube and Discover with the goal of app installs or in-app actions. Because these campaigns require a mobile measurement partner and a well-designed set of in-app events, we handle them with a plan of their own.

How is AI changing Search campaigns?

Google is leaving behind the era in which the keyword alone decided everything in Search campaigns. Broad match, smart bidding strategies, automatically created ad assets and the AI Max option added to Search campaigns all mean that the system increasingly decides which query an ad appears for and with which copy.

Rather than switching these tools off, we prefer to turn them on with guardrails. We set the limits of automation with brand exclusions, negative keyword lists, landing page rules and brand guidelines, and we read the search terms reports regularly to see where the system is drifting. Automation can never be better than the quality of the conversion signal it is given.

Ads have also started to appear on AI surfaces such as AI Overviews and AI Mode. Google is opening these placements to different countries and languages gradually, and it feeds them from existing Search, Shopping and Performance Max campaigns rather than from a separate campaign type. Preparing for these surfaces therefore starts with well-built existing campaigns.

What do we manage on the organic side of Google?

Organic visibility is the layer that keeps working even when the ad budget stops. On Google's organic surfaces we manage not only rankings but also how the brand is represented on those surfaces.

• Search Console: monitoring indexing issues, query and page performance, structured data errors and manual action warnings.
• Technical and content SEO: a crawlable site structure, pages built around search intent and topic clusters.
• Google Business Profile: the right category, opening hours, photos, product and service lists, replies to reviews and posts.
• Merchant Center free listings: making product data visible in the Shopping tab without advertising.
• Image and video results: image alt text, video structured data and key moments markup.

We describe our organic method, from technical audits to link strategy, on our SEO service page. What matters at platform level is that the organic and paid teams work from the same list of queries.

What does it take to be visible in AI Overviews and AI Mode?

Appearing as a source in AI Overviews and AI Mode calls for clear, quotable content built on the solid foundations of classic SEO. Google does not define a separate application process or a special tag for these surfaces; pages that are indexable, trustworthy and answer the question directly can be selected as sources in these summaries.

In practice, we put a short paragraph at the top of important pages that answers the question directly, build subheadings around the questions users really ask, and keep the brand's name, address and area of expertise consistent across every platform. We regularly track which queries trigger a summary, which sources are cited and whether the brand is on that list; the method is set out in detail on our AIO service page.

Why is measurement the foundation of everything on Google?

All of Google's automation learns from the conversions you report to it. A conversion that is counted wrongly steers the bidding strategy into spending money on the wrong users. That is why we begin every Google project by auditing the measurement set-up.

• Google tag and Tag Manager: managing tags from a single place, with version control.
• Google Analytics: defining events and key events around business goals, and linking Google Ads and Search Console.
• Enhanced conversions: more complete conversion measurement by matching form and sales data while protecting privacy.
• Consent mode: running measurement in line with the consent choices of users who decline cookies, in keeping with Turkish data protection law (KVKK) and the rules of the target market.
• Offline conversions: feeding deals closed by phone or by the sales team back from the CRM into Google Ads.

How are paid and organic results planned together?

Paid and organic results should be planned together on the same query map. For every important group of queries, we look at where we stand organically, what an ad adds there and which surfaces competitors are using.

On commercial queries where organic rankings are still weak, advertising fills the gap; as organic content grows stronger, budget can be moved to other queries. Search terms reports generate new content ideas, while well-written organic pages improve the landing page experience of the ads. We discuss this balance more broadly in our article on whether SEO or Google Ads is more effective.

How is a Google account set up for international markets?

For brands that sell in more than one country, we separate campaigns by language and market. We plan several things together: the location targeting distinction between users who are physically in the target country and those who are merely interested in it, ad copy and landing pages written in the target language, and the hreflang structure on the organic side. For health tourism and exporting brands, this distinction is a precondition for spending the budget in the right country.

What are the most common mistakes we see on Google?

• Accepting the account's automated recommendations in bulk without checking them against the business goal.
• Counting weak signals such as page views or button clicks as primary conversions.
• Letting Performance Max claim brand searches and then assuming it is bringing in new customers.
• Opening a Google Business Profile once and never updating it; leaving reviews unanswered.
• Not noticing Merchant Center warnings until products are disapproved.
• Leaving ownership of the ad account, the Analytics property or the tag container with the agency.

In the accounts we take over, our first job is to check each of these points one by one. Ownership always stays with the brand; we work with admin access.

What do we watch for in areas such as health, finance and law?

Google restricts ad content with additional policies in sensitive areas such as health, financial services, law and similar fields; some categories require advertiser verification or country-specific documents. Ad copy and landing pages must comply both with Google's policies and with the relevant regulations in Türkiye.

In these areas we avoid wording that implies a treatment outcome, earnings or the result of a legal case, we give claims together with their sources, and we obtain your legal adviser's approval where needed. The same care applies on the organic side: Google pays particular attention to signals of experience, expertise and trustworthiness on these topics.