BACKGROUND
This project was for a client in the bookkeeping and financial services space, serving freelancers and creatives. The goal was to capture high-intent search traffic from self-employed professionals who had already decided they needed bookkeeping help and were actively comparing options.
I wrote a search ad that leads with the specific audience rather than the service category, because filtering out irrelevant clicks at the top of the funnel is as important as attracting the right ones. The ad extensions were treated as a second conversion layer rather than an afterthought, covering pricing, scope, trust signals, and a free first call. The result was a complete search ad package built to perform against commercial-intent keywords where the audience is ready to act but needs to know you're built for them specifically.
