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The Scaling Roadmap
14 modules. 7 case studies. 10 templates. Every threshold documented from 160+ accounts across $20K-500K/month spend levels.
$497View →
12 modules + 6 bonuses. The complete search ads system built from 90+ search accounts.
The average search account wastes 15-30% on irrelevant clicks. This system eliminates the waste and scales what works.
90+ search accounts' worth of patterns. Every protocol documented from the S.E.A.R.C.H. Framework.
The GuaranteeSecure checkout via StripeLifetime access
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The Problem
84% of advertisers use fewer than 50 negative keywords. The industry average: 15-30% of search budget goes straight to irrelevant traffic every month. That's $1,500-$15,000/month depending on spend level - going to queries that will never convert. And Google hides up to 85% of search term data, so the waste visible in reports is just the surface.
The real problem isn't that search ads "don't work." It's that most accounts run search campaigns without a system - no keyword architecture, no RSA methodology, no negative strategy, no competitive intelligence. Just a collection of keywords, some generic ads, and hope. The accounts with systematic architecture outperform the ones running on defaults by 2-3x on every metric that matters.
How It Works
Step 1
Structure
Build single-theme ad groups organized by customer intent, not product catalog. Quality scores improve from 5-6 to 8-10 when ad copy matches search intent precisely.
Step 2
Expand
Run the 21-query keyword protocol (5 core + 7 extended + PAA mining + 5 expansion + 3 shopping queries, targeting 1,300-2,500 keywords) to discover 3-5x more opportunities across BOFU, MOFU, and TOFU layers. One client found 340 keywords they'd been missing for 12 months.
Step 3
Analyze
Run the 5-Question Emotional Truth Extraction, generate 25 RSA headline candidates per ad group using angle clusters, score each on a 100-point rubric (3-Rule Filter, Relevance, Clarity, Proofability, Uniqueness, CTR Potential), and build 3 RSAs per cluster with distinct strategic personalities. This is how you build ads that actually test different messages instead of repeating the same headline.
Step 4
Refine
Build your negative keyword architecture to 200+ terms using the 3-list shared set system (Junk, Competitor, Brand), 5-tier match type assignment, n-gram analysis, and cross-campaign negatives. Accounts with 200+ negatives see 67% lower CPA. The math is unambiguous.
Step 5
Compete
Run the 17-phase spy protocol to reverse-engineer competitor messaging, find auction share gaps, and build counter-positioning campaigns. One client captured $22K/month from competitor traffic.
Step 6
Harvest
Set up budget pacing, hourly bid adjustments, and the weekly optimization checklist that compounds results every 7 days. The 30-minute Monday review that keeps the machine running.
Already Have the Search Ad Copy Playbook ($197)?
| Search Ad Copy Playbook ($197) | Search Ads System ($497) |
|---|---|
| C.R.A.F.T. headline protocol | Full S.E.A.R.C.H. framework (6 phases) |
| RSA copy generation + scoring | RSA + campaign structure + bidding |
| 3-Rule Filter for headlines | 15-headline generation per RSA + no-pin optimization |
| Ad copy focus only | Keyword strategy + negative architecture + scaling |
| Single campaign optimization | Multi-campaign portfolio management |
Why This System Exists
This system didn't start as a system. It started as frustration with how badly most search campaigns are built.
Eight years ago, when we started managing Google Ads accounts, every search "best practice" guide said the same thing: use broad match, let Google optimize, write three headlines and call it done. The results were predictable. Wasted budget. Irrelevant traffic. CPAs climbing every quarter.
So we started building systems instead. Single-theme ad groups when everyone else was stuffing 30 keywords together. Angle-based RSAs when everyone else was writing the same headline four ways. Negative keyword architecture when 84% of advertisers weren't bothering.
We tested across 90+ search accounts and 160+ accounts total. Every vertical from DTC skincare to B2B SaaS. The patterns held. The accounts with systematic architecture outperformed the ones running on default settings by 2-3x on every metric that matters: CPA, ROAS, quality score, conversion rate.
The S.E.A.R.C.H. Framework is what we built to codify those patterns. Not theory. Not Google's recommended "best practices" (which are designed to increase your spend, not your ROI). This is what actually works when you're spending real money on search and need results.
After teaching this system to agency partners and in-house teams for 3 years, we decided to document every protocol, template, and checklist so anyone managing search campaigns can build the same system we run internally.
The Solution
The Search Ads System
12 modules of documented systems. 6 bonuses including ready-to-use templates and master lists. Every protocol we use internally on accounts spending $5K-$500K/month.
This is the complete search ads system - from campaign architecture to competitive intelligence to weekly optimization. The S.E.A.R.C.H. Framework gives you the same methodology our team uses on client accounts, distilled into a system you can implement in 8 weeks.
The only difference between this system and our $5K implementation service is who does the work. Same frameworks. Same templates. Same results.
Before and After
Before
- RSAs with the same headline rewritten 4 ways
- 23 negative keywords, 15-30% waste
- Quality scores averaging 5-6
- No idea which search terms are converting
- Zero competitive intelligence
- Budget blown by noon, empty by evening
- No extensions or generic sitelinks
- Search campaigns running on YouTube and Display
After
- 25-candidate RSAs from 6 emotional angles, scored and curated
- 200+ negatives with shared sets, 67% lower CPA
- Quality scores averaging 8-10 from single-theme ad groups
- Weekly mining cadence discovering 20-50 new opportunities/month
- 17-phase spy protocol with counter-positioning campaigns
- Hourly pacing with bid adjustments catching cheaper evening traffic
- All 4 extension types optimized with angle-matched copy
- Day 1 exclusion checklist blocking 10-35% non-search waste
Real Result: $21K to $336K/Month Through the S.E.A.R.C.H. Framework
> **Client**: DTC brand stuck at $21K/month total Google Ads spend with everything running through a single PMax campaign
> **Before**: Branded and non-brand traffic mixed. No negative keyword architecture. "4.2x ROAS" inflated by brand traffic converting at 12x while prospecting search barely broke even.
> **After**: Four Pocket structure deployed - Branded Search (manual CPC), Prospecting Search (phrase + exact), Branded Shopping, Prospecting PMax with brand exclusions. 21-query protocol uncovered 280+ non-brand keywords. RSA angle clusters replaced generic "Shop [Brand]" headlines. 200+ negatives cut irrelevant traffic from 26% to 5%.
> **Timeline**: 8 months from restructure to full scale.
> **Mechanism**: Search infrastructure became the foundation for profitable scaling. Non-brand search alone accounted for $127K/month at 3.8x true ROAS.
> **Result**: **$21K to $336K/month** - a 16x scale powered by systematic search campaign architecture.
The Data Behind This System
Built from 90+ search accounts across 160+ total accounts managed. The frameworks in this course are extracted from real campaign data and battle-tested across multiple verticals and budget levels.
What the data shows across 160+ accounts:
- Accounts implementing the full negative keyword architecture (200+ terms) see a median 67% CPA reduction vs. accounts with fewer than 50 negatives
- Single-theme ad groups consistently outperform multi-theme groups by 2.3x on quality score and 31% on CTR
- The 17-phase spy protocol has generated measurable competitive traffic capture in every vertical where it's been deployed
- Placement exclusions recover 10-35% of search budget on Day 1 for accounts that haven't implemented them
- The RSA angle cluster system produces measurably different ad copy combinations vs. the standard "rewrite the same headline" approach
Every module, template, and checklist in this course comes from patterns validated across these accounts - not from theory or Google's documentation.
What's Inside
Your Implementation Roadmap
The System Is Documented. The Templates Are Ready.
12 modules. 6 bonuses. Every protocol from campaign architecture to weekly optimization.
The GuaranteeSecure checkout via StripeLifetime access
Bonuses
Bonus 1: 26-Column CSV Template for Bulk Upload
The exact spreadsheet format for uploading complete campaign builds to Google Ads Editor. Campaigns, ad groups, keywords, RSAs, extensions - one file, one upload. Saves 4-6 hours per campaign build.
Bonus 2: RSA Headline Formula Library - 50 Formulas
50 proven headline formulas organized by angle type: price/value, social proof, problem/solution, urgency, authority, and convenience. Each formula includes 3 examples across different industries. Plug in your product details and generate angle-diverse headlines in minutes.
Bonus 3: Search Term Cluster Analysis Template
The spreadsheet we use internally for n-gram extraction, theme clustering, and action scoring of search terms. Import your search term report, run the formulas, get a prioritized action list in 20 minutes.
Bonus 4: Extension Copy Templates - All 4 Types
Pre-written templates for sitelinks, callouts, price extensions, and structured snippets. Organized by industry vertical with fill-in-the-blank fields. Includes rotation strategy guide.
Bonus 5: Negative Keyword Master Lists - 10 Verticals
Pre-built negative keyword lists for 10 verticals: e-commerce, SaaS, health/wellness, home services, financial services, education, travel, real estate, automotive, and professional services. 100-200 negatives per vertical, ready to import.
Bonus 6: Competitor Messaging Matrix Worksheet
The structured worksheet for the 17-phase spy protocol. Map competitor headlines, angles, USPs, extensions, and landing pages. Automatically identifies gaps and counter-positioning opportunities.
What This Is (and Isn't)
What This Is
- A complete search campaign system with 12 documented modules
- Built from 90+ search accounts across 160+ total accounts
- Includes 6 ready-to-use templates and tools
- Immediately actionable - start implementing Module 1 today
- Applicable to any industry running Google Search campaigns
- Includes the Search Campaign Builder AI Agent Blueprint
- A living document with lifetime updates
What This Isn't
- A beginner's intro to Google Ads (you need an active Google Ads account)
- A Shopping or PMax course (this is search-specific)
- A "set it and forget it" automation tool (the system requires weekly 30-minute reviews)
- A replacement for strategic thinking about your offer and landing pages
- Theory from someone who read the Google documentation (this is from actual account operations)
Is This For You?
This is for you if:
- You're spending $3K+/month on Google Search and want more from the same budget
- Your RSAs feel generic and your quality scores are stuck at 5-6
- You've been running the same keywords for months without expansion
- You have fewer than 50 negative keywords (you're in the 84% majority)
- You want a system for search, not a collection of scattered tips
- You're willing to spend 2-3 hours/week implementing for the first 8 weeks
- You manage search campaigns for your own brand, clients, or as an agency
This is NOT for you if:
- You haven't launched Google Ads yet (start with Google's free Skillshop first)
- You only run Shopping or PMax campaigns (this is search-specific)
- You're looking for someone to manage your campaigns (check our DFY services)
- You want a magic button that fixes everything without effort
- Your total Google Ads budget is under $1K/month (the ROI math doesn't work at that scale)
Tested Across These Verticals
SupplementsSkincareFashionHome GoodsElectronicsPet ProductsFood & BeverageFitness Equipment
Your Options
| Alternative | Cost | Timeline | Outcome | Weakness |
|---|---|---|---|---|
| Hire an agency for search | $36-120K/yr | Ongoing | Delegated management | No knowledge transfer, agency dependency, junior staff doing the work |
| YouTube/free content | $0 | Months of scattered learning | Random tactics | No system, no sequence, outdated in 6 months, no templates |
| General Google Ads courses | $50-500 | Self-paced | Broad overview | Surface-level RSA coverage, no negative keyword methodology, no spy protocol |
| PPC community membership | $1,200/yr | Ongoing | Peer learning + content | Generic advice, not search-specific, subscription cost compounds |
| Do nothing | $0 upfront | N/A | Stay at current performance | $18-180K/year in wasted spend from missing negatives alone |
| This course | $497 once | 8 weeks structured | Complete search system | Requires 2-3 hrs/week for 8 weeks |
Case Studies
Case Study 1: The Incrementality Reality Check
A DTC brand was spending $42K/month on search, celebrating a "3.2x ROAS" according to their Google Ads dashboard. The marketing director used this number in every board meeting. When we ran the same incrementality testing protocol taught in this course - based on the methodology from 322 incrementality tests showing platform-reported ROAS overstates impact by approximately 33% - the real number was closer to 2.1x incremental.
That 33% gap meant $14K/month in attributed revenue was going to happen regardless of the search ads. The dashboard was taking credit for organic demand.
We restructured their search campaigns using the S.E.A.R.C.H. Framework: separated brand from non-brand (their brand campaigns showed 1.2x incremental ROAS vs. 4.8x reported), rebuilt non-brand campaigns with single-theme ad groups and angle-clustered RSAs, and implemented the negative keyword architecture to eliminate the 22% irrelevant traffic. The result: non-brand search ROAS improved from 2.1x incremental to 3.4x incremental within 6 weeks. Actual revenue attribution became trustworthy for the first time.
Key Insight: The median incremental ROAS across 322 tests is $2.02. If your dashboard says 3x, your true incremental is likely closer to 2x. The S.E.A.R.C.H. Framework helps you build campaigns where the reported numbers are closer to reality - because you're targeting genuinely incremental, non-brand search traffic.
Case Study 2: The $2,100 Weekend That Changed Everything
During a 23-account audit, we found the same pattern in nearly every account: issues going unnoticed for days, money bleeding while operators slept. One brand lost $2,100 over a single weekend because a credit card expired on their highest-performing search campaign. The fix took 2 minutes. It took 42 hours to notice.
The search campaign averaged $1,200/day in revenue. Thursday night at 11:47 PM, the campaign auto-paused. Nobody saw it until Saturday afternoon at 2:30 PM. Total downtime: 42 hours, 45 minutes.
This wasn't a bad agency. This is what happens when search campaigns run without the monitoring systems and weekly optimization cadence taught in Module 12. The weekly checklist catches billing issues, disapprovals, and budget caps before they compound. The hourly pacing model detects spend anomalies within hours, not days.
After implementing the budget pacing system and weekly optimization cadence from this course across all 12 of their active campaigns, similar issues were caught within 8 hours instead of 42. Over a year, the monitoring system alone prevented an estimated $4,500 in lost revenue from billing, disapproval, and budget cap incidents.
Key Insight: Search campaign performance isn't just about keywords and RSAs. The 30-minute weekly review (Module 12) is the difference between catching a $2,100 problem in 8 hours vs. 42.
Case Study 3: Scaling Search Through the Four Pocket Architecture
A brand was stuck at $21K/month in total Google Ads spend. They were running everything through a single Performance Max campaign with no search campaign structure - branded and non-brand traffic mixed together, no negative keyword architecture, no match type separation. Their "4.2x ROAS" was inflated by branded traffic converting at 12x while prospecting search barely broke even.
We rebuilt their account using the Four Pocket structure taught in this course: Branded Search (separate campaign, manual CPC), Prospecting Search (phrase + exact separation per Module 5), Branded Shopping, and Prospecting PMax with brand exclusions. The search-specific modules drove the transformation: the 21-query keyword protocol uncovered 280+ non-brand keyword opportunities they'd never targeted, the RSA angle cluster system replaced their generic "Shop [Brand]" headlines with intent-matched ad copy, and the negative keyword architecture (200+ terms within 3 weeks) cut irrelevant traffic from 26% to 5%.
Within 8 months, total Google Ads spend scaled from $21K to $336K/month - with non-brand search campaigns accounting for $127K of that at a true 3.8x ROAS. The search infrastructure this course teaches was the foundation that made profitable scaling possible.
Key Insight: Scaling on Google starts with search campaign architecture. The Four Pocket structure, combined with the S.E.A.R.C.H. Framework, turns search from a "support channel" into your primary growth engine.
The Math
You invest
$497 once.
Conservative
(fix placement exclusions + add 50 negatives): Save $2,000-4,000/month in eliminated waste. That's $24-48K/year. Annual return: 48-97x.
Typical
(full negative architecture + RSA rebuild + extensions): Save $5,000-10,000/month from lower CPAs and recovered waste. That's $60-120K/year. Annual return: 121-241x.
Best case
(full S.E.A.R.C.H. implementation + competitive campaigns): Save $8,000/month in waste + $15,000-22,000/month in incremental revenue from new keywords and competitor traffic. Annual return: 556-725x.
Cost of NOT having it
$1,500-15,000/month in wasted spend from irrelevant traffic alone. $2,000-7,000/month from non-search placements you don't know about. Every month without this system is money going to clicks that will never convert.
The course costs less than what most accounts waste in a single week.
What You Get
12-Module Search Ads System
S.E.A.R.C.H. Framework System
7 Case Studies with Full ROI Math
Implementation Timeline (Week 1 -> Week 8)
Bonus26-Column CSV Template for Bulk Upload
BonusRSA Headline Formula Library (50 formulas)
BonusSearch Term Cluster Analysis Template
BonusExtension Copy Templates (all 4 types)
BonusNegative Keyword Master Lists (10 verticals)
BonusCompetitor Messaging Matrix Worksheet
The Guarantee
30-Day Implementation Guarantee
Run the Module 9 negative keyword audit on your account. If the audit doesn't identify at least $497/month in recoverable wasted spend within your first sitting, email me and I'll refund every cent.
In 160+ accounts, the negative keyword audit has never failed to find more waste than the system costs. The average account finds $3,000-8,000/month in recoverable spend in the first audit alone.
Frequently asked questions about The Search Ads System
How This Compares to the Search Ad Copy Blueprint
| Search Ad Copy Blueprint ($197) | Search Ads System ($497) | |
|---|---|---|
| Focus | RSA headline and description writing | Full Search campaign system (copy + structure + bidding + scaling) |
| Chapters/Modules | 8 chapters | 12 modules |
| Ad Copy | Overgenerate-and-score protocol for RSAs | RSA system + extension copy + landing page alignment |
| Campaign Structure | Not included | S.E.A.R.C.H. Framework for full campaign architecture |
| Keyword Strategy | Not included | Search term clustering + negative keyword master lists |
| Bidding & Budget | Not included | Bidding progression + budget pacing calculator |
| Competitive Intel | Not included | Auction insights dashboard + competitor messaging matrix |
| Templates | 3 templates + 5 bonuses | 5 templates + 6 bonuses including 50-formula library |
| Best For | Brands improving RSA quality first | Brands building or rebuilding their entire Search program |
The Complete Search System. One Purchase. Lifetime Updates.
The system exists. It's documented across 12 modules. It works across 160+ accounts.
The GuaranteeSecure checkout via StripeLifetime access
The Search Ads System
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